Selling more watches than Switzerland isn’t the point. The point is that they’re selling watches with a shelf life of one day if you consider that they need to be charged daily. If you consider the battery’s endurance then the watches will last two or three years if you’re lucky.
In contrast when you buy a Swiss watch it is for several decades. It will probably survive rock climbing and via ferrata. An Apple watch gets scratches quite easily. One Apple Watch was rendered unusable climbing indoors after just two or three climbing sessions.
Compare this to the Suunto watch. I went climbing with a Suunto Ambit 3 for years and never had issues. I finally replaced it after three years of adventures mainly because I was curious to try new technology rather than because it was unusable.
You can’t compare Swiss watches with Apple Watches, it’s like comparing apples and diamonds.