Morgan Stanley/LuxeConsult - Ninth Annual Swiss Watcher 2025/2026
The Swiss watch industry's middle class is disappearing. A dive into the 2026 Morgan Stanley report, from Omega's fall to #5 to the independent brands punching above their weight.
Before we begin…
Nope, you are not imagining things, and yes, you have received this essay before - on 19 February 2026, to be precise. If you received it back then, you got the original cut; lucky you.
Unfortunately, the original post was taken down due to a copyright infringement notice on behalf of Oliver Müller − founder of LuxeConsult and the man beh…