Delivering on Our Plans for Growth
DELIVERING ON OUR PLANS FOR GROWTH
Annual Report and Accounts 2020 PURPOSE
To provide the highest level of customer service by well-trained, expert colleagues in modern, luxurious and welcoming store environments and state-of-the-art online sites, and by partnering with the most prestigious luxury watch brands and jewellery brands, all supported by leading-edge technology and bold, impactful marketing.
AT A GLANCE PROVEN TRACK RECORD AND MARKET LEADING PROPOSITION
The Watches of Switzerland Group has Proven track record of delivering a strong, built on a rich history of long-standing brand consistent financial performance with robust like partnerships – such as Rolex, Patek Philippe, for like sales, sustained profitable growth, elevated Audemars Piguet, Cartier, OMEGA, F Y20 returns on capital and strong cash generation TAG Heuer and Breitling – to become a REVENUE globally recognised specialist of Swiss luxury £810.5 MILLION Long-standing, collaborative partnerships with watches with a complementary luxury jewellery the most prestigious and recognised Swiss luxury offering. Since launching its transformation watch brands. The top seven brands account for programme during 2014, the Group has c. 74% of FY20 Group revenue enjoyed a multi-year period of strong, Multi-channel specialist of Swiss luxury watches sustained, profitable growth to build a Top 7 luxury watch2 brands, 73.9% with a leading UK position and significant and leading position in the UK while establishing Other luxury watch brands, 10.0% growing position in the US in a category with a significant presence in the highly fragmented Luxury jewellery2, 8.5% high barriers to entry which is underpinned by US market, where it aims to become a leader. Other, 7.6% robust demand, proven value creation and supply-driven dynamics
Scale and national coverage in the UK and a HIGHLIGHTS significant presence in the US, with a well-invested store network which provide an exceptional
REVENUE: RETURN ON CAPITAL EMPLOYED1: customer experience through welcoming and expert service and luxurious, open, contemporary, £810.5m 15.8% spacious and browsable environments CHANGE VS LY: CHANGE VS LY: Operational excellence with bold, impactful, digitally-driven marketing and best in class +4.8% +110 bps merchandising capabilities, powered by leading- edge, sophisticated and fully integrated IT systems
ADJUSTED EBIT1: OPERATING PROFIT: Well positioned to continue to build its leading position in the robust UK market and to become £55.9m £48.3m a leader in the US, a highly fragmented and CHANGE VS LY: CHANGE VS LY: under-invested market for luxury watches +7.8% +6.2% STRONG LONG TERM PROFITABLE GROWTH
5-Year Revenue, Adjusted EBIT Evolution (£million) WELL-INVESTED STORE NETWORK £810.5 £773.5 £55.9 £631.2 £51.8 135 72.2% 27.8% £509.4 Revenue £410.2 £38.9 TOTAL STORES REVENUE FROM REVENUE FROM (EXCLUDING NON-CORE) UNITED KINGDOM UNITED STATES £22.6 Adjusted AS AT 26 APRIL 2020 £13.1 EBIT
1 This is an Alternative Performance Measure. Refer to the glossary on page 180 for definition and reconciliation FY16 FY17 FY18 FY19 FY20 of statutory measures where relevant. 2 Refer to the glossary on page 180 for definition. STRATEGIC REPORT GOVERNANCE REPORT A YEAR OF STRONG PROGRESS Strong progress has been made this year in both the UK and US markets as we continue to deliver on our growth plans. FINANCIAL STATEMENTS
Despite the impact of the COVID-19 pandemic, Despite the current challenges presented the Group delivered record sales and profit from the COVID-19 pandemic, demand during the year, reflecting our strong partnerships for luxury watches has remained strong as with the most prestigious brands, favourable evidenced by our online sales growth during market conditions and accelerating momentum lockdown and robust performance from our in the US. stores upon re-opening. The health and wellbeing of our colleagues and We are confident that the strong fundamentals customers remains our priority throughout this underpinning the luxury watch category remain challenging time and beyond. We are proud intact, and believe we are well positioned to of the response from our teams, who have deliver on our plans to leverage our leading demonstrated unwavering resilience, teamwork position in the UK and become a leader in and dedication. the US luxury watch market.
Top image: Bovet Virtuoso VII 43mm 18ct red gold case featuring the versatile Amadeo reversible system allowing the timepiece to transform into a pocket watch or desk clock.
STRATEGIC REPORT GOVERNANCE REPORT FINANCIAL STATEMENTS At a glance IFC Corporate governance introduction 76 Independent Auditor’s report 114 Chairman’s statement 03 Corporate governance statement 78 Consolidated income statement 120 Market review 04 Board of Directors 84 Consolidated statement of comprehensive income 121 Group transformation 08 Directors’ report 86 Consolidated balance sheet 122 Our brand partnerships 10 Nomination Committee report 90 Consolidated statement of changes in equity 123 Chief Executive Officer’s review 15 Audit Committee report 91 Consolidated statement of cash flows 124 Financial review 26 Remuneration Committee report 96 Notes to the consolidated financial statements 126 Business model 36 Directors’ remuneration report 98 Company balance sheet 174 Our portfolio 38 Company statement of changes in equity 175 Our stores 40 Notes to the Company financial statements 176 Key performance indicators 42 Glossary 180 Non-financial information statement 46 Shareholder information 182 Section 172 statement 48 People, culture and community 54 Risk management 64 Principal risks and uncertainties 66 Going concern and viability statement 74
01 | THE WATCHES OF SWITZERLAND GROUP ANNUAL REPORT AND ACCOUNTS 2020 Image right Grand Seiko WOSG Exclusive Toge Special Edition 39mm Stainless-steel case retained by a brown alligator strap and featuring calibre 9S66, a 72-hour power reserve automatic GMT movement
02 | THE WATCHES OF SWITZERLAND GROUP ANNUAL REPORT AND ACCOUNTS 2020 CHAIRMAN’S STATEMENT STRATEGIC REPORT
CONTINUING TO DELIVER GOVERNANCE REPORT ON OUR PLANS
would like to begin by extending my success. We are the leading multi-channel specialist We advanced further against our strategic priorities wholehearted thanks to all of our colleagues
in the UK in luxury watches, a category which is during FY20 and despite the devastating short term FINANCIAL STATEMENTS for their unwavering commitment to the underpinned by strong long term fundamentals with effect of all of our stores being closed for the last six business. This has been an eventful year: proven value creation. Through our strong brand weeks of the period, we delivered both revenue and Ithe Company transitioned from private to partnerships and state-of-the-art stores, we provide underlying profit growth. In the UK, we continued to public ownership, a highly successful IPO our customers with a distinct product offering and increase our leading position and grew our luxury was launched, the appropriate governance an exceptional luxury experience. We have invested watch market share. We invested in our store structures were put in place, further growth in best in class systems and advanced merchandising offering, through new openings as well as and investment was made in driving the tools, all of which have enabled us to ensure our refurbishments, relocations and extensions, and business forward and, in the last six weeks stores are relevant and inviting. We have embraced we also enriched the store portfolio in the UK of the year our colleagues were faced with, the use of CRM tools and leading-edge digital with the acquisition of four Fraser Hart stores. and adroitly dealt with, the unprecedented marketing techniques to continue to enhance Our ecommerce business has gone from strength challenges of the COVID-19 pandemic. our relationships with our customers and drive to strength, particularly following the COVID-19 engagement and awareness. These attributes, lockdown period, when momentum accelerated Prior to the COVID-19 related store lockdown, which have contributed to our growth to date, sharply, a testament to the underlying desirability we had continued to build on the success of the will continue to be key competitive advantages of our product offering as well as further previous five years, with Group revenue up nearly particularly as we navigate the rapidly changing enhancements made to the online platform. 16% for the 46 weeks to 15 March 2020. The environment following the COVID-19 pandemic. closure of all our stores in the UK and the US Our momentum in the US accelerated during the year created an entirely new framework within which and we made an important step forwards in achieving to operate. We planned, adapted and responded our goal of becoming a leader in this market. Our to the pandemic in order to maintain customer “With a good project strategy of applying best practice from the UK and leveraging our brand partner relationships is delivering service and protect customers and colleagues. We pipeline, we are well fully addressed the health and safety of customers results. We made further progress in modernising the and colleagues by closing stores prior to the positioned to deliver Mayors portfolio with further refurbishments and government enforced closure. relocations, and further extended our mono-brand against our strategic boutique network. In FY21 we will be rolling out Our colleagues adapted to these circumstances further mono-brand stores in the US. We are excited with energy, agility and enthusiasm, finding innovative targets going forward.” about the significant growth opportunity in the US. and bold solutions to address the new challenges we DENNIS MILLARD faced. Frequent communication and extensive online CHAIRMAN We are very pleased with our performance in Q1 training during the lockdown ensured that our FY21, with sales during July of +7.4% on last year, colleagues were able to hit the ground running when reflecting strong UK domestic demand and continued our stores began to open during May in the US and robust momentum in our ecommerce business. June in the UK. Early indications show that this has Looking ahead, I am confident that we have the borne fruit. This blend of dedication, resilience, resources, the people and the foundations and under creativity and teamwork underscores the strength the leadership of Brian Duffy and his team we will of our people and values, and makes the Watches continue to execute our strategy and deliver results, of Switzerland Group a truly unique business. particularly in the current climate. As market leaders I would also like to thank all of our stakeholders in a category with unique long term growth for their continued support, having passed the first dynamics and high barriers to entry, we are well anniversary of our life as a publicly listed company. positioned to continue to build on our strong In particular, I would like to extend a special thanks to foundations so that we continue to succeed and the watch brands; we have forged true, longstanding create value for our shareholders. partnerships that continue to stand the test of time – through both good times and more challenging periods. DENNIS MILLARD More than ever before, I believe the Watches of CHAIRMAN Switzerland Group is uniquely positioned for future 12 August 2020
03 | THE WATCHES OF SWITZERLAND GROUP ANNUAL REPORT AND ACCOUNTS 2020 MARKET REVIEW
GLOBAL EXPORTS OF SWISS LUXURY WATCHES INCREASED FURTHER IN 2019, AS CONSUMER DEMAND REMAINS ROBUST
Above: Patek Philippe Complication 40mm 18ct white gold case on a black alligator strap powered by automatic calibre 324 S QA annual calendar movement with a 45-hour power reserve. Above right: Audemars Piguet Royal Oak 41mm 18ct pink gold case with a blue “Grande Tapisserie” dial housing a 2385 manufacture automatic chronograph movement with a 40-hour power reserve.
LUXURY WATCHES The luxury Swiss watch industry is highly Global Swiss watch exports (wristwatches) reached concentrated amongst the top brands, led by Rolex, 7.3% a value of CHF 20.5 billion (£17.2 billion) during which is the leading brand globally and in both the 2019, up 2.6% relative to 2018. Applying a retail US and the UK. The Group’s sales mix is aligned CALENDAR YEAR 2019 GROWTH IN SWISS LUXURY WATCH EXPORTS mark up and adding sales generated in Switzerland with the market with the top seven brands WITH PRICES1 >CHF 3,000 (C. £2,400) results in global retail sales of Swiss watches of representing 73.9% of Group revenue. These top approximately CHF 50.7 billion (£42.6 billion) seven brands are the same across both the UK (Source: Morgan Stanley Research). During the and the US markets: first half of 2020, Swiss watch exports have ––Rolex declined, reflecting the COVID-19 pandemic £17.2bn related closure of both production facilities in ––Patek Philippe Switzerland and retail distribution globally. CALENDAR YEAR 2019 VALUE OF ––Audemars Piguet GLOBAL SWISS WATCH EXPORTS The luxury end of the market, on which the Group ––Cartier is focused, has outperformed in recent years. In particular, exports of luxury watches with a price of ––OMEGA over CHF 3,000 (c. £2,400) rose 7.3% during 2019 ––Breitling and now represent 69.1% of total global Swiss Watch exports (vs. 65.2% two years ago)1. ––TAG Heuer The luxury market for Swiss watches is resilient Geographically, Asia is the largest market for Swiss and driven by long term price increases and volume watch exports, accounting for 53.2% of the total, growth. The industry is characterised by a structural followed by Europe at 30.0% and America at 14.7%. imbalance between supply and demand, reflecting The UK and the US, the Group’s two markets, the faster rate of increase in demand relative to represent the fifth and second largest markets production. In addition, the Swiss luxury watch for Swiss watch exports, respectively. market is comprised of a concentrated number of key brands which actively manage and control the distribution of their products, primarily through third party retailers, in order to preserve exclusivity and enhance brand positioning.
1 The basis of pricing relating to Swiss Watch data is a mixture of intercompany, wholesale and distributor pricing
04 | THE WATCHES OF SWITZERLAND GROUP ANNUAL REPORT AND ACCOUNTS 2020 STRATEGIC REPORT
RESILIENT LONG TERM GRO T GLO AL S ISS RIST ATC E PORTS IN S ISS ATC E PORTS PRICE SEGMENT (CHF BN) GOVERNANCE REPORT
CAGR 25 CHF bn V SWISS WATCH China/HK China/HK Bubble Correction EXPORTS TO THE UK CHF bn 20 GREW 0.1% 2019 UP 3% DURING 2009 VS 2018
25 15 20 10 15