Middle East & Africa Watch Market Outlook, 2029

The Middle East and Africa boast a deep-rooted appreciation for timekeeping, with watches often symbolising cultural traditions and status. In these regions, watches are more than mere accessories; they are symbols of craftsmanship, heritage, and social standing. High-end brands with a history of watchmaking excellence find a receptive audience drawn to the prestige associated with owning a timepiece with historical significance. The economic prosperity witnessed in some Middle Eastern countries has fueled a surge in consumer spending, including on luxury goods like watches.

The rising middle class, particularly in Gulf Cooperation Council (GCC) countries, is increasingly inclined to invest in high-quality timepieces, reflecting both personal style and aspirations. The Middle East and Africa, with their diverse mix of cultures and demographics, showcase a wide range of watch preferences. While classic and elegant designs remain popular, there is a growing interest in contemporary and avant-garde styles. Globalisation has facilitated the entry of international brands, offering consumers a broad spectrum of choices to suit their individual tastes. Furthermore, Islamic art and design elements have left an indelible mark on the aesthetics of watches in the Middle East.

Intricate patterns, calligraphy, and geometric designs inspired by Islamic architecture often find expression in watch dials and cases. This cultural fusion creates timepieces that resonate with the regional identity. In recent years, there has been a rise in local watchmakers in the Middle East and Africa, producing timepieces that celebrate regional craftsmanship and design. These brands often incorporate cultural elements into their watches, catering to a growing interest in locally-made products. Dubai has become a significant hub for the watch industry, hosting events like Dubai Watch Week. This annual event attracts watch enthusiasts, collectors, and industry professionals, providing a platform for brands to showcase their latest creations and engage with consumers.

According to the research report, 'Middle East and Africa Watch Market Outlook, 2029', the Middle East and Africa Watch market is projected to reach a market size of more than USD 14 Billion by 2029. In the Middle East and Africa, watches have a strong cultural meaning and are frequently used as a prestige symbol for social standing, tradition, and legacy. The cultural importance of watches fuels a steady demand for timepieces, particularly those featuring designs inspired by Islamic art and culture.

Economic prosperity, particularly in Gulf countries, has led to increased consumer spending on luxury goods, including high-end watches. The rising middle class in the region is willing to invest in premium and luxury timepieces, driving demand for prestigious brands. The Middle East, especially Dubai, has become a hub for tourism and luxury shopping. Tourists from around the world contribute significantly to the demand for watches, often purchasing high-end timepieces during their visits. The global influence and cosmopolitan nature of cities contribute to diverse preferences.

As well, the adoption of smartwatches, especially among the younger demographic, is on the rise. Consumers appreciate the multifunctionality and modern features offered by smartwatches, contributing to the overall growth of this segment in the watch market. Furthermore, watches are commonly chosen as meaningful gifts during special occasions, including weddings, graduations, and religious celebrations. The gifting culture adds to the demand for watches, especially those with sentimental value and significance.

Market Drivers

• Economic Prosperity: Economic prosperity, particularly in Gulf countries, fuels consumer spending on luxury goods, including watches. The rising middle class and high-income individuals are willing to invest in premium and luxury timepieces, boosting market growth.
• Tourism and Shopping Hubs: The Middle East, especially cities like Dubai, serves as a global hub for tourism and luxury shopping. Tourists contribute significantly to the watch market, often purchasing high-end timepieces during their visits.

Market Challenges

• Sensitivity to Global Luxury Trends: The watch market in the Middle East and Africa is sensitive to global luxury trends. Changes in global consumer preferences and economic conditions can influence the demand for luxury watches in the region.
• Counterfeiting: Counterfeiting remains a significant challenge in the watch industry. The presence of counterfeit watches can undermine the reputation of genuine brands and affect consumer trust. Efforts to combat counterfeiting are ongoing but require continued vigilance.

Market opportunity

• Customisation and Personalisation Trends: The demand for personalised and customisable products is growing globally. Offering customisation options for watches allows brands to cater to individual preferences, enhancing the consumer's sense of exclusivity and personal connection with the product.
• Digital Transformation and E-Commerce: Embracing digital platforms and e-commerce presents an opportunity for watch brands to reach a wider audience. Online retail allows for convenient exploration and purchase of watches, especially for consumers in regions with diverse geographical landscapes.

Based on the product types, they are segmented into smartwatch, quartz, mechanical, solar, and others; among them, in the Middle East and Africa, the mechanical watch leads the market with the highest market share.

Watches hold cultural significance in the Middle East and Africa, often symbolising tradition, heritage, and social status. Mechanical watches, with their intricate movements and craftsmanship, align with the appreciation for artistry and the enduring nature of cultural values. Mechanical watches, especially those from renowned Swiss watchmakers, carry a rich heritage of craftsmanship. The meticulous artistry involved in creating mechanical movements and the tradition passed down through generations resonate with consumers, who value the authenticity and history embedded in each timepiece.

The Middle East and Africa have a thriving watch-collecting culture. Enthusiasts and collectors appreciate the intricate details, limited editions, and historical significance of mechanical watches. Collecting mechanical timepieces becomes a passion, with individuals valuing the rarity and uniqueness of each watch. Mechanical watches are considered artisanal creations that require meticulous craftsmanship. The appeal lies in the artistry involved in assembling and calibrating the intricate movements.

The craftsmanship of mechanical watches aligns with the appreciation for handmade and artisanal products. Watches, particularly mechanical ones, are often passed down through generations as heirlooms. The notion of passing on a mechanical watch reflects the longevity and timelessness associated with these timepieces. They become family treasures with stories and sentimental value.

In terms of the product range that is bifurcated into the low range, medium range, and luxury, among them in the Middle East and Africa, the mid-range watch is contributing the significantly.

Economic growth in certain Middle Eastern and African countries has contributed to the expansion of the middle class. As more individuals enter the middle-income bracket, there is an increased demand for mid-range products, including watches. Mid-range watches offer a balance between quality and affordability, making them accessible to a growing consumer base. Mid-range watches are often chosen as gifts during special occasions, such as weddings, graduations, and birthdays. The affordability of mid-range watches makes them attractive options for gift-givers who want to present a meaningful and stylish timepiece without the high cost associated with luxury watches.

Younger consumers in the Middle East and Africa are drawn to mid-range watches that align with their preferences for stylish and affordable accessories. The mid-range segment caters to a more budget-conscious demographic that values both quality and aesthetics. Watch manufacturers have responded to market demands by expanding their mid-range product offerings. This includes introducing a diverse range of styles, materials, and features within the mid-price segment. The increased variety allows consumers to find watches that suit their preferences without compromising on quality.

According to the report, the end users are segmented into male, female, and unisex; among them, the male is contributing the most to the use of the watch is about the highest market share.

The Middle East and Africa often dictate societal norms and expectations regarding dress and accessories. In some cultures, wearing a watch is considered a symbol of status, responsibility, and maturity. Traditionally, these values have been more strongly associated with men. The workplace culture in certain industries and professions contributes to the prevalence of men wearing watches. In regions where there is a higher representation of men in specific sectors, such as business, engineering, or manual labour, the use of a watch may be perceived as a practical and professional accessory. In many cultures, watches are common gifts for significant life events, such as graduations, promotions, or weddings.

Men receive watches as gifts more frequently, further contributing to the prevalence of men wearing watches. Traditional gender roles, which can influence behaviours and expectations, may contribute to the perception of watches as more masculine accessories. While societal norms are evolving, there may still be lingering influences from historical gender roles. Fashion trends and preferences can also play a role. In some regions, men's fashion places a greater emphasis on accessories like watches, while women have a wider range of accessories to choose from. This can influence the likelihood of men wearing watches more frequently.

Based on the distributing channel, they are segmented into retail stores, specialty stores, and online retail. Among them, the retail store is growing as the distributing channel of the watch market.

Shopping is often a social and cultural activity in the Middle East and Africa. Consumers in these regions may place a high value on the physical act of shopping, enjoying the process of exploring products in a brick-and-mortar store. Retail stores provide a space for consumers to engage with watches on a personal level. In certain cultures, personal interaction and relationships are highly valued. Retail stores allow consumers to engage with sales associates who can provide personalised assistance, answer questions, and offer recommendations. This personalised approach contributes to building trust and customer satisfaction.

Physical retail stores can instill a sense of trust and assurance in consumers. Being able to see and touch the product before making a purchase, along with the credibility associated with a physical storefront, contributes to consumer confidence, especially when investing in luxury watches. The act of purchasing a watch as a gift is prevalent in Middle Eastern and African cultures. Retail stores offer a curated selection of watches, making it easier for gift-givers to explore options and make informed decisions.

The ability to see and choose from a variety of watches enhances the gift-giving experience. Cities in the Middle East, such as Dubai, are renowned as luxury shopping hubs. The presence of high-end retail stores in these cities attracts both local and international consumers seeking a premium shopping experience.

Based on the report, the major countries covered include the United Arab Emirates, Saudi Arabia, South Africa, and the rest of the Middle East and Africa; among them, Saudi Arabia leads the watch market.

Saudi Arabia has a relatively affluent consumer base with high purchasing power. The presence of a large population with the means to afford luxury goods, including watches, contributes to the robust watch market in the country. Gifting is a significant aspect of Saudi Arabian culture, especially during special occasions and celebrations. Watches, particularly those from prestigious brands, are commonly chosen as meaningful gifts. This cultural tradition boosts the demand for watches on the market. Saudi Arabia has been making efforts to promote tourism, and cities like Riyadh and Jeddah attract international tourists for shopping. Tourists often contribute to the demand for luxury goods, including watches.

Shopping festivals and events also attract shoppers from within and outside the country. The economic stability of Saudi Arabia, driven by the oil industry and diversification efforts, has positively impacted consumer spending. Stable economic conditions provide a conducive environment for the growth of the luxury goods market, including watches. Watches hold cultural significance in Saudi Arabian society. They are not only viewed as timekeeping devices but also as symbols of tradition, responsibility, and success.

This cultural perspective contributes to the sustained demand for watches. Saudi Arabia hosts a wide array of international luxury brands, and many prestigious watchmakers have a strong presence in the country. The availability of renowned watch brands contributes to the country's leadership in the watch market.

The watch market is highly competitive, with the presence of both global and domestic players. Some of the major players in the market include Seiko Holdings Corporation, The Swatch Group, Casio, Fossil Group Inc., and Rolex. Major players focus on leveraging the opportunities to expand their product portfolios and cater to the requirements of various product segments, especially within the integrated analog and smart-watches category. These players are also targeting social media platforms and online distribution channels for the online marketing and branding of their products to capture the maximum attention of customers.

Considered in this report

• Historic year: 2018
• Base year: 2023
• Estimated year: 2024
• Forecast year: 2029

Aspects covered in this report

• Watch market Outlook with its value and forecast along with its segments
• Various drivers and challenges
• On-going trends and developments
• Top profiled companies
• Strategic recommendation

By Movement

• Smart Watch
• Quants
• Mechanical
• Others

By Product Range

• Low- Range
• Mid-Range
• Luxury

By End User

• Male
• Female
• Unisex

By Distribution Channel

• Hypermarket/Supermarket
• Retail Store
• Speciality Store
• Online Retail

The approach of the report:

This report consists of a combined approach of primary and secondary research. Initially, secondary research was used to get an understanding of the market and list the companies that are present in it. The secondary research consists of third-party sources such as press releases, annual reports of companies, and government-generated reports and databases. After gathering the data from secondary sources, primary research was conducted by conducting telephone interviews with the leading players about how the market is functioning and then conducting trade calls with dealers and distributors of the market. Post this; we have started making primary calls to consumers by equally segmenting them in regional aspects, tier aspects, age group, and gender. Once we have primary data with us, we can start verifying the details obtained from secondary sources.

Intended audience

This report can be useful to industry consultants, manufacturers, suppliers, associations, and organizations related to the Watch industry, government bodies, and other stakeholders to align their market-centric strategies. In addition to marketing and presentations, it will also increase competitive knowledge about the industry.


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