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UBS upgrades Watches of Switzerland to buy, citing strong US luxury watch demand and raising price target to 850p.

Analyst Insights
02 Jul 2026
Proactive Investors
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Bullish
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UBS has upgraded Watches of Switzerland Group PLC from 'neutral' to 'buy', driven by accelerating demand for luxury watches in the US, which has become the group's largest market. The bank raised its price target to 850p from 600p, implying a 16% upside. UBS highlights strong sales of Rolex and other high-end brands like Cartier, forecasting 10% sales growth for the year to April 2027, above company and market expectations. The firm also notes the company's insulation from the luxury slowdown due to limited China exposure and high average selling prices, while pointing to potential acquisitions in the fragmented US market. Risks include a US luxury slowdown, market correction, and Rolex brand fatigue.

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