Younger consumers are finding new appeal in analogue watches, with fashion, personal identity and nostalgia emerging as key drivers of interest, according to new research from eBay Australia.
Almost half (47 per cent) of Gen Z Australians interested in analogue watches view them as a fashion statement that reflects their personal style and identity, highlighting the renewed relevance of traditional timepieces among a generation raised on smartphones, smartwatches, and connected technology.
This increasing interest was also reflected in eBay Australia’s search data. Over the past 12 months, ‘Vintage Watch’ was the platform’s most-searched watch term, followed by ‘Omega Watch’ and ‘Cartier Watch’.
Beyond style, heritage is also contributing to the appeal of analogue timepieces. The research found that 36 per cent of Australians considering an analogue watch cited nostalgia as part of the appeal, while one in five (20 per cent) valued being able to check the time without reaching for their phone or receiving smartwatch notifications.
“What’s interesting is that the generation most surrounded by smart technology is also finding new reasons to embrace analogue,” eBay Live Australia country manager Alaister Low said.
“A watch can be about style and identity, but it can also carry a story, a memory or a connection to another person or moment in time. That mix of personal meaning, nostalgia and the chance to step away from constant notifications is part of what makes analogue feel relevant again.”
Despite growing interest in analogue watches, concerns about authenticity remain a major consideration for Australians buying high-value pre-owned luxury goods online.
More than half (53 per cent) of consumers surveyed said concerns about counterfeit items would make them hesitant to purchase a high-value pre-owned luxury item online, while 40 per cent said they were not confident identifying a counterfeit luxury item without expert assistance.
The research also highlights a less widely understood issue in the pre-owned watch market; namely, the presence of replacement, modified or non-original components in watches believed to be genuine. Two-thirds (67 per cent) of consumers surveyed were unaware that an authentic watch could contain such components, sometimes referred to in watch circles as ‘Franken-watches’.
Almost one in three respondents (30 per cent) said concerns about modified or non-genuine internal parts would make them hesitant to buy a high-value pre-owned luxury item online.
More than a quarter (27 per cent) said they would gladly pay more for a verified authentic pre-owned item. That figure rises to 42 per cent among Australians aged 25–34, 55 per cent higher than the national figure.
Against this backdrop, eBay Australia is expanding its Authenticity Guarantee program to cover eligible watches sold through eBay and eBay Live, the platform’s live commerce offering.
The program already covers categories including luxury shoes and handbags. Under the watch service, eBay sends eligible timepieces to its authentication facility for physical inspection before delivering them to the buyer.
The inspection can include an assessment of the dial, case, bezel, crown, movement, bracelet or strap, clasp, and serial and reference information. The watch is also checked against its original listing.
Following successful authentication, the timepiece receives a digital authenticity card before being securely packaged and shipped to the buyer. For eligible watches priced at $2,500 and above, Authenticity Guarantee is included at no additional cost. Buyers purchasing select eligible watches priced between $1,000 and $2,499.99 can opt to add authentication for $100 at checkout.
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