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Luxury Watches Market

Market Study on Luxury Watches: PMR Foresees Sustained Growth of the Luxury Watches Market as Opportunities Arise with Rising Consumer Demand for Luxury and Exclusivity, Changing Preferences, and Desire for Luxury Craftsmanship

Market Outlook

The global luxury watches market is forecast to expand at a CAGR of 9.5% and thereby increase from a value of US$23.6 Bn in 2024, to US$44.4 Bn by the end of 2031.


Key Insights

 Market Size (2024E)

US$23.6 Bn

Projected Market Value (2031F)

US$44.4 Bn

Global Market Growth Rate (CAGR 2024 to 2031)


Historical Market Growth Rate (CAGR 2019 to 2023)


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Market Introduction and Definition

Advanced technology allows watchmakers to create highly precise movements and intricate complications. Innovations in escapements, balance wheels, and materials for hairsprings enhance the accuracy and performance of luxury watches market. Complications such as tourbillons, perpetual calendars, and minute repeaters showcase the technical prowess of high-end watchmaking. Luxury watches often incorporate innovative materials to enhance durability, aesthetics, and functionality. Materials like ceramic, carbon composites, and high-tech alloys provide timepieces with increased scratch resistance, reduced weight, and unique visual appeal.

Advances in metallurgy contribute to the development of high-performance alloys used in watchmaking. These alloys offer improved strength, corrosion resistance, and anti-magnetic properties. For example, using alloys like Sedna gold (a proprietary gold alloy by Omega) enhances the longevity and beauty of luxury watches.

Anti-reflective coatings applied to watch crystals improve visibility and reduce glare. With its hardness and scratch resistance, Sapphire crystal technology is widely used in luxury watches. These advancements in crystal technology enhance the durability and readability of high-end timepieces. 3D printing and additive manufacturing allow watchmakers to create intricate components with high precision. This technology enables the production of complex designs and shapes that may be challenging or impossible with traditional manufacturing methods, fostering innovation in watch design.

Some luxury watch brands incorporate eco-friendly materials and sustainable practices in response to consumer demand for environmentally conscious products. Using recycled metals, responsibly sourced materials, and sustainable manufacturing processes aligns with the growing emphasis on sustainability in the luxury market.

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Market Growth Drivers

Rising Affluence, and Improving Disposable Income Levels

Rising affluence and higher disposable incomes mean that consumers have more financial resources to allocate to luxury goods, including high-end watches. This increased purchasing power directly contributes to the growth of the luxury watches market. With higher incomes, consumers often aspire to own and showcase premium products that symbolize success, sophistication, and status. Luxury watches, functional and symbolic, become aspirational purchases for individuals with greater financial means.

Growing affluence broadens the consumer base for luxury watches. As more individuals achieve higher socioeconomic status, the market for luxury watches extends beyond traditional demographics, capturing a wider and more diverse audience. Affluent consumers often seek exclusive products that represent a certain level of craftsmanship and prestige. Luxury watches, with their intricate designs, high-quality materials, and limited editions, fulfil this demand for premium and exclusive items.

In addition, brands with a long-standing heritage in watchmaking are often associated with exceptional craftsmanship and superior quality. Consumers perceive these brands as reliable and trustworthy, creating a strong desire for timepieces with a rich heritage. Luxury watches from prestigious and heritage-rich brands are regarded as status symbols. Owning a watch from a renowned brand is seen as a statement of success, sophistication, and an appreciation for the finer things in life.

Established luxury watch brands benefit from widespread brand recognition. The iconic status of these brands makes their watches highly aspirational, attracting consumers who aspire to align themselves with the prestige associated with the brand. A strong heritage builds trust and loyalty among consumers. Those who have positive experiences with a brand or have inherited a watch from a prestigious brand are likelier to remain loyal customers, contributing to repeat business and positive word-of-mouth marketing.

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Market Restraints

Changing Consumer Preferences

Modern consumers, especially younger generations, often prioritize experiences over owning material possessions. This shift in mindset can lead to decreased interest in luxury watches as status symbols, impacting traditional demand. Changing fashion trends and a minimalist preference may impact the demand for traditional, elaborate luxury watch designs.

Consumers may opt for simpler, more versatile timepieces that complement a wider range of styles. Modern consumers are increasingly conscious of environmental and ethical considerations. The luxury watches market may face challenges if brands do not align with sustainable practices, leading some consumers to seek alternatives with a stronger commitment to ethical production.

Counterfeiting, and Brand Image

Counterfeit watches can lead to a decline in consumer trust. When customers unknowingly purchase fake watches or encounter counterfeit products bearing a luxury brand's name, it can damage their reputation and erode the trust built over years of craftsmanship and quality. Counterfeits often need to improve the quality of materials and craftsmanship.

When consumers associate a luxury brand with counterfeit products of inferior quality, it can diminish the perceived value of genuine watches, affecting the brand's premium image. Purchasing a counterfeit luxury watch can lead to a negative customer experience. Buyers may be disappointed by the quality, durability, or lack of after-sales support, impacting their overall satisfaction and tarnishing the brand's perceived value.

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Smartwatch Integration

Integrating smartwatch features caters to the preferences of tech-savvy consumers who value connectivity, functionality, and the latest technology. This expands the potential luxury watch customer base to include those seeking a blend of traditional craftsmanship and modern capabilities. Smartwatch integration allows luxury timepieces to offer enhanced functionality, such as fitness tracking, health monitoring, notifications, and smart home control. This added convenience and utility make luxury watches more versatile and attractive to a broader audience.

In an era dominated by digital devices, luxury watches market brands can stay relevant by incorporating smart features. This adaptation to the digital age ensures that high-end watches remain desirable and meet consumers' evolving needs and expectations. Smartwatches can facilitate deeper customer engagement through features like app integration, customer support, and software updates. Luxury watch brands can build stronger relationships with consumers by providing ongoing value and support through digital channels

Moreover, smartwatch technology often allows for customising watch faces, digital complications, and other features. Luxury watch brands can leverage this trend by allowing consumers to personalize their high-end timepieces, adding a unique and tech-forward dimension to their offerings. The fusion of traditional luxury craftsmanship with cutting-edge technology creates a unique selling proposition.

High-end smartwatches can appeal to consumers who appreciate the artistry of luxury watches but also desire the convenience and connectivity offered by smart features. Smartwatch integration allows luxury watch brands to differentiate themselves in a competitive market. Brands that embrace innovation and technology demonstrate adaptability, attracting consumers who value forward-thinking and cutting-edge design.

Market Segmentation

Which is the Bestselling Watch Type?

Electronic Watches Continue to Record Extensive Sales

The type segment is sub-categorized into electronic watches, and mechanical watches. The electronic watch segment is expected to dominate the market. The seamless integration of electronic luxury watches with smartphones and other devices is a key driver. Connectivity features, such as Bluetooth, Wi-Fi, and compatibility with mobile apps, enhance user experience and provide convenient access to information on the go.

Nonetheless, the mechanical watches segment of the luxury watches market is expanding at the quickest rate. Mechanical watches are often crafted in limited editions, introducing an element of exclusivity. Limited production runs and unique designs create a sense of rarity and exclusiveness, appealing to consumers who seek individuality and a connection to something special.

Who is the Prime End Use in the Luxury Watch Market?

Men Remain the Top End User Segment

The end user segment is bifurcated into men and women. The men's market segment is the largest for luxury watches. The design and aesthetics of luxury watches play a crucial role in their popularity. Men's luxury watches often feature distinctive, sophisticated designs that appeal to individual tastes. Iconic models and unique design elements contribute to the desirability of these timepieces.

Nevertheless, the market segment exhibiting the most rapid growth is women. Many women's luxury watches incorporate jewellery elements, such as gemstones, precious metals, and intricate detailing. The fusion of watchmaking, and jewellery craftsmanship appeals to those seeking a combination of functionality and adornment in a single accessory.

Which of the Distribution Channels will Lead?

Multi Brand Stores Bring in the Maximum Revenue to Market

The distribution channel segment is sub-segmented into online store, single-brand, and multi-brand stores. The multi-brand store represents the greatest market segment for the luxury watches industry. The curation of renowned luxury watch brands by multi-brand stores reflects expertise and a discerning eye for quality.

Consumers trust these stores to showcase a curated selection of timepieces from reputable brands, enhancing the shopping experience and instilling confidence in the authenticity and value of the products.

On the contrary, online stores are the market segment characterized by the most rapid growth. Online stores provide a global platform for luxury watch brands, allowing them to reach consumers across different regions and demographics. The accessibility offered by online platforms enhances the exposure and availability of luxury watches to a wider audience.

Top Regional Markets

Cultural Significance of Luxury Drives Dominance of Asia Pacific

Asia Pacific region is expected to dominate the market. Gift-giving holds immense cultural significance in Asia, and luxury watches market are often chosen as gifts for special occasions. Whether for weddings, graduations, or business milestones, giving a luxury watch underscores the occasion's importance and the relationship's depth.

Cultural beliefs such as Feng Shui in Chinese culture emphasize the significance of harmony, balance, and positive energy. Luxury watches, as refined craftsmanship and beauty items, may be chosen with consideration for these cultural beliefs, adding another layer of meaning to their ownership.

Luxury watches are sometimes worn during ceremonial events or celebrations, such as weddings and milestone birthdays. Wearing a prestigious timepiece during these cultural ceremonies enhances the event's significance and serves as a symbol of enduring quality and timelessness.

North America Holds Opportunities for Brands

North America is expected to be the fastest-growing region. Digital marketing and e-commerce platforms allow luxury watch brands to reach a broader audience across North America. Online channels provide accessibility to consumers in urban and remote areas, increasing the potential customer base.

Digital marketing enables luxury watch brands to implement targeted advertising strategies. Through data analytics, brands can identify and reach specific consumer segments, tailoring marketing messages to individual preferences and increasing the likelihood of conversion.

Well-executed digital marketing campaigns enhance brand visibility in the competitive North American market. Leveraging social media platforms, search engine optimization (SEO), and online advertising can ensure that luxury watch brands remain top-of-mind for consumers.

Analyst’s Viewpoint

A growing tendency towards personalization and customization, as well as rising disposable income and interest in luxury items, have all contributed to the market's consistent growth in recent years. With nations like China, and Japan boosting demand for high-end timepieces, the Asia-Pacific region has emerged as a crucial development area for the luxury watch market. Nonetheless, other continents like Europe, and North America remain significant markets for high-end timepieces.

Luxurious watch companies have concentrated on design and innovation to set themselves apart from rivals; they have drawn in customers by launching novel materials, cutting-edge technologies, and customizable choices. The reputation for quality and craftsmanship that many luxury watch brands have highlighted has played a significant role in customer purchasing decisions, as does these brands' prestige and brand heritage.

The emergence of fake goods and shifting consumer tastes are two issues that the luxury watch industry must deal with. With counterfeiters developing more advanced production techniques, the market for fake luxury timepieces remains a serious problem.

Supply-side Dynamics

Switzerland is the nation most closely associated with luxurious timepieces. Swiss watchmakers have a long history of creating fine clocks, and their products are renowned for their accuracy, artistry, and aesthetic appeal. Omega, Audemars Piguet, Patek Philippe, and Rolex are among the most well-known Swiss watch companies. Switzerland's success in the luxury watch business can be attributed to several factors.

One reason for this is the lengthy history of watchmaking in the nation. The Swiss watch business was established in the 16th century, and watchmakers in Switzerland have been perfecting their craft for generations. Swiss watchmakers are known for their meticulous attention to detail, and their watches are made with the finest materials. This commitment to quality has helped to establish Swiss watches as the benchmark for luxury timepieces.

German watchmakers are renowned for their skill in engineering, and their timepieces are frequently recognised for their innovative designs. Nomos Glashütte, Glashütte, Original, and A. Lange & Söhne are among the most well-known German watch companies.

As of 2024, the value of luxury watches market sales in China was projected to reach US$10.4 Bn, making it the largest globally. China has a burgeoning middle class, is becoming wealthier, and has a strong cultural affinity for luxury products, among other reasons. The value of the luxury watch market in the United States in 2024 was estimated to be US$6.2 billion Bn, making it the second largest in the world.

Luxury products are heavily consumed in the US, and timepieces are a common status symbol among Americans. Japan, with a projected total market value of US$5.8 Bn in 2022, is the third-largest market for luxury watches worldwide. Given their reputation for appreciating fine craftsmanship and quality, Japanese buyers are willing to pay a premium for luxury timepieces.

Competitive Intelligence and Business Strategy

Prominent organizations, including Rolex, are at the vanguard of this sector; Rolex's prestigious tradition and exclusive reputation make it very proud. With its rich history, commitment to fine craftsmanship, and connotations of success and discovery, the brand exudes exclusivity and elegance.

Additionally, Rolex has a reputation for producing highly accurate and reliable watches. The brand is committed to constant innovation in horology, introducing advancements in watchmaking technology. Innovations like the Oyster case (1926), the Perpetual rotor (1931), and the Parachrom hairspring (2000) showcase Rolex's dedication to precision and functionality.

Furthermore, Rolex engages in strategic global marketing efforts, associating the brand with prestigious events, sports, and individuals. Sponsorships of major sporting events, such as tennis tournaments and golf championships, as well as partnerships with explorers and achievers, contribute to the brand's global visibility and prestige.

Rolex employs rigorous quality control measures and testing for its watches. Each Rolex timepiece undergoes extensive testing for accuracy, waterproofness, and durability before leaving the factory. This commitment to quality reinforces the brand's reputation for producing reliable and enduring watches.

Rolex maintains a selective network of authorized dealers. This strategy ensures that its watches are sold through reputable channels, reinforcing the brand's image of exclusivity and authenticity. Authorized dealers are carefully chosen and adhere to Rolex's standards.

Key Company Developments

New Product Launch

The Indian market was the focus of a limited-edition watch launch by the luxury watch company Franck Muller, based in Switzerland, in October 2022. A map of India is imprinted on each individually numbered watch, available in two variations: rose gold and steel and gold. Included in its iconic Vanguard series, the timepieces feature a green leather band. According to the government's "Made in India" project, these timepieces, a first for a Swiss watch brand, would be put together in an advanced facility in India.

Market Impact: The launch has helped to raise awareness of Franck Muller among Indian consumers, which could lead to increased sales of other Franck Muller watches in India. The launch has also helped to boost sales of luxury watches in India, which is good news for the Indian watch industry as a whole. The launch of the limited-edition watches by Franck Muller has been a positive development for the Indian market. It has helped to raise brand awareness for Franck Muller, boost sales of luxury watches, and create jobs.

(Source: Fashion Network)

Tudor launched the "mid-sized" Black Bay 58 series, including the Black Bay Fifty-Eight Bronze, in June 2021. The watch fastens to the wrist with the Tudor "T-fit" rapid adjustment system, which enables the wearer to adjust the clasp in five settings spanning 8 mm without extra tools. The bracelet is a matching bronze colour. The Tudor Black Bay Fifty-Eight Bronze is offered without a time limit through Tudor and its approved boutiques.

Market Impact: The Black Bay Fifty-Eight Bronze has also impacted the luxury watch market. The watch is priced competitively with other luxury watches but offers a unique design and high-quality craftsmanship typically found in more expensive watches. The Black Bay Fifty-Eight Bronze has helped make luxury watches more accessible to a wider audience and has helped redefine what it means to own a luxury watch.

(Source: Watch Time)

Luxury Watches Market Report Scope



Forecast Period

2024 to 2031

Historical Data Available for

2019 to 2023

Market Analysis

US$ Million for Value

Key Regions Covered

  • North America
  • Latin America
  • Europe
  • South Asia & Pacific
  • East Asia
  • The Middle East & Africa  

Key Countries Covered

  • United States
  • Canada
  • Germany
  • United Kingdom
  • France
  • Italy
  • Spain
  • Russia
  • China
  • Japan
  • South Korea
  • India
  • Thailand
  • Malaysia
  • Indonesia
  • Australia
  • New Zealand
  • GCC Countries
  • South Africa  

Key Market Segments Covered

  • Type
  • End User
  • Distribution Channel
  • Region

Key Companies Profiled

  • Rolex
  • Patek Philippe
  • Audemars Piguet
  • Omega
  • TAG Heuer
  • Cartier
  • Jaeger-LeCoultre
  • IWC Schaffhausen
  • Breitling
  • Hublot

Report Coverage

  • Market Forecast
  • Company Share Analysis
  • Competition Intelligence
  • DROT Analysis
  • Market Dynamics and Challenges
  • Strategic Growth Initiatives  

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Luxury Watches Market Research Segmentation

By Type:

  • Mechanical Watches
  • Electronic Watches

By End User:

  • Men
  • Women

By Distribution Channel:

  • Online Store
  • Single Brand Store
  • Multi Brand Store

By Region:

  • North America
  • Europe
  • East Asia
  • South Asia & Oceania
  • Latin America
  • Middle East & Africa

- Companies Covered in This Report -

  • Rolex
  • Patek Philippe
  • Audemars Piguet
  • Omega
  • TAG Heuer
  • Cartier
  • Jaeger-LeCoultre
  • IWC Schaffhausen
  • Breitling
  • Hublot

- Frequently Asked Questions -

The global luxury watches market value CAGR has been estimated to be around 9.5% during 2023 - 2030.

As of 2023, the global market size of luxury watches is approximately US$23.6 Bn. 

China currently holds the dominant position in the global market for luxury watches.

Some of the biggest names in the luxury watch world include Rolex, Patek Philippe, Audemars, Piguet, Omega, TAG Heuer, Cartier, Jaeger-LeCoultre, IWC Schaffhausen, Breitling, and Hublot.

While men remain dominant in buying luxury watches, women represent the fastest-growing segment of the market during the forecast period.

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