Gen Z’s love for retro watches has little to do with keeping time

In an age where smartphones have rendered the wristwatch functionally obsolete, a surprising countertrend is emerging among Generation Z: a fervent embrace of mechanical timepieces. For young consumers like Evan Fry, a 22-year-old watch enthusiast from Utah, the allure lies not in telling time but in the tangible connection to history and craftsmanship that a vintage watch provides.

Fry’s collection, which includes over 35 pieces ranging from $1,000 to $2,000 apiece, reflects a broader shift. According to Bezel, a secondhand luxury watch retailer, individuals under 30 now account for a third of its transactions and tend to spend more per purchase than older demographics. This enthusiasm is mirrored at established houses like Longines, where assistant manager Thiago Abrantes notes that roughly half of customers seeking watch servicing are under 30, often motivated by inherited pieces.

The appeal, however, transcends mere nostalgia. For Fry, owning a watch that has “gone through so much” offers a sense of companionship and sacredness. This sentiment is echoed by Dahyn Lee of Teia Collective, who observes that over 45% of her 10,000 Instagram followers are Gen Z. Lee attributes this to a yearning for tactile experiences in an increasingly digital world, a theme explored in our recent coverage of Ghana’s entertainment revolution, where digital innovation is reshaping local leisure experiences.

Data from Chrono24 reinforces this trend: since 2018, the purchase of classic dress watches by those aged 14 to 28 has risen by 44%, anchoring to an era when objects were made to last. Gender norms are also being challenged, with Lee reporting strong demand for dainty ladies’ watches across all genders, a shift further amplified by celebrity endorsements—such as Timothée Chalamet’s Cartier Panthère—that encourage experimentation beyond traditional styles.

Ultimately, the retro watch movement among Gen Z represents more than a fleeting fashion statement. It is a deliberate reclamation of materiality in a virtual age, where the weight of a mechanical watch on the wrist serves as a quiet rebellion against the ephemerality of digital life.

Image Source: MYJOYONLINE