Swiss Watch Industry Leaders Address Challenges and Future Strategy at Dubai Watch Week

This year's Dubai Watch Week, a significant event in the global luxury timepiece calendar, brought together prominent leaders from the Swiss watch industry. CEOs from esteemed brands like Audemars Piguet, Breitling, Chopard, and Hublot engaged in a frank discussion on the evolving landscape of the watch sector. The dialogue highlighted the sector's current challenges, particularly the strain on component manufacturers due to fluctuating demand, and explored strategies for sustainable growth and a resilient supply chain in the face of ongoing economic uncertainties.

Global Watch Leaders Converge in Dubai to Chart Future Course

In November 2025, the dynamic city of Dubai proudly hosted the 10th edition of its annual Watch Week, drawing an unprecedented number of industry luminaries and enthusiasts. This milestone event, organized by Ahmed Seddiqi, attracted over 49,000 visitors, marking a remarkable 113% increase from the previous year. A key highlight was the inaugural CEO Roundtable, featuring an intimate and revealing discussion with the chief executives of four major Swiss watch brands: Ilaria Resta of Audemars Piguet, Georges Kern of Breitling, Karl-Friedrich Scheufele of Chopard, and Julien Tornare of Hublot. The panel, moderated by Andy Hoffman, delved into critical issues facing the luxury watch market.

A central theme of the discussion revolved around the precarious position of component suppliers within the Swiss watch ecosystem. Ilaria Resta of Audemars Piguet articulated concerns that these suppliers are experiencing amplified economic pressures due to the industry's post-pandemic slowdown, compounded by the strength of the Swiss franc, rising gold prices, and a dip in consumer spending. Resta underscored the necessity for major brands to cultivate more responsible growth patterns and foster closer, more integrated relationships with their supply chain partners. She warned that a failure to do so could perpetuate a damaging 'boom and bust' cycle, jeopardizing Switzerland's specialized manufacturing expertise.

Chopard's co-president, Karl-Friedrich Scheufele, echoed these sentiments, drawing from his company's experience with its dial maker, Metalem SA. He emphasized that the stability of the entire industry hinges on the resilience of these vital component makers. Just days before the roundtable, a new tariff agreement between the U.S. and Switzerland offered a glimmer of hope, reducing duties on Swiss goods from 39% to 15%. This development was seen by Resta as a return to 'sanity' and by Scheufele as a 'half-full glass' for the crucial U.S. market.

Georges Kern of Breitling, reflecting on his three decades in the industry, described the current period as the most complex yet, advocating for strong leadership to navigate these turbulent times. He likened the situation to cycling uphill, where true capability emerges. Julien Tornare of Hublot added that brands must focus on their core identity and fundamental strengths to maintain desirability and seize market share amidst fierce competition and lingering uncertainty. Despite the challenges, all leaders expressed a cautious optimism for 2026, anticipating a brighter period for the Swiss watch sector as global markets continue to develop a taste for luxury mechanical timepieces.

The insightful discussions at Dubai Watch Week underscore the enduring spirit of innovation and resilience within the Swiss watch industry. Despite facing unprecedented global economic shifts and market volatilities, the leading figures remain committed to navigating these challenges with strategic foresight and collaborative efforts. Their emphasis on nurturing the entire ecosystem, especially the intricate network of suppliers, highlights a crucial recognition that the strength of the whole depends on the health of its parts. This forward-looking perspective, coupled with a belief in the inherent emotional value of luxury timepieces, positions the industry to not just survive, but potentially thrive, by reinforcing its foundations and adapting to new market realities. It's a powerful reminder that even in uncertainty, a clear vision and collective action can illuminate the path forward.