As Expected, Apple Watch Chips Away at Traditional Watch Sales

The market for watches that cost less than $1,000 is most at risk, as consumers in that price range have indicated they’re the most likely to buy an Apple Watch, Levin said. Sales of watches costing between $50 and $999 registered drops in June, the biggest being a 24 percent decline in timepieces from $100 to $149.99, according to NPD’s data.

This is huge. I'd go as far and say it's a significant swing in the market especially in light of all the newcomers such as Marc Jacob and Nixon. This is their territory.