Kenya: Watch Market 2025

Watch Market Size in Kenya

In 2021, the Kenyan watch market decreased by -21.2% to $X, falling for the second consecutive year after two years of growth. Overall, consumption showed a significant decrease. Over the period under review, the market hit record highs at $X in 2014; however, from 2015 to 2021, consumption remained at a lower figure.

Watch Exports

Exports from Kenya

In 2021, watch exports from Kenya amounted to X units, growing by 12% on the year before. Overall, exports, however, recorded a drastic downturn. The growth pace was the most rapid in 2017 with an increase of 134% against the previous year. As a result, the exports reached the peak of X units. From 2018 to 2021, the growth of the exports failed to regain momentum.

In value terms, watch exports reduced to $X in 2021. In general, exports showed a pronounced increase. The most prominent rate of growth was recorded in 2019 when exports increased by 134%. As a result, the exports reached the peak of $X. From 2020 to 2021, the growth of the exports remained at a somewhat lower figure.

Exports by Country

The United States (X units) was the main destination for watch exports from Kenya, with a 43% share of total exports. Moreover, watch exports to the United States exceeded the volume sent to the second major destination, France (X units), twofold. The third position in this ranking was held by Germany (X units), with a 7.5% share.

From 2012 to 2021, the average annual rate of growth in terms of volume to the United States totaled +11.5%. Exports to the other major destinations recorded the following average annual rates of exports growth: France (+26.8% per year) and Germany (+14.8% per year).

In value terms, the largest markets for watch exported from Kenya were France ($X), Hong Kong SAR ($X) and the United States ($X), together comprising 51% of total exports. Germany, Ethiopia, the Philippines, the UK, China, South Africa, Rwanda and Austria lagged somewhat behind, together accounting for a further 29%.

In terms of the main countries of destination, Ethiopia, with a CAGR of +58.6%, recorded the highest rates of growth with regard to the value of exports, over the period under review, while shipments for the other leaders experienced more modest paces of growth.

Export Prices by Country

In 2021, the average watch export price amounted to $X per unit, dropping by -12.3% against the previous year. In general, the export price, however, posted a prominent increase. The growth pace was the most rapid in 2020 when the average export price increased by 83% against the previous year. As a result, the export price attained the peak level of $X per unit, and then fell in the following year.

There were significant differences in the average prices for the major overseas markets. In 2021, amid the top suppliers, the country with the highest price was Hong Kong SAR ($X per unit), while the average price for exports to Rwanda ($X per unit) was amongst the lowest.

From 2012 to 2021, the most notable rate of growth in terms of prices was recorded for supplies to the Philippines (+25.6%), while the prices for the other major destinations experienced more modest paces of growth.

Watch Imports

Imports into Kenya

In 2021, supplies from abroad of watches decreased by -20.7% to X units, falling for the second year in a row after two years of growth. In general, imports saw a precipitous decrease. The most prominent rate of growth was recorded in 2018 with an increase of 78% against the previous year. Over the period under review, imports hit record highs at X units in 2014; however, from 2015 to 2021, imports stood at a somewhat lower figure.

In value terms, watch imports contracted modestly to $X in 2021. Overall, imports continue to indicate a abrupt contraction. The pace of growth was the most pronounced in 2014 with an increase of 52%. As a result, imports reached the peak of $X. From 2015 to 2021, the growth of imports remained at a lower figure.

Imports by Country

In 2021, China (X units) constituted the largest watch supplier to Kenya, with a 77% share of total imports. Moreover, watch imports from China exceeded the figures recorded by the second-largest supplier, the UK (X units), tenfold. Mauritius (X units) ranked third in terms of total imports with a 5.9% share.

From 2012 to 2021, the average annual rate of growth in terms of volume from China amounted to -25.2%. The remaining supplying countries recorded the following average annual rates of imports growth: the UK (+6.2% per year) and Mauritius (0.0% per year).

In value terms, China ($X), Switzerland ($X) and the UK ($X) were the largest watch suppliers to Kenya, with a combined 69% share of total imports. Belgium, Hong Kong SAR and Mauritius lagged somewhat behind, together accounting for a further 8.9%.

In terms of the main suppliers, Belgium, with a CAGR of +14.2%, saw the highest rates of growth with regard to the value of imports, over the period under review, while purchases for the other leaders experienced mixed trend patterns.

Import Prices by Country

The average watch import price stood at $X per unit in 2021, picking up by 24% against the previous year. Overall, the import price showed strong growth. The pace of growth appeared the most rapid in 2015 an increase of 927% against the previous year. The import price peaked at $X per unit in 2016; however, from 2017 to 2021, import prices stood at a somewhat lower figure.

There were significant differences in the average prices amongst the major supplying countries. In 2021, amid the top importers, the country with the highest price was Switzerland ($X per unit), while the price for Mauritius ($X per unit) was amongst the lowest.

From 2012 to 2021, the most notable rate of growth in terms of prices was attained by China (+17.4%), while the prices for the other major suppliers experienced mixed trend patterns.

Source: IndexBox Platform

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