Classic wrist-wear is enjoying a renaissance.

The luxury watch market has always thrived on scarcity— once coveted for their exclusivity, these timepieces prospered on the allure of rarity—fewer owners meant greater desirability. As luxury watches became more widespread, their appeal diminished, and supply began to outpace demand.

However recent shifts in consumer sentiment are giving brands like Rolex, Patek Philippe, and Audemars Piguet an extra edge. While demand still lags behind supply, the tide may be turning as more buyers seek meaningful, lasting investments in a world of fleeting trends.

Recent studies by WatchPro revealed that over a third (35%) of Gen Z consumers are likely to purchase a luxury watch within the next year, with more than 10% already owning timepieces valued between £1,000 and £7,500, surpassing the market average.

As tech fatigue sets in and digital saturation rises, the appeal of a finely crafted timepiece is more than nostalgia—it’s a rebellion against disposability. Unlike handbags with eye-watering price tags or designer logos that lose their charm, watches represent something far more enduring.

After all, true luxury doesn’t chase trends. It stands the test of time.