Chinese Consumers Rapidly Shift From Luxury To Thrift

Tyler Durden's picture

It was a decent run but all good things come to an end. We know China's growth is fading (even by their own official data) but below the surface data suggests things are a lot worse. Between this drop in growth and the rise in anti-corruption practices (that we discussed here) the imports of Swiss-made luxury watches has tubmled 24% in Q1 for the third quarter in a row of declines. "The corruption crackdown campaign is having a big effect on luxury watch sales, high-end watches are very common gifts and they are items that are quite conspicuous and associated as a sign of corruption." This follows the firing of Communist Party official Yang "Brother Watch" Dacai who posted images of himself wearing 11 luxury watches at different times. Two major luxury watch retailers are significantly underperforming while Swatch is improving as Hong Kong (the world's biggest importer of watches) slows dramatically. But have no fear, we are sure it will be a smooth transition.

 

Imports of luxury watches into China and Hong Kong slump...

 

Luxury watch retailers are struggling as Swatch rallies...

 

Charts: Bloomberg