The Swiss watch industry only shipped an estimated 21.1 million units, a 13 percent decline. Sales estimates compiled by Strategy Analytics show Apple shipped nearly 31 million units in 2019.

While Apple does n’t break out specific Apple Watch unit sales in its quarterly earnings, Strategy Analytics gathers data from retail partners and other vendors.’analog wristwatches remain popular among older consumers, but younger buyers are tipping toward smartwatches and computerized wristwear,’ he writes.

The window for Swiss watch brands to make an impact in smartwatches is closing. Apple Watch is delivering a better product through deeper retail channels.