Research from Watchfinder & Co., a pre-owned watch specialist, reveals that over a third (35%) of Gen Z - those aged 12 to 27 - are likely to buy a luxury replica watch within the next year. This cohort, which makes up roughly 15% of the UK population (about 10 million people), has a global spending power of £353 billion, a number expected to rise as they mature. Gen Z is already spending more than older generations. More than 10% of this group owns a watch valued between £1,000 and £7,500 - 2% higher than the market average. Additionally, Gen Z embraces the circular economy, with many opting for pre-owned items, including watches, as a more sustainable shopping choice. This generation is also tech-savvy, spending significant time researching, shopping, and learning online. Social Media's Influence on Gen Z's Watch Preferences Interestingly, while 71% of Gen Z says they turn to social media for inspiration, only 14% rely on influencer content when researching watches. Celebrities and influencers have minimal impact on their purchasing decisions - only 13% admit to being swayed by these figures. Instead, Gen Z places more trust in personal connections. Over a fifth (21%) seek recommendations from friends and family, and nearly a quarter (22%) visit physical watch retailers to explore their options. This blend of digital and in-person shopping defines how Gen Z navigates the luxury market. The Pre-Owned Watch Market Boom Despite the high demand for luxury clone watches, 60% of Gen Zers agree that the rising costs of new watches make them out of reach. This has led many to explore the pre-owned market, where over 80% of those who have purchased a luxury Rolex replica watch chose a second-hand model. Affordability (58%) is the primary reason for this preference, but it's not the only factor driving this trend. Over a fifth (22%) value the chance to access rare, unique, and discontinued models, while 16% appreciate how the pre-owned market allows them to find pieces that reflect their personal style. Gen Z also views luxury watches as an investment. Nearly half (45%) of those under 20 consider watches to be a good financial investment, and 51% would consider selling a watch for profit. Building a personal watch collection is another key motivator for 15% of respondents. Sustainability plays a role as well: 54% of those under 20 prioritize sustainability in their fashion choices, and 30% buy pre-owned as a more eco-friendly option. Trust and Authenticity in the Pre-Owned Market As digital natives, Gen Z is cautious when purchasing high-value items online, with concerns over authenticity (47%) and potential scams (41%) topping their list of worries. To mitigate these risks, Gen Z tends to buy pre-owned watches from established retailers or certified specialists who guarantee authenticity. Rolex Dominates, But Other Brands Are Catching Up While replica Rolex remains the most desired brand, with 58% of Gen Z aspiring to own one, other luxury brands like Omega (44%), TAG Heuer (39%), and Cartier (29%) are also seeing growing interest. Watchfinder's parent company, Richemont, owns several luxury brands, but none of its offerings feature prominently on Gen Z's wish lists. Notably, Cartier has gained traction, partly due to its visibility on celebrities like Timothée Chalamet, Jeff Goldblum, Jacob Elordi, and Donald Glover. Ben Staniforth from Watchfinder comments, "Gen Z's entry into the luxury watch market has been nothing short of explosive. With 35% of this group looking to purchase a luxury watch within the next year, their influence will only grow. They are pragmatic buyers, seeking authenticity and long-term value, while also staying true to their personal style. The pre-owned sector is particularly appealing to them, offering value, a wide range of choices, and guaranteed authenticity. It's clear that the pre-owned market is becoming their preferred space for luxury watch shopping."