2011年6月27日

防水、防震、防衰退的瑞士手表 The Recession Proof Swiss Watch

机,什么危机?即使是在经济崩溃的时候,你也需要知道时间。

AFP/Getty Images
去年三月,瑞士,一位参观者经过巴塞尔世界钟表展的一个展位。
在希腊勒紧裤腰带、为最新的紧缩预算做准备时,这个陷入困境的国家对豪华瑞士手表的需求看来却丝毫没有减弱。

5月份,瑞士手表出口按实值计算增长了40.1%,达16.4亿瑞士法郎,在全球每个市场几乎都实现了增长。

据瑞士钟表业联合会(Swiss Watch Industry Federation)的数据,在百达翡丽(Patek Philippe)、劳力士(Rolex)和欧米茄(Omega)手表的前30大市场中,只有台湾的销售额下滑。

不过,希腊却悄悄挤入前30大市场,尽管是排在最后,5月份希腊的瑞士手表进口额达630万瑞士法郎,较去年同期增长了6.1%。

其他陷入困境的欧洲边缘国家也实现了增长。

5月份,葡萄牙瑞士表进口额增长10.8%,至880万瑞士法郎,而西班牙则增长了26.4%,达3,260万瑞士法郎,尽管两个国家都存在经济问题。爱尔兰没有进入前30大市场。

香港和中国内地引领的亚洲市场继续领跑全球手表市场,中国新富对豪华手表的需求大幅增长。

苏黎世银行(Zuercher Kantonalbank)分析师施温德曼(Patrik Schwendimann)说,瑞士手表的消费市场看来出现了分化,一些消费者因对经济的担忧而降级买较便宜的品牌,但高端豪华表的市场需求依然丝毫不减。

价格在200瑞士法郎以下的手表是5月份出口额增幅最大的,出口额增长了约40%。不过,在另一极端,出口价格在3,000瑞士法郎以上的手表也实现了约30%的增长。

金表在全球的表现尤其出色,5月份出口量增长了50.3%,至47,700块。

施温德曼说,奢侈品行业的复苏看来基础广泛,未受涨价等因素的影响。

因此,瑞士手表除了防震、防水(水深数百米)外,还越来越能防衰退。

即使是在受到危机打击的希腊也是如此。

John Revill

(本文版权归道琼斯公司所有,未经许可不得翻译或转载。)


Crisis, what crisis? Even when an economy is falling apart you need to tell the time.

As belts are tightened in Greece and the country prepares for its latest austerity budget, there seems to be no fall in demand in the troubled country for high-end Swiss watches.

Swiss watch exports rose 40.1% in real terms in May to 1.64 billion Swiss francs, with almost virtually every market in the world reporting an increase.

Of the top 30 markets for Patek Philippe's, Rolex's and Omega watches, only Taiwan reported a dip, according to the figures from the Swiss Watch Industry Federation.

But creeping into the top 30 was Greece, in last place, with Swiss watch imports of 6.3 million Swiss francs in May. The figure represented a 6.1% increase from last year.

Other troubled members of the countries on Europe's periphery also reported increases.

In Portugal exports in May rose 10.8% to 8.8 million Swiss francs, while in Spain they rose 26.4% to 32.6 million Swiss francs, despite the economic problems in both countries. Ireland didn't make the top 30.

Asian markets led by Hong Kong and China continued to lead, with massive increases in demand for high-end timepieces among the country's newly wealthy.

Patrik Schwendimann, analyst at Zuercher Kantonalbank, said there seemed to be a dividing market, with some consumers trading down to cheaper brands because of economic fears while the appetite for high-end luxury remains undiminished.

Watches priced under 200 Swiss francs were the big risers in May, with exports up around 40%. But at the other extreme watches with an export price of more than 3,000 francs also reported an increase of around 30%.

Gold watches did particularly well globally, with the number of exports rising 50.3% to 47,700 in May.

'The recovery in luxury appears to be broad based, it seems to be impervious to price increases or anything else,' said Mr. Schwendimann.

So as well as being shock proof and waterproof to hundreds of meters, it now seems Swiss watches are increasingly recession proof.

Even in crisis-hit Greece.

John Revill

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