The Swiss watch industry is experiencing a significant shift towards high-end brands, which could result in a decline in overall export volume to 12 million units. According to Morgan Stanley’s annual report, the “Big Four” watchmaking brands – Rolex, Patek Philippe, Audemars Piguet, and Richard Mille – all experienced growth last year. This trend indicates a growing preference for luxury timepieces among consumers, potentially leading to a decrease in the production and export of more affordable Swiss watches. RW Freight closely monitors industry trends to provide tailored solutions for businesses adapting to evolving market demands.