Gen Z and Millennials Are Fueling the Luxury Watch Market — Here’s How

A New Generation, A New Luxury Landscape

As the luxury-watch industry navigates shifting consumer trends, two demographics are proving especially influential: Millennials (born ~1981-1996) and Generation Z (born ~1997-2012). These younger buyers are rewriting the rules of luxury timepieces—changing what brands matter, how watches are bought, and why they are valued in the United States.

Growing Purchasing Power and Changing Motivations

According to a recent survey by Boston Consulting Group, 54 % of Gen Z respondents reported increased spending on luxury watches since 2021. Meanwhile, the global luxury-watch market is projected to grow substantially, with digital channels, pre-owned segments and premium pieces leading the way.

Unlike earlier generations who often regarded watches as purely functional or status symbols, Millennials and Gen Z see them as a blend of investment, stratified style and narrative—a way to express identity, join a community, and secure value.

What These Generations Are Buying

Pre-owned & vintage pieces: Gen Z is increasingly active in the secondary market, drawn by both value and uniqueness.
Dress watches & subtle luxury: A recent report by Chrono24 / Fratello found that dress-watch purchases by Gen Z rose 44 % since 2018, and now represent ~12 % of all Gen Z watch purchases—higher than many older cohorts.
Brands with heritage plus relevance: Many younger buyers gravitate to brands like Rolex, Patek Philippe and Audemars Piguet because of the legacy, but also for the community appeal and resale potential.

Why This Shift Matters for the U.S. Market

The U.S. luxury-watch market remains a mature yet expanding territory. As younger buyers enter with disposable income and digital fluency, brands and retailers must adapt. Trends include:

Digital and social engagement: Gen Z and Millennials discover, research and purchase through social media, online marketplaces and peer networks.
Investment mindset: With real-estate entry barriers high and alternative assets in vogue, many younger buyers view high-end watches as both wearable pieces and investment assets.
Preference for authenticity over overt logos: While older buyers may wear flashy status pieces, younger buyers often prefer understated luxury, craft, history and community resonance.

For a retailer like CHRONONATION, this means curating not only the latest luxury sports models, but offering accessible entry-points into collecting, high-quality pre-owned pieces, and experiences that align with younger-buyer values.

How Retailers and Brands Can Respond

Expand pre-owned offerings: Make certified pre-owned and investment-grade models visible and framed correctly (heritage, scarcity, value).
Enhance digital storytelling: Use rich visuals, educational content and social proof to engage younger buyers who research heavily online.
Offer personalization & community: Workshops, limited editions, or owner-events that build loyalty and turn buyers into brand ambassadors.
Be transparent and value-driven: Younger buyers expect authenticity, provenance, and resale potential—not just brand names.
Link lifestyle, craft and investment: Communicate that acquiring a luxury timepiece isn’t merely a purchase—it’s joining a legacy.

The Bottom Line

Millennials and Gen Z are not passively entering the luxury-watch world—they are driving it. Their preferences for style, value, community and authenticity are reshaping demand. For luxury-watch retailers operating in the United States, aligning with this generational shift isn’t optional—it’s essential.

At CHRONONATION, we understand that whether you’re buying your first timepiece or adding to a sophisticated collection, you’re entering a new kind of luxury world—one where experience, value and legacy matter just as much as brand name.