News•Mar 3, 2026
Swatch Group Responds to Morgan Stanley Report in Open Letter
Swatch Group issued an open letter denouncing the ninth Morgan Stanley × LuxeConsult “Swiss Watcher” report, labeling its data unreliable and its methodology flawed. The Swiss watchmaker highlighted average turnover discrepancies of 24% and unit‑sale deviations up to 198%, disputing claims that Omega fell to fifth place and that Longines lost money in 2025. Swatch also pointed out specific errors for Breguet, Harry Winston and Hamilton, and warned of possible legal action. The letter underscores concerns about conflict‑of‑interest disclosures and the broader reliance on such industry benchmarks.
