The luxury watch market is undergoing a transformation as first-time buyers shape new purchasing patterns for 2026. Younger consumers are increasingly favoring brands like Cartier and seeking smaller, versatile watch designs that blend style with investment potential. This shift is not only changing consumer preferences but also boosting the growth of the secondhand luxury watch market.
According to a report from the Boston Consulting Group and the pre-owned fashion marketplace Vestiaire Collective, the resale market for luxury watches is expected to reach approximately $360 billion by 2030. The emergence of younger, more discerning buyers is contributing to this trend, as they view watches as both personal style statements and long-term investments.
Watch marketplace CEO Eugene Tutunikov remarked that while 2025 marked the beginning of interest in luxury watches among younger consumers, 2026 will likely see a deeper commitment to the category. He believes that this year will see a significant shift as buyers embrace more meaningful purchases.
Cartier’s Rising Popularity
For 2026, Cartier is poised to challenge the dominance of Rolex in the luxury watch sector. The brand has cultivated a strong following among Gen Z watch enthusiasts, and experts expect this trend to continue. Pop icon Taylor Swift recently endorsed Cartier by wearing the Cartier Santos Demoiselle in her engagement announcement photos, further solidifying its appeal.
“Cartier has officially crossed from ‘fashion favorite’ to ‘smart buy,'” Tutunikov stated. “It’s what style-driven clients want, but also what savvy buyers trust to hold value.” Three models leading this surge are the entry-level Tank, the sportier Santos, and the elegant Panthère, which have garnered attention from younger buyers, according to insights shared by Chrono24.
Changing Preferences in Watch Design
As younger consumers increasingly seek practicality alongside aesthetics, the demand for smaller watch sizes is on the rise. Watches with case sizes between 36 to 40 millimeters are becoming favored, while larger pieces exceeding 40 millimeters are falling out of favor. Reginald Ferguson, stylist and founder of New York Fashion Geek, emphasized that this range is likely to resonate with buyers in 2026.
“Clean dials and versatile designs that work for everyday wear are more appealing than bold statement pieces,” Ferguson noted.
Watches are also evolving beyond mere accessories; they are becoming significant gifts that carry emotional weight. Tutunikov has observed a growing trend where parents gift watches to their children instead of opting for traditional celebratory outings. “We’re seeing more families skip the big graduation trip and choose a watch instead,” he said. “It’s emotional, permanent, and tied to a moment in time — you wear that memory every day.”
As the luxury watch market continues to adapt to the desires of first-time buyers, it is clear that 2026 will be defined by a blend of style, practicality, and emotional significance. This shift not only reflects changing consumer values but also signals a new chapter for the luxury watch industry as it seeks to engage a younger demographic.
