Swiss luxury watchmakers struggle as Gen Z moves beyond status symbols
- Gen Z and young millennials are less focused on status and famous brands when choosing luxury watches.
- Younger buyers increasingly value excitement, individuality and discovery over traditional luxury labels.
- Pre-owned and vintage watches are gaining appeal as buyers seek lower prices and avoid long waiting lists.
- Swiss watchmakers now face growing competition from Japanese and Chinese brands, especially in mid-priced watches.
Source: businesstoday.in
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