United States Luxury Watch Market to Grow with a CAGR of 6.30% through 2030

The United States luxury watch market is driven by high consumer demand, brand heritage, digitalization, and pre-owned sales growth as well as leading brands focus on exclusivity, innovation, and sustainability to attract affluent buyers

According to TechSci Research report, “United States Luxury Watch Market – By Region, Competition, Forecast & Opportunities, 2030F”, the United States Luxury Watch market stood at USD 3.88 billion in 2024 and is anticipated to grow USD 5.58 billion by 2030 with a CAGR 6.30% during forecast period. The United States luxury watch market remains one of the most significant and dynamic segments of the global timepiece industry. Driven by high-net-worth individuals, collectors, and fashion-conscious consumers, the market continues to evolve with changing consumer preferences, technological advancements, and economic factors. Luxury watches in the U.S. are not only seen as functional accessories but also as status symbols, investment assets, and works of craftsmanship. Brands like Rolex, Patek Philippe, Audemars Piguet, Omega, and Cartier dominate the market, offering high-end mechanical and automatic watches that appeal to affluent buyers. Despite growing competition from smartwatches and digital wearables, the traditional luxury watch segment maintains strong demand due to its exclusivity, heritage, and perceived long-term value.

One of the primary drivers of the U.S. luxury watch market is rising disposable incomes and increasing wealth concentration among affluent individuals. The United States is home to a significant number of ultra-high-net-worth individuals (UHNWIs) and high-net-worth individuals (HNWIs), who seek prestigious brands as symbols of success.

The growing trend of watches as investment pieces has fueled demand for limited-edition and vintage models, which often appreciate in value. The expanding digital and offline retail presence of luxury watch brands has also contributed to market growth, providing customers with more avenues to explore and purchase high-end timepieces. The shift towards online sales, particularly through brand-owned e-commerce platforms and certified pre-owned (CPO) marketplaces, has made luxury watches more accessible to a broader audience.

Despite its strengths, the challenges facing the U.S. luxury watch market include competition from smartwatches, fluctuating consumer demand, counterfeit products, and supply chain disruptions. The rise of smartwatches from brands like Apple and Samsung has shifted consumer preferences, particularly among younger buyers who prioritize connectivity and fitness-tracking features over traditional luxury timepieces.

Additionally, economic uncertainty and shifting spending habits can impact discretionary purchases, including high-end watches. Counterfeiting remains a persistent issue, with counterfeit luxury watches flooding the market and affecting brand reputation. Supply chain disruptions, particularly those related to raw materials and manufacturing, can also affect the availability of exclusive models, leading to extended waitlists and potential loss of sales.

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The United States luxury watch market is segmented into product, distribution channel, and company.

Based on the distribution channel, the online segment is the fastest growing in the United States luxury watch market, driven by increasing digital adoption and evolving consumer preferences. Luxury brands are expanding their e-commerce presence, offering exclusive online collections and direct-to-consumer sales. Certified pre-owned (CPO) platforms like Chrono24 and WatchBox are gaining traction, providing authentication and resale opportunities. Social media marketing, virtual showrooms, and augmented reality (AR) tools enhance the digital shopping experience. Younger consumers, particularly millennials and Gen Z, prefer online channels for convenience and accessibility. As trust in digital transactions grows, online sales continue to accelerate, reshaping the luxury watch retail landscape.

Based on the region, the West is the fastest-growing region in the United States luxury watch market, driven by affluent consumers, strong tourism, and a thriving luxury retail sector. Cities like Los Angeles, San Francisco, and Las Vegas serve as key hubs for high-end watch sales, with flagship boutiques and exclusive brand events attracting collectors and enthusiasts. The region’s tech-savvy population is also fueling online luxury watch purchases. Additionally, rising disposable incomes, increasing demand for investment-grade timepieces, and a growing preference for premium accessories contribute to market expansion. The West’s dynamic luxury landscape positions it as a key driver of future growth.

Major companies operating in United States Luxury Watch market are:

• Apple Inc.
• Fitbit, Inc.
• Fossil Group, Inc.
• Garmin Ltd.
• Swatch Group (U.S.) Inc.
• Movado Group, Inc.
• Casio America, Inc.
• Citizen Watch Company of America, Inc.
• Seiko Watch of America LLC
• Timex.com, Inc.

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“The trends shaping the United States luxury watch market include the rise of the pre-owned and investment segment, digitalization, sustainability initiatives, and increasing demand for personalized and bespoke timepieces. The secondary market for pre-owned luxury watches has surged as more consumers view watches as collectible assets. Platforms like Chrono24, WatchBox, and Bob’s Watches offer authenticated, certified pre-owned models that allow buyers to invest in sought-after brands. Many luxury watch companies are also launching their own certified pre-owned programs to maintain control over pricing and brand equity. Additionally, digital transformation has been a major trend, with leading watch brands expanding their e-commerce presence, offering online exclusives, and leveraging social media marketing to engage with younger demographics. Sustainability is another growing focus, as brands adopt eco-friendly materials, responsible sourcing, and blockchain technology to ensure ethical supply chains. Lastly, personalization and customization have gained traction, with high-net-worth buyers seeking bespoke watches featuring unique engravings, custom dials, and exclusive design elements,” said Mr. Karan Chechi, Research Director of TechSci Research, a research-based management consulting firm.

"United States Luxury Watch Market, By Product (Analog Watch, Digital Watch), By Distribution Channel (Offline, Online), By Region, Competition, Forecast & Opportunities, 2020-2030F”, has evaluated the future growth potential of United States Luxury Watch market and provides statistics & information on market size, structure and future market growth. The report intends to provide cutting-edge market intelligence and help decision makers take sound investment decisions. Besides, the report also identifies and analyzes the emerging trends along with essential drivers, challenges, and opportunities in the United States Luxury Watch market.

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