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Watches and jewelry

Baby Boomers, not Gen Z, replacing new watch and jewelry purchases with pre-owned: study

November 5, 2026

The customers trading a new watch or jewelry purchase for a pre-owned one are the oldest, not the youngest. Image credit: Shutterstock The customers trading a new watch or jewelry purchase for a pre-owned one are the oldest, not the youngest. Image credit: Shutterstock

 

By Luxury Marketer Intelligence

Watch and jewelry brands have built defensive programs around younger customers, assuming they are the likeliest to substitute pre-owned for new.

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