瑞士手表风光不再？苹果手表去年销量超过整个瑞士手表业

一直以来，瑞士手表都是财富和地位的象征，世界各国的人都渴望拥有一块瑞士手表。然而，调查显示，去年整个瑞士手表行业的销量加在一起都不如苹果手表的销量。这是否意味着瑞士手表正在走下坡路呢？

The Apple Watch outsold the entire Swiss watch industry in 2019.

2019年苹果手表销量超过了整个瑞士手表行业的总销量。

The Apple Watch sold 31 million units worldwide, while all Swiss watch brands combined sold 21 million units, according to research from consulting firm Strategy Analytics.

咨询公司Strategy Analytics的调查显示，苹果手表全球销量达到3100万块，而所有瑞士手表品牌的销量加在一起只有2100万块。

Analysts are divided on whether this spells trouble for the Swiss watch industry, with some saying the end is near. Others point out that the mechanical watches certified in Switzerland are still bringing in more revenue than the Apple Watch.

这一数据是否预示着瑞士手表行业所面临的危机？分析师们意见不一。有些人认为瑞士手表业快要走到尽头了。其他一些人则指出，瑞士认证的机械手表所带来的收入依然高于苹果手表。

"The Apple Watch has emerged as a status symbol of its own, and offers a competitive alternative to mid-range Swiss watches," Steven Waltzer, senior analyst at Strategy Analytics, told cnn Business. "Apple's massive customer base means that converting just a small percentage of iPhone users to Apple Watch users yields volume in the millions."

Strategy Analytics公司的高级分析师史蒂芬·沃尔策告诉cnn商业频道说：“苹果手表象征着一种独有的身份，相对瑞士中档手表而言很有竞争力。苹果庞大的消费者群体意味着将一小部分苹果手机用户转化为苹果手表用户就能产生数以百万计的销量”。

The Apple Watch, which can track fitness levels and link to apps for faster check-ins at the movie theater or the gym, appeals to younger generations, while analog watches are popular among an older demographic, Strategy Analytics pointed out in a report.

Strategy Analytics公司在一份报告中指出，苹果手表对年轻一代更有吸引力，它能追踪健康水平，而且和应用程序相连，在电影院或健身馆都能更快入场，而指针式手表更受年长人群的欢迎。

analog['ænəlɔg]: adj. 有长短针的

"People have embraced the Apple Watch as a solution that brings tech and fashion together," said Carolina Milanesi, a tech analyst at research firm Creative Strategies.

调研机构Creative Strategies的一名科技分析师卡罗丽娜·米拉奈西说：“人们将苹果手表视为科技和时尚的结合体。”

Milanesi noted that Apple's emphasis on health and fitness positioned its watches differently from the Swiss timepieces that are marketed as jewelry and fashion accessories.

米拉奈西指出，二者定位不同，苹果手表将重心放在健康和健身上，而瑞士手表则作为珠宝及时尚配饰来营销。

"Yet these two value propositions are much stickier than fashion and glamour, which is how we get to today," she said.

她说：“然而，健康和健身比时尚美丽更深入人心，因此苹果手表销量才会这么高。”

The company also benefits from its greater ecosystem of iPhone, iPad and other Apple-branded products. While Swiss companies also sell smartwatches, they operate in the Android ecosystem.

苹果手表还得益于苹果手机、iPad和其他苹果产品构成的更大的生态系统。尽管瑞士公司也出售智能手表，但是在安卓的生态系统内运作的。

Still, analysts said that this doesn't spell the end of the Swiss watch as a luxury status symbol, even if it is falling behind in the smartwatch competition.

尽管如此，分析师表示，即使在智能手表的竞赛中落后了，这并不代表瑞士手表作为奢侈品象征的地位终结。

Vincent Thielke, a research analyst at market research firm Canalys, pointed out that Swiss watches are about twice as expensive as Apple watches on average ($1,000 versus $500), and in terms of absolute US dollars generated, the Swiss watch industry outperformed Apple Watch last year.

市场调研机构Canalys的一名研究分析师文森特·希尔克指出，瑞士手表的平均价格是苹果手表的两倍（前者均价1000美元，约合人民币7035元，后者均价500美元）。如果是按销售额来计算，去年瑞士手表行业的业绩超过了苹果手表。

Looking at unit sales alone doesn't tell the full picture. Apple Watches might need to be replaced more frequently than Swiss watches to upgrade their technology and boost battery life, all of which could bump up Apple's unit sales number, said Thielke. He added that the Apple Watch could also be attracting newer audiences who might never have purchased a Swiss watch.

单看销量不能窥得全貌。希尔克指出，相比瑞士手表，苹果手表需要更频繁的替换，以获得升级的技术和更长的电池寿命，所有这些因素都会提高苹果手表的销量。他补充说，苹果手表吸引的新用户可能从未购买过瑞士手表。

"Apple Watches cater to a much broader consumer base, including young customers and gadget lovers," said Thielke. "For these groups, it may be more important to adopt a smartwatch for technological or health reasons rather than because of an appreciation for 'timeless timepieces.'"

希尔克说：“苹果手表面向更广大的消费者群体，包括年轻消费者和电子设备爱好者。对这些群体来说，选购智能手表时，科技或健康因素也许比永恒更重要。”

The Swiss watch's position as a status symbol is safe, given its luxury pricing and different watch faces and designs to choose from, said Kaul, the Omdia analyst. "The only way to increase the uniqueness or status of the Apple Watch is to invest in a designer band."

市场研究公司Omdia的分析师考尔表示，考虑到高昂的定价、不同的表盘和可供选择的设计，瑞士手表作为身份象征的地位是安全的。“唯一能提升苹果手表的独特性或地位的方法就是投资品牌表带。”

Ramon Llamas, research director at market research firm IDC, said that Swiss watches personified "luxury, position and affluence."

市场调研机构IDC的研究主管拉蒙·拉马斯说，瑞士手表是“奢侈、地位和富有”的化身。

"Does this spell the end of Swiss watches? I doubt it. There will still be interest and demand, and in fact a number of younger users still aspire to own one some day," he said, "Meanwhile, today's smartwatches — and yes, even the Apple Watch — will look quaint in just a matter of years."

他说：“销量不敌预示着瑞士手表的末日？我表示怀疑。人们依然会对瑞士手表有兴趣和需求，事实上，很多年轻用户还是渴望有朝一日拥有一块瑞士手表。与此同时，现在的智能手表——甚至包括苹果手表在内——几年以后就会显得很落伍。”