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The Swiss watch industry was severely threatened by Japanese Quartz technology in the 1970s. But the Swiss orchestrated a successful turnaround and began competing on exquisite craftsmanship. For many, owning a 'Swiss Made' watch meant being associated with a rich cultural past and fine taste. While owning a luxurious Swiss watch was a show of wealth, it was also entrenched in emotions and many a time gifted down generations. The unprecedented quality and aesthetics associated with Swiss watches made the country enjoy a monopoly in the segment of luxury watches as notable conglomerates such as Swatch, Richemont and LVMH, among others thrived on its soil. Switzerland was also home to famous independent makers such as Rolex, Chopard, Patek Phillipe and many more. The prices of high-end watches were in thousands of dollars. Yet, they were increasingly sought after. The industry grew exponentially in the 2000s, reaching sales of USD23.9 billion in 2014. Watches accounted for 10% of the country's total exports. But economic volatility in several economies wrecked havoc and watch exports started to decline. The surging Swiss Franc, China’s ban on luxury gifting, Russia's falling Rouble and erratic geo-political situation with Ukraine, weak oil prices, a booming smartwatch market and the gray market being inundated with luxury watches - all added to Switzerland's woes. 2015 proved to be a bad year as exports to Hong Kong and Russia fell 23% and 29%, respectively. Overall exports fell 3.3% in 2015. Could the Swiss watch industry rise again amid all the economic and political uncertainties?