Chrono24 reveals top luxury watches by age group

From datejust to calatrava: how watch preferences evolve with age

By Andrew McGrotty Published May 7, 2025

Chrono 24 Gen Z Millenial Boomer Watch — Chrono 24 / Chrono 24

Chrono24, a luxury watch marketplace with headquarters in Karlsruhe, has made public some new information. This data shows clear preferences among different generations of watch buyers. Rolex is the most popular brand overall, but certain models appeal more to different age groups.

The company in Karlsruhe examined transaction information to determine which watches are bought more frequently by each age group. The results showed both expected patterns and some surprising exceptions.

Recommended Videos

Rolex models are in first place in four out of five age categories, but the specific choices change quite a bit. The Datejust is the top pick among buyers under 30. The Submariner leads with people aged 30-39. The Daytona is most popular with those who are 40-49, while the Sea-Dweller comes out on top with buyers aged 50-59. Only the group over 60 goes against this trend, showing a stronger preference for the Patek Philippe Calatrava.

Loyalty to Rolex seems highest among younger buyers. Three of the top five models for people under 30 and those aged 30-39 are Rolex. This drops to two Rolex models in the top five for buyers aged 40-59. For buyers over 60, only one Rolex-the Sky-Dweller-makes it into the top five.

The 40-49 age group shows the most variety in taste. Their top ten purchases include nine different manufacturers, such as Breitling, Vacheron Constantin, and IWC. By comparison, buyers over 60 are drawn to more expensive options, with three Patek Philippe models in their top ten.

Interest in Omega is especially strong among Gen Z watch enthusiasts (mainly the under-30 group). Three Omega models appear in their top ten, along with four Rolex watches, two from Cartier, and, somewhat surprisingly, a Grand Seiko Heritage Collection model. This Grand Seiko is the only one to appear in any age group’s top choices.

The data confirms the wide appeal of luxury watches across generations. Chrono24 reported that more than a third of Gen Z already own a high-quality watch or plan to buy one soon. With about 540,000 watches from around 3,000 dealers and 45,000 private sellers across more than 120 countries, Chrono24 offers a unique view of global watch market trends.

Andrew McGrotty

Andrew is a full-time freelance writer with expertise in the luxury sector. His content is informative and always on trend.

Topics

Watches

Fashion & Style

How microbrands are quietly revolutionizing the watch world

How microbrand watches are carving a niche in the luxury timepiece market

A row of four luxury watches.

For generations, Rolex, Cartier, and Breitling have been industry leaders in the luxury watch market, their dominance and legacies revered within and outside of the horological community. Over the last few decades, a slew of notable microbrand watches have recently risen in prominence, each offering premium craftsmanship and limited edition exclusivity that has earned high marks from experts and consumers alike.

While these indie brands may not possess the heritage of the usual suspects in the luxury watch market, what they have done is create dynamic designs that have resonated with a dedicated fan base. We are currently in the midst of a microbrand revolution, and here, we break down how microbrands are quietly revolutionizing the watch world in their own singular way. In this deep dive, we explore the top microbrands making waves, their standout features, and whether they hold long-term value for collectors.

Fashion & Style

Urban Jürgensen revival captures watch world attention with modern approach

Danish legacy reborn: Urban jürgensen's 250-year heritage meets contemporary luxury under new ownership

Urban Jürgensen revival

Urban Jürgensen became 2025’s most discussed watch revival. A 250-year-old Danish horological legacy was transformed into a contemporary luxury brand through family ownership and the technical leadership of renowned independent watchmaker Kari Voutilainen. The brand’s Los Angeles launch event was the year’s most talked-about watch presentation.
Founded in Copenhagen in 1773, Urban Jürgensen produced over 700 timepieces in the early 1800s and developed technical innovations such as ultra-precise marine chronometers. Despite several ownership changes and near disappearance over two centuries, passionate collectors preserved the brand’s reputation among watch experts.
“The biggest, most respected collectors own Urban Jürgensen watches—this brand, this name, is simply the highest level,” said watch writer Thomas Brechtel, highlighting the devoted following among serious enthusiasts, even though the brand remains little known to the general public.
The Rosenfield family acquired Urban Jürgensen in 2021, bringing a collector’s passion to the brand’s stewardship. Co-CEO Alex Rosenfield’s father had collected Urban Jürgensen pieces since the 1990s, which led to an unexpected opportunity to acquire the company when it needed investment to restart.
Kari Voutilainen, widely regarded as one of the most acclaimed independent watchmakers, leads technical development, while his 25-year-old daughter Venla serves as COO. This partnership brings authentic watchmaking credibility while modernizing the brand’s communication to appeal to younger audiences.
The launch collection includes three models showcasing Voutilainen’s craftsmanship: the UJ-1 250th Anniversary Tourbillon limited to 75 pieces (CHF 368,000), the UJ-2 three-hand watch (CHF 105,000), and the UJ-3 perpetual calendar with moonphase (CHF 168,000). Each features clean Scandinavian dial aesthetics, fine guilloché, and hand-applied numerals.
“The image contrasts modern, playful marketing with serious, traditional watchmaking—but it works because it is grounded in artisanal quality,” observed JX Su, founder of SJX Watches.
Rosenfield’s approach emphasizes accessibility rather than exclusivity, targeting a diverse audience including women and younger collectors, not just established enthusiasts. Ellen von Unwerth’s “Time Well-Spent” campaign, featuring people aged 19 to 82, reflects this inclusive vision.
This revival shows how historic watch brands can succeed today by combining genuine craftsmanship with contemporary communication strategies.

Fashion & Style

Noah and Timex release lighthouse watch following sun and moon success

Long island heritage: Noah's timex lighthouse watch honors golden ellipse legacy

Noah x timex collab

Noah continues its watch partnership with Timex through the Lighthouse Watch, following last summer’s sold-out Sun & Moon Watch. That earlier collaboration became one of 2024’s most popular affordable timepieces. This new $228 release draws inspiration from Long Island history and pays homage to an iconic watch design.
The Lighthouse Watch reflects Noah designer Brendon Babenzien’s connection to his Long Island roots, specifically the Fire Island Lighthouse near his childhood home. Babenzien explains that the lighthouse was always in the background of his life, making it a meaningful motif for this watch.
Design-wise, the watch is a clear nod to the Patek Philippe Golden Ellipse, with a softly rounded, gold-plated stainless steel case measuring 31 x 35mm. This silhouette, paired with a croco-pattern leather strap, evokes the elegant, curvy shapes of the 1970s while remaining accessible thanks to Timex’s manufacturing. The minimalist white dial features a charcoal illustration of a lighthouse at six o’clock, serving as the centerpiece of the design. Gold-tone baton hands and subtle Noah NY and Timex branding at three and six o’clock complete the look, while the absence of hour markers keeps the focus on the artwork.
This collaboration stands out from typical fashion watch releases by integrating a personal, artistic touch that fits seamlessly with Noah’s aesthetic—mirroring the brand’s graphic tees and tailored pieces. The watch is powered by a reliable quartz movement, protected by a mineral glass crystal, and offers 30 meters of water resistance for everyday use. The 18mm lug width and compact size make it suitable for a range of wrist sizes, though the elliptical case may appeal most to those open to alternatives to round watches.
Pre-orders run from June 5–12, with delivery expected in November 2025. The $228 price point positions the Lighthouse Watch between entry-level fashion watches and basic Swiss options, reflecting Noah’s accessible luxury ethos and appealing to both streetwear fans and those who prefer preppy style.
Notably, this is the first Noah watch Babenzien plans to wear himself, despite not being a watch collector—a testament to the design’s broad appeal for those seeking a unique, easy-to-wear piece rather than a collector’s item. The collaboration demonstrates how fashion brands can create meaningful, affordable watches through authentic partnerships and storytelling, attracting both core customers and watch enthusiasts looking for alternatives to luxury icons.