International Journal For Multidisciplinary Research

E-ISSN: 2582-2160   •   Impact Factor: 9.24

A Widely Indexed Open Access Peer Reviewed Multidisciplinary Bi-monthly Scholarly International Journal

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The Disruption of the Traditional Watch Industry by Smart watches and Health Trackers in the Last decade: A Case Study in Digital Transformation, Consumer Behavior, and Strategic Adaptation

Author(s) Dr. Ravi Kumar Medicharla
Country India
Abstract Over the last decade, the global watch industry has undergone a radical transformation driven by the rapid adoption of smart watches and health trackers. Traditional Swiss watchmakers, long associated with exclusivity and craftsmanship, now face formidable competition from technology firms such as Apple, Samsung, Fit bit, and Garmin. This paper investigates the disruption caused by digital entrants, analyzing their impact on market dynamics, consumer preferences, brand positioning, and supply chain strategies. Through systematic literature review, statistical analysis, and case-based examination, the study identifies key drivers of disruption ecosystem lock-in, health monitoring integration, and shifting consumer identities. The research concludes that the industry has polarized into two dominant poles: digital functionality (dominated by tech firms) and symbolic luxury (defended by Swiss maisons). The findings extend innovation diffusion theory and market polarization theory, offering strategic insights for luxury, technology, and hybrid players.
Keywords Smart watches, Health trackers, Swiss luxury watches, Digital disruption, Consumer behaviour, Apple Watch, Fitbit, Garmin, T-rex, McKinsey trends, AI ,Industry transformation
Field Business Administration
Published In Volume 7, Issue 5, September-October 2025
Published On 2025-09-05
DOI https://doi.org/10.36948/ijfmr.2025.v07i05.55201
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E-ISSN 2582-2160
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