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- The 3 Moves That Decide Who Wins Peak 2025
The 3 Moves That Decide Who Wins Peak 2025
Plus: Louis Vuitton revives Monterey with 188-piece release
ClickZ Watches
Here's what's happening this week in the world of watch e-commerce and brand marketing:
- US tariffs squeeze Swiss exports; stores still dominate
- Dubai Watch Week taps Bonhams to scale auctions
- LV brings back Monterey to flex heritage
- Hamilton x Call of Duty targets gaming natives
- Armitron leverages Peanuts nostalgia for Q4 lift
⏱️The 3 Moves That Decide Who Wins Peak 2025
Every brand talks about “winning Peak.” Few actually do. In this short video, Fospha’s Aidan Gadd breaks down the 3 moves that decide who comes out on top in Peak 2025.

📌WEEKLY MUST-KNOWS
POLICY AND CHANNEL STRATEGY
Swiss Watch Study: Tariffs Hit, Stores Still Lead
Deloitte reports a 39% US import tariff on Swiss watches is pressuring volumes while in-store purchases continue to dominate and Gen Z accelerates pre-owned demand. The channel split is diverging: consumers prefer multi-brand stores, but manufacturers are doubling down on mono-brand boutiques to control experience and capture data. Pricing, assortment and retail footprint strategies in the US need recalibration as tariffs flow through and pre-owned siphons intent.
TRAVEL RETAIL EXPANSION
Cartier Opens Second Boutique At Dubai International Airport

Cartier opened a second DXB boutique in Terminal 3 Concourse A with Dubai Duty Free, creating a multi-terminal presence alongside its Concourse B store. Travel retail is consolidating around elevated brand environments that capture high-spend international traffic at scale. Airport operators, luxury houses, and concession teams will adjust assortment, VIP services, and cross-terminal media to maximize flow and conversion.
LUXURY PRODUCT LAUNCH
Louis Vuitton Revives Monterey With 188-Piece Release

Louis Vuitton reimagined its first wristwatch as the limited Monterey, now with an in-house automatic caliber and Grand Feu enamel dial, capped at 188 pieces. Heritage codes, scarcity and elevated finishing sharpen the brand’s watchmaking credentials. Expect high waitlist energy, collector content flywheels and premium storytelling moments across DTC and clienteling.
SUPPLY CHAIN AND ODM
Inside Spearmark: The Quiet Power Behind Global Watchmaking
IBTimes spotlights Spearmark, a Hong Kong manufacturer that designs, assembles and quality-controls for microbrands and established names, emphasizing in-house QC and co-development. As brands juggle margin pressure and faster concept-to-market cycles, reliable ODM partners become strategic assets. Product teams can leverage ODM design engineering to scale limited runs without sacrificing reliability.
⚡QUICK READS
Hamilton Drops Call Of Duty Khaki Field: Hamilton’s 5,000-piece Black Ops 7 edition puts the Khaki Field in-game and in-store, signaling gaming IP tie-ins as a viable funnel to younger buyers and retailer events.(More)
Huawei Watch GT 6 Pushes 21-Day Battery: Huawei’s GT 6 touts 21-day battery and AI health features, raising baseline consumer expectations that could pressure fashion-led brands to sharpen value messaging.(More)
Apple Watch Lineup: Features That Drive Adoption: Roundups highlight Apple’s health, safety and display upgrades shaping mainstream expectations; position mechanical value through craft, provenance and ownership perks.(More)
ClickZ is a ClickZ Media publication in the DTC eCommerce division