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AMBIENTE - MESSE FRANKFURT - Study: the market for jewellery, watches and accessories in Germany

January 19, 2017


The market for jewellery, watches and personal accessories in figures - Future popularity assured


People will continue to enjoy buying personal everyday companions in future and giving them as gifts. This market is expected to grow on average by 2.2 percent per year until 2019. This means it will increase from EUR 9.6 billion at present to EUR 10.7 billion.


Surveys by the Cologne Institute of Retail Research (Institut für Handelsforschung Köln) show that the jewellery market, following a significant fall in 2013, has stabilised again. Per capita expenditure on jewellery products currently stands at EUR 47.31 (2014). The forecast suggests that by 2019 the jewellery market will actually exceed its 2012 record, attaining a market volume of EUR 4.2 billion.


Online trend continuing


The next few years will also see online growth in sales of jewellery, watches and personal accessories. Distribution will shift further towards non- bricks-and-mortar retailing. Internet pure players will play the decisive role in this development, in the lead over online shops of bricks-and-mortar retailers.


In 2014 the share of online business in the jewellery market, standing at 11 percent, is currently still relatively modest. However the trend to 2019 is upward and the online share is set to grow to 17.3 percent. The fashion trade, in particular, is opting increasingly for online distribution.


Bricks-and-mortar retailers the first source of inspiration for consumers


When German consumers seek inspiration or suggestions for jewellery, watches or personal accessories, bricks-and-mortar retailers continue to play the dominant role. More than 50 percent of consumers get their ideas when window shopping.


More than one in two (56.1 percent) get their ideas from window shopping. Among women it is actually two out of three. Comparing notes with friends and family (21.8 percent) is also important for both sexes.