Luxury watches in the trend: What does the Germans move to buy?
Luxury watches in the trend: What does the Germans move to buy?
luxury watches in Germany: A look at first buyers and their motives
The fascination for luxury watches has reached a new chapter in Germany. A current survey, carried out by YouGov on behalf of chrono24 , shows interesting trends among the first buyers in the Federal Republic. It is particularly striking that a significant part of the population, especially among young adults, has great interest in the purchase of high -quality time.
high demand despite the difficult market situation
The survey showed that a total of 26 percent of the 2,123 people surveyed from Germany are either already in possession of a luxury watch or consider buying it. This makes it clear that the market for luxury watches is not only perceived as an exclusive niche product, but is increasingly becoming the focus of a broader target group.
Interesting age groups for buying intentions
The willingness to purchase a luxury watch at generation Z. A total of 36 percent of young people between the ages of 18 and 24 has been particularly significant, while this value in the total population is only 11 percent. This development could indicate that luxury watches are increasingly regarded as part of the lifestyle of young people, not only as status symbols.
Design and quality are in the foreground
Another important result of the survey concerns the motives for the purchase. 50 percent of those surveyed who own a luxury watch or flirt with a purchase stated that the design is the decisive aspect for them. Qualitative characteristics such as the brand and the quality of the watch plant also play a major role, while price aspects are rather subordinate. This suggests that aesthetics and craftsmanship influence the purchase more than the financial return.
popular brands and their attraction
crazy versus traditional - the survey shows a clear preference for certain brands among the first buyers. rolex remains the top brand, followed by omega and Seiko in male buyers. Women often choose Cartier or omega . These trends demonstrate the impression and the zeitgeist that these brands radiate and demonstrate their innovative strength.
pop culture and luxury watches: a new trend
The constant presence of luxury watches in pop culture, supported by stars from music and film, undoubtedly has an impact on demand. Prominent personalities and brand cooperation, such as those of Audemars Piguet with rapper travis scott , bring the topic closer to the young target group. This shows that access to the luxury clock not only depends on income and education, but also strongly shaped by trends and role models.
challenges for first buyers
Despite the growing interest, many first buyers face challenges. The distinction between reputable and dubious offers, especially in the online area, can be difficult. Chrono24 therefore not only offers a wide range of watches, but also a authentication service , which is intended to help buyers, ensure that they acquire a high -quality product.
The results of this survey are not only a snapshot, but also reflect an important development within society, which shows that luxury watches are increasingly being considered as an investment and expression of personal identity.
The detailed results of the survey can be viewed on the Chrono24 website.
surcharge information: The online survey was carried out between July 30 and August 1, 2024 and resulted in representative insights into the views of the German population with regard to the acquisition of luxury watches.