The quartz revolution
Four decades ago, the rise of quartz technology fundamentally reshaped the Swiss watch industry. Faced with declining volumes, employment and market share, the industry transformed its competitive position by shifting its focus from volume to value, reinforcing the importance of heritage, craftsmanship, scarcity and desirability.
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857% growth in Swiss watch exports
By 2023, Swiss watch export values had increased by approximately 857% from their 1980 level, demonstrating how strategic repositioning and coordinated investment can support long-term industry renewal.
Seven strategic moves for natural diamonds
The Swiss Parallel draws on this experience to identify seven strategic moves for natural diamonds, from strengthening differentiation through geological rarity and provenance to developing authentication, investment infrastructure and collective industry governance.
Unveiled at the Dubai Diamond Conference 2026, The Swiss Parallel provides a framework for addressing the structural challenges facing the natural diamond industry. The study examines the changing competitive landscape, outlines three potential industry scenarios through 2035 and identifies an estimated 12-24-month initial window for coordinated action.
Its central proposition is clear: the industry's future will depend not simply on defending existing market share, but on rebuilding consumer demand, strengthening its value proposition and aligning stakeholders behind a credible, long-term strategy.
