Young Aussies adopt analogue watches as fashion and escape
Nearly half of Australian Gen Z shoppers now view analogue watches as a fashion statement, marking a reversal of the digital-first trend that defined their upbringing. New findings from eBay Australia reveal that younger Australians under 35 are purchasing more traditional timepieces than in previous years, despite growing up alongside smartphones and smartwatches. The shift reflects a broader cultural move away from constant connectivity, with watches now seen as tools for personal expression rather than mere timekeeping devices.
Search activity on eBay Australia supports this change. Over the past 12 months, “vintage watch” was the platform’s most-searched watch term, followed by “Omega Watch” and “Cartier Watch.” Beyond style, heritage is also contributing to the appeal of analogue timepieces. The research found that 36% of Australians considering an analogue watch cited nostalgia as part of the appeal, while one in five (20%) valued being able to check the time without reaching for their phone or receiving smartwatch notifications.
Alaister Low, the country manager for eBay Live Australia, highlights the contrast: younger consumers, despite being immersed in digital technology, are actively seeking out analogue alternatives. He describes watches as more than accessories—they represent a way to step away from digital interruptions and engage with a tangible, personal narrative.
However, concerns about authenticity remain a significant barrier. Over half of surveyed buyers express hesitation when purchasing pre-owned luxury watches online, primarily due to fears of counterfeit items. Forty percent admit they lack the expertise to verify a watch’s legitimacy on their own. The issue goes deeper than obvious fakes: two-thirds of respondents were unaware that even watches labeled as “authentic” can contain modified or non-original components, often referred to as “Franken-watches.” These concerns are not trivial, one-third of buyers would avoid purchasing a high-value watch online because of the risk of receiving a fake or altered item.
Consumer demand for verification is clear. Twenty-seven percent of shoppers would pay extra for a watch with a guaranteed authenticity certification, a figure that rises to 42% among Australians aged 25–34. To address these needs, eBay Australia is expanding its Authenticity Guarantee program to include watches. Eligible timepieces are sent to an independent authentication facility, where experts examine the dial, case, bezel, crown, movement, bracelet or strap, clasp, and serial and reference information.
The watch is also checked against its original listing. The service is free for watches priced at $2,500 or more, while those between $1,000 and $2,499.99 can opt in for a $100 fee. This initiative aims to reduce buyer anxiety while reinforcing trust in the pre-owned luxury market.
