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Download the Whitepaper: “Beyond Generational Labels: Winning Today’s Hard-Luxury Customer”
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Watch and jewellery brands have spent years planning around the age of their customers.
AFFLUENTIAL TrendLens™ 2026/27 interviewed 5,800 affluent and high-net-worth consumers across nine markets and finds that approach misreads the category. Affluent buyers already treat watches and jewellery as things that hold their worth, so the argument brands spend to win is settled before they start.
The customers most likely to replace a new purchase with a pre-owned one are the oldest, not the youngest. And how a customer made their money separates their behaviour far more reliably than the year they were born.
The paper sets out what to do instead: where to aim retention spend, how to segment, and how to equip the conversation customers are already starting at the point of sale.
