Evan Fry, a 22-year-old watch enthusiast from Utah, has amassed a collection of more than 35 luxury watches, with prices ranging from $1,000 to $3,500, despite growing up in an era when digital devices displayed the time everywhere.

His favourite is a Tag Heuer Carrera in magenta, inspired by a celebrity sighting, and he hopes to one day own a H Moser, valued at around $50,000.

Fry is part of a growing Gen Z cohort of watch buyers, with those under 30 accounting for a third of transactions at secondhand luxury watch retailer Bezel.

Experts say younger buyers are spending more per watch and have been largely underestimated by traditional brands.

Longines has also noted increased interest from younger customers, particularly those restoring inherited watches.

Fry shares his passion online, creating YouTube content about his collection and new releases, including vintage pieces from the 1960s and 1970s.

Data from luxury resale platform Chrono24 shows Gen Z is increasingly buying classic dress watches, with purchases up 44% since 2018.

Vintage shop owner Dahyn Lee says her followers are predominantly Gen Z, who are drawn to tactile, nostalgic objects and dainty watches regardless of gender.

Celebrity influence plays a role in shaping preferences.

After recent red carpet events, younger buyers have sought out slimmer, more feminine watches, often inspired by stars like Timothée Chalamet.

Retailers report that design and aesthetics often matter more than brand or function, with many young buyers prioritising the look of a timepiece over its utility.