Swatch Group Criticizes Morgan Stanley's Market Share Report

Swatch Group has responded to Morgan Stanley's recent research report, which claimed the Swiss watchmaker is losing market share and that its Longines brand was unprofitable last year. Bloomberg posted on X, highlighting Swatch Group's disagreement with the findings, asserting that the report does not accurately reflect the company's performance. The Swiss watchmaker emphasized its commitment to maintaining its market position and profitability, countering the claims made by the US investment firm. Swatch Group's response underscores the ongoing debate over market dynamics within the luxury watch industry.