1 Global Quartz Watch Market Insight Analysis
The global quartz watch market size will reach US$10,687.28 million in 2025, with a CAGR of 3.5% from 2025 to 2033.
Quartz watches are made by using the principle that Quartz crystals are driven by electric power to generate regular vibration, which is lighter and more accurate than traditional mechanical watches. Quartz watches can be divided into luxury quartz watches and normal quartz watches, which are mainly purchased through in-store and online channels.
Figure Global Quartz Watch Market Size (M USD) and CAGR (2025-2033)
2 Quartz Watch Market Growth Drivers and Restraints
Quartz watches continue to attract consumers with their core advantages of high-precision timing, simple and durable structure. Compared with mechanical watches, they do not require complex maintenance (only regular battery replacement is required), and the cost is lower, making them suitable for daily wear. In addition, some brands have improved product competitiveness through technology integration, such as:
Application of solar technology: Citizen’s “Eco-Drive” technology and Casio’s “Tough Solar” technology, which enable watches to be charged by light energy, reduce battery dependence, and enhance environmental protection properties.
Multi-function integration: Some Casio models have added functions such as electronic compass, altimeter, GPS, etc. to meet the needs of outdoor and technology enthusiasts and expand application scenarios.
With the increase of environmental awareness, consumers are more inclined to choose low-maintenance and long-life products. Quartz watches are in line with the concept of sustainable development because of their few parts and low energy consumption. For example, Swatch Group launched watches made of castor bean biomaterials, and the packaging uses biodegradable starch materials, which fits the trend of green consumption. In addition, young consumers’ pursuit of fashion and cost-effectiveness has driven affordable quartz watches (such as Daniel Wellington) to quickly penetrate the market through e-commerce channels.
The expansion of the middle class in the Asia-Pacific region (especially China and India) has driven the consumption of quartz watches. In 2020, China’s quartz watch sales accounted for 50.44% of the Asia-Pacific region, and the proportion of online sales continued to increase (reaching 36.7% in 2020). Markets such as India and Southeast Asia have become new growth engines due to their large population base and consumption upgrades. For example, Titan, as a local Indian brand, has occupied a major domestic market share through localized design and offline channel expansion.
The popularity of e-commerce platforms (such as Amazon and Alibaba) has broken geographical restrictions, especially during the epidemic, which has accelerated the formation of online shopping habits. In 2020, global online sales of quartz watches reached 14.96 million units, accounting for 36.68% of total sales. Brands reach young groups through social media marketing (such as cooperation with Internet celebrities and live streaming). Daniel Wellington quickly increased its global visibility through Instagram marketing.
High-end market barriers for mechanical watches: The high-end watch market prefers the craftsmanship value and collection attributes of mechanical watches. For example, brands such as Rolex and Patek Philippe have consolidated their position through complex movement technology, squeezing out the space of quartz watches in the luxury goods field.
Functional substitution of smart watches: Smart watches integrate health monitoring, communication and other functions to attract young consumers. Brands such as Apple and Samsung have seized the daily wear market through ecosystem integration, resulting in the single functionality of traditional quartz watches.
The core technology of quartz watches (such as quartz oscillation movements) has matured, and innovation is concentrated in materials (such as carbon fiber, ceramics) and appearance design, lacking disruptive breakthroughs. Niche brands face the problem of insufficient R&D investment, and although high-end brands (such as Chopard) have tried differentiated designs such as gem inlays and artistic dials, the market acceptance is limited, and the cost of innovation is difficult to quickly convert into sales.
Magnetization interference: The magnetic field of modern electronic devices may affect the accuracy of quartz watches. Although some brands (such as Rolex Milgauss) have launched anti-magnetic models, the cost is high and the popularity is low.
Maintenance cost pressure: Battery replacement and movement aging problems have caused some consumers to turn to “disposable” low-priced products, while high-end quartz watch repairs rely on professional services, pushing up the cost of use and reducing the willingness to repurchase.
The market is highly concentrated, with leading brands (Casio, Swatch, Citizen) accounting for nearly 50% of the market share, and small and medium-sized brands have limited room for survival. In addition, consumers have an inherent impression of quartz watches as “cheap” and “low-end”, and it is difficult to break through the price ceiling, especially in the European and American markets, where mechanical watches still dominate high-end consumer scenarios.
3 Technological Innovations in the Quartz Watch Market
Material and process upgrade:
Lightweight and durability: Titanium (such as Citizen’s 50th Anniversary Titanium Limited Edition) and ceramic materials (such as Chanel J12 series) have become the mainstream choice for high-end quartz watches due to their corrosion resistance and lightness.
Application of environmentally friendly materials: Swatch biomaterial watches and Mondaine’s renewable raw material watch cases respond to the trend of circular economy.
Fusion of intelligence and tradition:
Some brands have launched “light intelligence” quartz watches, such as the smart watches jointly developed by Fiyta and Alibaba Cloud, which integrate basic health monitoring functions, retain traditional dial designs, and balance practicality and classic style.
Hybrid technology: Seiko’s Kinetic series charges the battery through manual winding, reducing dependence on traditional batteries.
Giant acquisitions and business expansion:
Fossil Group has combined smart watch technology with traditional quartz watches by acquiring technology companies such as Misfit, and authorized brands such as Armani Exchange to expand market coverage.
Swatch Group acquires high-end brands (such as Breguet and Jaquet Droz) to improve the layout of the entire product line from affordable to luxury and enhance risk resistance.
Local brand cooperation and internationalization:
Chinese brand ROSSINI cooperates with Swiss watch technology to improve the accuracy of the movement; Fiyta expands overseas channels through the Basel International Watch Fair, trying to break the monopoly of European and American brands.
Titan cooperates with Tata Group to reduce costs by taking advantage of the local supply chain and expand consumer scenarios by acquiring Indian jewelry brands.
Differentiated positioning:
High-end market: Chanel, Chopard, etc. shape quartz watches into luxury accessories through jewelry inlays and limited edition designs. For example, Chopard Happy Sport series uses diamond floating design to increase premium space.
Mass market: Casio G-SHOCK series is positioned in the outdoor market with shock resistance and multi-function, and Daniel Wellington attracts fashion consumers with minimalist design and replaceable straps.
Channel diversification:
Online and offline integration: The brand sells directly through official websites and e-commerce platforms (such as Tmall and JD.com), and opens experience stores (such as Swatch concept stores) in first-tier cities to provide customized services.
Regional deepening: In the Asia-Pacific region, Casio and Citizen have increased the density of offline stores, especially in third- and fourth-tier cities, while European and American brands focus on online marketing and high-end department store channels.
4 Global Quartz Watch Market Size by Type
Luxury quartz watches are known for their high-end materials, intricate designs, and exclusive features. These watches often incorporate precious stones and have a unique aesthetic appeal, making them highly desirable for collectors and consumers seeking premium timepieces. In 2025, the Luxury segment is expected to generate a revenue of 3,361.24 million USD, accounting for approximately 31.45% of the total market revenue.
This segment is driven by the demand for exclusive designs and the status associated with owning a luxury watch. Key players in this segment include Chanel, Chopard, and certain high-end lines from Swatch Group and Seiko. These companies focus on craftsmanship and innovation, often releasing limited-edition models to maintain exclusivity and high demand.
Normal quartz watches are characterized by their simplicity, accuracy, and affordability. These watches are designed for everyday use and cater to a broader consumer base. They are popular for their reliability and low maintenance requirements. In 2025, the Normal segment is projected to generate a revenue of 7,326.04 million USD, representing 68.55% of the total market revenue. This segment is dominated by brands like Casio, Citizen, and Seiko, which are known for their durable and feature-rich products. The Normal segment is driven by the demand for reliable timepieces that offer value for money. These watches are often used by consumers who prioritize functionality and affordability over luxury.
Table Global Quartz Watch Market Size and Share by Type in 2025
Type | Market Size (M USD) 2025 | Market Share 2025 |
|---|---|---|
Luxury | 3361.24 | 31.45% |
Normal | 7326.04 | 68.55% |
5 Global Quartz Watch Market Size by Application
In terms of revenue, the online segment is expected to generate 3756.90 million US dollars in 2025. This significant amount reflects the growing trend of e – commerce in the watch industry. Online sales have been steadily increasing, driven by factors such as convenience, a wider product range, and competitive pricing. Consumers around the world are increasingly turning to online platforms to purchase quartz watches, whether it’s for the latest fashion – forward designs or for more practical timepieces.
On the other hand, the in – store segment is projected to bring in 6930.38 million US dollars in revenue in 2025. Physical stores still hold a crucial position in the quartz watch market. They offer customers the opportunity to physically experience the product, try on different models, and receive personalized service from sales staff. This hands – on experience is particularly important for high – end and luxury quartz watches, where customers may be more hesitant to make a purchase online without first seeing and feeling the product.
Regarding market share, in 2025, the online segment is forecasted to account for 35.15% of the total global quartz watch revenue market share. This shows a gradual increase in the online market’s influence over the years. However, the in – store segment still dominates with a market share of 64.85%. This indicates that despite the growth of online sales, traditional brick – and – mortar stores remain a significant force in the quartz watch market.
Table Global Quartz Watch Market Size and Share by Application in 2025
Application | Market Size (M USD) 2025 | Market Share 2025 |
|---|---|---|
Online | 3756.90 | 35.15% |
In-store | 6930.38 | 64.85% |
6 Global Quartz Watch Market Size by Region
In 2025, the quartz watch revenue in North America is forecasted to reach 3424.25 million US dollars. This region has long been a significant market for quartz watches, characterized by a consumer base that appreciates a blend of functionality and style. Major cities like New York and Los Angeles serve as hubs for both luxury and mainstream quartz watch brands.
The presence of a well – developed retail infrastructure, including high – end department stores and specialized watch boutiques, contributes to the healthy revenue stream. Additionally, the region’s strong e – commerce sector further propels the sales of quartz watches, as consumers increasingly turn to online platforms for convenience and a wider product selection.
Europe is projected to generate a quartz watch revenue of 3073.82 million US dollars in 2025. This region has a rich heritage in watchmaking, with countries like Switzerland being renowned for their precision and craftsmanship. European consumers have a discerning taste, often favoring traditional and luxury quartz watch brands. The market is also influenced by seasonal trends and fashion capitals such as Paris and Milan. While the traditional brick – and – mortar stores remain crucial for high – end purchases, the growth of online sales is also notable, especially among younger consumers who are more digitally – savvy.
The Asia Pacific region stands out as a key growth area, with a forecasted quartz watch revenue of 3708.06 million US dollars in 2025. This region’s growth can be attributed to several factors. Firstly, the rising middle – class population in countries like China, India, and South Korea has led to an increased demand for quartz watches as a symbol of status and fashion.
Secondly, the region has a vibrant e – commerce ecosystem, which has made it easier for both domestic and international brands to reach consumers. In China, for example, major e – commerce platforms play a pivotal role in driving watch sales. Moreover, the Asia Pacific region is also witnessing a trend of local brands emerging and gaining popularity, leveraging their understanding of local consumer preferences.
In 2025, Central & South America is expected to generate a quartz watch revenue of 243.72 million US dollars. The market in this region has been gradually growing, driven by factors such as increasing urbanization and a growing interest in fashion accessories. However, it still faces challenges such as economic instability in some countries, which can impact consumer purchasing power. Despite these challenges, there is potential for growth, especially as international brands continue to expand their presence and local brands start to develop their market share.
The Middle East and Africa region is forecasted to have a quartz watch revenue of 237.43 million US dollars in 2025. In the Middle East, countries with high – income economies, such as the United Arab Emirates, have a demand for luxury quartz watches, often driven by a culture that values luxury goods as a status symbol. In Africa, the market is more diverse, with a mix of demand for both affordable and mid – range quartz watches. The region’s growth is also influenced by factors like infrastructure development and the expansion of retail networks.
Figure Global Quartz Watch Market Size (M USD) by Region in 2025
7 Global Quartz Watch Market Analysis by Major Players
Casio
Company Profile
Casio is a leading global manufacturer of consumer electronics and business equipment solutions, established in 1957. The company is headquartered in Tokyo, Japan, and operates manufacturing plants primarily in Japan. Casio’s product portfolio extends beyond watches to include electronic dictionaries, calculators, label printers, digital cameras, and more. Casio is renowned for its innovative and durable products, which are sold worldwide.
Business Overview
Casio’s business strategy focuses on leveraging advanced technology to create products that enhance daily life. The company’s watches are particularly popular for their accuracy, durability, and innovative features. Casio’s G-SHOCK series, known for its shock-resistant design, has become a symbol of the brand’s commitment to quality and innovation. Additionally, Casio’s Eco-Drive technology, which powers watches using solar energy, has positioned the company as a leader in sustainable timekeeping solutions.
Product Offered
Casio offers a wide range of quartz watches, including the G-SHOCK series, which features rugged designs suitable for extreme sports and outdoor activities. The company also produces the BABY-G line, designed for women, and the EDIFICE series, which combines style with advanced functionality. Casio’s watches often include features such as digital displays, multiple time zones, and water resistance, making them popular for both casual and professional use.
Swatch Group
Company Profile
The Swatch Group, established in 1983, is a Swiss multinational company that is one of the world’s largest watch manufacturers. Headquartered in Biel, Switzerland, the group comprises 18 watch and jewelry brands, including Swatch, Omega, and Longines. The company is known for its innovative designs and high-quality products, which are sold globally.
Business Overview
The Swatch Group’s business strategy emphasizes innovation, design, and quality. The company is a leader in the development of electronic systems used in watchmaking and other industries. Swatch Group’s watches are known for their precision, style, and reliability. The group’s diverse portfolio allows it to cater to a wide range of consumer preferences, from affordable fashion watches to high-end luxury timepieces.
Product Offered
Swatch Group offers a diverse range of quartz watches across its various brands. The Swatch brand is known for its colorful and trendy designs, making it popular among fashion-conscious consumers. Omega, another brand under the Swatch Group, is renowned for its luxury watches, which often feature high-precision quartz movements and luxurious materials. Longines, another prominent brand, offers elegant and classic quartz watches that combine tradition with modern technology.
Citizen
Company Profile
Citizen, founded in 1918, is a Japanese multinational company specializing in watch manufacturing. The company is headquartered in Tokyo, Japan, and operates manufacturing plants primarily in Japan. Citizen is known for its innovative technologies and high-quality products, which are sold worldwide.
Business Overview
Citizen’s business strategy focuses on innovation and sustainability. The company is a leader in the development of Eco-Drive technology, which powers watches using solar energy. This technology has positioned Citizen as a pioneer in sustainable timekeeping solutions. Citizen’s watches are known for their accuracy, durability, and stylish designs, making them popular among consumers worldwide.
Product Offered
Citizen offers a wide range of quartz watches, including the Promaster series, which is designed for outdoor and sports enthusiasts. The company also produces the ATTIVA series, known for its sleek and modern designs. Citizen’s watches often feature advanced technologies such as GPS, world time, and perpetual calendar functions. Additionally, Citizen’s Eco-Drive technology ensures that its watches are powered by natural light, reducing the need for battery replacements and promoting environmental sustainability.