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Less Bling, More Investing Drives U.S. Boom in Swiss Watches
Americans increasingly see luxury Swiss timepieces as investments, helping U.S. reclaim spot as the industry’s top market.
Swatch Group AG, owner of brands like Omega (above), has seen its U.S. sales double in the past two years.
Photographer: Alessia Pierdomenico/BloombergAfter more than a decade, Americans are once again spending more on Swiss watches than anyone. One big reason is that they are thinking differently about them.
Call it less bling, more investing.