Three main sources informed this feature: our editorial team’s usual surveys; a study conducted by CREA School among its students; along with the ambitious international socio-cultural study conducted by l’amour (part the Extreme Group) among young buyers, aimed at shedding light on the expectations of these new audiences and the changes underway: “The New Culture of Luxury Watchmaking”, analyzed and summarized in a preview by GMT and WorldTempus.
These analytical breakdowns paint a portrait of Generation Z, which is profoundly transforming watchmaking and luxury codes. Hyperconnected, raised on social media and bite-size content, this generation discovers brands via Instagram, TikTok and content creators even before traditional media. However, behind this rapid digital consumption lies an approach that is far more thoughtful than it appears. Above all, Gen Z seeks authenticity, sincerity and connection. It values accessible leaders, human stories, workshops, physical experiences and real communities. Successful brands – such as Audemars Piguet, TAG Heuer, Breitling or certain independent micro-brands – are those that create a cultural and relational universe rather than a simple product.
We’re also discovering a cautious and critical generation. Luxury is no longer about making an impulse buy but rather a well-researched investment, often shared within private circles via WhatsApp or DM rather than publicly displayed.
Finally, print retains strong symbolic value as an object of disconnection, contemplation and editorial credibility, so we definitely have a soft spot for this generation!
* Discover the rest of the feature on WorldTempus throughout the summer.
