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.
Younger shoppers are gravitating toward clean lines and recognizable designs, suggesting this year’s watch boom may be defined less by flash and more by restraint.
“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.
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 predicted to 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.
“Cartier has officially crossed from ‘fashion favorite’ to ‘smart buy.'” Tutunikov said. “It’s what style-driven clients want, but also what savvy buyers trust to hold value. In 2026, Cartier isn’t slowing down — it’s setting the pace.”
Three models have driven the recent interest from Gen Z in particular: the entry-level Tank, the sportier Santos, and the dressy Panthère, Chrono24 previously shared with Business Insider.
Dial size matters
Smaller watches, suitable for everyday wear, are becoming more popular. Larger pieces, typically considered those more than 40 millimeters, are out, Altieri said.
“Case sizes around 36 to 40 millimeters, clean dials, and versatile designs that work every day are resonating more than bold statement pieces,” he said.
Reginald Ferguson, stylist and founder of New York Fashion Geek, said 36 to 40 millimeters will likely be the sweet spot for watch buyers in 2026.
Watches are the gifts of the year
Watches are more than styling pieces these days. Tutunikov told Business Insider that they’re sentimental keepsakes that can make memories more tangible. He’s seeing more parents gift watches to their kids, for example.
“We’re seeing more families skip the big graduation trip and choose a watch instead,” Tutunikov said. “It’s emotional, permanent, and tied to a moment in time — you wear that memory every day.”
Watches are also considered investments, making them a gift that keeps on giving.
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