Suunto Faces Major Restructuring as Chinese Owner Moves Production and Cuts Finnish Staff

Outdoor smartwatch manufacturer Suunto is facing a massive workforce reduction at its historic base in Finland, with reports indicating that roughly 74 percent of its remaining local staff could lose their jobs. Founded in the Nordic country in 1936, the company has traditionally handled both product creation and manufacturing domestically. However, operational shifts have accelerated since Chinese wearable firm Liesheng acquired the brand in 2022, steering development and assembly toward China in an effort to curb expenses.

According to local media reports, notices have been issued to approximately 160 Finland-based employees regarding the impending cuts, which are expected to target research, development, and production departments while leaving management largely untouched. Although final layoff numbers remain subject to ongoing negotiations between Suunto Finland and its parent company, the shift aligns with previous 2024 strategies aimed at relocating the entirety of production overseas to better rival budget-friendly Chinese competitors like Amazfit.

For consumers eyeing premium outdoor models like the Suunto Ocean, these cost-saving measures raise questions about how the brand will sustain its high-end pricing structure. While a small footprint is expected to remain in Finland primarily to preserve the company's long-standing Nordic heritage and marketing narrative, the transition marks a definitive end to an era of localized European manufacturing for the iconic brand.