Have you ever seen a photo of yourself from ten years ago and thought, “What was I wearing?” or “Who thought that haircut was a good idea?” Thankfully, watch purchases are seldom something to regret, but tastes can and do evolve over time.
We’ve crunched the numbers to find the top-10 most popular watches on Chrono24 for buyers in their 30s and 40s. Do you have a good grasp of the watch market? Let’s see if you can guess which watch matches up with each age group.
The data says: younger buyers prefer the Reduced and older buyers prefer the Racing edition.
This reflects a wider trend of younger buyers purchasing more mainstream models, while more seasoned buyers gravitate towards niche references. It’s a similar story with NOMOS: 30-something buyers prefer the classic NOMOS Tangente ref. 139, while 40-somethings opt for the NOMOS Tangente Neomatik 41 Update ref. 180.
The data says: younger buyers prefer the Colt and older buyers prefer the Navitimer.
This is a good example of a not-so-surprising trend that we see across the board with different brands: purchase price tends to increase with age. The average sales price for the top-10 watches for 30-somethings is roughly $3,700. This jumps to roughly $6,000 for 40-somethings.
The data says: young guns prefer the more compact Yacht-Master 40, while the old heads prefer the 44-mm ref. 116680. In fact, we see a near unanimous increase in case size with age. The average diameter of the top-10 watches is 37.7 mm for those in their 30s, vs. 41.9 mm for those in their 40s.
The data says: younger buyers prefer the Santos and older buyers prefer the IWC. This reflects a few common trends, including brand preference by age bracket. Younger buyers gravitate towards: Rolex, AP, Hublot, Cartier, NOMOS, Omega, and Richard Mille. Older buyers, on the other hand, prefer Panerai, IWC, and dressier options like Blancpain, JLC, Chopard, Breguet, and Glashütte Original.