From Zug to Ticino: where Switzerland works out digitally
27.5.2025
Translation: Patrik Stainbrook
Smartwatches that record fitness data or track routes via GPS are becoming increasingly popular. Residents of the mountain cantons are spending more money on smart watches from Garmin, Apple, Xiaomi and co. However, Galaxus delivers the most watches per capita to the cantons of Zug and Zurich.
A short jog in the woods without a smartwatch on your wrist? Cross-country skiing in the snowy mountains without knowing how fast you were going? For many modern athletes, this is unthinkable. They track every step, every kilometre, every swim. This is clear to see, both from the sales figures for smartwatches at online retailer Galaxus as well as by the usage figures for the Strava platform. Strava is one of the most popular social media platforms for sports enthusiasts. They share their recorded training sessions to compete with friends and acquaintances. In 2018, 600 million sporting activities were shared on Strava alone. By now, it’s over two billion sports-related posts.
After a rather modest 2023, sales figures rose by 25 per cent in 2024. The trend will continue in 2025. In the months from January to April, 27 per cent more smartwatches were sold than in the same period last year.
The watches Switzerland uses to work out
Garmin is currently the most popular brand, same as five years ago. There’s been a bit more movement in the lower ranks. Fitbit has lost a lot of market share since 2020 – much of it has been gobbled up by Xiaomi. The Chinese company, headquartered in Beijing, was only just behind Apple in terms of sales last year.
Mountain cantons and Zug love expensive watches
In the mountain cantons of Graubünden, Valais, Bern and Appenzell Innerrhoden, people spend more money on sports watches than in the rest of Switzerland. Pricier watches usually offer a longer battery life and more features, such as displaying maps for off-road navigation. So if you spend a lot of time in the mountains, buy a more expensive model. «Athletes plan their mountain tours in advance, loading the route onto their watch so that they lose less time navigating,» says Stéphane Walker, Portfolio Development Manager responsible for the watch range at Galaxus.
Zug may have smaller mountains such as the Wildspitz, but the canton is known above all for its financial power – as a result, the active people of Zug are happy to pay a little more for their smartwatch. Ticino seems to prefer the easy life over expensive sports watches. There, a watch costs 35 francs less on average than in Zug or Appenzell Innerrhoden.
But the canton of Zug isn’t only at the top when it comes to watch prices. Both the central Swiss canton and Zurich contain the largest percentage of smartwatch users. «In Zug and Zurich, smartwatches are seen as useful tools as well as an expression of an upscale lifestyle and social trends, a habit encouraged by the higher purchasing power,» explains Stéphane. Bringing up the rear are the cantons of Jura and Neuchâtel.
Pricier watches are becoming increasingly popular – and the young target demographic is growing
Just five years ago, 60 per cent of all smartwatches sold cost no more than 200 francs. By 2025, this share fell to just over 50 per cent. Pricy models are conquering the market: while only 3.1 per cent of sports watches sold in 2020 cost more than CHF 500, this proportion has more than doubled to 6.6 per cent by 2025.
The age distribution also shows interesting developments. Generation Z in particular, i.e. users born after 1996, are increasingly buying smartwatches. The number of purchases in that age range tripled compared to 2020. «Generation Z appreciates tracking their activities and optimising their health. For many, the smartwatch has become an indispensable companion,» explains Stéphane. However, the largest user group is still 35- to 44-year-olds, who account for over 30 per cent of purchases. In contrast, the proportion of over 55s has fallen slightly in the last five years.
GPS watches for children are experiencing a boom as well
Aside from adults, children wear smartwatches too. However, the purpose of a kid’s watch is different. Parents are equipping their children with GPS and internet-enabled watches to track their offspring and keep in touch with them. The risks and benefits of this are debatable. One thing’s for certain: watches for kids are more popular than ever. And manufacturers have noticed this too. Five years ago, the range of smartwatches for children was still modest with 40 different items. Today, Galaxus offers over 200 models. Sales of watches specifically for our little ones are also increasing in line with the range on offer. Compared to 2020, turnover has increased by almost 90 per cent. Children’s watches experienced their biggest growth spurt in 2021 with an increase of almost 70 per cent compared to 2020 – presumably as a result of the coronavirus. During this time of uncertainty, many parents felt the need to stay in touch with their children digitally.
Smartwatches have long been more than just training aids. They’re silent companions that document every step. Something you might have kept in your head in the past can now be recorded, analysed and shared with others at the touch of a button.
The sales figures at Galaxus and the increasing demand for high-quality models confirm this trend. Whether it’s for ambitious mountain trips, fast runs through a forest or simply as a status symbol, smartwatches have become an integral part of active everyday life – and there’s no end in sight to the boom.
How do you feel about sports watches? Do you still work out without a smartwatch on your wrist or can you no longer do without it?
Manuel Wenk
Communications Manager
Manuel.Wenk@digitecgalaxus.chAs a Multimedia Producer, preparing multimedia content and knowing about cutting-edge technology is my business. My main focus at digitec is producing videos. I can’t wait to try out new products such as cameras, drones or smartphones as soon as they’re launched. This is where being at the source comes in rather handy. When I’m not working, I’m probably skiing, biking or hiking – the mountains are my place to be.
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