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Watches of Gen Z: Between Tradition And Trends

By Mustafa Cint
24 August 2020 | Updated on: 7 Jan 2025
4 minutes
Rolex-GMT-Master-II-2-1

Watches of Gen Z: Between Tradition And Trends

Born in 1996, I’m Generation Z by the skin of my teeth – and since I’m passionate about watches, I’m naturally part of a certain “bubble,” especially at the workplace and on social media. Almost everyone in my circle of friends is also interested in watches – for very different reasons. All the more interested does this make me about what gets other young people outside my circle into watches. In this article, I’m taking a look outside the box to shed some light on how Gen Z views the watch industry. I’ll of course also reveal more about my personal motives and interests in the field of luxury watches.

Gen Z And Luxury Watches: The Facts

An analysis of our Chrono24 database shows that the average age of registered users on the platform has lowered significantly in recent years. This means that younger target groups are also showing increasing interest in the platform – which is also reflected in the buyer groups. Together with YouGov, Chrono24 has compiled a first-time buyer report that investigates this development further. Among other things, this revealed that respondents in the 18-24 age group were almost twice as likely to buy a luxury watch than the average person surveyed.

There are many reasons for this, one of which certainly being that the luxury watch market has also trended towards a younger target group. Even if the interest in fine timepieces is perhaps already present at a young age, this is still a phase where people simply don’t have the money for expensive luxury watches. More and more brands have realized that in order to tap into this young target group as early as possible, they need to offer a broader portfolio of watches in different price ranges. Probably the best-known example in recent years is the MoonSwatch, with the world’s largest watch company, the Swatch Group, offering an affordable alternative to the iconic Omega Speedmaster Moonwatch, attracting the interest of a younger target group as a result.

Why Gen Z Is Passionate About Luxury Watches

Let’s summarize so far: The stars are aligning for young buyers, as they are increasingly willing to spend their savings on a luxury watch. So in addition to the changing market, what other external factors are influencing this development?

1. Luxury Watches As a Fashion Accessory

Fashion gives you the opportunity to express your individual style, something very important to Gen Z. From the perspective of watch world newcomers, watches can be seen as a fashion accessory. It was the same for me at the beginning. I saw watches as an accessory to my daily outfit. The brand or the timepiece’s technical sophistication wasn’t a big issue - the watch simply had to look great and complete my outfit. So it was no wonder that my first watch was a digital Casio from the vintage collection - sporty with a touch of gold. Like every other generation before it, Gen Z also has its own style icons and trendsetters. And if you take a closer look at their wrists, there’s no shortage of inspiration for luxury watches - an effect that naturally also has an impact on the brands. Collaborations between youth idols and watch brands, such as Travis Scott and Audemars Piguet, impressively demonstrate that luxury brands have begun to view Generation Z as a serious group of buyers, actively influencing pop culture and fashion.

Audemars Piguet Royal Oak Perpetual Calendar Travis Scott “Cactus Jack” Perpetual Calendar Limited Edition

2. Digital Media Have Revolutionized Access to Luxury Watches

Gen Z brought forth the world’s first digital natives; these folks are more at home online than any generation before them. As someone who sat watching his children’s series in front of an actual TV screen at the ripe age of three or four, but today simultaneously works on three computer screens and a smartphone, I’ve also experienced the change from analog to digital first hand. Today, we can confidently say that digitalization has revolutionized our entire lives. The same goes for the watch market. Whereas in the past you had to physically go to a watch retailer to experience the current models and their prices, today you can get all the information you need online.

Online Or Offline Purchase? Today, luxury watches are just a few clicks away.

Marketplaces such as Chrono24 have played their part in making the luxury watch market more transparent; buying a luxury watch has never been more convenient. And the brands themselves have also followed suit in recent years by offering some of their watches online, cooperating with influencers, or at least making better use of the online world as a showcase for their timepieces. Social networks also make it easier for Gen Z to exchange information about watches, acquire further knowledge about them, and form communities.

3. Luxury Watches As a Status Symbol

Status symbols also play an important role for Gen Z.
Status symbols also play an important role for Gen Z.

Luxury watches have always been considered a status symbol, which continues to this day. As such, they are an expression of success, elegance, and style. In a (digital) world where people are constantly comparing, competing, and measuring themselves with others, these status symbols are playing an increasingly important role. Social media in particular constantly exposes us to a certain amount of pressure. Younger generations who spend hours a day on these platforms are particularly affected by this. The pursuit of the perfect Instagram life often includes wearing a luxury watch as a status symbol.

With this in mind, I feel strongly about raising awareness about this issue. I encourage young people not to let social media dictate their lives. After all, this hobby is all about enjoying watches - no matter how expensive they are, or how little they cost. More important is the passion for them, the stories behind these watches, their technology, and the individual lifestyle they accompany. Don’t be lured in by supposedly perfect images or trends. Instead, discover what you really like and what makes you happy. Watches can be something truly special. So why not experience them as personal enjoyment, instead of some “must-have” that you might not even want?

What do you think about this article?

About the Author

Mustafa Cint

Mustafa Cint

Since joining Chrono24 in 2020, my passion for watches has grown considerably. I began to delve more deeply into the fascinating world of watches, focusing less on the design aspect and more on the technical specifications.

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