Something shifted in how we buy luxury watches.

The RealReal reported a 46% increase in new luxury watch buyers during the first seven months of 2025 compared to last year. But the growth alone doesn't tell the full story.

What matters is who's buying and what they're choosing.

Each Generation Moves Differently

Baby Boomers gravitate toward the Rolex Datejust. It's versatile, recognizable, classic in the way that appeals to established taste.

Gen X, ages 45-60, shows particular interest in Rolex Daytonas and Bvlgari Tubogas models. These choices reflect a generation comfortable with both investment-grade pieces and distinctive design.

Millennials are driving a gold watch renaissance. Searches for gold watches increased 30% year-over-year, fueled by economic uncertainty and the perception of precious metals as hedge investments.

Then there's Gen Z.

Over 41% of Gen Z acquired a luxury watch in the past year. Their average spend reaching $10,870 per watch is nearly double what millennials spend.

That's not a typo. The youngest buyers are outspending everyone else.

The Market Transformed While We Weren't Watching

The pre-owned luxury watch market hit $22 billion in 2021, accounting for nearly one-third of the overall $75 billion luxury watch market. According to Deloitte, it's expected to match new watch market volume within the next decade.

We're watching the secondary market become the primary market.

But the real transformation is psychological. Nearly 47% of consumers now consider resale value before buying new luxury items.

That's a fundamental shift from consumption thinking to investment thinking.

Value Replaced Status

Gen Z distinguishes itself by exploring less conventional brands. While 100% mention Rolex when asked about luxury watches, they're the only age group including Grand Seiko Heritage Collection in their top ten preferences.

They recognize the name brands. They just don't limit themselves to them.

Millennials approach gold watches as wealth preservation during volatile times. Gen X balances investment pieces with design-forward choices. Boomers stick with proven classics.

Different motivations, same market, growing participation across every demographic.

What We're Actually Seeing

The pre-owned luxury watch market is no longer alternative or secondary. It's becoming the default entry point for new buyers and a strategic channel for experienced collectors.

Each generation brings different priorities. Boomers want reliability. Gen X wants distinction. Millennials want security. Gen Z wants exploration.

The market is absorbing all of it.

When nearly half of all luxury buyers factor resale value into purchase decisions, we're no longer talking about watches as pure consumption. We're talking about portable assets with emotional value and financial logic.

The question now is whether traditional luxury brands adapt to this reality or get disrupted by it.