Two out of five urban Indian consumers are Gen Z — soon expected to surpass Millennials as the most populous generation alive with the fastest growth in spending power (estimated $12 trillion by 2030). Furthermore, Watchfinder&Co recently reported that Gen Z is comfortably willing to spend an average of $10,870 (INR 9,12,253) on a new luxury timepiece, twice the amount stated by Millennials – reflecting a willingness to splurge big if presented with a value proposition that aligns with their individuality. Incase you haven’t sensed it yet, top luxury watch maisons have already turned their attention towards Gen Z, gearing up for the next generation of watch enthusiasts.

Digitally disruptive, unapologetically authentic, and inclusive at heart, Gen Z will challenge the status quo of luxury, forcing it to be inextricably linked to personalization and self-expression — leaving no room to inherit traditional values, instead, rudimentary reshaping it.

Despite all the hyper-complicated flying tourbillon minute repeaters, innovative case materials, and exemplary jewel enrichment in today’s watch market, ‘haute horlogerie’ has always been a formal affair — consistently remembering centuries of heritage, tradition, and signature design, even in today’s new releases. And while the next generation of watch buyers (Gen Z) has already begun knocking on the industry’s doors, we’re eager to see how the industry realigns its traditional gears and methods to cater to the likes and wits of the next generation.

To understand this affair better, we’ve asked a few industry experts to weigh in.

An Imminent Industry Reset

Sylvian Dolla, CEO, Tissot, tells us, “Over the last decade, statistics have proven that individuals below the age of 30 are most inclined to indulge in Swiss watches. As a generation native to social media and status-obsessed, Gen Z celebrates accomplishments through novelties that offer longevity in quality. With the right marketing channels/strategy and strong campaign character, even classic Swiss designs can attract Gen Z.”

Emphasizing how the watchmaking industry must be prepared for change, he adds, “Gen Z are here to break industry codes. I believe it’s absolutely vital for brands to employ effective communication strategies carefully tailored for Gen Z — the same with distribution, e-commerce, and retail partners, to drive qualitative traffic in their Brick and Mortar stores. The industry’s operational methods as a whole will need to be reconfigured to meet Gen Z consumer wants.”

The Age of Inclusivity & Self-Expression Is Here

“Gen Z will revolutionize the luxury watch market with its strong counter-culture values and digital fluency. Unlike previous generations, the next-gen watch buyer’s interests won’t be confined by traditional gendered categories or outdated cultural norms. Instead, they’re drawn to timepieces that resonate with their individuality — further driven by brand authenticity, sustainability, and a commitment to personal expression,” stated Laetitia Hirschy, Founder, Kaaviar PR & Co-founder, Watch Femme.
Commenting on how the industry must poise itself for the next generation, “This shift challenges the watch industry to rethink its approach, offering designs that transcend gender and spotlight craftsmanship, story, and ethical production. For female Gen Z watch enthusiasts, the emphasis on inclusivity and representation in brand narratives will be crucial. As these consumers gain purchasing power, we expect the industry to evolve toward more personalized, value-driven, and gender-neutral timepieces reflecting this new generation’s diverse and conscious mindset.”

What makes Gen Z ‘Tick’

Riaan George, Luxury Lifestyle Influencer, shares his thoughts on social media being Gen Z’s foremost influence, “A decade ago, magazine advertorials, internet blogs, and word of mouth were prime modes of brand marketing. Today’s digital frenzy is a far cry from that, and the lifeblood of today’s audience is social media. I noticed a shift in recent years — luxury brands heavily invest in social media marketing to make their presence known, felt, and remembered. Simply because Gen Z lives and breathes social media content, and their purchasing decisions are hugely influenced by the people they see online. What’s also interesting is the choice of brand ambassadors, who’ve now gotten younger and cooler, allowing for a better connection with Gen Z audiences.” He highlights how Gen Z seeks value propositions, “Irrespective of budget, Gen Z chooses brands for the status and experience they deliver. Whether they’re buying an entry-level Tissot, a high-end Audemars Piguet, or a bespoke limited edition Patek Philippe, every buyer wants a slice of the brand experience. I also believe luxury watch brands will be super strategic with their cross-collaborations, creating products with unique philosophies that resonate with Gen Z buyers and a focus on new-age value propositions (something I’m excited to witness in the coming years).”

But Why Social Media?

“My journey with luxury watches began with my dad’s vintage collection, and he’s been my go-to for all things watches. Similarly, Gen Z’s inspiration for watches comes from watching their icons – Hollywood icons, artists, and sportsmen. As I grew up watching James Bond films, the endless fleet of Omegas featured in them made me an Omega fan. Similarly, take today’s young Cricket fans who adore Virat Kohli, one of India’s most interesting watch collectors — I’m sure his passion for watches influences his audience as IG pages consistently post about his collection. Today, Instagram is one of the most accessible places to find watch connoisseurs and fanatics and to stay up to date with what’s new in the market,” —comments Jeet Tailor, Gen Z Lifestyle & Fashion Influencer.

How Does Gen Z Shop?

Pratiek Kapoor, Director, Kapoor Watch Company spotlights Gen Z watch buyer traits, “Gen Z champions the art of being well-informed when making purchases. Digitally native and sworn by social media, this next-generation consumer enters our retail stores already knowing exactly which timepiece they’d like to purchase — reflecting the remarkable degree of independent research, model comparison, and sheer cognisance of the product. With their heart and mind pre-set on a timepiece, Gen Z clientele leave limited room to be influenced in-store, rarely straying too far from their original preference. He adds, “Understanding their needs and values is the key to catering to Gen Z buyers. Combine this with a top-notch retail and after-sales experience carefully curated to match their evolved expectations, and you’ve gained their loyalty. The next decade will be interesting to see how brands compete to win the loyalty of Gen Z buyers.”

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