- Chrono24 analyzes which models are most frequently purchased by first-time luxury watch buyers compared to experienced watch collectors.
- Two German brands, Nomos and Junghans, are in the top ten, and less than half are Swiss.
- First-time buyers pay an average of €3,300 for their first luxury watch.
Just a few weeks ago, Chrono24, the world’s largest online marketplace for luxury watches, conducted a representative survey to find out what motivates first-time buyers to make their first purchase and what they value most. The company has now analyzed its sales data to determine which watch models are purchased significantly more often by first-time buyers than by experienced collectors. The results show how much more frequently the respective model is chosen by newcomers (100% = twice as often). Chrono24 presents first-time buyers’ top ten watches.
"Brands like Seiko, Tissot, and Junghans manage to combine quality and prestige at an affordable price with their entry-level models. This makes them attractive to many people looking to buy their first luxury watch," explains Balazs Ferenczi, Head of Brand Engagement and a watch expert at Chrono24.
"While Swiss watch manufacturers generally dominate the market, first-time buyers are much more likely to choose models from brands based in other countries. With Nomos and Junghans, there are even two German companies among first-time buyers' top ten watches. However, looking at the average price paid by first-time buyers reveals why. On average, they spend €3,300 on their first luxury watch. This makes the models and brands listed here ideally suited to first-time buyers."
Security and Trust Are Key
According to Chrono24's analysis, first-time buyers have different purchasing preferences than experienced collectors. First-time buyers are 12% more likely than experienced buyers to buy from a professional dealer.
"Perceived security plays an important role in deciding to buy," explains Balazs Ferenczi. "Newcomers often seek the expertise and reliability of established dealers to ensure that they're buying an authentic watch."
First-time buyers are also 21% more likely to buy in their own country than repeat buyers.
"This underscores the need for reassurance and ease of communication when purchasing a luxury watch for the first time," saysBalazs Ferenczi. "Local dealers can often offer more personalized service and are easier to reach with questions or problems."
"These findings are very valuable for us at Chrono24," summarizes Balazs Ferenczi. "They help us better meet the needs of watch buyers. For example, with our Chrono24 Certified service, launched in 2024, we offer an additional layer of security that creates more confidence, especially for newcomers to the world of luxury watches. Watches bearing the "Certified" seal have been checked for authenticity, functionality, and potential theft by a verified watchmaker. The range of Certified watches currently includes over 60,000 models. This is the largest selection of certified luxury watches in the world."