That of Gen Z is a generation that grew up watching the time on a screen, strictly digital, and that paradoxically today more than any other seems to recognize the symbolic and aesthetic value of a luxury watch. Some cannot even tell the time on an analog dial, yet they are deeply attracted to it. An object that becomes a statement of style, desire and belonging, fueled also by the influence of peer celebrities, just think of Jacob Elordi or Timothée Chalamet, who sport them, turning them into real objects of desire. Meanwhile, this generation proves to be increasingly knowledgeable and informed about patterns, manufactures, and technical innovations.
Confirming the trend is Bezel, a retailer of second-hand luxury watches, which revealed to CNN how the under-30s account for about one-third of total transactions. Not only that, because Gen Z is also the group that, on average, spends the most per single purchase. A figure that completely overturns the perception of an audience that is often underestimated by the big incumbent brands. As CEO Quaid Walker put it, “I think the watchmaking world is just starting to really pay attention to young people.
Longines, a historic Swiss watchmaker, has also seen a significant increase in younger clientele, especially among those getting into the world of vintage. In particular, the number of under-30s interested in the restoration and maintenance of vintage pieces is growing. According to Thiago Abrantes, about 50 percent of customers entering the London flagship store to service a watch are under 30 years old.
Winning over this new generation are not so much the contemporary models as the great classics, the so-called dress watches; slim, elegant, with essential gold or silver dials and leather straps, they represent a timeless aesthetic. Icons such as the Louis Cartier Tank, the Vacheron Constantin Patrimony or vintage Seiko continue to gain ground: purchases by young people aged 14 to 28 have increased by 44 percent since 2018.
More than just accessories, these watches become collector’s items, designed to last. In an age marked by uncertainty, they represent a form of stability, an emotional as well as economic investment. And above all, a way to combine style and functionality in everyday life, with a surprising look back to the past.
[📸 Instagram: audemarspiguet]
