Luxury Watch Market

Luxury Watch Market Size and Share:

The global luxury watch market size was valued at USD 29.1 Billion in 2024. Looking forward, IMARC Group estimates the market to reach USD 37.0 Billion by 2033, exhibiting a CAGR of 2.65% during 2025-2033. North America currently dominates the market, holding a significant market share of over 48.0% in 2024. The increasing investment value, effective marketing, introduction of cutting-edge technology and product innovation are some of the significant market trends across the region. These factors are playing a pivotal role in enhancing the luxury watch market share, as brands leverage these trends to attract affluent individuals and expand their global footprint.

The global luxury watch market is expanding on account of increased disposable incomes and rising demand of consumers for high-end statement accessories. Luxury watches, due to craftsmanship, heritage, and exclusivity, are even more appealing to wealthy consumers. With digital marketing and e-commerce platforms, premium brands reach the global audience easily. The global e-commerce market has reached USD 26.8 Trillion in 2024, according to the IMARC Group. Customization and limited editions create consumer interest as it creates exclusivity. Other than this, social media influence and celebrity and influencer endorsements boost brand visibility and awareness, particularly at the younger, style-focused target audience.

The United States has emerged as a key regional market for luxury watch. The market is growing on account of its powerful culture of luxury consumption and gift-giving, particularly on holidays and special events. Consumers are also keener on legacy brands due to their timeless designs and precision and status symbols. Also, the growing importance of sustainable practices in luxury products encourages brands to talk more about ethical sourcing and environmentally responsible production, which is beneficial to the environmentally concerned buyers. Growing interest in unique models is bolstered by watch enthusiast communities and collector networks, cultivating a culture of exclusivity. In-person experiential marketing, such as pop-up boutiques and personalized services, further engages the high-net-worth individuals. The growth of secondary markets where vintage and rare timepieces gain attention also fuels demand.

Luxury Watch Market Trends:

Craftsmanship and Heritage

Apart from being timepiece-making devices, these watches are works of art that meticulously impress various ages-old traditions. A centuries-old craft mastered by highly skilled watchmakers, such timepieces are the epitome of precision and beauty. Care and detail - from intricate dial designs to hand-engraved movements - combine elements of techniques so finely passed down through generations. Luxury watches brands often have storied histories that contribute to their appeal. The heritage of innovation and artistry links consumers with a brand's heritage, which conveys a sense of timelessness. For example, in the year 2022, imports of Swiss watches into India were around USD 209 Million, up by 19.6% from USD 174.5 Million in the year 2021 on account of appeal of the craftsmanship and heritage, according to Federation of the Swiss Watch Industry. This heritage extends into iconic models that shape the industry between past and present. Commitment to craftsmanship and reverence for heritage elevate luxury watches from being functional accessories to epitomes of continuing excellence.

Status Symbol

Possessing a perfectly designed watch from a respected manufacturer immediately communicates success, taste, and class. The exclusivity through the production of low quantities of luxury watches appeals directly to their sensibility; owning one defines a person as part of an elite team appreciating finer craftsmanship. Wearing a luxury watch is at times a quiet declaration of individual achievements and social status. According to Deloitte's Swiss Watch Industry Study 2023, 64% of Indian consumers prioritize brand image when purchasing luxury watches, with approximately 30% spending over USD 1,450 per timepiece. This trend underscores the role of luxury watches as status symbols in India, where they are also cherished gifts during festive seasons and weddings. These watches have the ability to captivate attention and start conversations. Additionally, evolving luxury watch market trends reveal a growing emphasis on personalization and limited-edition collections, further enhancing their appeal among discerning buyers.

Investment Potential

Some watches appreciate with age, making them more appealing as an investment diversification option. Some of these factors include low production numbers, historical value, and design that is iconic and recognizable. Collectors often focus on finding watches that stand out, such as limited-production runs or models with intricate complications. Vintage watches, particularly those from high-end manufacturers, are highly sought and therefore very valuable due to their scarcity and collectability. For instance, luxury watches have proven to be lucrative investments, with limited editions appreciating significantly, such as a USD 5,000 watch in 2009 now valued at USD 19,500– USD 20,700. Knight Frank reports watch prices surged 147% over 10 years, outpacing vintage cars (118%) and diamonds (13%). The convergence of horological expertise and investment potential results in luxury watches being wearable art and expensive assets that can increase in value, this is further propelling the market.

Luxury Watch Industry Segmentation:

IMARC Group provides an analysis of the key trends in each segment of the global luxury watch market, along with forecasts at the global, regional, and country levels from 2025-2033. The market has been categorized based on type, end user, and distribution channel.

Analysis by Type:

• Analog Watch
• Digital Watch

Analog watch stands as the largest component in 2024, holding around 71.0% of the market share. They possess a timeless appeal that resonates with a wide range of consumers across various age groups and style preferences. These watches usually possess a classic design with hour and minute hands and numerals and markers, attracting individuals seeking elegance. This diversity ensures that analog watches can be suitable for both formal and casual events, thus increasing their overall market demand. Moreover, the familiarity of analog watch faces, and their ease of use make them popular. Users who are accustomed to this format find it intuitive and straightforward, and hence, many people prefer analog watches.

 Analysis by End User:

• Women
• Men
• Unisex

Women dominate the market with 38.9% of market share in 2024. Over the years, there has been a tremendous change in the role of watches from being just time-telling machines to being a fashion statement and a way of expressing personal style. Women's watches have capitalized on this evolution, offering a wide range of designs, colors, materials, and sizes that suit diverse fashion preferences. This personalization enables women to choose their style and complement it through accessorizing, hence making watches an integral part of their outfit. In addition, the organization of female empowerment and equality has compelled watch manufacturers to focus on more female consumers, hence a diversity of watch options that can fulfill a wider audience.

Analysis by Distribution Channel:

• Online Stores
• Offline Stores

Offline stores lead the market with around 68.9% of market share in 2024.Physical stores give customers the chance to touch, feel, and see products in person. This allows them to get a first-hand feel before taking something home, increasing consumer confidence and reducing uncertainties associated with online shopping.. Furthermore, offline stores foster human interaction through knowledgeable staff who can provide personalized recommendations and address customer queries in real time. This level of customer service builds on trust and brand loyalty. Some product categories, like watches, require hands-on, touch-and-feel experiences offline stores provide. The detail involving intricate designs and materials of a watch would be appreciated more when the customer can see it.

Regional Analysis:

• North America
  • United States
  • Canada
• Asia Pacific
  • China
  • Japan
  • India
  • South Korea
  • Australia
  • Indonesia
  • Others
• Europe
  • Germany
  • France
  • United Kingdom
  • Italy
  • Spain
  • Russia
  • Others
• Latin America
  • Brazil
  • Mexico
  • Others
• Middle East and Africa

In 2024, North America accounted for the largest luxury watch market share of 48.0%. Affluence across the region provides a strong and sufficiently large consumer base having sufficient buying power to indulge in luxurious items like expensive watches. Cultural factors also form another significant aspect. Self-expression and personal style matter for the people of North America; luxury watches symbolize status, achievement, and elegance. Individualism, as well as aspirational lifestyles, demand that the consumers acquire superior-quality products- luxurious timepieces. In addition, proper marketing efforts of luxury watch brands have well established the market. The brands have successfully employed celebrity endorsements, collaborations, and exclusive events to generate desirability and create a sense of exclusivity. The well-established retail landscape and the availability of luxury shopping destinations help North America's cause.

Key Regional Takeaways:

United States Luxury Watch Market Analysis

In 2024, the United States accounts for over 75% of the luxury watch market in North America. The United States luxury watch market is showing tremendous growth, largely influenced by a few reasons such as an increasing penchant for luxury and fine craftsmanship among HNWIs and growing interest in high-end watches as both status symbol and investment asset. According to Capgemini, North America experienced the highest HNWI growth worldwide with 7.2% growth in wealth and 7.1% population in the year 2023. As consumers, especially across the younger demographics such as Millennials and Gen Z, now look for products that evoke personal success and distinctive style, luxury watches have become a representative of exclusivity and refined taste. As of the first quarter of 2024, combined wealth of millennials and older Gen Z was USD 14.2 Trillion, up from USD 4.5 Trillion four years ago, as per estimates by the Federal Reserve. All of this has fueled increasing demand in heritage brands that are prized for their craftsmanship, also spurring interest in limited and bespoke watches for those willing to pay for the exclusivity. Additionally, the U.S. has a strong retail foundation. High-end retail outlets and store sites, both online and on premise, are growing, helping to make exclusive collections accessible to a wider audience. The luxury gifting market is also a significant driver of sales, as luxury watches have become a popular gift choice for special occasions such as holidays, anniversaries, and milestone events, which means demand is year-round.

Asia Pacific Luxury Watch Market Analysis

The Asia-Pacific luxury watch market is growing on account of a rising middle class, urbanization, and the influence of cultural traditions like luxury gifting. The World Economic Forum approximates that 2 billion Asians were classified as middle-income in 2020 and expected to grow to 3.5 Billion by 2030. Luxury brands are exploiting local preferences using regionalized collections and exclusive experiences at the point of sale. Cross-border e-commerce is, thus an important role player to grant a wider access to international brands. According to a Deloitte report, India's luxury market is booming and in Switzerland, exports to India jumped 19.6% in 2022 with a growing synergy in sales between e-commerce and luxury watches, said it reflects rising online access as well as increasing demand among India's affluent for high-end timepieces. Younger consumers' preference towards bold designs and limited-edition models fuels growth further. Use of local influencers and key opinion leaders enhances brand presence over digital platforms.

Europe Luxury Watch Market Analysis

The luxury watch market in Europe is influenced by several key factors, and the region's deep-rooted watchmaking heritage, as well as the presence of iconic brands such as Cartier, Breitling, and Hublot, play a central role in consumer demand. Sustainability is one of the major trends that are influencing the market, and European consumers are highly opting for eco-friendly materials and ethical production practices. The luxury watch brands are answering to the same through designs that are more sustainable in nature and also attract the environmentally conscious buyers. Also, growing interest in customization, engraved initials, and bespoke straps attracts the sophisticated clientele to own something unique and personalized in terms of timepieces. Yet another key driver is the rising popularity of vintage and pre-owned luxury watches supported by platforms like WatchBox that are contributing to the shift towards sustainable luxury. Experiential retail strategies are also giving markets a boost with immersive flagship stores and brand-hosted events to deepen emotional connections with luxury watch brands and enhance customer engagement. Reports indicate that 58% of German consumers have bought watches or jewelry over the past five years, and 75% of Gen Z prefer shopping in-store. Furthermore, tax-free shopping for tourists in luxury shopping hubs like Switzerland and France helps enhance demand while making luxury watches even more available to international buyers.

Latin America Luxury Watch Market Analysis

Latin America’s luxury watch market is benefiting from the rise of an emerging affluent class, with consumers increasingly seeking timeless, statement-making accessories. According to the World Bank, the middle class in Latin America grew 50%, and now represents 30% of the population. Cultural practices, such as luxury watch gifting for milestone events, play a significant role in driving demand, further embedding watches as symbols of success and prestige. The market is also benefiting from the growing accessibility of online retail, particularly in countries like Brazil and Mexico, where e-commerce is expanding rapidly. Brazil, for example, leads Latin America’s online sales, capturing 57% of the market, with 90% of adults engaged online and 96% fintech adoption, which significantly drives luxury watch purchases through digital platforms. The increasing reliance on online shopping enables consumers to access a wider range of high-end watches and exclusive collections, contributing to market growth. In addition, regional players are enhancing customer engagement through pop-up stores and exclusive events, providing opportunities for consumers to experience luxury watches firsthand and build a deeper connection with the brands.

Middle East and Africa Luxury Watch Market Analysis

In the Middle East and Africa, luxury watches symbolize wealth, success, and cultural prestige. High-net-worth individuals in Gulf nations prefer heritage brands for their craftsmanship and exclusivity. Limited-edition models and diamond-encrusted timepieces are particularly popular in the Middle East. Additionally, Dubai’s reputation as a luxury shopping hub attracts tourists who purchase premium watches tax-free, further boosting sales. As per the data from the World Bank and Dubai Statistics Center, almost 12 million foreign visitors visited the UAE in 2021. Africa’s emerging affluent class is drawn to luxury watches as aspirational symbols. Regional retail strategies emphasize exclusive boutiques in high-end malls and collaborations with local celebrities. Such factors are significantly driving the demand for luxury watches in the region.

Competitive Landscape:

Key players in the luxury watch market are using various strategies that help them strengthen their market positions and drive growth. Luxury watch companies are now embracing digital transformation by strengthening online presence through exclusive e-commerce and virtual showrooms to the tech-savvy. Investment in sustainability is also essential, as brands are embracing material and ethical sourcing practices that come in line with changing values of consumers. Introducing limited-edition collections and bespoke customization services cater to the demand for exclusivity and personalization. Collaborations with celebrities, influencers, and luxury lifestyle events amplify brand visibility and prestige. Companies are also utilizing advancements in watchmaking technology, providing hybrid models integrating traditional designs with smart features.

The report provides a comprehensive analysis of the competitive landscape in the luxury watch market with detailed profiles of all major companies, including:

• Apple Inc.
• Breitling SA
• Casio Computer Co. Ltd.
• Citizen Watch Co. Ltd.
• Compagnie Financière Richemont SA
• Fossil Group Inc.
• Hermès International S.A.
• Kering
• LVMH Moët Hennessy Louis Vuitton
• Movado Group Inc.
• Patek Philippe SA
• Rolex SA
• Seiko Watch Corporation
• The Swatch Group Ltd.
• Titan Company Limited

Latest News and Developments:

• November 2024: Vincent Wong and Edric Beh from Penang launched Watch Unify, Malaysia's first online auction platform for luxury watches. The platform offers a transparent global marketplace, featuring high-resolution images, authentication services, and expert assessments. Aiming to unite horology enthusiasts, it simplifies buying and selling exclusive timepieces worldwide.
• October 2024: Patek Philippe unveiled its first new collection in 25 years, the Cubitus line, featuring three models: two in steel and one in platinum. The collection blends sporty elegance with advanced technology, including six patented innovations like an ultrathin self-winding rotor.
• September 2024: Swiss luxury watch brand Franck Muller announced plans to launch an exclusive collection of 108 handcrafted timepieces for India ahead of Diwali. The brand sees significant growth potential in India, with plans to expand its watch retail presence and explore entry into the country’s luxury real estate sector.
• July 2024: Bollywood star Salman Khan announced a collaboration with luxury watch brand Jacob & Co to launch an exclusive timepiece collection. He shared the news on Instagram alongside Jacob Arabo, while flaunting the ₹3.2 crore Bugatti Chiron Tourbillon Rose Gold watch. The partnership aims to combine Salman’s style with Jacob & Co’s renowned craftsmanship.
• June 2024: Ethos Limited inaugurated India’s largest luxury watch boutique, Ethos Summit, in Kochi, Kerala. Spanning 6,000 square feet, the store introduced over 30 luxury watch brands like Jacob & Co., Breitling, and Bovet to Kochi for the first time. The boutique targets Kerala’s emerging luxury market, offering a premium shopping and servicing experience.
• April 2024: Fossil announced its decision to exit the smartwatch market, redirecting focus to traditional watches and accessories. Consequently, the anticipated Gen 7 Hybrid Smartwatch was not released. The Gen 6 series, launched in 2021, remains Fossil's latest smartwatch offering, featuring activity tracking, heart rate monitoring, and customizable watch faces. These models cater to mid-range buyers in North America and Europe.
• September 2024: Titan Company, a leading watchmaker, has announced plans to expand its presence in the luxury watch market by adding 10 new international brands to its Helios retail format over the next 12-18 months. This expansion is part of Titan's strategy to further strengthen its position in the premium and luxury watch segment. In addition, the company will continue to scale up its retail footprint, with plans to open 50 more stores under the Helios brand in the current fiscal year.
• October 2024: Cristiano Ronaldo, the global football superstar, has elevated his partnership with renowned watchmaker Jacob & Co. by launching an exclusive luxury watch collection. This collaboration between the Portuguese football icon and Jacob Arabo, the founder of Jacob & Co., has developed over the past two decades, rooted in a foundation of mutual trust and a shared commitment to excellence.

Luxury Watch Market Report Scope:

Key Benefits for Stakeholders:

• IMARC’s report offers a comprehensive quantitative analysis of various market segments, historical and current market trends, market forecasts, and dynamics of the luxury watch market from 2019-2033.
• The luxury watch market research report provides the latest information on the market drivers, challenges, and opportunities in the global market.
• The study maps the leading, as well as the fastest-growing, regional markets. It further enables stakeholders to identify the key country-level markets within each region.
• Porter's five forces analysis assist stakeholders in assessing the impact of new entrants, competitive rivalry, supplier power, buyer power, and the threat of substitution. It helps stakeholders to analyze the level of competition within the luxury watch industry and its attractiveness.
• Competitive landscape allows stakeholders to understand their competitive environment and provides an insight into the current positions of key players in the market.