In an industry where tradition meets prestige, breaking into the watch channel as a new contender in 2016 was no small feat. Yet, in just under a decade, Garmin has gone from a bold outsider, to one of its most dynamic and top-performing players. With a focused strategy rooted in innovation, product excellence, and targeted distribution, Garmin has not only entered the watch channel – but elevated it.
In the first three quarters of 2025, Garmin has reported** 68% volume growth within specialty watch retail. Retailers aren’t just taking notice – they’re doubling down.
Innovation
At the heart of its success, is Garmin’s relentless focus on innovation.
It began more than 30 years ago. Engineers Gary Burrell and Dr. Min Kao had a vision: to be the global leader in GPS technology for aviation, marine, automotive, fitness and outdoor. That vision would become a reality, with Garmin creating products essential to the lives of its customers.
Watch industry growth
This dedication to innovation is reflected in the watch channel. Garmin prides itself on delivering wearable technology that is purpose-built for today’s customers, fusing health, fitness, lifestyle, and productivity into every product. With category-defining battery life, intuitive health and fitness features and robust tracking capabilities, Garmin’s smartwatches have quickly earned their place in the most discerning retailers’ assortments.
Garmin’s distribution in the early days reflected the fashion-focus product assortment – specialising in the entry-level to mid-range budget options for customers. Garmin saw great success in this initial output, including more than doubling revenue from 2017 to 2018 with 128% growth in specialty watch retail. But it wasn’t until 2019 that a big step into the luxury space helped Garmin elevate its offering with retailers.
Garmin’s Managing Director for the UK and Ireland, Jon Oliver tells WatchPro: “We saw a real opportunity in the premium watch channel. We felt it aligned well with Garmin’s core businesses of Sport, Adventure, Aviation, Marine and Automotive and that we could give the market real functionality relevant to modern tool watches. We knew it was imperative to combine these capabilities with the best materials, in the highest quality build available.”
The MARQ® Collection, which entered the luxury watch channel in 2019 exemplifies Garmin’s understanding for the need to have its cutting-edge technology paired with exceptional design and quality. Integrating revolutionary technology with superior design materials such as titanium, sapphire, ceramic, diamond-like carbon coating, jacquard-weave nylon and Italian vacchetta leather.
MARQ carbon dynamic
“We had a story to tell with the MARQ collection,” Oliver continues. “It enabled us to talk about how tool watches have evolved and how our take on the modern tool watch would showcase us a credible luxury option to consumers. Retailers took notice – from independents to the large luxury groups – we worked closely with our partners to position ourselves in and amongst the Swiss luxury brands.”
Now, Garmin has distribution in the major premium retailers such as the Signet Group, Beaverbrook’s, Watches of Switzerland and key independents such as Weir & Sons and Lister Horsfall – all of which have customers who want exceptional style and the convenience of being able to access the latest fitness technology from their wearable.
Oliver adds: “We made a real effort to understand the watch dealer by respecting their contribution to the sale. For us it was important to support them in every facet, from training to supporting with extraordinary service terms unparalleled in the smart watch market and offering an appropriate business case.”
Precision targeting
Rather than blanket distribution in both the fashion and luxury retail space, Garmin’s strategy focused on partnering selectively with key retailers and jewellery stores known for curating premium assortments. This allowed the brand to hone-in-on strategic placement and tailored retailer and staff training on each product, ensuring every point of sale is an immersive brand experience.
“Over the years, we’ve had the opportunity to grow and shape our product offering, thanks in part to the retailers such as Fraser Hart, Goldsmiths, Ernest Jones who have supported us and allowed us to navigate these new strategies,” Oliver adds. “In turn, we installed confidence in those retailers that we would help them grow in the category with products that were exclusive to them.”
With a clear understanding that not all retailers’ customers are the same, Garmin’s product assortment within the watch channel appeals to every facet of the consumer experience. From sleek lifestyle-forward models in the Lily® and Venu® – appealing to the affordable and mid-range price category, to the sport-focused models with rugged features and outdoor durability such as the distinguished Fenix and Instinct ranges, and finally the high-end premium MARQ collection. Garmin’s smartwatch range allows retailers to meet the needs of multiple demographics without overwhelming their assortments.
Venu® watch
As the lines between tech and tradition continue to blur, Garmin’s story is one of how smartwatches can not only coexist within the watch channel, but thrive in it. For retailers, it’s more than just another SKU on the shelf – it’s a new kind of opportunity. One that speaks to today’s consumer, moves with the modern pace, and honours the art of watchmaking through a modern lens.
And the future of the watch channel? It’s looking smarter than ever.
What the retailers say…
Sally Arkley-Wade, Head of Buying at Signet Group says; “We’ve seen strong growth in our smartwatch category over the past few years, with Garmin playing a key role in driving both in-store and online sales. The Fenix, Venu and Epix families have performed exceptionally well across H. Samuel and Ernest Jones, and our store teams are highly engaged with the brand – always excited to educate customers on the unique strengths of Garmin’s wearables. A great example of this was our H. Samuel Oxford Circus store takeover during the London Marathon, where the energy around the brand was incredible.”
Raz Husain, Watch Buyer at Signet Group confirms; “What excites us most is that smartwatches are no longer just about fitness or extreme sports – they support holistic wellbeing, and Garmin’s range of products makes the brand accessible to a broad spectrum of customers. With wellbeing, health and fitness becoming essential parts of everyday life across generations, we believe this category will continue to grow, powered by Garmin’s innovation.
The smartwatch category is bringing new customers into our business and delivering incremental growth for Signet. Our strong partnership with Garmin, and its continued innovation in technology and design, has truly fuelled outstanding growth within the watch and jewellery industry.”
**Notes: GfK MI Sales Tracking, UK, Smartwatches, GfK Panelmarket incl. watch specialists & jewellery retailers, sales units & value. Copyright © 2025, Nielsen Consumer, LLC