Watch Market shifts as Damiani completes Baume & Mercier acquisition, reshaping Swiss luxury in 2026

BOSTON - Sept. 15, 2026 - PRLog -- Damiani completed its acquisition of 100% of Baume & Mercier on July 1, bringing the Swiss watchmaker into a broader hard-luxury portfolio. The deal puts brand ownership and distribution strategy at the center of the Watch Market as established groups adjust to changing demand.

Key developments:

• Damiani and Baume & Mercier: The transaction gives Damiani full ownership of a specialist watchmaker with a 200-year heritage. Baume & Mercier joins Damiani's jewellery brands and Rocca, its multi-brand watch and jewellery distributor, expanding its watch exposure.
• Richemont: On July 15, Richemont reported group sales of €6.3 billion for the quarter ended June 30, up 20% at constant exchange rates. Specialist Watchmakers sales increased 8%, while the group reported double-digit growth across the Americas, Asia Pacific, Japan and Europe.
• Swatch Group: In its July 21 half-year report, Swatch said sales accelerated in May and June and that the improvement continued into July. The group said stronger demand was improving production-capacity utilization and would support better second-half profitability.
• Watches of Switzerland: Reuters reported on July 13 that the London-listed retailer had held preliminary discussions over potential takeover offers. Reuters said its shares had risen 55% in 2026, still below half their 2022 peak, highlighting strategic value in luxury-watch distribution.
• Switzerland-China trade: On Aug. 20, Switzerland and China concluded negotiations to optimize their free-trade agreement. Switzerland said 99.8% of its current exports would be able to enter China duty-free once implemented; watches are among Swiss exports to China.

These developments point to a Watch Market shaped by consolidation, improving demand, retailer valuations and export access. Investors will track how portfolio changes, production responsiveness and China trade conditions affect sales and margins through 2026.

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