Overview

• Jewelers and the BVJ report a marked increase in interest from young, particularly male customers seeking high-quality mechanical timepieces.
• Demand extends beyond the most famous Swiss name to brands from Switzerland, the Black Forest and Glashütte, with brand identity influencing choices.
• A comparable upswing is evident for vintage and certified pre-owned watches, reflected in stronger activity on specialist platforms and collector forums with men in their mid‑20s and younger.
• Mechanical watches are frequent milestone gifts for graduations, commonly priced from about €1,000 to over €5,000 and often personalized by engraving.
• Chrono24 observes stable overall sales values but a shift toward higher-end models, with under‑30 buyers showing growing engagement in Cartier, Tudor and Jaeger‑LeCoultre.