Why Millennials and Gen Z Are Driving the Pre-Owned Watch Market

The luxury watch industry is undergoing a transformation — and the driving force behind it isn’t the traditional high-net-worth baby boomers or Gen X collectors. It’s Millennials and Gen Z consumers reshaping pre-owned watch market trends with their digital habits, sustainability values, and appetite for authenticity. As the resale ecosystem matures, these younger generations are not just buying timepieces — they’re redefining what luxury means in 2025 and beyond.

In the past decade, the pre-owned watch market has shifted from niche to mainstream, fueled by transparency, trust, and technology. According to recent market analyses, the global secondary luxury watch sector is now valued at over $25 billion, growing faster than the primary retail market. Analysts expect the pre-owned segment to represent nearly half of total watch sales by 2030, a statistic that underscores just how dramatically pre-owned watch market trends have evolved.

Platforms like Chrono24, Walmart, and eBay Luxury Watches have democratized access, offering authenticated listings, competitive pricing, and global reach. Social platforms such as Instagram and TikTok amplify awareness through influencer collaborations, unboxing videos, and educational content that breaks down the heritage and investment potential of high-end timepieces.

But beyond tech and marketing, what’s truly fueling the surge are the preferences of Millennials and Gen Z — buyers who prioritize purpose, provenance, and personalization over prestige alone.

Millennials (born between 1981–1996) and Gen Z (born after 1997) together account for nearly 60% of pre-owned watch buyers globally. Unlike previous generations that viewed luxury primarily as a status symbol, younger consumers are more pragmatic, socially aware, and digitally empowered.

Let’s explore the key motivations that explain why pre-owned watch market trends increasingly revolve around their behavior.

One of the most compelling reasons Millennials and Gen Z buyers flock to the pre-owned space is value for money. Many luxury watches, especially from heritage brands like Rolex, Patek Philippe, Audemars Piguet, and Omega, appreciate over time or maintain stable resale value. This transforms them from indulgent purchases into tangible assets.

A brand-new Rolex Submariner, for example, might retail above $12,000 — but a pre-owned Submariner in excellent condition could offer a similar aesthetic and functionality for less, while still retaining its resale potential. Younger buyers see watches as wearable investments, not just accessories.

Moreover, online transparency allows easy comparison across hundreds of listings, ensuring buyers can track pricing trends and historical performance before making a purchase. This access to information strengthens buyer confidence and encourages long-term engagement — one of the strongest pre-owned watch market trends in recent years.

For many in this demographic, the goal isn’t simply to own a luxury item but to participate in a value-driven ecosystem. The satisfaction of securing a high-end watch at a competitive price — without compromising quality — is an experience uniquely aligned with millennial financial behavior.

If affordability draws younger buyers to the category, sustainability keeps them there. Gen Z and Millennials are more environmentally conscious than any previous generation. They actively seek alternatives that reduce waste and carbon footprint, and the pre-owned watch market fits this mindset perfectly.

Unlike fast fashion, luxury watches are built to last for decades. Purchasing a pre-owned Rolex, Cartier, or Omega is inherently sustainable — extending the lifespan of a finely crafted object and reducing the demand for new manufacturing. This “buy less, buy better” approach resonates deeply with consumers who want luxury without guilt.

Furthermore, pre-owned watch market trends are increasingly tied to the concept of circular luxury. As major brands — from Rolex’s own Certified Pre-Owned (CPO) program to initiatives by WatchBox — embrace authentication and refurbishment, the stigma around “used” items is disappearing. Pre-owned watches are now celebrated for their heritage, patina, and character, traits that align perfectly with the values of authenticity and individuality cherished by younger buyers.

In essence, choosing pre-owned isn’t just economical — it’s ethical.

Another factor accelerating pre-owned watch market trends is the rise of digital-first purchasing behavior. Unlike older collectors who prefer in-store experiences, Millennials and Gen Z are entirely comfortable buying luxury online. They rely on reviews, influencer opinions, and transparent verification systems before committing to high-value purchases.

Platforms like Chrono24 have revolutionized the experience, offering secure escrow payments, verified dealers, and virtual showrooms. Similarly, eBay’s Authenticity Guarantee and dedicated eBay Luxury Watch Hub provide confidence that each timepiece is genuine. Social platforms like Instagram and TikTok now serve as discovery engines — where users encounter daily posts featuring Rolex Daytona ref. 116500LN or Patek Philippe Nautilus 5711, learn pricing history, and even negotiate through DMs.

Younger buyers are visual learners and trend followers. When an influencer or YouTuber reviews a pre-owned Rolex Datejust or AP Royal Oak, the impact on demand is immediate. This digital ecosystem is shaping pre-owned watch market trends in real time, creating a feedback loop between online visibility and offline desirability.

Importantly, Gen Z expects seamless omnichannel experiences — from virtual try-ons and augmented reality previews to transparent return policies and live chat with watch specialists. Retailers who can deliver that tech-driven personalization are poised to capture long-term loyalty.

While older collectors traditionally gravitate toward dress watches or limited-edition mechanical masterpieces, younger buyers lean toward versatile, sporty, and statement-making models. The most visible pre-owned watch market trends today center around these modern icons:

Timeless, durable, and instantly recognizable, the Rolex Submariner remains a cornerstone for first-time luxury buyers. Its association with adventure, pop culture, and investment value makes it a staple among Millennial professionals and Gen Z entrepreneurs alike.

Driven by motorsport heritage and celebrity influence (from Paul Newman to John Mayer), the Daytona represents both performance and prestige. Limited supply continues to make it one of the most lucrative models in the pre-owned watch market.

A favorite among Gen Z for its “Moonwatch” legacy and accessible price point, the Omega Speedmaster strikes the perfect balance between history and modernity in the Pre-Owned Watch Market. Its connection to space exploration adds storytelling depth — a key emotional driver for younger buyers.

Minimalist, unisex, and fashion-forward, Cartier watches appeal to the aesthetic sensibilities of digital natives who value timeless design over ostentation. The brand’s vintage models, in particular, have become stars of pre-owned watch market trends due to their affordability and art-deco elegance.

For those seeking exclusivity and architectural design, the Royal Oak remains an aspirational choice in Pre-Owned Watch Market. Gen Z collectors are increasingly drawn to smaller 37–39 mm references that blend luxury with everyday wearability.

Often seen as a gateway into luxury watch ownership, Tudor provides heritage quality at a more accessible price point in the Pre-Owned Watch Market. Its vintage-inspired designs make it particularly appealing to younger audiences discovering mechanical watches for the first time.

Across all these models, the unifying theme is versatility — watches that transition seamlessly from office to weekend, from jeans to blazers, from Zoom calls to travel adventures. Millennials and Gen Z crave multi-context luxury, and the pre-owned watch market delivers it effortlessly.

The generational shift underway has profound implications for how the watch industry must evolve. As Millennials and Gen Z become dominant consumers, they will continue to dictate pre-owned watch market trends through transparency, technology, and taste.

1. Brands Must Embrace Circularity:
   Expect more luxury houses to launch official certified pre-owned programs, ensuring authenticity and retaining brand control over secondary sales.

2. Digital Presence Will Define Credibility:
   A robust online storefront, interactive features, and social storytelling will no longer be optional — they’ll be the baseline for reaching new buyers.

3. Data-Driven Personalization:
   Retailers who leverage AI and CRM tools to offer tailored recommendations based on browsing and purchase history will dominate conversion metrics.

4. Community and Trust Over Prestige:
   Younger audiences value peer validation more than brand hierarchy. Building communities — through watch clubs, podcasts, or live events — will enhance engagement and loyalty.

5. Hybrid Ownership Models:
   As subscription and rental concepts emerge, the idea of “owning forever” may shift to “experiencing luxury cyclically.” This flexible mindset will redefine both primary and secondary markets.

Ultimately, Millennials and Gen Z are not rejecting luxury — they are reframing it. Their choices reveal a future where craftsmanship, heritage, and innovation coexist with sustainability and digital transparency.

As the pre-owned watch market continues its ascent, brands and resellers who understand these evolving behaviors will thrive — creating ecosystems where every tick of the second hand tells a story not just of time, but of timeless relevance.