For a long time, it was believed that luxury watches were mainly popular among older generations, perhaps due to their greater financial stability and the vintage appeal of such timepieces. However, it is the younger generations that have emerged as the primary enthusiasts of luxury watches. Contrary to popular belief, sources like Statista indicate that individuals aged 18-39 made more luxury watch purchases than those aged 40 and above in the past year.
The increasing popularity of luxury mechanical watches can be attributed to the younger generations, who value simplicity, personalisation, and transparency from the brands they choose to invest in. This has caused watch manufacturers to recognise the need to understand why the new audience is interested in high-end watches.