DELOITTE Insights: Is Swiss Watchmaking Entering a New Era?

Why It Matters

Enhanced trust mechanisms are turning pre‑owned Swiss watches into liquid assets, drawing Gen Z buyers and reshaping revenue models for brands and platforms.

Key Takeaways

• Trust drives growth in pre‑owned luxury watch market.
• Platforms now offer seller verification and product warranties.
• Brands like Rolex issue their own pre‑owned certificates.
• Gen Z treats watches as liquid assets for frequent trading.
• Increased credibility creates a more liquid, resilient market.

Summary

Deloitte’s latest insight examines whether Swiss watchmaking is entering a new era, zeroing in on the rapidly evolving pre‑owned segment. The discussion frames trust as the cornerstone for sustaining pricing, facilitating purchases, and enabling easy resale.

The panel highlights that digital platforms now provide seller verification, product warranties, and certification services, while luxury brands such as Rolex, Vacheron Constantin and Richard Mille are issuing their own pre‑owned certificates. These credibility layers are expanding the pool of participants and enhancing market liquidity.

A striking example cited is a Gen Z buyer who purchased a Daytona, then sold it to acquire a new piece, repeating the cycle every few years. The speaker notes that this generation views high‑end watches as tradable assets rather than static collectibles.

The combined effect of brand‑backed certification and platform‑driven trust is creating a more liquid, resilient market, attracting younger consumers and opening new revenue streams for manufacturers and resellers alike.

Original Description

WatchAdvisor launches a new publication series with a clear mission: To provide a broader, analytical perspective on the watchmaking industry — not only through conversations with brand leaders, but also with opinion leaders and market analysts shaping the sector.

For this first edition, we had the privilege of speaking with Karine Szegedi, who leads Consumer Products & Luxury Industry at Deloitte Switzerland since over 30 years. She oversees the renowned “Deloitte Swiss Watch Industry Study” and combines analytical expertise with personal passion as a watch collector.

In this conversation, we explore:

– The current state of the Swiss watch industry in a world marked driven by geopolitical tensions and economic uncertainty

– The evolution of the pre-owned watch market and the importance of trust, platforms and brand-certified programs

– Generational shifts: How Gen Z approaches luxury differently

– The growing role of female consumers in watchmaking

– Investment dynamics versus emotional purchasing

– Sustainability, circularity and long-term brand responsibility

– Innovation in design, materials and independent watchmaking

– The resilience of Swiss watchmaking despite global challenges

Is the Swiss watch industry facing structural change — or demonstrating once again its remarkable resilience?

We invite you to share your perspective in the comments.

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DOWNLOAD THE DELOITTE SWISS WATCH INDUSTRY STUDY:

https://www.watchadvisor.com/2026/02/interview-deloitte-karine-szegedi/

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