20 WATCH BOUTIQUES. ONE CUSTOMER ACTUALLY BUYING A WATCH. What is happening to the luxury watch market?
We have all seen it. Luxury watch boutiques that once felt exciting now seem strangely quiet. No buzz. No queues. No excitement. Salespeople standing behind immaculate display cabinets, looking bored and disengaged.
Where have all the customers gone?
Are luxury watches losing their appeal? Has the excitement of watch collecting disappeared? Are collectors simply buying less, selling their watches, or holding on to what they already own? And is the traditional luxury watch retail model in serious trouble?
We decided to investigate.
FIRST: 20 WATCH BOUTIQUES. JUST ONE BUYER.
We visited 20 watch boutiques. We looked at the atmosphere, the customer activity and what was actually happening on the shop floor.
Across those visits, we saw just one customer actually buying a watch.
That is a striking observation. But observations alone do not tell us the whole story. We wanted something more substantial than impressions, speculation or another online argument about the future of Swiss watchmaking.
We wanted data.
THEN: A SURVEY OF 13,240 WATCH ENTHUSIASTS
We sent a simple email survey to our newsletter subscribers: a community of watch enthusiasts and collectors.
We asked one straightforward question:
**Are you buying watches, selling watches, holding on to your collection, or expanding it?**
The response data tells a story that deserves serious attention. In this video, we examine the results and the implications for the future of watch collecting and luxury watch retail.
Why does the market feel so different? What are collectors actually doing with their money? And what might these findings mean for watch brands, retailers and anyone considering their next purchase?
THE BIGGER QUESTION
Something appears to have changed in the relationship between watch enthusiasts and the luxury watch industry. We believe the evidence offers important clues about what is going wrong — and why the traditional industry response may not be enough.
This is not simply another watch review or a discussion about which brand makes the best movement. It is an investigation into the state of watch collecting, consumer confidence and the future of luxury horology.
If you own a luxury watch, collect mechanical watches, buy and sell pre-owned watches, or are considering your next purchase, this is a conversation you should not miss.
Watch until the end. The survey results may challenge what you think you know about today’s watch market.
YOUR TURN
What are YOU doing in 2027?
Are you buying, selling, holding, or expanding your collection? And what would make you excited about buying a watch again?
Tell us in the comments. We want to hear from real watch owners and collectors, not just the industry.
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