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July 29.2025

2 Minutes Read

How Pre-Owned Luxury Watches Are Revolutionizing Retail Dynamics

Man in dark blazer posing indoors, pre-owned luxury watches.

How Pre-Owned Luxury Watches Are Transforming Retail

Luxury timepieces have long been seen as symbols of prestige and wealth. However, the consumption patterns around these coveted accessories are experiencing a radical shift, especially among younger consumers. At the forefront of this change is Watchfinder & Co. CEO Arjen van de Vall, who highlights a noteworthy evolution: the rising popularity of pre-owned luxury watches revolutionizing retail.

Younger Generations Embrace Pre-Owned Luxury

As reported by Watchfinder & Co., millennials and Gen Z are not just passive consumers—they are savvy researchers who value both heritage and quality. This digital native revolution is reshaping how they view luxury purchases. Van de Vall emphasizes that these younger age groups are much more inclined to explore second-hand markets, finding charm and value in pre-owned timepieces like Rolex and Patek Philippe. Recent studies reveal that a staggering 36% of consumers aged 18-24 either own or are considering a luxury watch. It speaks volumes when many individuals in that demographic are now viewing their purchases as long-term investments.

The Financial Wisdom of Pre-Owned Watches

Another key figure stands out in this narrative: affordability combined with sustainability. Van de Vall underscores the growing acceptance of pre-owned luxury watches, driven by practical financial choices and a conscious effort toward sustainable consumption. Among Gen Z buyers in the UK, nearly half view luxury watches as solid investment assets.

Provenance Over Prestige

The emphasis on provenance over traditional prestige marks a significant cultural shift. This generation appreciates the stories behind their purchases, seeking authenticity in their aspirations. With an average expected spending of $10,870, it’s clear that the allure of high-quality timepieces is stronger than ever.

As we move forward, watchmakers and retailers need to reassess their strategies to align with this new approach to luxury consumption. Understanding the preferences of the modern consumer will be essential for navigating the evolving landscape of luxury goods.

Jet Centers & FBO

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How Pre-Owned Luxury Watches Are Revolutionizing Retail Dynamics

How Pre-Owned Luxury Watches Are Transforming Retail

Younger Generations Embrace Pre-Owned Luxury

The Financial Wisdom of Pre-Owned Watches

Provenance Over Prestige

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