A New Era Of Time: How Generation Z Is Shaping Luxury Watch Culture

According to research by Statista, the luxury watch market is currently valued at USD 63.72 billion in 2025 and projected to grow at an annual rate of 3.82% (CAGR 2025–2030), demonstrating a sustained growth, driven in large part by the rise of investment-grade timepieces. This segment, expected to nearly double in value, underscores a growing demand for heritage, craftsmanship, and exclusivity.

Digital natives with discerning tastes, Gen Z prioritise authenticity and sustainability, while leveraging online platforms to inform and shape their acquisitions.

Central to this transformation are Gen Z luxury watch collectors. Digital natives with discerning tastes, they prioritise authenticity and sustainability, while leveraging online platforms to inform and shape their acquisitions. Their understanding of luxury merges respect for tradition with an appetite for fresh narratives, challenging established norms and placing the watch industry at a pivotal intersection of artisanal craft and contemporary innovation.

The Gen Z Factor Within The Watch Industry

Rolex remains the most aspired-to watch brand by Gen Z at 25%, followed by Omega (19%), TAG Heuer (17%), and Cartier (13%).

Generation Z is redefining the luxury watch market, combining digital fluency with a demand for authenticity. Across retailers and auction houses, spending from this cohort has accelerated, positioning young collectors as a key driver of growth in the sector. According to a report by Watchfinder & Co., over 41% of Gen Z (aged 16–26) purchased a luxury watch in the past year, while more than 54% already own at least one. While Rolex remains the most aspired-to brand (25%), followed by Omega (19%), TAG Heuer (17%), and Cartier (13%), Gen Z’s tastes lean towards distinctive design and personalisation rather than convention.

Understanding Gen Z’s Shopping Behaviour In Watches

Fashion-forward and on-trend models top Gen Z luxury watch preferences at 36%, followed by minimalist and dress watches at 27%, and vintage models from the 1990s at 26%.

Style remains central to Gen Z’s choices. Fashion-forward and on-trend models top their preferences at 36%, followed by minimalist and dress watches at 27%, and vintage models from the 1990s at 26%. Their selections balance current appeal with timelessness, spanning trendy, minimalist, vintage, and sporty designs. Practical considerations mirror those of older collectors: condition is paramount at 69%, followed by value at 65%, and authenticity at 64%.

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“Watches often first capture Gen Z’s attention on the wrists of cultural icons, like Timothée Chalamet with his Cartier collection.

Watches often first capture their attention on the wrists of cultural icons, from Timothée Chalamet wearing a Cartier Tank to Zendaya with a Bulgari Serpenti. This initial interest frequently leads them to boutiques to experience the craftsmanship firsthand and informs their purchase decisions. Pieces that stand out combine boldness with personal significance, such as Audemars Piguet’s Royal Oak in unconventional finishes, Richard Mille’s avant-garde constructions, or limited editions with a story. Heritage brands like Tudor and Cartier appeal through a modern lens, while Seiko, Longines, and Nomos provide accessible entry points without compromising craftsmanship. These behaviours illustrate the growing influence of Gen Z luxury watches in shaping contemporary collector preferences.

Why Gen Z Luxury Watch Buyers Are Investing Heavily

For a generation that grew up in the age of smartphones and instant notifications, the mechanical watch offers something almost meditative. It’s a piece of engineering that doesn’t need to be charged, a piece that will run for decades with proper care. This sort of permanence is in stark contrast to the fleeting nature of digital technology. The numbers reinforce this deeper attachment. According to a 2025 Boston Consulting Group survey, 54% of Gen Z have increased their luxury watch spending since 2021, while Sotheby’s reports that nearly one-third of all watch buyers in 2023 were aged 30 or under. Industry leaders also confirmed that value retention plays a central role in these choices

He also notes that younger collectors approach luxury watch collections with flexibility, often buying, trading, or upgrading pieces as their tastes evolve. Meanwhile, watch commentator Anish Bhatt highlights that social cachet remains a significant motivator, with many drawn to luxury watches from prestigious brands. This combination of status, quality, and cultural resonance reinforces why mechanical watches resonate so strongly with this generation, making Gen Z luxury watches both a style statement and an investment choice.

The Future Impact Of Gen Z On The Luxury Watch Market

Gen Z collectors are driving a shift toward sustainable materials, transparent supply chains, and designs that blend streetwear with fine horology. For the watch industry, this is more than a trend; it’s a generational reset, where heritage and innovation must align to engage a new class of collectors. Adding to this shift is their economic awareness: many see luxury timepieces as assets that can hold or grow in value, a view reinforced by the thriving watch market that makes trading, upgrading, and diversifying collections easier than ever for Gen Z luxury watch collectors.