一直以來，瑞士手錶都是財富和地位的象徵，世界各國的人都渴望擁有一塊瑞士手錶。然而，調查顯示，去年整個瑞士手錶行業的銷量加在一起都不如蘋果手錶的銷量。這是否意味著瑞士手錶正在走下坡路呢？
Photo by Bruno van der Kraan on Unsplash
The Apple Watch outsold the entire Swiss watch industry in 2019.
2019年蘋果手錶銷量超過了整個瑞士手錶行業的總銷量。
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.
諮詢公司Strategy Analytics的調查顯示，蘋果手錶全球銷量達到3100萬塊，而所有瑞士手錶品牌的銷量加在一起只有2100萬塊。
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.
這一數據是否預示著瑞士手錶行業所面臨的危機？分析師們意見不一。有些人認為瑞士手錶業快要走到盡頭了。其他一些人則指出，瑞士認證的機械手錶所帶來的收入依然高於蘋果手錶。
"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公司的高級分析師史蒂芬·沃爾策告訴CNN商業頻道說：「蘋果手錶象徵著一種獨有的身份，相對瑞士中檔手錶而言很有競爭力。蘋果龐大的消費者群體意味著將一小部分蘋果手機用戶轉化為蘋果手錶用戶就能產生數以百萬計的銷量」。
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公司在一份報告中指出，蘋果手錶對年輕一代更有吸引力，它能追蹤健康水平，而且和應用程式相連，在電影院或健身館都能更快入場，而指針式手錶更受年長人群的歡迎。
analog['nlg]: adj. 有長短針的
"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.
調研機構Creative Strategies的一名科技分析師卡羅麗娜·米拉奈西說：「人們將蘋果手錶視為科技和時尚的結合體。」
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，蘋果手錶將重心放在健康和健身上，而瑞士手錶則作為珠寶及時尚配飾來營銷。
"Yet these two value propositions are much stickier than fashion and glamour, which is how we get to today," she said.
她說：「然而，健康和健身比時尚美麗更深入人心，因此蘋果手錶銷量才會這麼高。」
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.
蘋果手錶還得益於蘋果手機、iPad和其他蘋果產品構成的更大的生態系統。儘管瑞士公司也出售智能手錶，但是在安卓的生態系統內運作的。
Photo by Daniel Korpai on Unsplash
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.
儘管如此，分析師表示，即使在智能手錶的競賽中落後了，這並不代表瑞士手錶作為奢侈品象徵的地位終結。
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.
市場調研機構Canalys的一名研究分析師文森特·希爾克指出，瑞士手錶的平均價格是蘋果手錶的兩倍（前者均價1000美元，約合人民幣7035元，後者均價500美元）。如果是按銷售額來計算，去年瑞士手錶行業的業績超過了蘋果手錶。
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.
單看銷量不能窺得全貌。希爾克指出，相比瑞士手錶，蘋果手錶需要更頻繁的替換，以獲得升級的技術和更長的電池壽命，所有這些因素都會提高蘋果手錶的銷量。他補充說，蘋果手錶吸引的新用戶可能從未購買過瑞士手錶。
"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.'"
希爾克說：「蘋果手表面向更廣大的消費者群體，包括年輕消費者和電子設備愛好者。對這些群體來說，選購智能手錶時，科技或健康因素也許比永恆更重要。」
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."
市場研究公司Omdia的分析師考爾表示，考慮到高昂的定價、不同的錶盤和可供選擇的設計，瑞士手錶作為身份象徵的地位是安全的。「唯一能提升蘋果手錶的獨特性或地位的方法就是投資品牌錶帶。」
Ramon Llamas, research director at market research firm IDC, said that Swiss watches personified "luxury, position and affluence."
市場調研機構IDC的研究主管拉蒙·拉馬斯說，瑞士手錶是「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."
他說：「銷量不敵預示著瑞士手錶的末日？我表示懷疑。人們依然會對瑞士手錶有興趣和需求，事實上，很多年輕用戶還是渴望有朝一日擁有一塊瑞士手錶。與此同時，現在的智能手錶——甚至包括蘋果手錶在內——幾年以後就會顯得很落伍。」
英文來源：CNN
翻譯&編輯：丹妮
來源：中國日報網