Australia Luxury Watch Market: Refinement, Digital Reach & New Generational Tastes

Market Overview

• The Australia luxury watch market was estimated at USD 582.0 million in 2024.
• It is forecast to grow to approximately USD 739.7 million by 2033, with a relatively modest Compound Annual Growth Rate (CAGR) of about 2.70% between 2025-2033.
• The market is segmented by Type (Analog vs Digital watches), End-User (Men, Women, Unisex), Distribution Channel (Offline stores, Online stores), and regionally across Australian territories including New South Wales & ACT; Victoria & Tasmania; Queensland; Northern Territory & South Australia; Western Australia.

Key Trends & Market Drivers

1. Shift Toward Pre-Owned & Vintage Timepieces

One of the biggest changes is growing demand for certified pre-owned luxury watches. These models offer more accessible price points, appeal to vintage lovers, and carry an element of sustainability since they extend the life cycle of high-end watches. Platforms like Chrono24, WatchBox, and boutique vintage dealers are playing key roles.

2. Experiential Retail & Boutique Concepts

Luxury watch brands are rethinking the in-store experience. It’s no longer just about selling time—stores are becoming immersive spaces. AP Houses (Audemars Piguet), Vacheron Constantin’s “Club 1755,” and similarly styled boutiques are offering art viewings, private appointments, curated experiences that emotionally engage clients. The luxury purchase becomes an event.

3. Younger Consumers Redefining Luxury

Millennials and Gen Z are growing as luxury buyers. They care about authenticity, mechanical craftsmanship, heritage, and story more than just brand name. They are also more likely to shop online, compare, and show demand for unique, bold designs, limited editions, or collaboration pieces.

4. Digital Penetration & Omnichannel Selling

Luxury watchmakers and authorised dealers are investing more in online showrooms, virtual-try-ons, high-quality imagery, online concierge services, and seamless pickup and after-sales support. These digital channels help reach consumers outside major cities and tap into Australia’s affluent online audience.

5. Status & Investment Value

Luxury watches are seen not only as fashion statements but also as symbols of achievement—and increasingly, as investments. Collectible brands, limited-edition releases, strong resale value, and high-craft mechanical watches are particularly sought. High net worth individuals in Sydney and Melbourne especially contribute to this dynamic.

Get a PDF, Request for a Free Sample Report: https://www.imarcgroup.com/australia-luxury-watch-market/requestsample

Opportunities in the Australia Luxury Watch Market

Growth in Certified Pre-Owned & Vintage Channels

Dealers and platforms that can guarantee authenticity, offer maintenance, and story around models will win. There’s room for growth in certified pre-owned boutiques, online marketplaces, and even subscription or rental models for premium timepieces.

Customized, Limited, & Localised Releases

Special editions that tap into Australian culture, local heritage, or artist collaborations (e.g. First Nations designers, Australian landscape inspirations) can resonate strongly. These limited pieces often draw collector attention and help brands stand out. Recent collaborations (e.g. Longines, Chopard with First Nations artists) are illustrative.

Enhanced Customer Experiences in Physical Stores

Boutique spaces that incorporate high-end design, personalized service, private viewings, after-sales service, watch-making workshops or demonstrations will deepen brand loyalty. Offline stores remain crucial for luxury watch buyers, even as online grows.

Digital & Content-Driven Marketing

Online storytelling, influencers, curated content, social media showcasing heritage, craftsmanship and limited editions can help engage younger consumers. Virtual try-ons, online appointments, and immersive visual experiences help bridge the online/offline experience gap.

Sustainability & Transparency

As consumers (especially younger ones) become more conscious about environmental and ethical sourcing, luxury watch brands can benefit from transparent supply chains, ethical sourcing of materials (metals, gemstones), sustainability in manufacturing, and support for circular economy (repair, resale). Pre-owned pieces contribute to this trend.

Expanding Reach outside Major Metros

Australia's high net worth population is clustered in cities like Sydney, Melbourne, Perth, but wealth is growing in regional areas too. Brands can expand distribution, trunk shows, pop-ups, and online offerings tailored to regional customers. Duty free / tourist-driven sales also remain a factor.

Recent News & Developments in the Australia Luxury Watch Market

Chanel’s New Market St Boutique in Sydney

In 2025, Chanel opened its largest Australian flagship on Market St, Sydney—including its first boutique for watches & fine jewellery. The move reflects luxury brands’ confidence in Aussie customers for high-end timepieces and jewellery, and their emphasis on experiential spaces.

Collaboration with Local Artists for Australian Editions

Brands like Longines and Chopard have released limited-edition pieces collaborating with First Nations artists (Otis Hope Carey, Shaun Daniel Allen aka Shal), integrating local culture and nature into design. These editions show rising local customers value artistry and cultural expression in luxury watches.

Watches & Wonders 2025: Trend-setting Designs

At the Geneva fair, despite global headwinds, brands revealed emotionally resonant designs—smaller case sizes (around 38mm), vibrant dials, colored details, and strong craftsmanship. These cues translate into trends for luxury watches in all major markets, including Australia.

“Generation Luxury” Shifting Priorities

Younger Australian consumers are reportedly spending more on luxury goods (including watches) versus traditional savings or property, influenced by social media, travel, culture, and personal style. This has helped drive luxury retail record sales and enhanced prominence of flagship stores.

Browse Full Report with TOC & List of Figures: https://www.imarcgroup.com/australia-luxury-watch-market

• For luxury brands and retailers: Even with modest growth rates (≈ 2.7%), the shifts in consumer demographics, retail channels, and product preferences offer meaningful paths for differentiation. Those who adapt to online + offline hybrid, offer experience, and embrace sustainability will gain an edge.
• For collectors and consumers: More variety exists now—pre-owned vintage, limited editions, local collaborations, and more accessible models via certified resale. Buying decisions increasingly factor in brand story, craftsmanship, resale value, not just logo.
• For investors and newcomers: The luxury watch market is somewhat resilient; status, scarcity, and heritage provide buffers against some economic cycles. Investment in brand authenticity, after-sales service, and digital enablement offer potential return on investment.
• For the industry at large: Trend convergence—such as sustainability, culture, youthful aesthetic—are redefining what luxury means in Australia. The idea of luxury is shifting from conspicuous consumption toward personal identity, craft, artistry, and responsible ownership.