Gen Z Reclaims Watches: More Than Just Time

Gen Z is demonstrating a significant resurgence in interest in traditional watches, challenging the notion that digital devices have rendered them obsolete. This demographic now constitutes one-third of transactions on secondhand luxury watch platforms, with individuals under 30 spending considerably on single watch purchases. They are drawn to watches not just for telling time, but for their connection to cultural history and their tangible nature.

This trend is also fueled by a desire for classic dress watch styles, with purchases by those aged 14 to 28 increasing by 44% since 2018. Influences such as celebrity endorsements, like Timothée Chalamet wearing a Cartier Panthère, are encouraging younger buyers to experiment with designs, including those traditionally marketed as women's watches. This shift reflects a prioritization of aesthetics and a unique connection to the past.

Retailers report a notable increase in younger customers seeking to service or restore inherited watches, indicating a growing appreciation for family heirlooms. Furthermore, many young buyers are prioritizing design and the aesthetic appeal of a timepiece, with some even purchasing watches that do not function, viewing them primarily as wearable art or bracelets. This indicates a deeper, more personal connection to these objects beyond their utility.