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The encyclopedia · Strategy & Leadership · Operational decision · 1990–2010

Taiwan made the world's watches — then wages rose and production moved to China

Taiwan's contract watch manufacturers lost 80% of production to mainland China as wages rose and the industry failed to build its own brands.

Taiwan watch manufacturing industry

What happened

Through the 1980s, Taiwan was one of the world's largest watch manufacturing centres, producing watches under contract for Omega, Bulova, Citizen, Casio and Seiko. The industry was built on precision manufacturing skills and competitive labour costs, with hundreds of factories employing skilled workers across the island.

By the 1990s, rising wages and labour shortages in Taiwan made contract manufacturing uncompetitive against mainland China and India. Clients pressed suppliers for lower prices, and factories operated on razor-thin margins. The Taiwan Watch & Clock Industrial Association reported that over 80% of manufacturers had moved production to mainland China, shifting to a 'Taiwan takes orders, China produces, China ships' model.

The industry association's membership fell from over 400 companies to around 200. The Taiwan Ministry of Economic Affairs' Trade Administration describes the industry as facing a survival crisis. Factories that did not relocate closed. The industry's failure to build its own brands or transition to higher-value design and R&D work meant that the cost advantage was the only thing protecting it, and when that disappeared, the work followed.

Why it happened

  • The industry relied entirely on cost-competitive manufacturing without building proprietary brands, design capabilities, or R&D that would survive a wage rise
  • When mainland China offered lower labour costs, clients moved production, and Taiwan had no alternative value to offer
  • The industry association warned of the crisis, but no collective strategy existed to transition from OEM to ODM or brand ownership
What it cost80% of production lost, association membership halvedcostly

The lesson

A manufacturing industry that competes only on labour cost will lose the work when the cost rises — value must be built in design, brands or technology that cannot be replicated by a cheaper workforce

Sources

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