A recent study by Chrono24, the global online marketplace for luxury watches, reveals how watch preferences shift as buyers age. While everyday consumers often begin with brands like Citizen, Sekonda, or Seiko, the entry point for luxury watch enthusiasts is typically a Rolex Yacht-Master. By the time collectors reach 60, however, their dream watch often becomes a Patek Philippe.
Rolex Dominates Early, But Preferences Diversify Over Time
Chrono24 analyzed transaction data to identify the most frequently purchased watch models across different age groups. The findings show that Rolex dominates the top 10 most-bought watches in every demographic, though its popularity gradually declines as buyers grow older.
For those under 30, the Rolex DateJust is the top choice. In their 30s, buyers often transition to the Submariner, followed by the Daytona in their 40s and the Sea-Dweller in their 50s. By age 60, many collectors move beyond Rolex entirely, favoring Patek Philippe’s Calatrava instead.
Interestingly, buyers in their 40s exhibit the most diverse tastes, with their top 10 models spanning nine different brands, including Breitling’s Superocean, Vacheron Constantin’s Overseas, and IWC’s Pilot.
Older Buyers Prioritize Prestige and Craftsmanship
For collectors over 60, high-end complications and heritage take precedence. Three Patek Philippe models—including the Complications and Grand Complications lines—appear in their top 10, reflecting a shift toward exclusivity and lifetime achievement symbolism.
Balazs Ferenczi, Head of Brand Engagement at Chrono24, explains: “Our analysis highlights how closely watch preferences align with life stages. Younger buyers often start with accessible luxury models like the Rolex DateJust or Omega Seamaster. Over time, their tastes become more refined, leading to greater brand diversity in midlife. For older collectors, legacy brands like Patek Philippe hold deeper significance, representing both craftsmanship and personal milestones.”
The study also notes that older Rolex buyers tend to purchase from authorized dealers, possibly due to trust in official channels for high-value acquisitions.
This research underscores the dynamic relationship between age, taste, and luxury watch ownership—a journey that often begins with Rolex but culminates with Patek Philippe.
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