Luxury watch market trends

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Research reveals growth of UK luxury watch market over the next two years.

  • One in eight (13%) UK consumers are looking to buy a luxury brand watch over the next couple of years
  • Customers plan to spend an average of £6,600 on their high-end watch


New research* from The Watch Register, a global crime prevention database, reveals strong expected growth of the UK luxury watch market over the next two years.  One in eight (13%) UK consumers say they are considering buying at least one luxury watch between now and 2025.  Around one in five people living in London (22%) say they are looking to purchase a high-status watch over the next 24 months.

The survey from The Watch Register, which has more than 80,000 stolen or lost watches registered and traced 620 last year, estimates that the average amount to be spent by UK consumers on their new prestigious timepiece will be £6,600.  Women are expected to spend slightly more on their high-end watch, with an average spend of £7,000, compared to an average spend of £6,500 by men.

Despite evolving customer preferences and technological advancements, the appeal for a high-status wrist watch remains strong amongst under-35 year olds, with almost a quarter (24%) of this age group saying they were looking to buy a new luxury watch in the next two years, compared with just 3% of the over 55s.  The younger generation are also set to be the biggest spenders in the luxury watch market with around four in 10 (39%) of under-35 year olds saying they will spend £5,000 or more on their new purchase, compared with just 7% of over 55s.

The majority of UK consumers intend to pay for their new luxury watch using their credit card (41%),  followed by debit card (28%), cash (16%).  Others will seek to finance their purchase by making use of a finance plan from the seller (7%), a bonus from work (4%) or a personal loan (2%).

The findings underline the increasing demand for high-end timepieces and signify good news for the UK luxury watch market with more than one in five people (22%) in the UK saying that they already currently own or have owned a luxury watch. 

Katya Hills, Managing Director at The Watch Register said: “Despite volatile markets and rising costs of living, the luxury watch market continues to thrive and experience steady growth.  Our findings show that high-status watches are still holding their appeal for the next generation, particularly amongst affluent consumers with disposable incomes and an appreciation for the craftsmanship and heritage that are the trademark of the major luxury watch brands. 

“The desire remains for consumers to own prestigious high-brand accessories that reflect one’s status and style, however the significant financial investment involved in purchasing such a watch makes them a potential target for thieves.  We would therefore advise any would-be owners of luxury watches to make sure they take some necessary precautions to avoid becoming victims of crime, such as being discreet while wearing prestigious timepieces in public settings.  It is also important that they keep photographs of their watches and make a note of their watch’s unique serial number, which can help aid its recovery in the event of it being lost or stolen.”

Victims of luxury watch theft can register their stolen or lost watch on THE WATCH REGISTER database, which is used by dealers, jewellers, pawnbrokers and auction houses to identify stolen watches. The company actively searches for watches on the global pre-owned watch market until they are recovered. The Watch Register finds three to four lost and stolen watches per day for victims of theft and insurers. Around 35% of watches found by the company are located within six months and 50% within a year.

Owners need their unique serial number and proof of loss such as a crime reference number in order to register their watch on The Watch Register.  It charges a non-refundable fee of £15 +VAT per watch to review the registration and if it is recovered a 5% location fee. 



* The Watch Register commissioned independent research agency Viewsbank to interview 1126 UK consumers, of which 247 currently own or have previously owned a luxury watch between 14th July and 17th July 2023.

About The Watch Register

THE WATCH REGISTER database is the global leader for due diligence and crime prevention in the luxury watch market. We hold the world’s largest, most established, international database of lost, stolen and fake watches, containing data compiled over 30 years. We provide expert-audited theft checks for watch traders and buyers, as well as specialist watch recovery services to victims and insurers.

THE WATCH REGISTER database is independent of any brands or retailers. Our sole purpose is to protect the pre-owned watch market, assist victims of theft and support the police. For more information go to THE WATCH REGISTER – Homepage

THE WATCH REGISTER operation is headquartered in London and is part of the Art Loss Register (ALR), the world’s largest private database of lost and stolen art, antiques and collectibles ( Our database was established with the purpose of protecting the market from stolen property and enabling insurers and victims to recover their losses. The ALR, founded in 1990, has been responsible for the recovery of lost and stolen property worth hundreds of millions of pounds.  

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