The Most Popular Luxury Watches for Millennials in 2025

Millennials (born roughly between 1981–1996) are reshaping the luxury watch market in a way that’s both dynamic and value-driven.

Unlike past generations, who often pursued heritage-heavy pieces strictly as status symbols, millennials lean toward watches that blend timeless craftsmanship with personal expression, sustainability, and versatility.

Reflection on Generational Differences and Inflation

One of the most important factors shaping millennial watch buying habits is inflation and purchasing power. Compared to Baby Boomers or Gen X, millennials face higher living costs, stagnant wage growth, and increasing housing expenses. This means that, in percentage terms, luxury watch ownership is lower among millennials than it was for earlier generations at the same age. While Boomers might have allocated a larger share of disposable income toward symbols of success (such as a Rolex or Omega in the 1980s and 1990s), many millennials must balance luxury aspirations with financial realities.

That said, millennials are often more strategic buyers. Rather than buying multiple mid-tier watches, they may save longer for one or two iconic models with strong resale value. This reflects both financial caution and a preference for meaningful purchases over quantity.

Interestingly, the influence of previous generations remains strong — Rolex, Omega, and Cartier are still seen as foundational brands because they were the watches admired on parents’ or grandparents’ wrists. However, millennials are not bound to tradition in the same way. They are more willing to explore Grand Seiko, indie brands, and sustainability-driven options, reflecting both their financial constraints and cultural priorities.

In short, while earlier generations bought watches primarily as status symbols, millennials view them as a mix of identity, investment, and artistry. Their approach is less about imitating the past and more about reinterpreting it in a way that aligns with today’s financial and cultural realities.

Here are the top categories and models winning millennial hearts:

1. Rolex Submariner & Rolex Datejust

Rolex remains the ultimate aspirational brand, and the Submariner and Datejust are especially popular among millennials. These models are versatile, hold value well, and signal prestige without being overly flashy.

Millennials love the Datejust for its wide range of dial and bracelet options, while the Submariner continues to be an everyday go-to that bridges business and casual settings.

2. Omega Speedmaster Professional

Known as the “Moonwatch,” the Speedmaster has become a favorite for its history, reliability, and approachable entry into luxury.

Millennials gravitate toward its mix of iconic design and storytelling — perfect for a generation that values experiences and narratives as much as objects.

3. Audemars Piguet Royal Oak

For those seeking bolder statements, the Royal Oak is a strong contender. Its instantly recognizable octagonal bezel and integrated bracelet make it a grail piece.

Millennials in particular admire the mix of heritage and avant-garde style, as well as the investment potential that comes with limited editions.

4. Cartier Santos & Tank

Cartier is having a resurgence with younger collectors. The Tank and Santos — clean, elegant, and gender-neutral — appeal to millennials’ desire for understated luxury.

Cartier’s ability to straddle fine jewelry and watchmaking resonates with a generation that often values cross-category style.

5. TAG Heuer Carrera & Monaco

TAG Heuer’s motorsport-inspired models remain highly popular for millennials entering the luxury market.
The Carrera is sleek and versatile, while the Monaco’s bold square case makes it stand out.

Many millennials appreciate TAG’s mix of design heritage and contemporary appeal.

+ EXTRA: Sustainable and Independent Brands (e.g., Oris, NOMOS, H. Moser & Cie.)

Millennials often champion underdog and indie brands.
Oris leads with sustainability-driven campaigns, NOMOS offers minimalist Bauhaus design at great value, and H. Moser & Cie. attracts attention with playful, provocative dials.

Supporting these brands aligns with millennials’ ethos of individuality and conscious consumption.

So... our takeaways:

Millennials aren’t just following tradition; they’re redefining it.

They choose watches that hold value, following their grandparents steps, but also express personal style, ethical awareness and functionality.

Inflation and reduced purchasing power may limit how many luxury watches they own, but it also sharpens their focus: quality over quantity, meaning over status.

Whether it’s the timeless reliability of a Rolex, the story-rich Omega Speedmaster, or the artistry of Grand Seiko, luxury watches for millennials are as much about identity as they are about horology.