Swatch Group is challenging the findings of a recent report on the watch industry, escalating a dispute with Morgan Stanley and LuxeConsult. The Swiss watchmaker published a strongly worded letter on February 28, 2026, contesting the methodology, accuracy, and conclusions of the report, which was produced in partnership between the bank and the consulting firm.
The company’s critique leveled direct accusations, outlining concerns in a detailed, point-by-point rebuttal. Swatch Group cited a “disputable methodology,” “inexact results,” “negligent conclusions,” “damaging statements,” and “potential conflicts of interest.” Each claim was supported with specific data, according to the letter published on the Swatch Group investor relations website.
The move underscores the sensitivity surrounding market analysis within the closely-watched Swiss watch industry. Swatch Group, a major player in the global watch market, offers a wide range of timepieces, including those from its popular NEON collection, with some models priced at $165.00, as seen on the Swatch official online store. The company also offers a substantial collection of men’s watches, with free shipping available on its website, according to Swatch’s men’s watch page.
