Optimistic outlook for Swatch despite sales slide

The Swatch Group has reported a decline in revenue over the past financial year, attributed to poor demand in Asian markets.

The Swiss owner of brands such as Omega, Longines, and Tissot reported a 7 per cent decline in sales for the year.

Sales improved by 7 per cent in the fourth quarter, specifically, and with strong revenue generated in the US market, the company outlined plans for positive performance in the coming year.

“The very positive momentum in the second half of the year, and the acceleration in the last quarter, continued in January 2026 for all price segments,” the report noted.

“The group expects very positive sales and volume developments for 2026.”

The report noted that online sales were ‘spectacular’, suggesting they surpassed the records set during the COVID-19 global pandemic.