How Pre-Owned Luxury Watches Have Gained Popularity Among Millennials

Pre-owned luxury goods market is witnessing a boom thanks to rising demand from millennials, more urbanisation and increase in ecommerce. Preowned luxury watches market has benefitted immensely from the increase in demand from millennials. Those born between 1981 and 1996 are considered to be millennials and exhibit characteristics that may be different from the previous generations.

Here are the reasons why pre-owned luxury watches are in great demand among millennials:

1. Affordable Luxury & Style: The millennials are an aspirational class and shop for affordable luxury goods. They prefer to be seen as fashionable and stylish. Hence, millennials now increasingly buy preowned luxury watches.
2. Investment Worthy: Luxury watches hold eternal value like gold or any other precious metal. They appreciate in value compared to many consumer goods. Student loans and other commitments limit the purchasing power of millennials which makes preowned watches a good investment. Leading luxury watch brands such as Rolex, Audemars Piguet, Patek Philippe, Longines bring out limited edition watches from time to time. The rarity of luxury watches makes it much sought after by watch lovers across the world.
3. Sustainability: The millennials are concerned about environment and sustainability which influences their purchases of products with lesser carbon foot print. Pre-owned luxury watches are considered environmentally sustainable and minimise waste which aligns with the with the values nurtured by the youth.
4. Appeal: Preowned watches have an enduring appeal because of its vintage. Unlike contemporary quartz watches and smart watches, each vintage luxury watch has a distinctive design. Luxury watches hold historical significance and signify the passage of a bygone era and therefore holds eternal value in the mind of buyers.

5. Ecommerce: Online purchasing has become the new normal thanks to the ease of choosing products and making payments. Younger generation is also attracted to ecommerce sites considering the offers and deals announced from time to time. They are eager to learn more about luxury products and never let a good opportunity to pass by.
6. Social Media: Luxury watches provide a great opportunity to millennials to inform the world of their new acquisitions. It may be considered a symbol of success and growing wealth. Display of luxury watches is a quick way of getting noticed in social media. They become part of a vibrant community that values beauty and craftsmanship.
7. Stigma Fades: The millennials no longer shy away from used goods market. The stigma of making purchases of preowned goods have faded thus contributing significantly to growth in pre-owned luxury watches market.
8. Trust & Reliability: Watch dealers have painstakingly built a reputation for transparency and trust in pre-owned watches market which has reduced the risks associated with such purchases. Dealers offer certificate of authenticity and also provide good after-sales service.


Preowned luxury watch market is expected to witness a growth of 75% by the end of this decade, according to market reports.

Haute Horologe is Dubai's leading destination for pre-owned luxury watches. Rolex, Patek Philippe, Audemars Piguet, Cartier and other leading brands are available here.