How Gen Z Is Shaping the Future of Watch Collecting
Written by: Lucas Botelho
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Published on
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Time to read 8 min
The Rise of Gen Z Watch Collecting
Once considered a pastime reserved for seasoned enthusiasts and affluent collectors, the world of horology is undergoing a renaissance. Thanks to Gen Z watch collecting, a new generation is breathing fresh life into the market  and they’re doing it their way. With a flair for personalisation, digital savvy, and a sharp eye for both style and value, Gen Z is reshaping how, why, and what we collect in the realm of wristwatches.
From TikTok unboxings to Reddit AMA deep dives on vintage Seikos, the influence of Gen Z in the watch space is both dynamic and disruptive. This blog explores the mindset, motivations, and mechanics behind this generational shift and what it means for the future of watch collecting.
What Drives Gen Z Watch Collecting?
Authenticity Over Status
Unlike previous generations who may have collected watches purely as status symbols or investment assets, Gen Z collectors bring a deeply personal and emotional lens to horology. For them, a watch isn't just about flaunting a brand, it's about wearing a story. They’re far more interested in what a watch represents than in how much it costs. A scratched-up Casio F-91W rescued from a flea market might hold more meaning than a brand-new Rolex because it speaks to individuality, nostalgia, and character. Similarly, a vintage Omega found on eBay becomes special not because it’s a luxury name, but because it has a history, maybe it marked someone’s graduation, traveled across continents, or survived the test of time.
This generation values storytelling and symbolism over status. They seek timepieces that align with their values, aesthetics, and identity. The imperfect dial, the faded lume, the worn leather strap, these aren’t flaws, they’re features. Gen Z embraces patina as proof of authenticity, a visual narrative that connects them to the past while allowing them to express who they are in the present. It’s less about flexing and more about connecting, turning every watch into a wearable heirloom that reflects their values, experiences, and beliefs.
Digital Natives = Digital Buyers
Raised in a fully digital world, Gen Z’s approach to collecting is deeply intertwined with technology and online culture. They don’t flip through catalogs or visit traditional retailers first, instead, their journey often begins on their phones. Whether they’re scrolling through Instagram reels, watching unboxings on TikTok, or browsing listings on Chrono24 and eBay, this generation relies heavily on digital touchpoints to discover, evaluate, and purchase watches.
Platforms like TikTok don’t just entertain, they educate. Short-form videos offer reviews, styling tips, and real-time reactions to watch drops. Influencers and content creators within the watch community serve as trusted voices, often influencing what models trend among younger collectors. A single viral post can spark a surge in demand for a previously overlooked timepiece.
Meanwhile, forums like Reddit’s r/Watches and specialized Discord channels provide safe spaces for crowdsourced advice, deep-dive discussions, and peer validation. Gen Z users often post pictures of a potential purchase and seek input from the community before buying. They share sourcing tips, compare models, and debate specs in real-time, effectively democratizing the collecting experience.
This collaborative ecosystem has made watch collecting more accessible, transparent, and engaging than ever before. It also means that Gen Z isn’t just passively consuming watch culture, they’re actively shaping it. Every repost, wrist-check photo, or "rate my watch" thread contributes to a living, breathing digital horology movement. For this generation, collecting watches isn’t a solitary hobby, it’s a shared digital adventure.
Gen Z doesn’t just buy a watch, they crowdsource the decision and document the journey
Affordability Meets Investment Thinking
One of the most significant shifts in Gen Z watch collecting is how price is approached.
Entry-Level Doesn’t Mean Low Value
Brands like Seiko, Tissot, and Swatch have emerged as affordable luxury watch heroes. The Swatch x Omega Moonswatch, for example, became a cultural phenomenon precisely because it combined design credibility with accessible pricing.
Watch Flipping as Financial Literacy
Gen Z views watch collecting through a broader financial lens. Many young collectors now buy watches not just as fashion statements, but as investment pieces. They're learning to flip watches for profit, track depreciation curves, and monitor resale value , a practice once reserved for seasoned traders.
The Sustainability Mindset
Gen Z’s environmental consciousness also plays a major role in their collecting habits, influencing not just what they buy but how they buy it. With a strong preference for sustainability and ethical consumption, many Gen Z collectors gravitate toward pre-owned and vintage watches as a way to reduce waste and avoid the environmental impact of manufacturing new products. For them, choosing a timepiece with history isn’t just about style or cost, it’s a conscious decision to extend the lifecycle of a quality item rather than contribute to fast fashion or overproduction. This mindset aligns perfectly with the slow, enduring nature of mechanical watches, making collecting a meaningful expression of both personal taste and planetary responsibility.
Pre-Owned Watches Are Preferred
Rather than buying new, many Gen Z collectors turn to the pre-owned watch market. Not only is this more affordable, but it aligns with their sustainability values. Vintage watches are being revived, restored, and repurposed in a way that reflects Gen Z’s circular mindset.
Repair Over Replace
DIY culture is strong among younger collectors. YouTube tutorials on watch cleaning, strap replacements, and even minor repairs are wildly popular. The joy lies not just in owning the watch but in understanding its mechanics and maintaining its legacy
TikTok, Trends, and the Influence of Aesthetics
Where millennials once looked to GQ and Hodinkee, Gen Z is scrolling TikTok, Pinterest, and Instagram Reels.
Viral Watch Trends
From the resurgence of the Casio calculator watch to the explosion of G-Shock edits and wrist-check challenges, TikTok has become a hotbed for luxury watch trends in 2025. Short-form video content now dictates which models catch fire and which fizzle out.
Aesthetic-Centric Collecting
Watches with unique case shapes, pastel dials, and transparent backs are trending. Gen Z’s appreciation of watches is as much about the aesthetic and vibe as it is about brand or movement.
Brands Responding to the Gen Z Influence
Smartwatch fatigue is real, and luxury watchmakers are taking notice. While smartwatches initially captivated younger consumers with their multifunctionality and tech appeal, many Gen Z buyers are now experiencing a shift in perspective. The novelty of constant notifications, fitness tracking, and rapid obsolescence has worn thin for those craving something more timeless and meaningful. Unlike a smartwatch that may feel outdated within a couple of years, mechanical and luxury watches offer permanence, craftsmanship, and emotional value, qualities that resonate deeply with Gen Z's desire for authenticity and longevity.
Recognizing this shift, traditional watch brands are leaning into storytelling, heritage design, and mechanical excellence to reconnect with younger audiences. They’re also innovating their digital presence, offering AR try-ons, virtual consultations, and even NFT certificates of authenticity to blend tradition with tech in a way that appeals to this hybrid generation. In doing so, these brands are not just staying relevant, they’re thriving by offering an antidote to digital burnout.
Collaborations That Speak Gen Z
Brands are leaning into Gen Z’s tastes through limited-edition drops, pop culture collabs, and nostalgia-driven releases. Think Timex x Stranger Things or Hublot’s color-forward designs.
Digital-First Retail Experiences
Online exclusives, AR watch try-ons, and even metaverse watch launches are becoming more common. Brands that embrace digital-first collectors will win the long game.
The Future of Watch Retailing, According to Gen Z
Community Over Transaction
Online platforms like WatchCrunch and niche Discord groups are replacing traditional forums. Gen Z craves community-driven validation and interactive conversations, not just product listings.
Customization and Personalization
Gen Z is reshaping the aftermarket with custom bezels, straps, and even dial artwork. The future of watch collecting is less about conformity and more about creative expression.
Why Watch Brands Should Pay Attention
Ignoring Gen Z now means falling behind tomorrow.
They’re not just future buyers, they’re already shaping resale trends.
Their content is driving SEO and viral traffic around watch brands.
Their desire for purposeful purchases will define brand loyalty in the next decade.
How JD Watches Connects with Gen Z Watch Collectors
At JD Watches, we recognize the new generation of collectors and cater to their evolving tastes:
A wide selection of pre-owned and vintage timepieces
Concierge sourcing for hard-to-find models
Flexible pricing and transparent appraisals
Digital engagement through social platforms
Custom strap and bracelet options for personalization
We believe the watch world should be as inclusive, informed, and innovative as the people shaping it.
FAQs : Gen Z and the Watch Collecting Movement
Q1: Why is Gen Z so interested in vintage watches? A:Â They value sustainability, uniqueness, and the story each timepiece carries.
Q2: What are the most popular watches among Gen Z? A: Seiko 5, Swatch Moonswatch, Casio Vintage, and entry-level Rolex like the Oyster Perpetual.
Q3: Where does Gen Z buy watches? A:Â Chrono24, WatchBox, Reddit threads, JD Watches, and even TikTok shops.
Q4: Is watch flipping a Gen Z trend? A:Â Yes! Many young collectors treat watches as both a style accessory and a side hustle.
Q5: How can brands appeal to Gen Z collectors? A: By offering transparency, digital experiences, sustainable models, and storytelling.
Final Verdict
Gen Z watch collecting is more than just a passing trend, it marks a profound cultural reset in the world of horology. This generation is not merely inheriting the traditions of watch collecting; they are reinventing them. By championing sustainability, embracing technology, and placing a premium on authenticity and self-expression, Gen Z is transforming what it means to be a watch collector in the 21st century.
They’ve moved beyond the idea that luxury is defined solely by price tags or prestige. Instead, luxury now includes emotional connection, craftsmanship, ethical sourcing, and even community engagement. A watch, to them, isn’t just an accessory, it’s a reflection of identity, a conversation starter, a piece of history, and sometimes even a strategic investment.
Brands, retailers, and longtime collectors who fail to acknowledge this shift risk falling behind. But those who embrace it, by offering personalized experiences, transparent sourcing, digital-native content, and inclusive messaging, stand to thrive in this new era. The future of watch collecting isn’t waiting for Gen Z to grow into it. It’s already being shaped, styled, and shared by them, through every TikTok wrist-check, vintage hunt, and Discord debate.
In short, the next chapter of watch culture has already begun, and it’s being written in Gen Z’s language: bold, intentional, community-driven, and refreshingly real.
Ready to start your own watch story?
At JD Watches, we offer a curated selection of vintage, pre-owned, and iconic timepieces that speak to your style and values. Whether you're a first-time buyer or building a collection, our team is here to guide you every step of the way, with transparency, personalization, and passion.
Explore our collection today and find the watch that fits your story.Â
