Gen Z is bringing watches back — but not for time

Watches are seeing renewed interest among Gen Z, but their appeal has shifted away from their original purpose.

In a generation surrounded by screens that constantly display the time, younger consumers are increasingly drawn to watches for reasons beyond functionality.

Many are turning to vintage and classic timepieces, often spending significant amounts to build personal collections.

Retailers report that buyers under 30 now account for a growing share of transactions, with some becoming major contributors to sales in the secondhand market.

Classic dress watches, in particular, have seen increased demand, reflecting a broader interest in styles rooted in past decades.

For some, the appeal lies in the sense of history attached to these objects. Watches are seen as items that were once used daily, carrying traces of previous owners and moments in time.

Others are drawn to aesthetics, prioritizing design and craftsmanship over practicality. In some cases, functionality is secondary, with buyers choosing pieces based on how they look rather than whether they work.

As trends evolve, watches are increasingly being redefined as expressions of identity and taste, rather than tools designed simply to measure time.