What’s going on here? The value of Swiss watch exports ticked up by nearly 7% in August from a year earlier, despite plenty of buyers ditching life’s little luxuries. What does this mean? Swiss watchmakers are the crème de la crème, so their order books indicate how much folk are willing to spend on nice-to-haves. And August’s uptick might, on the surface, look good for retailers. Thing is, lavish sales of high-end timepieces made up for a decline in demand for cheaper ones, suggesting that it’s only the wealthiest shoppers flashing the plastic. Sales of watches with a wholesale price higher than 3,000 francs (about $3,500) rose 5% by volume and 15% by value, while those of cheaper ones fell 14% by value and 11% by volume. Why should I care? For markets: Budgets aren’t for everyone. China is the second-biggest buyer of luxury watches. But with its economy on ice, the country spent 6% less on Swiss watches this August than last. That’s a common trend right now: plenty of luxury brands have suffered as shoppers in China – usually reliable buyers of fancy garms and gadgets – have tightened their budgets. And yet, the world’s wealthiest shoppers are still frequenting the most exclusive luxury brands. Just look at Ferrari: sales have stuck around, and the carmaker’s share price is hovering near a record high. The bigger picture: The rich get richer. Many countries have seen their populations divided in the last couple of years. The very richest have made bank from high interest rates on well-fed savings accounts and benefited from the near-record highs of global stock markets. Meanwhile, others are holding down two jobs just to pay the bills. But interest rate cuts across Europe and the US could be a tiny leveler: they’ll make it cheaper to borrow money and pay back debt, helping folk afford some of life’s finer things. |