The company does not disclose sales, but its chief executive maintains that sporty designs and a video blitz have helped double-digit growth this year.

For some time, storm clouds have been gathering over the less expensive end of the Swiss watch industry. Smartwatches, particularly the Apple Watch, have flooded the marketplace, inundating the production of traditionally styled Swiss watches that retail for less than $1,000.

But Tissot, the largest brand in that segment by estimated production volume and sales, says it is bucking the trend — although neither it nor its parent company, Swatch Group, disclose company performance.

“Globally, we are doing extremely well with double-digit growth,” said Sylvain Dolla, chief executive of Tissot, which primarily has watches at $250 to $2,000, a range in competition with Apple Watch. “The first eight months of this year were phenomenal.”

Such sales would be a significant improvement in the brand’s recent performance, according to the 2023 version of Morgan Stanley’s annual watch report, which estimates revenues for Switzerland’s top 50 watch brands by volume and sales.