Throughout all of 2017, every Swiss watch brand combined outsold the Apple Watch—24 million units to 18 million. But the final quarter of the year marked a first-ever shift, wherein Apple took the lead with eight million sold versus about six-and-a-half. This was helped by the release of Apple’s third model and accelerated interests in the tech and lifestyle powerhouse’s other offerings. But it’s important to remember that this isn’t just Apple versus Rolex and other luxury brands. The Swiss numbers include mass market companies like Swatch, who sell pieces at the same price-point (and less) than the Apple Watch.