• Louis Vuitton Unveils Tambour Convergence Mirror Steel: Exceptional Scratch Resistance Meets Mirror-Like Shine

  Louis Vuitton has expanded its Tambour Convergence collection with the new Mirror Steel model. Its defining feature is a case made from specially developed hardened stainless steel, with a surface almost six times harder than conventional steel, reaching 1,130 Vickers. This allows the metal to retain its mirror polish for significantly longer, while minor scratches become virtually unnoticeable...

• Why Rolex, Audemars Piguet and Patek Philippe Dominate 62% of the $26.6 Billion Pre-Owned Watch Market

  Three Swiss brands dominate the luxury pre-owned watch market, largely thanks to sustained demand for iconic models that buyers are still willing to pay well above retail prices to acquire, according to Robb Report...

• How Bernard Arnault’s 28-Year-Old Son Turned Louis Vuitton Watches into Coveted Collectors’ Items

  At just 22, Jean Arnault was put in charge of Louis Vuitton’s watch division with an ambitious mission: to turn the fashion house’s watchmaking business into a serious force in the world of haute horlogerie. Now 28, the youngest son of billionaire Bernard Arnault has already made skeptics rethink their views on the brand’s timepieces. And it seems he is only getting started, Robb Report writes...

• A Theft with an Unexpected Twist: Thief Returns $292,000 Watch with a Note Saying “Sorry”

  A man stole a Swiss Audemars Piguet watch worth approximately $292,000 from a store in Tokyo, only to return it three days later by courier, along with a handwritten apology note. Police are now trying to identify the mysterious thief and find out why he changed his mind...

• Time by the Laws of the Cosmos: Van Cleef & Arpels Unveils Watch with Moving Sun and Moon

  French luxury jewelry house Van Cleef & Arpels has introduced a new watch, the Midnight Jour Nuit Phase de Lune, which links timekeeping to the movement of celestial bodies...

• Diamonds, Colored Gemstones and Gold: Patek Philippe Reimagines Women’s Watchmaking Classics

  Six new Gondolo Ladies First models from Patek Philippe bring together historic design, Art Deco aesthetics and high jewelry craftsmanship. Unveiled at the Watch Art Grand Exhibition in Milan, the collection reinterprets the Swiss watchmaker’s classic line, transforming timepieces into refined accessories for everyday wear...

• Casio Unveils Its Most Expensive G-Shock Ever: $80,000 Sapphire Watch

  Casio has unveiled the most expensive G-Shock in its history — the MRGD5000 Blue Sapphire, priced at $80,000. The price puts the model in the same league as a Rolex Pearlmaster 86348 or a BMW M2...

• Audemars Piguet Unveils Serena Williams Watch: Just 500 Pieces in White Ceramic

  Audemars Piguet has unveiled a limited-edition Royal Oak Selfwinding Chronograph “Serena Williams,” celebrating a decade of collaboration between the Swiss watchmaker and the legendary tennis champion, entrepreneur and producer...

It seems like old news, but luxury watches continue to rise in price. Brands are increasingly opening their own monobrand boutiques instead of selling through multibrand stores, even though clear signs show that consumers often prefer the latter. Additionally, vintage and pre-owned watches are becoming increasingly important for younger buyers, reports Robb Report.

These are some of the findings from Time Under Pressure, the eleventh edition of the Deloitte Swiss Watch Industry Study. The research, based on an online survey of 111 industry executives and more than 6,500 consumers across 13 countries, was conducted in June–July, before President Trump imposed a 39% tariff on Swiss imports. The study assesses the state of the watch industry in turbulent times.

“In general, among brand executives, the focus is still on cutting costs, improving efficiency, and reducing scale because no one knows what the future holds,” says Karin Szegedi, head of Deloitte Switzerland’s Consumer and Luxury division.
“It’s similar to the COVID period: saving was the top priority at first. But now crises come one after another, sharper and faster. Yet somehow, the watch industry always manages.”

Rising Watch Prices

One way executives are coping with the triple challenge — tariffs, a stronger Swiss franc, and rising gold prices (which surpassed $4,000 per ounce on October 7) — is by increasing watch prices.

“Most brands have raised prices since early September,” notes Szegedi.
“Price increases are happening not only in the U.S. but globally, because the Swiss franc creates challenges for all markets. Large price gaps between the U.S. and other markets must be avoided due to gray markets, tourism, etc.”

Stores and Consumer Preferences

The study also found that physical stores remain more important than ever. Over 60% of respondents said they purchase watches in-store, with 51% valuing the ability to try them on and 44% highlighting consultations and personal interactions with sales staff.

Overall, multibrand stores are more popular (38%) than monobrand boutiques (23%), though there are generational differences. Boomers and Gen X appreciate the variety offered by multibrand stores (46%), while younger buyers less so (27%).

“When buying your first or important watch, you usually go to a monobrand store to see the full collection and get expert advice,” explains Szegedi.

“But eventually, you think: ‘This is a big investment. Maybe there’s a better-priced alternative?’ In a monobrand store, you can only compare models from one brand, while sometimes you want to look more broadly. Our research also showed that women feel more comfortable in non-monobrand stores, since monobrand boutiques often focus on men and watches, whereas women may also be interested in bracelets, rings, or watches.”

Despite consumer preferences, brands still favor monobrand boutiques — 41% of senior executives plan to open a new boutique within the next 12 months.

Vintage and Pre-Owned Watches — A Trend Among Young Buyers

Watch companies aiming to attract younger generations should offer vintage and pre-owned watches in their stores. According to the study, 40% of Millennials and Gen Z plan to purchase pre-owned watches within the next 12 months, compared with 20% of Baby Boomers. They are drawn by affordability (53%) and the opportunity to acquire unique or discontinued models (36%). “Generation Z is reshaping the watch market,” Szegedi notes.

“Their main criteria are accessibility, uniqueness, and sustainability. The boom in pre-owned watches is no longer a niche trend; it’s becoming one of the key drivers of industry growth.”

Follow NEWS.am STYLE on Facebook, Twitter and Instagram