Consideration for luxury watches rises sharply among young men in Britain

The luxury watch market in Britain is finding increased appeal, particularly among young adult men. Research data from YouGov BrandIndex and YouGov Profiles reveals an increase in the Consideration score – a key metric that measures the percentage of consumers who would prefer a specific brand if they were in the market to purchase a watch. Our data highlights the growing appeal of luxury timepieces among men aged 18-34 compared to the broader male population.

Between the first half of 2023 and the end of 2024, the Consideration score for the luxury watch sector rose from 6.0% to 8.2% among young men aged 18-34. In contrast, the score for all men increased more modestly from 5.7% to 6.8% during the same period. While both groups show upward momentum, the growth among young men suggests a stronger shift in Consideration.

This surge is further reflected in the performance of specific brands. Gucci, for example, saw its Consideration score among young men jump from 2.6% in 2023 to 20.5% in 2024, a 17.9-point increase. Rolex also experienced strong growth, with scores rising from 16.1% to 30.2% - a 14.1-point gain. Other brands like Casio (+11.3), Cartier (+9.3), and Patek Philippe (+6.1) have also enjoyed significant increases in Consideration scores among young male consumers, outpacing growth seen among the broader male population.

Looking ahead, young men show greater optimism on luxury goods as per research data from YouGov Profiles. Two in five men aged 18-34 think that luxury goods are a good investment (40%), compared to 27% of all men. Additionally, 39% of young men are willing to pay more for luxury brands, while 61% agree that luxury goods represent premium quality.

Methodology: YouGov BrandIndex collects data on thousands of brands every day. Consideration score is based on the question: When you are in the market to purchase a watch, from which of the following would you consider? and delivered as a percentage. Scores are based on an average daily sample size of 300 UK adults between January 1, 2023 to December 31, 2024. Figures are based on a 26-week moving average.

YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data for Great Britain is nationally representative and weighted by age, gender, education, region, and race.

Cover photo by Yury Kim