Luxury watchmakers go experiential to woo Gen Z

Jaeger-LeCoultre, Rolex, and Omega spearhead shift with immersive exhibitions, hands-on workshops, and star-studded campaigns.

At Zhangyuan in Shanghai, Vacheron Constantin’s “Les Chemins du Temps” exhibition commemorated the maison’s 270th anniversary with immersive, culturally resonant installations. By blending horological mastery with interactive elements like personalized star maps and Forbidden City-inspired motifs, the brand aimed to deepen emotional engagement with China’s Gen Z and millennial consumers. Image: Vacheron Constantin

Even amid global economic uncertainty, the luxury watch sector demonstrates remarkable resilience. Data from Fortune Business Insights shows the luxury watch segment reached $53.69 billion in 2024, projected to rise to $59.97 billion in 2025 and surpass $134.5 billion by 2032 — a compound annual growth rate of 12.23%. Asia-Pacific drives this trajectory, commanding 41.72% of global market share in 2024.

Mainland China remains the critical battleground. While high-net-worth individuals (HNWIs) maintain strong purchasing power, younger consumers present a more complex challenge. For established collectors, luxury timepieces remain unambiguous status markers. For China’s emerging affluent — millennials and Gen Z consumers raised on digital experiences and sustainability values — the emotional connection to mechanical watches remains more tentative.

The strategic imperative is clear: retain loyalty among traditional clientele while building authentic resonance with the next generation of Chinese luxury consumers.

Here are seven case studies from 2025, tracing how leading watch brands are deploying cultural engagement and experiential marketing to deepen consumer connections and extend their influence beyond traditional collecting circles.