In an era dominated by smartphones and digital screens, Generation Z is increasingly turning toward traditional wristwatches, once considered outdated, but now regaining popularity as symbols of style, identity, and nostalgia.
A notable example is 22-year-old YouTuber Evan Fry from the U.S. state of Utah, who owns a collection of more than 35 luxury watches. Among his prized pieces is the TAG Heuer Carrera, inspired by Hollywood actor Ryan Gosling. According to Fry, watches are more than timekeeping devices—they encapsulate memories and history.
Market data supports this growing trend. Luxury watch resale platform Bezel reports that nearly one-third of its buyers are under the age of 30, with younger consumers increasingly willing to spend more on high-end timepieces.
Similarly, data from Chrono24 shows a noticeable rise in demand for classic dress watches in recent years.
Experts suggest that because Gen Z has grown up in a fully digital environment, there is a stronger desire for tangible, lasting objects. As a result, many young buyers are drawn to watches that evoke nostalgia often designs reminiscent of those worn by their grandparents.
Interestingly, traditional gender distinctions in watch design are also fading. Young men are increasingly opting for slimmer, more refined styles, a shift influenced by trends set by celebrities at major award shows, where unique watch designs often spark immediate demand.
Moreover, for many in Gen Z, watches are no longer just about telling time. Some even purchase non-functioning watches purely as fashion accessories or jewelry.
In some cases, younger users admit they cannot read analog time, yet still choose to wear watches for their aesthetic appeal.
This evolving trend highlights that even in the age of advanced technology, classic mechanical items continue to hold value re-emerging not just as functional tools, but as expressions of personality, memory, and style.
