Chrono24 reveals top luxury watches by age group

From datejust to calatrava: how watch preferences evolve with age

By Andrew McGrotty Published May 7, 2025

Chrono 24 Gen Z Millenial Boomer Watch — Chrono 24 / Chrono 24

Chrono24, a luxury watch marketplace with headquarters in Karlsruhe, has made public some new information. This data shows clear preferences among different generations of watch buyers. Rolex is the most popular brand overall, but certain models appeal more to different age groups.

The company in Karlsruhe examined transaction information to determine which watches are bought more frequently by each age group. The results showed both expected patterns and some surprising exceptions.

Recommended Videos

Rolex models are in first place in four out of five age categories, but the specific choices change quite a bit. The Datejust is the top pick among buyers under 30. The Submariner leads with people aged 30-39. The Daytona is most popular with those who are 40-49, while the Sea-Dweller comes out on top with buyers aged 50-59. Only the group over 60 goes against this trend, showing a stronger preference for the Patek Philippe Calatrava.

Loyalty to Rolex seems highest among younger buyers. Three of the top five models for people under 30 and those aged 30-39 are Rolex. This drops to two Rolex models in the top five for buyers aged 40-59. For buyers over 60, only one Rolex-the Sky-Dweller-makes it into the top five.

The 40-49 age group shows the most variety in taste. Their top ten purchases include nine different manufacturers, such as Breitling, Vacheron Constantin, and IWC. By comparison, buyers over 60 are drawn to more expensive options, with three Patek Philippe models in their top ten.

Interest in Omega is especially strong among Gen Z watch enthusiasts (mainly the under-30 group). Three Omega models appear in their top ten, along with four Rolex watches, two from Cartier, and, somewhat surprisingly, a Grand Seiko Heritage Collection model. This Grand Seiko is the only one to appear in any age group’s top choices.

The data confirms the wide appeal of luxury watches across generations. Chrono24 reported that more than a third of Gen Z already own a high-quality watch or plan to buy one soon. With about 540,000 watches from around 3,000 dealers and 45,000 private sellers across more than 120 countries, Chrono24 offers a unique view of global watch market trends.

Andrew McGrotty

Andrew is a full-time freelance writer with expertise in the luxury sector. His content is informative and always on trend.

Topics

Watches

Fashion & Style

Meet Blue Yonder: Marathon’s limited edition watch built for adventure and style

Marathon unveils exclusive Blue Yonder watch: Only 500 pieces available

The Blue Yonder timepiece up close.

Swiss engineering at its finest is unveiled with the announcement of Marathon’s limited edition timepiece, the SSNAV-DJ Blue Yonder, a dazzling blend of rugged durability adorned with striking modern aesthetics. This is a luxury timepiece designed for watch enthusiasts and adventurers alike, an exclusive offering that features a gorgeous blue bezel and matching strap. The latest rendering serves as a fresh twist on Marathon’s signature military-grade design.

The Marathon style encompasses the quintessential elements of luxury

Fashion & Style

Piaget introduces obsidian-dialed polo perpetual calendar watches

Stone and steel: piaget crafts obsidian-dialed polo perpetual calendars

Piaget polo perpetual

Piaget added two new models to its Polo perpetual calendar collection. Both display natural obsidian stone dials in striking blue and green shades.
The latest models of the well-known Polo line, which began in 1979, continue the company’s tradition of combining ultra-thin mechanical expertise with special material craftsmanship. The volcanic stone dials give each watch a unique character, as the natural shine produced when mineral-heavy sulfides are trapped in fast-cooling lava ensures that no two watches are the same.
Both models come in 42mm stainless steel cases that showcase the Polo's signature shape-in-shape design-a round bezel set on a cushion-shaped case. The watches offer 30 meters of water resistance, despite their luxurious appearance.
Inside each watch is the ultra-thin caliber 1255P automatic movement, only 4mm thick, which provides full perpetual calendar functionality. The movement displays day, date, month, and moon phase. The moon phase is positioned at 6 o'clock and will remain accurate for over a century without adjustment.
The obsidian blue version has a more understated look, with its deep blue stone dial and a matching rubber strap. The case features both polished and satin-brushed surfaces for added visual contrast.
For extra distinction, the obsidian green model is limited to just 18 pieces. This version elevates the luxury factor, with a bezel set with 56 brilliant-cut emeralds surrounding the natural green obsidian dial.
These stone-dialed models follow Piaget's 2023 limited edition, which reportedly sold out quickly. This continues the company's focus on expanding its technical prowess while maintaining its unique design language, as seen in recent releases like the Polo Tourbillon Moonphase.
The price for the obsidian blue model is €108,000. The gem-set, limited-edition obsidian green model is priced at €149,000-placing these watches firmly in the high-end segment of the sport-luxury category, where Piaget continues to showcase its expertise and creativity with materials.

Fashion & Style

Is Rolex rewriting the rules of the luxury watch game?

What the closure of key Rolex hubs means for watch owners

Rolex Land Dweller set

In a strategic move that could reshape the luxury watch industry, Rolex is reportedly taking decisive action to consolidate its control over distribution and after-sales service. According to Jing Daily, the brand is reportedly shuttering third-party service centers, particularly in key markets like China, in a likely bid to strengthen its grip on every aspect of its timepieces' life cycle. This bold decision comes at a pivotal moment, as pre-owned Rolex prices soften after years of explosive growth—raising questions about the future of secondary market dynamics.

The closure of independent service hubs would suggest more than just a logistical shift—it would indicate an intent to rewrite the rules of luxury watch ownership. A pivot toward in-house servicing would mean Rolex would have direct influence on pricing, authenticity, and even the resale value of its watches. This realignment could have far-reaching consequences, from squeezing out grey market dealers to reshaping how collectors buy, sell, and maintain their prized timepieces.