Watch collecting is dusting off its roots with fresh young collectors changing the industry through new interests.
Grandparents and parents alike, those of older generations, may have held onto precious wristwatches from bygone eras, worn on special occasions or carefully preserved for posterity.
Watch collecting of their generations was done at jewelers and luxury-brand stores, the flagships of wealth and success. They concentrated in major metropolises like New York, Los Angeles, and Chicago, but Helvetus, a leading global watch strap provider, has noticed a shift in the luxury watch-collecting market.
Cities that used to be peak centers for watch collecting, while still posting impressive figures, have been pushed down the industry’s top cities list, making way for unexpected new giants like Pittsburgh, Pennsylvania. This shift has many reasons, notably the pre-owned market boom, how young buyers are shaping culture, and the interest in new kinds of watch technology.
The Pre-Owned Market and Collector Behavior
A Deloitte report from 2024 states that pre-owned watch growth outpaced the primary watch market. Within the next decade, the research predicts, the pre-owned market could become as large as the primary market.
The report also states that consumers have been more interested in buying pre-owned since 2020, possibly related to the rise in thrifting and interest in vintage fashion.
As emerging and seasoned collectors pivot toward authenticated pre-owned pieces, vintage models, and discontinued references, local stores and in-person inspection opportunities can help customers feel more confident in these high-value purchases. These practices may ensure authenticity, give peace of mind, and enable collectors to put a face to a name through in-person transactions.
Young Buyers’ Impact on Collecting Culture
Young collectors are expanding the interest in pre-owned and distinctive watches. A 2025 Deloitte study found that 40% of millennials and Gen Z were likely to purchase a pre-owned watch at the time of the report.
No longer is collecting watches exclusively a hobby of grandparents and older generations; it is a more diverse industry. As younger buyers are drawn to entry-level luxury, vintage designs, and independent brands, watch collecting is gaining traction for pieces with strong identity and design rather than traditional status pieces.
The Role of Smart Watches
Smart watches have been evolving for many years, from the early 1980s with Seiko’s computing watches to the 2004 Microsoft SPOT watch, which may be considered the closest precursor to the modern phone-connected smart watch.
The most notable modern smartwatches are those from Apple and Samsung, offering phone compatibility and letting users access information on their wrists, much like miniature smartphones.
Apple has come a long way over the decades in developing systems and technology for contemporary audiences, from printers in the 1980s to the Apple Watch 11. A combination of factors has likely made the Apple Watch the most well-known smartwatch.
Younger generations prioritize technology, and the smartwatch is an updated technological investment ideal for their busy, highly connected lives. This adaptation of their grandparents’ or parents’ watches may let nostalgia live on with added practicality.
FAQ
Why does the pre-owned watch market matter to collectors?
The pre-owned market gives collectors access to discontinued, vintage, and hard-to-find models. It may also help buyers compare condition, pricing, and long-term value.
Do collectors need to live in a major city?
Not necessarily. Some smaller metros can have strong watch communities if they have active dealers, jewelers, watchmakers, and collectors.
Why is in-person buying still important for watches?
In-person buying lets collectors inspect condition, bracelet fit, documentation, and service history before making a purchase.
How can new collectors start safely?
New collectors should research models, compare prices, ask about service records, verify authenticity, and work with reputable sellers before buying.
