- Chrono24 analyzes which luxury watch models are most frequently bought by different age groups
- Rolex dominates across the board, but different models come out on top depending on age
- Gen Z shows a fondness for Omega watches
Karlsruhe, May 7, 2025. Luxury watches are no longer a niche hobby for older men – younger generations are discovering a fascination for mechanical timepieces. According to a survey from last year, more than a third of Gen Z already own a high-quality watch or are planning to buy one. But which models are particularly popular with different age groups? Chrono24, the world’s leading online marketplace for luxury watches, took a closer look at this question. The Karlsruhe-based company used transaction data to investigate which watch models are purchased most frequently by different age groups.
Rolex is number one, but not for everyone
The analysis shows: In four out of five age groups, a Rolex model comes out on top. However, model preferences vary considerably. For example, the Rolex Datejust is most popular among the under-30s, while the Submariner dominates among 30 to 39-year-olds, the Daytona among 40 to 49-year-olds, and the Sea-Dweller among 50 to 59-year-olds. Buyers over 60, on the other hand, opt for the Patek Philippe Calatrava – a classic of haute horlogerie – with above-average frequency.
A look at the five most popular watches also shows that Rolex is particularly beloved by the younger crowd: While there are three Rolex models in the top five among the under-30s and 30-39-year-olds, and two Rolex watches among 40-49 and 50-59-year-olds, only one Rolex model made it into the top five among the over-60s: the Rolex Sky-Dweller.
40 to 49-year-olds show the greatest brand diversity
Across all age groups, 40 to 49-year-olds show the greatest brand diversity: Their ten most popular models include watches from nine different manufacturers, including the Breitling Superocean, the Vacheron Constantin Overseas, and the IWC Pilot. Buyers over 60, on the other hand, focus more on the high-price segment: Three Patek Philippe models are represented in their top ten.
Among the under-30s, however, who can predominantly be classified as Gen Z, there are four Rolex models, three Omega watches, and two Cartier timepieces among the ten models that are purchased more frequently than average by this age group. This list is rounded off by the Grand Seiko Heritage Collection. This is remarkable, as no other model from the Japanese manufacturer made it into the top ten in any other age group.
Luxury watch expert: Brand awareness often develops over time
“Our analysis shows how closely taste, lifestyle, and purchasing behavior for luxury watches are linked to life stage. While younger people often discover their enthusiasm for mechanical watches with comparatively affordable entry-level models such as the Rolex Datejust or Omega Seamaster, a more individual brand awareness develops over time – visible, for example, in the extraordinary variety in the 40–49 age group. For older buyers, the prestige of traditional manufacturers such as Patek Philippe often plays a greater role. Luxury is also understood here as an expression of lifetime achievement,” says Balazs Ferenczi, Head of Brand Engagement at Chrono24, in response to the survey results.
Basis of the survey
To analyze the most popular luxury watches by age group, Chrono24 examined internal transaction data to determine which models are purchased with above-average frequency by certain age groups. The proportion of total sales accounted for by each age group was initially determined. Then, Chrono24 looked at the percentage of this age group purchasing a particular model. This made it possible to determine which watches were purchased at an above average rate in a given age group.
About Chrono24
Chrono24 – The World’s Watch Market” has been the global online marketplace for luxury watches since 2003. Featuring approximately 540,000 watches from around 3,000 dealers and 45,000 private sellers in more than 120 countries, the platform attracts over nine million unique visitors per month. With a vast global offering of new, pre-owned, and vintage watches, Chrono24 provides a comprehensive service portfolio, enabling buyers and sellers to conduct transactions in a trusted environment. Chrono24 employs around 350 people across its offices in Germany (Karlsruhe and Berlin), New York, Miami, Tokyo, Hong Kong, and other locations.