According to Breitling CEO Georges Kern, only a few Swiss watch brands are doing well

The Breitling CEO isn't known for despondency or doom-mongering. He also recently demonstrated his positive attitude in an interview with the Swiss Handelszeitung – with some reservations.

The industry expert says: "I have been in the watch industry for thirty years and have never experienced such a protracted crisis." However, Breitling would manage this crisis relatively well and stably.

Breitling is one of them, Kern confirms when asked.

He cites the company's focus on China, a market that has been declining significantly for some time, as one of the reasons for its weakness:

"Some brands were far too dependent on China. If they generate 50, 60, or even 70 percent of their sales in China and the market collapses by half, then they have a problem. Their sales plummet, but their fixed costs remain. It's that simple," explains Kern.

Breitling itself generates only four percent of its total sales in China, a trend that's rising, "just listen and be amazed." Furthermore, the CEO sees potential in the Middle East, India, Mexico, and Latin America. Even in Switzerland, despite the strong Swiss franc, things are going well, he reports. "It's something special to buy a Swiss watch in Switzerland. And travelers from Asia practically have to return home with gifts from abroad."

In his opinion, the US is currently difficult to assess. This market is currently growing again. "But I suspect part of the growth is because people believe prices will rise because of the tariffs. So they're buying now. We'll see how it goes."

However, rising prices for luxury watches could deter them from doing so. At least, if these aren't justified by a corresponding price, says Georges Kern: "Customers understand that prices are rising. For example, because gold has become much more expensive. Or when a watch is newly equipped with a manufactured movement. What customers don't understand is when the identical product suddenly becomes much more expensive."

Despite all the negative news – both economic and geopolitical – the Breitling CEO is optimistic about the watch industry: "Because I know that the trend in our industry is upward. The underlying trend is positive. I'm 100 percent sure of that."