一直以來，瑞士手表都是財富和地位的象征，世界各國的人都渴望擁有一塊瑞士手表。然而，調查顯示，去年整個瑞士手表行業的銷量加在一起都不如蘋果手表的銷量。這是否意味著瑞士手表正在走下坡路呢？

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

2019年蘋果手表銷量超過了整個瑞士手表行業的總銷量。

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.

咨詢公司Strategy Analytics的調查顯示，蘋果手表全球銷量達到3100萬塊，而所有瑞士手表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表行業所面臨的危機？分析師們意見不一。有些人認為瑞士手表業快要走到盡頭了。其他一些人則指出，瑞士認證的機械手表所帶來的收入依然高于蘋果手表。

"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公司的高級分析師史蒂芬·沃爾策告訴CNN商業頻道說：“蘋果手表象征著一種獨有的身份，相對瑞士中檔手表而言很有競爭力。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表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，蘋果手表對年輕一代更有吸引力，它能追蹤健康水平，而且和應用程序相連，在電影院或健身館都能更快入場，而指針式手表更受年長人群的歡迎。

analog['?n?l?g]: 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：“人們將蘋果手表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，蘋果手表將重心放在健康和健身上，而瑞士手表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，因此蘋果手表銷量才會這么高。”

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.

蘋果手表還得益于蘋果手機、iPad和其他蘋果產品構成的更大的生態系統。盡管瑞士公司也出售智能手表，但是在安卓的生態系統內運作的。

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.

盡管如此，分析師表示，即使在智能手表的競賽中落后了，這并不代表瑞士手表作為奢侈品象征的地位終結。

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，瑞士手表的平均價格是蘋果手表的兩倍（前者均價1000美元，約合人民幣7035元，后者均價500美元）。如果是按銷售額來計算，去年瑞士手表行業的業績超過了蘋果手表。

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.

單看銷量不能窺得全貌。希爾克指出，相比瑞士手表，蘋果手表需要更頻繁的替換，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表的銷量。他補充說，蘋果手表吸引的新用戶可能從未購買過瑞士手表。

"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，選購智能手表時，科技或健康因素也許比永恒更重要。”

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、不同的表盤和可供選擇的設計，瑞士手表作為身份象征的地位是安全的。“唯一能提升蘋果手表的獨特性或地位的方法就是投資品牌表帶。”

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."

他說：“銷量不敵預示著瑞士手表的末日？我表示懷疑。人們依然會對瑞士手表有興趣和需求，事實上，很多年輕用戶還是渴望有朝一日擁有一塊瑞士手表。與此同時，現在的智能手表——甚至包括蘋果手表在內——幾年以后就會顯得很落伍。”

英文來源：CNN

翻譯&編輯：丹妮