The following is a speech by Mario PESERICO ( President of Italian Watch Manufacturers and Dealers Association ) at the 11th China Watch and Clock Forum.
From a macro point of view, not to say that from an industry point of view, mainly from the consumer industry to look at the development of the clock and watch industry, I think look at the watch industry over the past few years is a very meaningful thing.
Italy is actually in the watch industry, or the fashion industry, it belongs to the benchmark maker called the trend. Italy It is not a simple watch manufacturer, more importantly, watches have become a luxury. In the past few years we have seen a continuous increase in the national market, especially in Swiss watches, the development of Swiss watches is very rapid.
It has occupied 10% of the world's share of watches in Italy in 1995 . What does this mean? This means that the market is indeed growing constantly, and is keeping pace with the rest of the world. For example, in the markets like 2008, the consumer market in mainland China and Hong Kong are constantly on the rise.
Italy's share in the last five years has risen 5%. I believe everybody is already familiar with this data. However, due to the economic crisis in 2007, watch sales continued to decline. From this table you can see the changes in market value.
There have been many shrinking situations in many watch markets. Due to the economic crisis, sales of exports like China, such as Hong Kong and Japan, were also slightly affected by the financial crisis. Some markets are exported to the Italian market, and they are also affected by the financial crisis.
For example, like Japan by 15%, Hong Kong dropped by 15% in 2007, a decrease of 15%. So this is a trend, but this trend is not particularly clear at this moment, that is to say it shows us some changes in this market, and then this change is passed to Italy, because of the economic crisis, so we pay close attention to the timepiece Development.
How about the development of today's Italian timepieces? It has 11,000 clock-making factories and now it has grown from 11,000 to 20,000. In Italy, we have developed the watch of mass brand, and now this brand is a problem that we are very concerned about. However, we have seen that the competition among various countries is also constantly aggravating. Our sales volume keeps on rising. In 2011, for example, I have shown here the sales in the United Kingdom, as well as sales in our country, Italy.
So from this data shows that we see that compared with many countries, perhaps our proportion is declining, but in fact we are still a watch industry occupies an important position and advantage of the country. So it is a country belonging to the traditional watchmaking industry in Italy. It is constantly rising. In 2011, exports increased by 26% in five years. We say this is the case of Switzerland. A total of traditional watch and jewelery exports. Affected by the economic crisis has shrunk, but now this data is constantly recovering.
I would like to mention some countries and some markets. For example, there are four countries in Europe and Europe. These four countries belong to the major cities for watchmaking. Like Switzerland, even though their output value is declining, their sales actually Or constantly rising. Its sales volume is up 7%, you can see in Italy, we say the output value.
This output is somewhat higher in 2012, that is 1.36 billion, and then gradually rise. We see that in these four regions, this output value is constantly rising slightly. We watch sales throughout Europe, we say its price is relatively stable. In Europe, we watch the development of these few are relatively stable, and the watch sales and exports are relatively stable situation. In the past two years, like the two or three years in 2010, 2011 and 2012, Germany has led the price of the watch industry, and its output is constantly expanding.
Its output and output were both the lowest in 2007 because of the financial crisis, which then reached a bottom in 2007 and then peaked. So in Italy we also saw it this sales are gradually picked up. So on average, we see the price of this watch is up by 26 euros compared to the past.
Italy now watch industry is still in the trough of the development of the situation, and now gradually pick up, pick up. From the watch industry, our price is still lower than the other average market. So we can see that it is actually a sales volume gradually from the bottom up the process. 4% in the UK, and in Italy we can see that it is 5.3%. We see that this output is 36%, that is, from this segment, the proportion of men's watches is constantly rising, more than the ladies watch market will be higher share.
Then the share of women is 36%, while the share of men is up to 40%. Then we see this is related to our countries, these countries, men's and women's watches, on the whole in Europe, on average more than 80% or mainly from the traditional watch, in Italy Said that in fact the situation is relatively more complicated, then the new watch probably occupy about 22%, this is more important to us. Here we can say that the proportion of watch movements is still relatively large. In the case of this material, it is still very important in Italy. In Italy, the materials we produce are also 6% of the world's total, and the proportion in the world is relatively large.
And the gold in the material is the most important, the second is stainless steel, 68% in Italy are stainless steel, and gold is not. 2.9% for the value of gold, and more than 70% of the value of stainless steel, or stainless steel is more important. And we believe there is more to watch buying for the purpose of consumer goods since 2012, so we can see that 41% of consumers buy as a whole, rather than as a luxury, on a daily basis.
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