The Most Popular Luxury Watches by Generation: From Baby Boomers to Gen Z

Luxury watches are more than just timepieces. They carry history, craftsmanship, and status, making them timeless investments that appeal across generations. Today, the pre-owned luxury watch market is thriving, with collectors and first-time buyers alike turning to trusted retailers and resellers for iconic models that hold their value.

What is especially interesting is that watch preferences vary by generation. From Baby Boomers to Gen Z, each age group gravitates toward specific brands and models that reflect their style, investment mindset, and lifestyle. A recent report from luxury consignment platform The RealReal shows just how different these generational watch-buying habits are and why certain models are rising in demand.

The Rise of the Pre-Owned Luxury Watch Market

Before diving into the breakdown, it is important to understand why pre-owned luxury watches have become such a hot commodity in 2025. The United States imposed a 39 percent tariff on certain Swiss imports, which included many luxury timepieces. In response, brands raised their retail prices, making new watches even more expensive.

For example, Rolex increased the retail price of several models earlier this year. Combine that with higher import costs, and it is easy to see why savvy collectors and everyday buyers alike turned to the pre-owned market. According to The RealReal, the number of new watch buyers on its platform jumped by 46 percent in the first seven months of 2025 compared to the same period in 2024.

Not only are pre-owned luxury watches more accessible, but many are also appreciating assets. The right timepiece can hold or even increase its value over time, making it as much a smart investment as a personal style statement.

Now let’s take a look at the most popular watches for each generation.

Baby Boomers: Timeless Classics and Legacy Brands

Baby Boomers, currently between 61 and 79 years old, lean toward watches with history and timeless design. The most popular model among this group is the Rolex Datejust, one of the brand’s most recognizable and versatile timepieces.

The Datejust is often considered an entry point into luxury watches, but it is far from ordinary. With its elegant design and reliable automatic movement, it has been a favorite for decades. On The RealReal, the resale price of the Rolex Datejust has risen by 17 percent since 2021, proving its strength as an investment piece.

Boomers are also showing growing interest in legacy brands such as Audemars Piguet, Chopard, and Chanel. Sales of these high-end names doubled among Baby Boomers this year, demonstrating that this generation values brands with deep heritage and craftsmanship.

Generation X: The Investment Buyers

Gen Xers, ages 45 to 60, purchase more watches than any other generation. Their taste reflects a blend of style and investment potential. For men, the standout favorite is the Rolex Daytona, one of the brand’s most iconic and sought-after watches. Known for its racing heritage and chronograph features, the Daytona is consistently in high demand and often appreciates in value.

For women in this generation, the Bvlgari Tubogas is a top choice. With its signature coiled bracelet design, it is both a statement piece and a symbol of sophistication. Gen X’s buying habits prove they are drawn to watches that deliver both aesthetic appeal and long-term value.

Millennials: Gold and Modern Icons

Millennials, ranging from ages 29 to 44, are showing a strong preference for gold watches. Searches for gold models increased 30 percent compared to last year, signaling a generational trend toward bold, statement-making pieces.

For men, the Rolex Day-Date is the most popular choice. Often called the President’s Watch, it is synonymous with success and prestige. Rolex increased the retail price of the Day-Date earlier this year, partly due to the surging cost of gold, which only fueled more interest in pre-owned models.

For women, the Patek Philippe Nautilus has emerged as a favorite. Known for its distinctive porthole-inspired design and association with luxury sports watches, the Nautilus is one of the most coveted timepieces on the market. Many pre-owned Nautilus models even sell above their original retail price, making them a strong investment for Millennial buyers.

Generation Z: Trendsetters of the Secondhand Market

Gen Z, ages 13 to 28, is the generation most willing to explore beyond traditional luxury watch names. Their interest in pre-owned items in general has helped drive growth in the secondhand luxury watch market.

One of the biggest winners among Gen Z shoppers is Tag Heuer. Searches for Tag Heuer models rose by 105 percent this year compared to last, representing the sharpest increase of any brand or generation. This younger demographic appreciates the sporty style and approachable luxury that Tag Heuer offers.

Sales of Omega watches have also doubled among Gen Z buyers, while Audemars Piguet and Gucci have seen increases of 117 percent and 35 percent respectively. Gen Z’s diverse taste demonstrates their willingness to embrace both heritage watchmakers and modern fashion-forward brands.

Why Generational Preferences Matter

What makes these generational trends so important is how they shape the future of the luxury watch market. Baby Boomers value legacy and tradition, Gen X invests in icons, Millennials crave bold gold statements, and Gen Z experiments with new and unique styles.

For retailers and collectors, these insights provide a roadmap for which models are likely to rise in demand and which are smart to invest in today. The popularity of the Rolex Datejust, Daytona, Day-Date, and Patek Philippe Nautilus proves that certain classics will never go out of style, while the rise of Tag Heuer and Gucci among younger buyers shows that fresh demand can quickly elevate a brand’s market presence.

The Smart Way to Buy Luxury Watches Today

Given the rising retail prices and tariffs on imported Swiss watches, the pre-owned market has become the smartest place to shop. Not only do buyers have access to coveted models that are often sold out at authorized dealers, but they can also secure them at competitive prices with the added benefit of strong resale value.

For anyone looking to invest in their first luxury timepiece or expand an existing collection, buying pre-owned offers a balance of value, selection, and long-term appreciation potential.

Happy Jewelers: The Go-To Destination for Luxury Watches

No matter which generation you belong to, finding the perfect watch is about more than just keeping time. It is about owning a piece of history and expressing your individuality. That is where Happy Jewelers comes in.

At Happy Jewelers, you will find a carefully curated selection of both new and pre-owned luxury watches, from Rolex and Patek Philippe to Omega and Tag Heuer. Their knowledgeable team helps every customer, whether a first-time buyer or a seasoned collector, choose a timepiece that fits their style and investment goals.

With a reputation for authenticity, expertise, and exceptional service, Happy Jewelers has become the trusted destination for luxury watches. Whether you are a Baby Boomer searching for a classic Rolex Datejust, a Millennial after a gold Day-Date, or a Gen Z buyer ready to make a bold statement with a Tag Heuer, Happy Jewelers has the perfect watch waiting for you.

Because at the end of the day, a luxury watch is not just about telling time. It is about telling your story, and Happy Jewelers is here to make sure that story is unforgettable.