Millennials & the Analog Watch

Millennials & the Analog Watch

Postby koimaster » July 7th 2017, 2:49pm

Old school watches are back in vogue and millennials are leading the way—as both consumers and makers.

Everybody assumed gadgets like our smartphones and the Apple Watch would doom sales, but the opposite is true: Analog watch sales have been gradually rising since 2009. But the buzz around them (remember the Swatch craze?) certainly died down, as did our love affair with the luxury watches, like Rolex and Patek Philippe pieces.

In recent years, there’s been an explosion of affordable watch startups founded by millennials; these brands have brought the buzz back and are churning out cheaper Chinese-made quartz timepieces priced between $100 and $300 a pop, on par with Fossil.

One of the first brands to strike it big was Daniel Wellington. Founded in 2011 in Sweden by a 24-year old, the brand created a line of expensive-looking, minimalistic watches inspired by Rolex and Piaget timepieces, but priced under $200. By marketing through a network of Instagram influencers, the brand managed to rake in $200 million in revenue by 2016, selling over a million watches a year. This past February, Inc. named Daniel Wellington the fastest growing company in Europe. “It’s become the poster child of the online watch brand movement,” says Jennifer Chong, cofounder of Linjer, a Barcelona-based design studio that recently launched a watch on Kickstarter that generated $1 million in preorders. ... og-watches


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