What Are The Watch Preferences Of Gen Z? FHH Has The Anwsers

Generation Z, often abbreviated as Gen Z, refers to individuals born between the mid-1990s and early 2010s. They are the first generation to grow up as true digital natives, surrounded by smartphones, social media, and a constant stream of information. Known for their strong opinions, individuality, and a desire to make meaningful purchases, Gen Z has reshaped the way industries approach consumers, especially in the luxury goods sector. For them, luxury isn’t just about brand prestige; it’s about purpose, personalization, and values. This shift has influenced their watch preferences, making them a demographic with distinct tastes.
Held on November 5th at Refettorio Geneva, a master class organised by Fondation de la Haute Horlogerie in collaboration with NellyRodi strategy consulting firm and Aprèsdemain marketing agency gave participants fresh insight into Gen Z profiles, aspirations and expectations.

Following a brief overview of the luxury market, its changing codes, influences and new hubs, including Hainan, Miami, Saint Tropez and Dubai, Clara de Pirey and Constance Le Nay from NellyRodi consulting firm presented the Consumer Profile Tracker, noting that “For a brand to stand out, it needs to understand the global picture and reinvent itself without losing any of its DNA. The luxury consumer is complex and full of contradictions.”

Trendsetters, Not Followers
When it comes to luxury watches, Gen Z isn’t interested in blindly following traditional notions of status. Instead, they seek pieces that tell a story, showcase creativity, and align with their ethos. Sustainability is one of the biggest factors influencing their choices. Brands that incorporate eco-friendly materials, promote ethical practices, and have transparent manufacturing processes stand a better chance of resonating with this environmentally conscious group. Additionally, Gen Z values inclusivity and often gravitates toward gender-neutral designs that break free from traditional norms of masculinity and femininity in watchmaking.

For A Cause
Gen Zers buy watches that support causes they care about, such as sustainable development. They feel the need to build a community and connections through collaborations and partnerships, celebrating diversity and inclusion. It’s important that brands reflect diversity in their spokespersons and that they advocate for causes. Not forgetting to break with luxury’s conventions.  This theory was illustrated by case studies, presented by Aprèsdemain, a marketing agency specialising in Gen Z. “The luxury market evolves slowly within its own boundaries and its codes don’t necessarily resonate with Gen Z. Overcoming editorial fatigue means finding an expression that is more welcoming for young generations,” said Aprèsdemain co-founder Lorenzo Maillard. 

No Subtlety Here
Gen Z’s love for individuality also drives their fascination with bold and experimental designs. While older generations may prefer classic, understated pieces, younger consumers often opt for watches that stand out whether through unconventional dial colors, unique case shapes, or playful strap options. This explains the growing popularity of brands like Swatch, which offers colorful, trendy, and affordable pieces that allow wearers to express their personality. Limited-edition collaborations, like those with contemporary artists or pop culture icons, are also immensely appealing to this generation, as they feed into the desire for exclusivity and cultural relevance.

Ticking with Technology
Technology is another key consideration for Gen Z. Growing up in a digital-first world, they have embraced smartwatches as practical yet stylish accessories. Apple Watch dominates this space, offering seamless integration with daily life while catering to Gen Z’s desire for wellness tracking and connectivity. However, traditional watchmakers have also entered the tech game, with hybrid models blending analog aesthetics with smart features—a trend that bridges the gap between classic watch enthusiasts and tech-savvy younger buyers.

Minimal Effort, Maximum Impact
Minimalism is another rising trend among Gen Z consumers. Clean, simple designs that prioritize functionality over excessive embellishment reflect the pared-down aesthetic many in this generation appreciate. Scandinavian-inspired brands like Daniel Wellington and Nordgreen have captured this sentiment perfectly, offering sleek designs at accessible price points. Similarly, microbrands that deliver high-quality craftsmanship with unique designs are gaining traction, as Gen Z values the sense of discovery and authenticity that comes with supporting smaller, independent creators.

Price-Conscious, Trend-Savvy
Finally, price sensitivity plays a crucial role in shaping Gen Z’s watch choices. While they admire luxury, they often look for accessible price points or entry-level options from established brands. Collections like Tissot’s PRX or the now legendary Moonswatch models provide affordable luxury without compromising on quality, offering a gateway to the world of horology.
For Gen Z, watches are more than just timekeepers they’re an extension of identity, values, and aspirations. By embracing sustainability, innovation, and individuality, watch brands can connect meaningfully with this influential and discerning generation.