According to an influential recent report by Watchfinder & Co and endorsed by luxury watch insurance specialist Stanhope, Gen Z (born between 1997 and 2012) has turned against smart watches. The report reveals a striking shift in Gen Z preferences, from smart watches to classic mechanical models.
When smart watches were first introduced, many feared it would be the beginning of the end for mechanical timepieces because a traditional watch, even a luxury one, would not be able to compete with a supercomputer worn on the wrist. The report, commissioned by pre-owned watch specialists Watchfinder & Co, which made waves in the timepiece community when it was released, shows that Gen Z are now the biggest endorsers of luxury, traditional timepieces and have distinct preferences when it comes to luxury brands with their top three favourites being Rolex (43%), Cartier (25%) and Omega (16%).
The report also found that Gen Z are major players in terms of the money they are prepared to spend in the luxury watch market. Their average spend is now over £8,234, more than double that of millennials at £4,033 and four times more than baby boomers at £1,993.
According to the report, 41% of Gen Z people came into possession of a luxury watch in the last twelve months and they now favour fashion watches, dress watches and vintage inspired watches from the 1990s. They now see watches as jewellery and a good investment and are quite happy to buy pre-owned luxury watches, which they see as a more environmentally friendly option.
Matthew Ashton, Director at Stanhope, believes that the trend toward more traditional luxury watches will continue: “Sales of traditional watches are showing upward trends in recent times and it’s no secret that Gen Z are more interested in stylish, traditional designs. They are also markedly more eco and socially conscious than previous generations. Watchfinder & Co.’s report shows that they bring their values with them when purchasing luxury timepieces. It finds that 54% of Gen Z-ers prioritise sustainability when it comes to fashion, with luxury watches no exception.”

It was inspired by Nathan Clark’s(see above), yes he of the Clark’s well heeled Dynasty, time in Burma during the war when off-duty soldiers wore a similar casual suede boot picked up in the bazaars of back town Cairo. First sold back in 1950, the first, and the true Desert Boot, is still crafted using the ‘Hand of Clarks’ detailing which stands it apart as the real deal; including leather from an English tannery named Charles F. Stead, still used today. The boot also includes authentic techniques such as ‘stitchdown construction’ where the upper is unusually turned outwards rather than ‘lasted-in’ under the insole.










