FFirst he got rid of the gray hoodie. Then they let her curls grow. Now Mark Zuckerberg is shifting the style focus to his left wrist. Announcing changes to Facebook and Instagram’s fact-checking programs on Tuesday, the Meta boss wore a $900k (£740k) watch from Swiss brand Greubel Forsey. Handcrafted from white gold, only three are created each year. It joins Zuckerberg’s growing watch collection, which includes a $1.2 million Patek Philippe rose gold watch and the thinnest watch ever made.
But while an accessory with a six-figure price tag may be something only tech billionaires can afford, Zuckerberg is capitalizing on a growing trend: the return of the mechanical wristwatch. The trend is being driven by Generation Z (those born between 1997 and 2012), many of whom had never worn a wristwatch before and typically used their smartphone to keep track of time.
A Depop spokesperson says: “Amid so much uncertainty, we’re seeing a move towards a simpler, more traditional aesthetic that creates a sense of nostalgia and familiarity.” The second-hand fashion platform has seen a 34% increase in searches for watches in the last month. “In a world where most of us are glued to our phones, an analog watch exudes constant familiarity and classic style that combines fashion and function.”
When Apple launched its first smartwatch in 2015, it was claimed that it would wipe out the entire Swiss watch industry. But as his tenth birthday approaches, sales continue to fall as smartwatches are being rejected by old school watches.
On TikTok, users are highlighting their favorite brands and styles, ranging from “entry-level” five-figure Rolexes to Casio’s classic metal A168, which costs around £60. Forty-two years after Swatch first broke through once in the traditional Swiss watch market with its colorful plastic cases and low prices, the retro brand is now being championed by hypebeasts thanks to an ongoing collaboration with Omega. During the first launch of its limited edition MoonSwatch in 2022, riot police were called to control crowds in front of some stores. Its most recent release sold out in minutes and fetched up to 20 times its original value on resale platforms.
Wristwatches are also protagonists on the red carpet. A luxury watch ambassador is one of the most lucrative roles in Hollywood. At the recent Golden Globes, Nicole Kidman accessorized her backless Balenciaga dress with a vintage 1920s diamond-encrusted Omega wristwatch, while Michelle Yeoh wore a Richard Mille chain-link style. Actor Paul Mescal, known for his love of tiny shorts, has also He has been photographed wearing a tiny Cartier Tank watch. It measures just 24mm x 16.55mm.
Eric Macaire, executive director of global purchasing at Swiss Watches Group, an international retailer with a roster of brands that includes Rolex and Cartier, says his Gen Z customers are looking for Swiss-made watches, well-known brands and sustainability attributes. He says: “Younger people tend to be at the beginning of their watch collecting journey, often making their first or second purchase and focusing on prices under £5k.”
Of course, wristwatches come with a strong status code and say a lot about who wears them. This is reflected in shows like Industry, where the Pierpoint merchant Rishi Ramdani buys a Rolex with his first compensation package. Emmanuel Macron was previously seen taking off his luxury watch during a TV interview. Meanwhile, former British Prime Minister Rishi Sunak favored vintage Rolex and Chopard watches, while Keir Starmer wears a Tissot rubber strap watch.
There are now reports that even those at the top of the chain in the City are eschewing luxury brands in favor of more humble watches. Warren Halliwell, director of content and campaigns at Casio, says the company has seen a huge surge in interest over the past three years. The brand, founded in Tokyo in 1946 and selling watches from £6, counts everyone from Microsoft billionaire Bill Gates to rapper Tyler the Creator among its fans.
after newsletter promotion
Halliwell says it now appeals to a Gen Z cohort that wants a less obvious indicator of wealth. “They reject the idea of wearing expensive things,” says Halliwell. “They want something authentic instead of something that says I have more money than you.”