3 watch predictions for 2026 that reveal what buyers want next

"First-time watch buyers are driving new buying patterns that are shaping what's to come in the watch market in 2026. New buyers are increasingly viewing watches as both a personal style statement and a long-term purchase worth saving for, industry insiders say. The first-time watch buyer is getting younger and smarter about where and when they're purchasing their pieces. The secondhand luxury market is benefiting, with the resale market expected to reach as much as $360 billion by 2030, according to an October report from Boston Consulting Group and the pre-owned fashion marketplace Vestiaire Collective."

"We asked two pre-owned watch dealers and a stylist what they think will be the hottest watch trends in 2026. Here's what they said: Cartier is coming for Rolex Cartier had a moment with Gen Z watch lovers in 2025, and watch dealers expect it to build on that momentum in 2026. Although Rolex is expected to remain king, Cartier is predictedto be in high demand this year. Pop icon Taylor Swift recently gave the watches her stamp of approval. The singer was spotted wearing a Cartier Santos Demoiselle in her engagement announcement photos in August. 'If 2025 was the year people started flirting with watches, 2026 is the year they commit - especially younger buyers,' watch marketplace Swiss Watch Expo CEO Eugene Tutunikov said."

First-time watch buyers are reshaping the luxury watch market and driving new purchasing patterns for 2026. Younger buyers increasingly view watches as both a personal style statement and a long-term purchase worth saving for. The first-time buyer demographic is getting younger and more deliberate about timing and place of purchase. Demand for Cartier is rising among younger shoppers, while Rolex remains dominant. Preference is growing for smaller, versatile watches with clean lines and recognizable designs. The secondhand luxury market is expanding, with resale projected to reach as much as $360 billion by 2030. Watches are increasingly seen as meaningful, lasting gifts and investments.

Read at Business Insider