Gen Z ditches smartwatches, bids up vintage Rolex and Omega
30 per cent of 25- to 34-year-olds are now more interested in analogue watches than three years ago.
Vintage timepieces are back in fashion, driven by celebrities like Zendaya, Taylor Swift and Lana Del Rey flaunting heritage brands. Young people are trading smartwatches for classic mechanics and investment value.
Tania Duong grew up in her family's Melbourne shop and swapped a pharmacy career to study at a prestigious Swiss watchmaking school, the only woman in her class of eight. eBay data shows "vintage watch" is the top watch search term this year, with small, dainty styles especially popular.
Vintage sellers report booming business, with younger buyers appreciating both sustainability and the craftsmanship. One vintage seller notes young people are moving past arbitrary gendered rules, buying watches that fit their style rather than what the industry traditionally sold to men or women.
- 30 per cent
- 25-34 year-olds more interested
- Only woman in eight students
- Duong's watchmaking school class
- Switzerland (WOSTEP)
- School location
- Made for Queen of Naples in 1816
- First wristwatch design
Why it mattersGen Z shows a preference for tangible, lasting goods and investing in classic items rather than tech gadgets that become obsolete.
AustraliaAustralian watchmakers and vintage sellers are thriving, with Melbourne-based businesses reporting strong growth from younger buyers seeking authenticity and investment.
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