Mark Zuckerberg, the tech mogul known for his evolving personal style, recently turned heads wiht a new addition too his wardrobe: a $900,000 Greubel Forsey timepiece.This handcrafted Swiss watch,made of white gold and limited to just three pieces annually,is the latest in Zuckerberg’s impressive collection,which includes a $1.2 million Patek Philippe and the world’s thinnest watch. While such luxury may seem out of reach for most,Zuckerberg’s choice reflects a broader cultural shift—the resurgence of mechanical and vintage watches.
once considered relics of the past, conventional wristwatches are making a comeback, particularly among Generation Z.Born between 1997 and 2012, many in this demographic have grown up relying on smartphones for timekeeping. Yet, there’s a growing recognition for the timeless elegance and craftsmanship of analogue watches. A spokesperson for Depop, a popular secondhand fashion platform, notes, “In the midst of so much uncertainty, we’re seeing a movement towards simpler, more traditional aesthetics that create a sense of nostalgia and familiarity.” Searches for watches on Depop have surged by 34% in the past month, underscoring this trend.
This revival comes as a surprise to some, especially given the rise of smartwatches. When Apple launched its frist smartwatch in 2015, many predicted the demise of traditional timepieces. Though, nearly a decade later, smartwatch sales are declining as consumers gravitate toward classic designs. TikTok has become a hub for watch enthusiasts, with users showcasing everything from high-end Rolexes to affordable Casio models. The retro appeal of brands like Swatch, which disrupted the Swiss watch market in the 1980s with its colorful, plastic designs, has also been reignited. collaborations with luxury brands like Omega have further fueled demand, with limited-edition releases selling out in minutes and fetching astronomical prices on resale platforms.
The allure of wristwatches extends beyond everyday wear. On the red carpet, luxury timepieces have become a staple accessory. At the recent Golden Globes, Nicole Kidman paired her balenciaga gown with a vintage 1920s Omega watch adorned with diamonds, while Michelle Yeoh opted for a sleek Richard Mille design.Even Paul Mescal, known for his minimalist fashion choices, has been spotted wearing a tiny Cartier Tank watch measuring just 24mm x 16.55mm. these high-profile endorsements highlight the enduring appeal of watches as both functional tools and statement pieces.
Eric macaire, executive director of global buying at the Watches of Switzerland Group, observes that younger buyers are increasingly drawn to Swiss-made watches with recognizable brand names and sustainable attributes. “Younger peopel tend to be at the start of their journey into collecting watches, often making their first or second purchase,” he says. This growing interest in horology among Gen Z suggests that the wristwatch renaissance is more than a fleeting trend—it’s a cultural shift that blends tradition with modern sensibilities.
Whether it’s a $60 Casio or a six-figure Rolex, the wristwatch has reclaimed its place as a symbol of style, craftsmanship, and individuality. In a world dominated by digital devices, the tactile experience of winding a watch or admiring its intricate mechanics offers a welcome respite. As Zuckerberg and others demonstrate, the wristwatch is not just a tool for telling time—it’s a timeless expression of personal identity.
The Rise of Humble Timepieces: Why Luxury Watches are Losing Their Shine
In a surprising shift, even the elite in the financial world are turning away from high-end luxury watches in favor of more understated timepieces. this trend, which has gained momentum over the past few years, reflects a broader cultural change in how wealth and status are displayed.
Casio, the Japanese watchmaker founded in 1946, has seen a remarkable increase in popularity. Known for its affordable watches starting at just £6, the brand has attracted a diverse fanbase, including tech mogul Bill Gates and rapper Tyler, the Creator. Warren Halliwell, Casio’s content and campaign manager, notes that the company has experienced a notable surge in interest over the last three years.
“They reject the idea of wearing expensive things,” says Halliwell. “They want something authentic rather than something that says I have more money than you.”
This shift is particularly evident among Generation Z, who are increasingly drawn to brands that offer authenticity over ostentation. For many young consumers, a watch is no longer just a status symbol but a reflection of personal values. They prefer timepieces that are functional, stylish, and accessible, rather than those that scream wealth.
Halliwell explains that this trend is part of a larger movement toward minimalism and practicality. “It’s not about flaunting wealth anymore,” he says. “It’s about finding value in simplicity and authenticity.” This philosophy resonates with a generation that values experiences over material possessions and seeks to make conscious, meaningful choices in their purchases.
As luxury brands grapple with this changing landscape, companies like Casio are thriving by staying true to their roots. With a focus on quality and affordability, they’ve managed to capture the hearts of both everyday consumers and high-profile figures alike. Whether it’s a classic digital watch or a sleek modern design, Casio’s offerings prove that you don’t need to spend a fortune to make a statement.
This trend isn’t just a passing fad—it’s a reflection of evolving attitudes toward wealth,status,and self-expression. As more people embrace the idea that less can indeed be more,the appeal of humble timepieces is likely to continue growing.
What are the main factors driving the resurgence of interest in mechanical and vintage watches, according to Eric Macaire?
Interview with Eric Macaire, Executive Director of Global Buying at the Watches of Switzerland Group
By Archyde News
Archyde: Thank you for joining us today, Mr. Macaire. The resurgence of mechanical and vintage watches, particularly among younger generations, has been a interesting trend to observe. What do you think is driving this renewed interest in conventional timepieces?
Eric Macaire: Thank you for having me.It’s an exciting time in the world of horology. I believe this resurgence is driven by a combination of factors. First, there’s a growing thankfulness for craftsmanship and heritage. In a world dominated by mass-produced, disposable technology, younger consumers are drawn to the artistry and history behind mechanical watches. These timepieces are not just tools; they’re heirlooms, each with a story to tell.
Second, there’s a cultural shift toward nostalgia and authenticity. Platforms like TikTok and Depop have amplified this trend, showcasing everything from vintage Omega watches to retro Casio models. For Gen Z,wearing a traditional watch is a way to connect with the past while expressing individuality in the present.
Archyde: Mark Zuckerberg’s recent acquisition of a $900,000 Greubel Forsey watch has sparked conversations about luxury timepieces. Do you think such high-end purchases influence broader consumer behavior?
Eric Macaire: Absolutely. High-profile endorsements, whether from tech moguls like Zuckerberg or celebrities on the red carpet, play a notable role in shaping trends. When someone like Zuckerberg invests in a Greubel Forsey or a Patek Philippe, it underscores the value of craftsmanship and exclusivity. While most consumers may not be able to afford such pieces, these purchases inspire them to explore more accessible options within the same realm of quality and design.
Archyde: Smartwatches were once seen as the future of timekeeping. Why do you think their popularity is waning in favor of traditional watches?
Eric Macaire: Smartwatches revolutionized the industry by merging technology with functionality, but they lack the emotional connection that traditional watches offer. A mechanical watch is more than a gadget; it’s a piece of art,a symbol of personal style,and frequently enough a family legacy.
Additionally,smartwatches are tied to the fast-paced world of technology,where devices become obsolete within a few years. In contrast, a well-crafted mechanical watch can last generations. This timelessness resonates with consumers, especially younger ones who are increasingly mindful of sustainability and longevity.
Archyde: You mentioned sustainability. How are watch brands adapting to meet the demands of environmentally conscious consumers?
Eric Macaire: Sustainability is a growing priority for both brands and consumers. Many Swiss watchmakers are now using ethically sourced materials, reducing their carbon footprint, and even exploring recycled components. For example, brands like Omega and Rolex have introduced initiatives to ensure their supply chains are environmentally responsible.
Younger buyers, in particular, are drawn to brands that align with their values. They want to know that their purchase supports ethical practices and contributes to a more sustainable future.
Archyde: what advice would you give to someone looking to start their watch collection?
Eric Macaire: Start with something that speaks to you personally. It doesn’t have to be a six-figure timepiece—even a $60 Casio can be a meaningful addition to your collection. Focus on quality, craftsmanship, and design. Research brands, learn about their history, and consider how the watch fits into your lifestyle.
For younger collectors, I’d recommend starting with entry-level Swiss brands or vintage pieces. These watches often hold their value and can serve as a foundation for a lifelong passion. Remember, collecting watches is a journey, not a race. Enjoy the process and let your collection evolve over time.
archyde: Thank you, Mr. macaire, for sharing your insights. It’s clear that the wristwatch renaissance is more than a trend—it’s a celebration of tradition, craftsmanship, and individuality.
Eric Macaire: Thank you. It’s an exciting time for horology,and I’m thrilled to see how this cultural shift continues to unfold.
End of Interview
This interview highlights the cultural and emotional importance of wristwatches in today’s digital age,offering readers a deeper understanding of why these timeless pieces are making a comeback.
