They were born between 1997 and 2012, or even more recently. Generation Z and Generation Alpha are coming in force. But what do they want to wear on their wrists?

Does the future belong to the early risers, or to the recently born? By 2030, Generation Z and Generation Alpha are expected to represent a good third of the luxury market. Enough to arouse the covetousness of all the major brands, particularly watch brands. Especially since these consumers belonging to Generation Z buy their first luxury items earlier than previous generations, around the age of 15, five years before millennials. &ldquo;It is estimated that Generation Z, born between 1997 and 2012, currently represents around 20% of the population,&rdquo; explains Adrien Fourlegnie, France Director of Watchfidner &amp; Co. Reports indicate that the oldest members of the generation represent around 40% of global consumer spending, or around $143 billion. In 2022, Millennials and Generation Z already weighed nearly 200 billion euros on the luxury market, double compared to 2016. A figure that should double again by 2026: Millennials and Generation Z will then represent 75% of the luxury market!

A New Wave of &ldquo;Pre-Loved&rdquo; Fans

Clearly, the value of purchases does not wait for the number of years: 41% of members of Generation Z would have come into possession of a luxury watch in the last 12 months. Moreover, more than a third of them believe that watches are better investments than gold (33%), wine (32%) and even real estate (23%). Thus, at 10,870 euros, the average expenditure of Generation Z is much higher than that of Millennials (5,325 euros) or baby boomers (2,632 euros). Enough to predict the arrival in force of a new generation of lovers of fine watchmaking... A new wave also fond of "pre-loved", who see no problem in offering and treating themselves to second-hand luxury pieces, whether they are designer bags, jewelry or watches. Generation Z is therefore twice as likely as the previous generation to spend between 7,500 and 10,000 euros on a so-called second-hand timepiece. They are also just as likely when it comes to reselling an item in their possession in order to buy another one, or even exchanging a watch in their possession or borrowing to buy a new one.

Rolex, Cartier, and Omega on the Podium

&ldquo;Rolex is at the top of the list of Gen Z&rsquo;s famous brands,&rdquo; says Adrien Fourlegnie. &ldquo;Cartier is also seeing real momentum in 2024, following a wave of celebrity appearances including Timoth&eacute;e Chalamet in Dune, Jacob Ilordi of Saltburn and Donald Glover in Mr and Mrs Smith. We are seeing a strong interest in Cartier from Gen Z.&rdquo; According to statistics recently released by Watchfinder &amp; Co , the top 10 of their favourite watch brands, behind Rolex (43%), Cartier (25%) and Omega (20%), continues with Omega, Patek Philippe, Seiko, Tudor, Jaeger-LeCoultre, Panerai, Breitling and Hublot . Gen Z watch lovers are said to have purchased an average of 2.4 new watches and 1.43 pre-owned watches in the past year. More than half of them did so for themselves (53%), 49% received a gift and 32% inherited one or more watches. Watchfinder &amp; Co , says watch brands looking to capture the attention of Gen Z would do well to reduce dial sizes and consider how the piece will be associated with current style trends. When it comes to watch styles, watches that attract these new generations of enthusiasts, the models at the cutting edge of fashion and trends are above all linked to their style (36%), dressy and minimalist watches (27%) as well as vintage models from the 90s (26%). Enough to redefine the codes of the luxury watch market tomorrow , between statutory expression and personal experience.

What Watches Appeal to Gen Z and Alpha?

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