Profiles of Men Who Buy/Own Watches

Part
01
of eight
Part
01

Millennial Watch Owner Demographics

Millenials are becoming more interested purchasing "traditional" wrist watches as opposed to smartwatches. Furthermore, a considerable population of millennial watch consumers are men. It is suggested that the wrist watch has become popular among this age group as a fashion statement or a symbol of status. Since millennial are a large part of the population, and are considered a rather diverse group, it is useful to understand the demographics of this group as it pertains to watch sales. However, most available data regarding millennial and watch purchases was conducted between 2015-2018, utilizes various age ranges, and does not always exclude smart watch purchases, making it difficult to find consistent reporting of demographics. It is reasonable to suggest that more specific data may be available for purchase.

Demographics of Watch Consumers

  • 88% of consumers in watch industry under 34, and 45% under 24
  • An Instagram feed for men's line of watches has 855,000 followers speaking to popularity of the product among millennial consumers, who are most likely to use Instagram (A Watch brand by and for millenials, 2017)
  • According to a survey from Deloitte, millennials are still more interested in "high end" traditional watches over smart watches (One in five US watch buying consumers very interested in a smart watch, 2020). 46% indicated they would buy a traditional watch over a smart watch, with 44% preferring smart watches and 10% stating they were undecided.

Millennial/Males Demographics

  • Brookings.edu estimates 44% of the US population to fall into the millennial classification, using the age range 18-34, they have conducted a study outlined in a PDF format that provides detailed information of millennial demographics including education, home-owner status, race/ethnicity. Information can be found within the text of this article cited here
  • According to data available from marketingcharts.com, millennials are defined by varying age ranges, generally 18-39 years of age. These groups are often further broken down into age ranges of 18-24, and 24-34 for example.
  • As of 2018, using data from marketingcharts.com, it can be estimated that 23.21 as of 2018 are male, ages 24-34, which in general is the age range incorporated most frequently/is the most inclusive of the millennial age group
  • Here is a break down of demographics including ethnicity, education, household income, and number of children for males ages 18-34 in the US, regardless of watch purchases/ownership, as of 2015, most recent data available. Due to an upcoming census in 2020, it is possible these numbers may shift (data obtained from: The millennial generation, A demographic bridge to America's future, 2018):
  • Ethnicity: 55.8% white,13.9% black, 0.8% American Indian, 6.4% Asian, 2.3 % 2+ races, 20.8% Hispanic
  • Education
  • White individuals-approx 40% college grad, 20% some college, % 15 H. S, %5 less than HS
    Black individuals-approx 20% college grad, 30% some college, % 40 H. S, %10 less than HS
    Asian individuals-approx 60% college grad, 20% some college, % 15 H.S.%5less than HS
    Hispanic individuals-approx 15% college grad, 20% some college, % 35 H. S, %30 less than HS

    *There is no data available from this survey for American Indian, which may interpreted as a function this group of individuals being a small population, spread amongst the county, and may have limited resources and are difficult to reach.
    *There is no data available from this survey for education for 2+ races. It is unclear if the research compiled education status for 2+ races under the first identified race, or omitted this category in reporting education.
  • Household income: $65,890; The median household income for ages 24-35 would be $65,890.
  • Number of children: 8% have children and the average household is 1.9, 1 out of 4 still live with parents and have no children

Millennial Males: Watch Consumers

  • When considering a specific demographic, marketers and researchers may utilize age brackets to hone in on which age range are more likely to be interested in specific products However, as of July 1st, 2018, there seem to have been a number of age brackets utilized, listed below with estimates of population per bracket (this is the most recent data made public)
  • 12-17: 25.0 million (7.6%); 18-24: 30.5 million (9.3%);25-34: 45.7 million (14.0%) ;35-44: 41.3 million (12.6%) ;45-54: 41.6 million (12.7%) ;55-64: 42.3 million (12.9%) ;65-74: 30.5 million (9.3%);75+: 21.9 million (6.7%)
  • Some other popular age groups, including 18-34 bracket and the 18-29: 54.0 million (16.5%)
  • Based on synthesizing the finds, it can be concluded that the use various age brackets can make it difficult to aggregate national data that is based on precise definitions and therefore put it into action. Therefore, understanding estimates of desired age ranges may be helpful in order to narrow an age range. Additionally, data that can help narrow down age groups and hone in on important demographics may be available for purchase as stated below.
  • A considerable portion of the millennial population has a preference for "timepieces," specifically watches that are not smart watches or sports watches
  • According to mintel press, One quarter (25%) of watch buyers have been found to prefer wearing a watch to make a fashion statement. Furthermore, 32% of older millennials also tend to buy watches to make a fashion statement, specifically "non-smart watches"
  • About 31% of male watch consumers are said to be more likely to purchase traditional watches This statistic applies to all male watch consumers, not necessarily those that fall in the millennial age range

Data Available For Purchase:

  • Through an extensive search to include the following search terms: "men between the ages of 23-38 years old that buy/own watches", demographics of males in United States age 23-38, demographics of men who buy watches, who is buying watches in the united states, what percentage of consumers of watches are male, what percentage of consumers of watches are 23-38, statistics of watch purchases in the united states in the last two years, trends in watch purchases, it was determined that some more specific data is available for purchase. The following sites appear to have more specified data regarding the watch market as related to the specific population
  • Watches And Jewelry - US - September 2015
  • Watches- United States Market
  • Purchase influence study

Triangulation:

Specific information regarding demographics for men between the ages of 23-38 years old that buy/own watches was not found to be publically available, therefor the following calculation were utilized to estimate the demographic profile of watch owners/consumers in the suggested age range. Most data apply to the 24-34 age range:
  • 88% of consumers in watch industry under 34, and 45% under 24= 43% between 24 and 34, which is millennial 12% are over 34, 45% are under 24
  • us pop currently is 329,384,263
  • millennials make up 44%
  • Of this 44% population, 23.21 % are male, which means 52.75% of the US pop is male, meaning 173,750,199. 23.21% is millennial age which would be 40,327,421. 31% of them buy watches which is 1,250,150.05 which is .004% of the US population that is male age 24-34 who buy watches
  • the break down of men vs women in this age range is as follows : 31 % of men consumers buy watches other than smart watches
  • This means that for the population who is buying watches it would be as follows
  • Children: 3,226,193.68(40,327,421 x.08) ; 3,226,193.68/40,372,421/ 40,327,421= .08 of men ages 24-34 have children, which means 0.08% of men in this age group purchasing watches have children
  • Household income: Estimated at 65,890. There were no findings to suggest this income would be different among watch buyers. Although some data suggest it may be a symbol of status for "rich millennials," even though the term rich millennials is not well defined at this time.
  • Ethnicity/race: 22,502700.9 (40,327,421 x.558); 22,502,700.9/40,327,421-.558% are white; (40,327,421 x.139)=5,605,511.52= .139% are black; (40,327,421x .08)=3,226,193.68=.08% are native American; Continuing the same formula .064% are Asian,023% 2 or more races, .208% are Hispanic
  • Following the formulas above, the education status would likely be:
White individuals-approx .40% college grad, .20% some college, % .15 H. S, %.05 less than HS
Black individuals-approx .20% college grad, .30% some college, % .40 H. S, %.10 less than HS
Asian individuals-approx .60% college grad, .20% some college, % .15 H. S, %.05less than HS
Hispanic individuals-approx .15% college grad, .20% some college, % .35 H. S, %.30 less than HS

Part
02
of eight
Part
02

Generation X Watch Owner Demographics

A search on demographic profiles on men between the ages of 39-54 reveals they have the highest mean household income of all previous generations in contrast with the least disposable income for spending. Only 18% of males have earned a four-year degree or higher by the age of 33. Statistics show they have a smaller household than the previous "Baby Boomer" generation with an average of 1.2 children per household under the age of 18. When it comes to wrist watch purchases, most males will ensure that the brand, functions, and materials are consistent with their personal self-image.

CHARACERISTICS OF A GENERATION "XER"

  • A recent study by LendingTree found Generation X has the highest average debt of any generation rising by about 10% ($11,898) between 2016 and 2019.
  • Generation "Xer's" are the engineers of many things that are common in offices around the US today, such as nap pods, open floor designs, free meals, and workspaces such as Googleplex.

EDUCATION STATUS

  • Compared to Millennials, Gen-X employees are 25% more eager to advance than their counterparts. They’ve been found to set defined goals and expectations and feel their company is dealing effectively with customer experience.
  • 26% of Generation X males have completed a Bachelor's degree in education. Education levels have large gaps across all major racial and ethnic groups today. By age 33, 18% of Generation X males earned a four-year degree.

ETHNICITY, HOUSEHOLD LIVING AND INCOME

  • Generation X males are 56% Asian, 37% White, 27% Black, 11% Hispanic with 3% living in Metro Areas compared to 20% living in Non-Metro Areas.
  • The average family size of Generation X is 3.2 total people per household and 1.2 children under 18.
  • The average household earnings are around $43,000 annually with just over $13,000 in wealth, which is the highest mean household income of any generation thus far.

SHOPPING HABITS OF THE GENERATION X MALE AND WATCH OWNER

  • While Generation X has the highest means of income than any other generation, they have the least disposable along with the highest credit card debt.
  • Most GenX men are shopping for function, appearance, and brand with functionality at the forefront. A watch should be authentic, it must perform, be water resistant, with durability.
  • "GMT" or "World Time" functions are also important as their businesses and contacts expand globally. Gen Xer's are inclined to stay "on top of the world".

RESEARCH STRATEGY

To find the information above, our research team used data from statistical surveys, fact based research sites and articles from reputable online journals. Due to lack of required information in public platforms, conclusions were drawn based on what was available for Generation X males in this general demographic with facts on what the Generation X male looks for when purchasing a wrist watch.
Part
03
of eight
Part
03

Baby Boomer Watch Owner Demographics


About 17.6 million men between the ages of 55 and 74 (baby boomers) wear a wrist watch. The main driving force behind the luxury watch market, baby boomer men with watches are likely educated, upper-middle class individuals and/or are willing to invest in a functional, reliable product from a familiar brand. While information on ethnicity and number of children for this group are not readily accessible, population data suggests that these watch buyers are primarily white and are likely not living with children.

BABY BOOMER WATCH OWNER TRENDS

  • Males from older generations continue to be the primary market for high-end watch brands, despite increased interest from younger generations and women.
  • When searching for watches, Baby Boomer men will tend to prioritize functionality first--specifically visibility--and then brand familiarity. Depending on their motivation behind buying a watch, baby boomer men are likely to search for rare, vintage, or iconic brands.
  • Members of the baby boomer generation continue to spend more than any other generation on consumer goods and services. Furthermore, baby boomers appear to be shifting towards making more online purchases based on credit transactions.

RELATED DEMOGRAPHICS

  • WORKFORCE: Baby boomers appear to remain in the workforce for longer, as 24% of men 65 and older continue to work as of 2018.
  • HOUSEHOLD FAMILY MEMBERS: Many baby boomers live on their own, with 20% of individuals going childless and several more living away from their children and/or spouses.
  • ETHNICITY: While the ethnic breakdown of baby boomer watch wearers is unclear, the older US population has grown more diverse over time. In 2018, about 23% of American residents have identified themselves as non-white. Regardless, the majority of baby boomers are white.

Research Strategy

Please note that despite thorough research across credible publications, we were unable to gather specific demographics of men between ages 55 to 75 years old or baby boomer men who wear wrist watches. As a result, we have provided insights on their wrist watch wearing behaviors and a demographic profile of baby boomer men in general.

To obtain the information required to determine the demographics of 55-73 year-old men with watches, we collected population estimation data from credible data sources such as the US Census, Pew Research Center, and the Population Reference Bureau. Furthermore, contextual information on baby boomer men were obtained from news sources such as Forbes and CBS as well as watch market-centered media such as NPD, WatchPro, and Quill&Pad. The data and context from these sources were then used to determine key insights and triangulate for relevant values.

Given that;

  • The number of US individuals between 55 and 64 and 65+ are 40,267,984 and 36,482,729, respectively
  • The percentage of US wrist watch owners who are 55-64 years and 65+ years are 47% and 54%, respectively
  • The percentage of US individuals in the aforementioned age ranges who are male are 43% and 48%, respectively
=(Number of Individuals in 55-64 Age Range X Percentage of US Wrist Watch Owners in 55-64 Age Range X Percentage of Males in 55-64 Age Range) + (Number of Individuals in 65+ Age Range X Percentage of US Wrist Watch Owners in 65+ Age Range X Percentage of Males in 65+ Age Range) = 17, 648, 537 baby boomer men with wrist watches

  • Note that the above number is an overestimation, as the upper end of the baby boomer range is 73.
Part
04
of eight
Part
04

Millennial Watch Owner Psychographics

Although specific information regarding the psychographics of men between the ages of 23-38 years old that own/buy watches, excluding smartwatches, was not found, some helpful findings regarding the psychographic profile of millennial in the USA, and especially millennial men in the USA, have been provided.

Values

Hobbies

Brand Affinities

  • This demographic is more critical of classic luxury brands than other demographics, as referenced here and here.
  • Authenticity is very important to millennials, therefore they may be especially critical of brand ambassadors, as referenced here and here.
  • They will research before they buy, and they value transparency in a brand, as referenced here and here.
  • They value self-expression over traditional status symbols, as referenced here and here.
  • Millennials in general are receptive to cause marketing, and they are especially receptive to digital marketing, as referenced here and here.
  • They appreciate personalization options.

Important Features in a Watch

  • Millennials use watches as accessories, for aesthetic rather than practical reasons, as referenced here, here, and here. This relates to their interest in watches with changeable straps, as mentioned here and here.
  • They have shown a preference for minimalist designs, as mentioned here and here.
  • They have shown a preference for sustainable and ethically sourced materials in general and in watches, as mentioned here, here, and here.
  • Mechanical watches are popular with this demographic, as shown here and here.

Research Strategy

Despite a comprehensive search, we were unable to locate a psychographic of men between the ages of 23-38 years old that own/buy watches, excluding smartwatches. The sources in the public domain do not offer specific statistics addressing this topic. Instead, we began by compiling some helpful findings regarding the values and hobbies of millennials in the USA, and millennial men in the USA in particular. Using the most influential watch blogs in the USA, and drawing upon the perspectives of the industry experts and aficionados featured in their articles, we were then able to develop a list of important features that millennials, and especially millennial men, consider as important in a watch. Although these articles often did not specify that they were referring to millennial men in particular, the style of watches featured implied a predominantly, if not exclusively, male subject matter.


Part
05
of eight
Part
05

Gen X Watch Owner Psychographics

Born approximately between the years 1960-1984 (aged 39 to 54), Gen X has nearly one-third of the wealth (with the largest median income of $63,832 and $357 billion annual spend), but have less disposable income and are the most cautious group of buyers. Gen X spends the most time researching the features and value of their purchases without being swayed much by flashy marketing, but once they've purchased, their brand loyalty is superb. By 2030, their wealth is expected to double making them one of the higher spending consumers.

VALUES

  • This generation is the link between the analog and digital worlds, preferring multi-generational features in their products, tending to be more conservative, but appreciating both those who are younger and liberal, as well as older and more conservative.
  • Family time and multi-generational contact is extremely important, so they don't like taking time to read long advertising copy. They are often taking care of both older parents and children.
  • Whatever technology links themselves with younger and older generations is appealing.
  • This group looks for the human touch in products and services more so than what newer digital technologies may provide, although they have an interest in and are adept at using technology as well as traditional products.
  • Due to the time period in which they were raised, this generation has less trust in corporations, however, they are considered to be the most hard-working and some even became founders of very large corporations themselves.
  • This generation values safety, security, honesty, and integrity overall.
  • This is the healthiest generation, and will value those activities, products and services that keep or improve their health and that of their families and communities in mind.

HOBBIES

  • This generation invented the internet and loves the entertainment and interaction with social media, especially Facebook.
  • Camping, travel and other family gatherings are the favored activities by this generation.
  • As this generation works and plays hard, they may find one of their hobbies is actually collecting and using "tool" or "mechanical" watches.

10 MECHANICAL BRAND AFFINITIES

  • Seiko Alpinist
  • CWC Navigator
  • Luminox Atacama Automatic Field 1901
  • Ball Engineer II Marvelight
  • Damasko DA46
  • IWC Pilot’s Watch Mark XVIII Heritage
  • Omega Seamaster Railmaster
  • Omega Speedmaster Moonwatch Professional
  • Bremont MB-2
  • Rolex Explorer II

IMPORTANT MEN'S MECHANICAL WATCH FEATURES

  • dependable movement
  • scratch-resistant sapphire crystal
  • stainless steel case and water resistance to 5 atm (164 feet)
  • durable
  • legibility, simple style
  • accurate and super resistant to magnetism
  • anti-shock mount
  • 24-hour fixed bezel
  • lumed indices for clarity in darkness

RESEARCH STRATEGY

Gen X consumers have often been mistakenly ignored by the usual marketing campaigns, therefore, less information is available on marketing to them than other groups. Also, men in this age group do not generally wear wrist watches (but do slightly more than women). Understanding the importance of family oriented activities and the enjoyment traveling, dining out, camping, etc., and hard-working nature and sentiments of this group led us to assume that the preferred gear, especially watches for men, would be those appealing to the outdoor lovers if it crossed the generational appeal, and was durable and accurate.



Part
06
of eight
Part
06

Baby Boomer Watch Owner Psychographics

Based on the time in which they grew up, baby boomers are defined by a strong work ethic and a desire to be independent. While they account for a large percentage of spending in the U.S., they still have some concerns with their finances. When it comes to buying watches, male baby boomers seem to be most interested in how easily it functions than a specific brand.

Characteristics of a Baby Boomer


  • By definition, a baby boomer is someone who was born between the years 1946 and 1964. Numbering at 73 million, it's estimated that they are the largest population in the U.S., right after the Millennial population. About 48% of this number is projected to be male.
  • Given their sheer numbers and the fact that the majority of them spent their lives in the workforce, they are also considered to be an economically influential segment of the population.
  • On a whole, baby boomers tend to be described as being competitive in nature, goal-oriented, work-centered, and independent. These characteristics have influenced their work ethic as well as their ability to handle confrontation in a work setting. In some cases, their need for structure has made it difficult for them to adjust to a flexible work environment.

Financial Status


  • While baby boomers would have been working for most of their lives and may have accumulated some funds in their savings or retirement accounts, they also lived through a significant recession. Because of this, some of them do not have the amount of money they thought they would.
  • With their financial security at risk, a growing number of baby boomers have been staying in or re-entering the job market. When it comes to the men, they make up 34% of the older working population.

Shopping Habits


  • Even though the baby boomers may have concerns about their finances, it's been shown that they're still responsible for more than half of spending in the U.S. This includes spending on medical costs, food, clothing and other items.
  • Recent studies have also shown that boomers don't particularly like browsing in stores and over 80% of them prefer to browse online web stores. While 84% of the people in this category are likely to go in-store to make a purchase because they like the personal engagement, 67% are comfortable making an online purchase.
  • Where brand loyalty is concerned, boomers are more likely to stick with a brand because of a positive interaction with a sales representative. In the same vein, they are not opposed to moving away from a brand if the service is seen as being sub-par.
  • While boomers may browse online, they are rarely influenced by social media to make a purchase. Instead, they usually rely on friends or family to make recommendations.

Hobbies of Male Baby Boomers


  • According to recent information, only 18% of men above the age of 60 live alone. Of this number, a further 43% state that they spend almost all their waking time alone. This has been attributed to the notion that males are less likely to become involved in church or community activities.
  • Whether they have a living partner or live alone, boomers have been found to spend more time watching television or videos on a digital device. There has also been a decline in how often boomers are reading or socializing.
  • Men, in particular, will spend their time conducting maintenance activities around the house.
  • For the men who do get out of the house, though, physical activity has been found to be their favorite pastime. This includes hiking, playing sports or cycling.

Watches For Male Baby Boomers


  • As their needs change, it's projected that male baby boomers would be interested in watches that have a larger dial so the watch can be easier to use.
  • It's also important to include a function that will illuminate the watch's face when necessary. This adds to the instrument's ease of use and universal function.
  • Above all, male baby boomers would like their watches to be easy to use and suited for their function.
  • In keeping with these findings, some of the most recommended watches are made by brands like Timex. Casio, and Citizen.

Research Strategy


To find the information above, data was used from statistical papers, surveys, and educational documents that are available online. It was possible in all cases to pinpoint data that was strictly representational of male baby boomers and so conclusions were drawn based on what was available for persons in this general demographic.




Part
07
of eight
Part
07

Women Who Buy Men's Watches-Demographics

Information on the demographics of women who buy watches as gifts for men was unavailable, as well as specific demographic information on the reasons for buying watches as gifts in general. We were able to find some demographic information on watch-buyers generally, which we list out below along with our research strategy. We also listed out some upcoming trends in the men's watch market and motivations for buying men's watches. The overall market for watch-buying is growing, particularly among Millennials, those with higher incomes, and with Asians.

Helpful Findings

  • AGE: While Gen Z has very little interest in watches, Millennials express interest in buying watches. New firms such as Daniel Wellington are fueled by purchases of watches by Millennials. The MVMT group cites Millennials as the main purchasers for their watches, driving their business from $300,000 to selling millions of watches. The logic presented by reviews on Millennial watch-buying behavior is that Millennials feel nostalgia for analog watches and that drives their interest in purchasing watches.
  • ETHNICITY: Watch-buyers now are more likely to be Asian, as a watch can be viewed as a "status-symbol" according to the head of watches at luxury brand LVMH Jean-Claude Biver. However, in terms of viewing watches as gifts, there are some superstitions around this in Chinese culture.
  • WOMEN BUYERS: The watch market has recently turned to women as a target audience for sales, moving away from the focus on men. Watchmakers are now developing women-specific watches as well as marketing unisex watches to attract female buyers.
  • TRENDS IN MEN'S WATCHES: Men are still very interested in analog watches, with high-end men's fashion magazines and blogs advertising different best-of watch lists frequently. Men often buy or are given watches to celebrate an achievement in work or life. Watches are also viewed as investments by men and used on a daily basis for a long time. There is also a push towards purchasing vintage watches as a trend in the men's market.

Research Strategy

No specific research has been done on the concept of watches as gifts, but there is research into the watch-buying population at large. We used this information to fill in demographic information on watch buyers generally. We first tried to review if any work had been done breaking down the watch-buying market demographically, but could only find information on the overall market for watches. We then checked if there were any business studies on the demographics of the watch-market, and only found one from 1962. We then went to research in credible business and marketing publications. There we could get some information on trends in the watch-market and some associated demographics. We took the demographic information we could find in those publications and dove deeper into those areas, searching for more articles or insights about how that demographic group felt about watches. In that demographic research we were also able to discover some trends about men's watch-buying patterns that would be useful for an upcoming marketing campaign, as well as highlighting the new trends in women's watch-buying behaviors.
Part
08
of eight
Part
08

Women Who Buy Men's Watches-Psychographics

Women in the US are more interested in buying bigger and bolder watches. They look for the mechanical or engineering aspects of watches. Women give preference to "integrity" while making buying decisions for watches. Although the information on the psychographics of women who buy watches as gifts for men was unavailable, the research was able to gather some relevant psychographic information on women watch-buyers generally, listed as helpful findings.

Helpful Findings

  • As compared to Asian and European consumers who generally appreciate the cultural aspect of watches, some of the American women are "hardcore into the engineering side of how watch movements work".
  • The complicated female watch market mainly comprises two types of watches for women: (i) "feminized, reduced-size men’s watches" and (ii) watches designed originally to women, "some with mechanical movements and some with quartz movements".
  • Generally, women are more interested in the "overall design of a watch". They look for pieces that are "nicely made that looks good".
  • There is a growing trend in the US of "women buying men's sized watches".
  • Today's women prefer buying smartwatches than traditional women’s watches, leading to an increase in sales of smartwatches.
  • For women, "integrity" is an important aspect while purchasing watches.
  • Women in the US are interested in buying bigger-sized watches. They tend to "stick to big, high-quality brands". In the luxury women's watch segment, Rolex and Cartier dominate the market. Apart from this, Bulgari and Chanel are also the top sellers in the women's luxury watch market.

Research Strategy:

An extensive search through publicly available sources revealed that no specific research has been conducted on the psychographic profile of women who buy men's watches as gifts. We looked through research studies and surveys, as well as brand documentations or publications that would, in any way, discuss or reveal the psychographic information about their American women customers who buy men's watches as gifts. However, details using these strategies are not available. The information using the latter approach seem to be unavailable in the public domain for the possible reason that this is kept confidential for the brand's competitive advantage.

Therefore, we have fulfilled this gap with the information on what women actually look for or the psychology behind buying watches. Initially, we tried to check if there was any survey or research study available that provides the information on the psychographics of women who buy watches in general. To further search for women watch buyer's psychographic details in the US, we looked through various sources including research reports, surveys, and media articles. Some of the notable sources that we looked at include Forbes, Business Insiders, NPD, Statista, and Mintel. We then pulled together all the information relevant to American women's watch-buying considerations such as their appreciation to the engineering side of the watch and the growing trend in women's love for men-sized watches, among others.

Sources
Sources

From Part 01
Quotes
  • "Company research shows that 88 percent of its customers are under 34 years old, and 45 percent are under 24."
Quotes
  • "Finally, highlighting that time is not up for the average timepiece (i.e. those which are neither smartwatches nor sport watches), traditional watches remain a favorite among men (31 percent) and women (30 percent) alike, which makes sense given the long lifetime of most watches. Most notable, however, is that one quarter (25 percent) of watch buyers mainly wear a watch to make a fashion statement, including 32 percent of older Millennials (consumers aged 29-38"
Quotes
  • "23.21 as of 2018 are male (ages 24-34) (this is out of the 44% millennial group who make up 44% of US pop)"
Quotes
  • "has a chart that indicates that 46% of americans stated in a survey they would buy a watch other than a smart watch."
Quotes
  • "link to full report of millenial data: https://www.brookings.edu/research/millennials/"
Quotes
  • "current population in america"
Quotes
  • "gives median household income by age group for 2019; https://www.census.gov/quickfacts/fact/table/US/INC110218#INC110218 lists it as approx 60,000 but does not break down by age groups"
Quotes
  • "Average real labor earnings for male household heads working full time were 18% and 27% higher for Gen Xers and baby boomers, respectively, "
From Part 02
Quotes
  • "Gen X women were the first to outpace men in terms of education, with a 3-percentage-point advantage over Gen X men in 2001. "
Quotes
  • "By age 33, 18 percent of Gen X men and 20 percent of Gen X women had earned a four-year degree, compared with 17 percent of men and 14 percent of women in the baby-boom generation. "
  • "Just 36 percent of Gen Xers have higher family wealth than their parents did—a notable difference from their intergenerational income gains. But they are falling short by this measure in large part because, among those with debt, Gen Xers have six times more than their parents did. "
Quotes
  • "Gen Xers now have the highest average debt burden of any generation. They increased their average debt burdens by about 10%, or $11,898, between 2016 and 2019, thanks to steady dollar increases across all debt categories."
Quotes
  • "Generation X represents the bulk of families with children. They have an average of 3.2 total people per household and 1.2 children under 18."
Quotes
  • "For Gen Xers, timekeeping devices will transition into something much more focused. They will want a watch whose brand, functions, and materials are consistent with their personal self-image. Similar to the Millennials, the Xers will likely transition to a watch whose primary purpose is not just timekeeping."
  • "Rolex is a brand positioned to survive the Gen Xer’s transition into middle age. This upscale marque well known for its quality and design tradition has recently made two moves to capture a greater share of the public’s watch taste."
From Part 03
Quotes
  • "43% of Americans put on a watch when they leave the house, but 58% do not. Men (46%) are slightly more likely to wear a wrist watch than women (41%). Wrist watches are more popular with older Americans than those who are younger, and most Americans 65 and older wear one. "
Quotes
  • "In addition to the 20% who did not have children, thousands more have kids who are estranged, not functional or live very far away. "
Quotes
  • "Garcia sees Baby Boomers in three sub-categories: collectors, enthusiasts, and trailblazers. “Collectors will focus more on a particular brand, material and/or function,” he explains. “They want vintage and rare pieces. Enthusiasts look to the iconic brands, and within those brands the iconic models. The trailblazer wants a statement piece. ""
Quotes
  • "The older population is becoming more racially and ethnically diverse. Between 2018 and 2060 the share of the older population that is non-Hispanic white is projected to drop from 77 percent to 55 percent."
Quotes
  • "Among Millennials, around four-in-ten (39%) of those ages 25 to 37 have a bachelor’s degree or higher, compared with just 15% of the Silent Generation, roughly a quarter of Baby Boomers and about three-in-ten Gen Xers (29%) when they were the same age."
Quotes
  • "As boomers stay in the workplace longer, their spending habits also appear to be changing. For one, they’re making more purchases online via computers, smartphones and other devices, suggesting they are visiting traditional stores and using a physical card less frequently. "
Quotes
  • "The older consumer continues to be the sweet spot for the high-end watch market, but the younger generations are bringing new growth to the segment."
From Part 04
From Part 05
Quotes
  • ""Gen X gets more credit for its sense of detached irony and impending doom than for financial prowess. But irony of ironies, the generation that embraced its inner angst and let its ironic flannel flag fly has also become the multigenerational glue of the ages. Xers have shown a knack for securely bonding the past & the future, the traditional & the techy, the boomer & the millennial, and all with a sense of determined (and quite lucrative) stick-to-it-iveness.""
Quotes
  • "Busy with careers and families, they don’t always have time to read long copy so keep it short with a clear call-to-action."
  • "They love freebies and coupons so show them some love and they will return the favor with long-term loyalty to your brand."
  • "Facebook is their favorite social platform so reach out with engaging posts and entertaining content."
  • "Gen X (ages 36-54 years old) follow Boomers with $357 billion annual spend"
Quotes
  • "older generations prefer to shop in-store to experience the products and for easy returns."
  • "Statistics provided by Epsilon in 2017 showed that while Gen X had the largest median income ($63,832)"
  • "About the Data from Epsilon Research: The data from the report comes from two sources. The first being using Epsilon’s transactional data which analyzed the 12-month spend of 85 million US consumers across the generations. The second uses Epsilon’s proprietary consumer panel, Shopper’s Voice™, where they surveyed 3,000+ cross-generational US individuals on a variety of topics including shopping preferences, technology attitudes, media usage and privacy."
Quotes
  • "Gen X is often referred to the “middle child” generation due to its reputation of often being forgotten by marketing specialists. Because of this, there is little market research into their spending habits compared to those of Boomers and Millennials."
  • "Gen Xers produce 31 percent of total US income despite representing a mere 25 percent of the population."
  • "they tend to shop more conservatively than other generations. They’re more skeptical about marketing tactics, which means they won’t be won with flashy advertising but with practicality and proof of performance."
  • "To avoid regretting their expenditures, Xers won’t purchase a product until they’ve researched it thoroughly, which is why they make extensive use of search engines, online reviews, and social media networks before making a purchase. That being said, having any doubts about product performance will easily dissuade them from their buying journey."
  • "Gen X prefers honest explanations of product usage and trusts clienteling techniques that cater to their own habits."
  • "Gen Xers check emails on a regular basis and are more likely to respond well to personalized offers based on their previous purchases. Like Baby Boomers, Xers also rely on quality customer service for brand loyalty as they see store associates as people who can relate to them on a consumer level and relay the best options for their purchases without an upsell."
Quotes
  • "To appease the modern consumer and leverage the impact Gen X has to offer, brands need to take a multigenerational approach, devising strategies that extend past generational silos."
  • "Gen X is predicted to double their share of national wealth by 2030, further solidifying them as a valuable consumer segment."
Quotes
  • "Men (46%) are slightly more likely to wear a wrist watch than women (41%). Wrist watches are more popular with older Americans than those who are younger, and most Americans 65 and older wear one."
Quotes
  • "They may go to the brands Web site and search for products, but getting them to buy takes much more finesse."
Quotes
  • "Although young, both millennials and Gen Xers are more likely to identify themselves as lifelong campers when compared to past years."
Quotes
  • "Tool watches were created for divers, pilots, soldiers, mountain climbers, and many more professions and hobbies. Wristwatches gained dozens of new functions and features with each new advancement, ensuring that the watch remained current, even as the underlying technology was centuries old. tool"
Quotes
  • " a field watch should be simple, durable and legible. “Dials should have big, contrasting markers and little else adorning them. Cases should protect movements from hard knocks. There should be lume aplenty,”"
From Part 06
From Part 07