Overview

• Germany’s jewellers association reports rising demand from young, especially male, customers for mechanical timepieces.
• Chrono24 says under‑30 market shares have surged, with Cartier more than doubling and Tudor and Jaeger‑LeCoultre up over 75% in the past three years.
• Many buyers seek visible status and view select models as stores of value, with resale prices often matching or exceeding retail.
• The appeal of meticulous, battery‑free mechanics offers a tangible counterpoint to a fast, digital world.
• Celebrity exposure and expert influencers amplify interest and buyer education, while scarcity underpins exclusivity, illustrated by 2024’s roughly 1 million new Rolex versus about 6,000 Richard Mille.