The Watches of Switzerland Group stock performance has attracted significant attention from U.S. investors in recent years.
Known as the leading Swiss watch retailers in the UK and a major Rolex distributor, the company has built a powerful reputation in the global luxury sector.
Its strong presence across multi-brand watch boutiques and jewelry stores highlights both resilience and adaptability in a competitive market.
Investors are closely watching its expansion into North America, where The group’s expansion into the U.S. luxury watch market is fueling strong revenue growth.
This blog dives into WOSG’s financial strength, market positioning, and the Outlook for Watches of Switzerland Group stock in 2025 and beyond.
As luxury retail consolidation accelerates, WOSG’s ability to balance heritage with innovation will play a key role in shaping its global footprint.
With growing interest in Certified Pre-Owned Rolex and rising demand for high profit margins luxury sector goods, the company remains well-positioned for long-term growth.
Business Performance and Market Growth
The company has reported consistent growth in sales, Highlighting the strong and consistent demand for luxury watches.
Over the past three years, revenues nearly doubled. The surge came from the U.K. core business and Its bold strategy to expand into the U.S. luxury watch market.
In fact, North America luxury watch sales growth has now become a major driver, accounting for more than 40% of group revenue.
The company’s strategy focuses on the consolidation of high-end retailers of smaller retailers. This allows them to bring global standards of quality and create a consistent customer experience across regions.
Along with physical stores, its Certified Pre-Owned business and digital platforms are growing rapidly, making the brand attractive to both collectors and first-time buyers exploring the luxury watch hierarchy.
Looking ahead, WOSG’s showroom development program and luxury jewellery boutique investments will further strengthen its visibility in key cities.
With growing interest in Hermès premium valuation and Richemont watch brands, the group is aligning itself with global leaders while carving out a unique position in the high profit margins luxury sector.
Why is the Stock Considered Cheap?
Many investors ask, Why is WOSG stock undervalued? Despite strong sales, the stock trades at just 11 times earnings.
WOSG’s EV to EBITDA ratio is much lower than that of other luxury retailers at less than half of peers like LVMH or Hermès premium valuation.
Even when using the enterprise value to revenues comparison, WOSG trades at only 1.3, much lower than LVMH’s 5.5 or Richemont’s 4.
This discount exists because WOSG is a retailer and does not own the luxury brands it sells. Still, its growth in the U.S. and Europe should support higher multiples.
Investors are comparing this situation with European luxury stocks and even Compared with U.S. technology stocks, where growth often demands higher valuations.
Analysts believe that as predictable demand for luxury watches improves, WOSG may re-rate closer to peers over time.
Combined with its expansion into US luxury market and consistent showroom development program, the case for stronger long-term value continues to build.
| Company | EV/EBITDA | EV/Revenue |
| WOSG | 8 | 1.3 |
| LVMH | 16 | 5.5 |
| Richemont | 12 | 4.0 |
| Hermès | 20+ | 16 |
Key Markets and Visibility in the Luxury Sector
Popular Rolex and Patek models require waiting lists, securing future sales (see the Rolex official site for brand details).
This gives the company unique luxury watch demand visibility that is rare in retail. For investors, this means predictable cash flows even during downturns.
Its U.S. expansion has been especially impressive, with flagship stores performing strongly. Flagship showrooms in New York, Miami, and Las Vegas are performing well.
In the UK, demand remains stable, supported by loyalty to trusted multi-brand watch boutiques. Europe is the next growth engine, with fragmented markets offering acquisition opportunities.
Analysts also note that new showroom projects initiatives in Europe and Asia could accelerate growth further.
With luxury jewellery boutique formats expanding, WOSG is well-positioned to capture rising wealth-driven demand globally.
Showroom Projects and Future Investments (FY26 and Beyond)
The FY26 showroom projects and investments include new stores in Minneapolis, Miami, and New York.
In the UK, refurbishment programs are enhancing customer experience, while Europe is lined up for further openings.
Each showroom is designed to elevate the luxury experience, blending traditional retail with modern digital integration.
At the same time, the company is expanding its luxury jewellery boutique network. The launch of mono-brand boutiques for Roberto Coin and De Beers shows that jewelry is becoming a bigger part of its growth.
This also supports luxury jewellery retail growth UK and US, strengthening its portfolio beyond watches.
Future investments also highlight a Its strategy includes a flagship Rolex Certified Pre-Owned salon in London, proving the brand’s commitment to capturing value in the second-hand watch index correction phase.
Together, these initiatives reinforce WOSG’s long-term growth story and competitive edge.
Executive Decisions and Share Options Amid Tariff Uncertainty
The group recently announced share options for executives tied to performance.
These decisions align leadership with shareholders, ensuring growth targets are met. However, challenges remain with tariffs on Swiss imports.
The impact of tariffs on Swiss watch imports could raise costs in the U.S., but WOSG has already built inventory to offset risks.
CEO Brian Duffy explained that short-term supply delays should not overshadow the long-term opportunity. This highlights the resilience of its model in dealing with global trade uncertainties.
Analysts note that such executive decisions and share options amid tariff uncertainty show confidence in the company’s stability, signaling a strong commitment to both expansion and shareholder value creation.
Analyst & Expert Opinions: Spark’s Take on WOSG Stock
Analysts remain divided but overall optimistic. The latest analyst rating WOSG Buy £530 price target highlights potential upside.
Some believe WOSG deserves a re-rating because it is growing faster than LVMH or Richemont. Others argue the lack of brand ownership keeps the valuation lower.
According to Spark’s latest analysis, WOSG stock is currently rated ‘Neutral.’
Yet experts agree that growth in the U.S. and Europe, alongside the booming Certified Pre-Owned Rolex business, provides significant opportunity for long-term investors. This makes the stock appealing to those with patience and risk tolerance.
The recent correction in the pre-owned watch market suggests a return to stability in pre-owned demand, which could strengthen WOSG’s future performance and justify higher market valuations.
Awards, Recognition, and Industry Positioning
WOSG has earned awards for innovation and customer service. The Rolex Certified Pre-Owned salon London became a flagship destination for collectors, proving how valuable its partnerships are.
The company is seen as a trusted consolidator, providing global consistency for luxury clients.
With exclusive access to brands like Rolex, Omega, and Richemont watch brands, the group holds a strong position in the high profit margins luxury sector.
By delivering consistent service and after-sales support, WOSG stands out in an increasingly competitive market.
Its recognition across the luxury jewelry retail space further cements its role as a leader, ensuring continued credibility among both investors and high-end consumers.
Outlook: The Future of Watches of Switzerland Group PLC
Looking ahead, the Outlook for Watches of Switzerland Group stock is positive. Continued growth in the U.S., stable demand in the UK, and early expansion in Europe provide strong revenue visibility.
The Roberto Coin acquisition performance shows its ability to integrate new businesses successfully.
Risks remain from tariffs, macroeconomic changes, and the second-hand watch index correction.
Yet, the overall showroom development program and luxury retail consolidation strategy suggest long-term strength.
For U.S. investors, WOSG is not just another retailer—it is a gateway into the luxury watch and jewelry sector, combining tradition with innovation.
As luxury demand continues to rise globally, WOSG is well-positioned to capture value and maintain resilience against shifting market cycles.
FAQs
Is it cheaper to buy Watches in Switzerland?
Yes, Swiss watches can sometimes be cheaper in Switzerland due to lower taxes, but savings vary by brand and model.
Is Watches of Switzerland a luxury brand?
No, Watches of Switzerland is not a watch brand—it’s a luxury retailer that sells top Swiss watch brands.
Is Watches of Switzerland an authorized dealer in the USA?
Yes. In the U.S., Watches of Switzerland is an authorized dealer for Rolex, Omega, Cartier, and several other top luxury brands.
What are the top Swiss watch brands?
Top names include Rolex, Patek Philippe, Audemars Piguet, Omega, Jaeger-LeCoultre, TAG Heuer, Longines, IWC, Blancpain, and Vacheron Constantin.
What is the best watch to buy in Switzerland?
Rolex, Omega, and Patek Philippe are among the most sought-after watches to buy in Switzerland for value and prestige.
I write about the world of luxury, from timeless style to premium living, inspiring readers to embrace elegance in everyday life.
