Gen Z is spending a bomb on these luxury watches!

Gen Z is rewriting the rules of luxury, and watch brands are rising to the challenge, delivering designs that mix timeless craft with modern flair. Today’s timepieces aren’t just about precision—they’re about style, tech, and personality. From eye-catching colors to sleek, multifunctional features and collaborations with pop culture icons, luxury watches are evolving to catch the eye (and the wrist) of this generation. Dive into the freshest picks that aren’t just about keeping time but setting trends, capturing the attention of the next wave of watch lovers.

Hublot Big Bang One Click King Gold Rainbow

The Hublot Big Bang One Click King Gold Rainbow is a bold, colorful statement piece that captures the attention of Gen Z for its dynamic, unapologetic flair and innovative design. Crafted from 18K King Gold, Hublot’s exclusive alloy, this 39mm watch is covered with an array of 118 rainbow-hued gemstones on its bezel and an additional 48 baguette-cut stones around the dial, making it sparkle with sapphires, rubies, and amethysts. This striking color palette appeals to a generation that values individuality, self-expression, and a touch of extravagance. The design includes Hublot’s signature One Click system, allowing wearers to effortlessly swap out straps for different looks, which adds a level of customization and versatility that Gen Z loves.

Buy it here.

Rolex Oyster Perpetual

The Rolex Oyster Perpetual has become a modern icon among Gen Z, thanks to its fresh colors and simplified elegance. Available in a variety of playful dial hues, from coral red to turquoise blue, this model’s vibrant design complements its robust, stainless steel case and automatic movement. With water resistance up to 100 meters and Rolex’s in-house 3230 movement, it’s a perfect combination of luxury and everyday wearability, drawing young watch enthusiasts who appreciate classic brands with a twist. The Oyster Perpetual is made exclusively of Oystersteel. Specially developed for Rolex, Oystersteel belongs to the 904L steel family – alloys that are most commonly used in high technology. Oystersteel is extremely resistant to corrosion, offers an exceptional finish once polished and maintains its sheen over time.

Buy it here.

Breitling Superocean Automatic 42

The Breitling Superocean is a fresh, modern take on an iconic dive watch that’s perfectly tuned to Gen Z’s love for retro styling with functional, rugged details. Originally created in the 1960s as the ‘Slow Motion’ for scuba enthusiasts, the new Superocean stays true to its bold, minimalistic design cues like the chunky luminescent indexes, squared hands, and a vibrant, high-contrast dial—all crafted for easy readability in underwater conditions. This updated version now features a scratch-resistant ceramic bezel, a range of striking dial colors, and Super-LumiNova detailing, adding that extra layer of fun and versatility. It’s not just for the ocean either: with a water resistance up to 300 meters, shock and sand resistance, and a durable bronze option that ages with a unique patina, the Superocean is as ready for a night out as it is for an adventure.

Buy it here.

Cartier Pasha de Cartier

As a Gen Z who loves all things diamond, this Cartier beauty is among the most loved luxury watches in my generation. The Pasha de Cartier 35mm is a brilliant showcase of Cartier’s mastery in merging opulence with precision mechanics. This watch, powered by the 1847 MC automatic movement, is crafted in 18K rose gold and exemplifies luxury in every detail. Its 35mm case sparkles with a bezel adorned with 48 brilliant-cut diamonds (totaling 1.15 carats), while the dial is lavishly set with 320 pavé diamonds (2.12 carats). The fluted cap and crown hold a single diamond of 0.27 carats, enhancing its sophisticated look. The Pasha’s signature rose gold diamond-shaped hands glide over the dial, which complements the QuickSwitch system for easy strap changes between sleek white and navy blue alligator leather options. Its 18K rose gold folding buckle is also set with 47 diamonds, adding 0.23 carats of elegance. With a water resistance of up to 10 bar (around 100 meters), this timepiece balances durability with refined design, making it both practical and strikingly luxurious.

Buy it here.

Chronoswiss ReSec Green Monster Manufacture Limited Ed.

The Chronoswiss ReSec Green Monster Manufacture stands out as a bold, modern timepiece, designed to appeal to Gen Z’s desire for both individuality and craftsmanship. Featuring a 44mm stainless steel case and a vivid green guilloché dial, this watch has an eye-catching design that aligns with the trend of vibrant, statement-making accessories. Its regulator-style display is unconventional, showing minutes on the main dial, with separate indicators for hours and seconds, adding to its unique, non-traditional appeal. Equipped with an automatic C.301 movement, the ReSec Green Monster provides both reliability and the luxury of a mechanical watch without compromising on style. Gen Z consumers value transparency in manufacturing, and Chronoswiss delivers this with handcrafted details and in-house Swiss production. The ‘Green Monster’ nickname hints at its playful, adventurous spirit, making it a great choice for younger collectors looking to invest in their first luxury watch while expressing their bold personal style.

Buy it here.

Audemars Piguet Royal Oak Offshore Diver

The Audemars Piguet Royal Oak Offshore Diver in green combines bold color with rugged sophistication. With its sporty aesthetic and daring green hue, the watch embodies individuality and style — qualities resonating strongly with a generation that values uniqueness and premium craftsmanship. Equipped with a 42mm stainless steel case and AP’s automatic caliber 3120 movement, the Offshore Diver offers both durability and precision. Its rotating inner bezel, visible through the sapphire crystal case back, enhances functionality for diving, while maintaining a sleek, urban look. The green rubber strap, matching dial, and luminescent hands give it a fresh, versatile vibe that works well in a variety of settings. Water-resistant to 300 meters, it’s as robust as it is stylish, appealing to Gen Z’s active lifestyle.

Which one is your favourite pick?

You may also read: Five exciting watches from the Watches & Wonders 2024