Luxury watches are more than timekeeping devices, they’re symbols of status, craftsmanship, and investment potential. But what percentage of high-net-worth individuals (HNWIs) own these prestigious timepieces in 2025? Stay with us as we uncover the prevalence of luxury watch ownership among HNWIs.
Understanding High Net Worth Individuals
High-net-worth individuals are typically defined as those with investable assets of $1 million or more, excluding their primary residence. Ultra-high-net-worth individuals (UHNWI) have assets exceeding $30 million. In 2025, the global population of HNWIs is estimated at over 22 million, with significant growth in regions like Asia-Pacific and the Middle East. These individuals often seek assets that combine financial returns with personal enjoyment, making luxury watches a compelling choice.
Prevalence of Luxury Watch Ownership
While precise data on luxury watch ownership among HNWIs is scarce, available surveys and market analyses provide strong indicators. A 2023 Forbes survey of 250 HNWIs with over $2 million in investable assets found that 44% of respondents aged 18–39 in North America had made multiple luxury watch purchases in the past year. This suggests a high level of engagement with luxury watches among younger affluent individuals. For older HNWIs, the figure is likely lower but still significant, with estimates suggesting 30–40% of all HNWIs globally own at least one luxury watch.
The luxury watch market’s growth supports this trend. Valued at $54.31 billion in 2025, the market is projected to reach $72.13 billion by 2030, driven by HNWI demand. Regions like the Middle East, with a high concentration of HNWIs in countries like the UAE and Saudi Arabia, show particularly strong ownership rates, potentially exceeding 50% among HNWIs due to cultural appreciation for luxury goods.
Why HNWIs Invest in Luxury Watches
Several factors explain the appeal of luxury watches for HNWIs:
Status and Craftsmanship
Luxury watches, such as those from Rolex, Patek Philippe, and Audemars Piguet, are symbols of success and prestige. Their meticulous craftsmanship and heritage resonate with HNWIs who value exclusivity. In 2025, 71% of male HNWIs surveyed by Forbes viewed luxury vehicles as a top status symbol, but watches followed closely, with average spending on watches at $22,000 per individual.
Investment Potential
Luxury watches have emerged as a viable alternative investment. Brands like Patek Philippe and Rolex have tightened production, creating scarcity that drives secondary market prices 30–100% above retail for certain models. For example, a Patek Philippe Ref 2499 retailed by Tiffany & Co. fetched significant premiums at a 2020 Sotheby’s auction. The pre-owned luxury watch market, valued at $25–26 billion in 2023, accounts for nearly a third of the total luxury watch market, highlighting its investment appeal.
Portfolio Diversification
Luxury watches offer low correlation with traditional assets like stocks and real estate, making them a hedge against market volatility. With global uncertainties in 2025, HNWIs are increasingly turning to tangible assets. The luxury watch market’s projected 5.84% CAGR through 2030 underscores its resilience.
Tax Efficiency
In some jurisdictions, luxury watches face fewer tax complications than securities or real estate, especially in private sales or inheritance. This makes them attractive for HNWIs focused on wealth transfer, particularly in regions like the Middle East and Europe.
Regional Trends in Luxury Watch Ownership
Asia-Pacific
Asia-Pacific holds the largest share of the luxury watch market, with a 41.72% market share in 2024. China and India are key drivers, with rising HNWI populations and increasing disposable incomes. In India, the luxury market is expected to triple to $30 billion by 2030, with watches gaining traction among younger HNWIs.
Middle East and Africa
The Middle East, particularly the UAE and Saudi Arabia, has a high concentration of HNWIs who view luxury watches as status symbols. Ownership rates here are among the highest, potentially reaching 50–60% of HNWIs, driven by cultural appreciation and wealth concentration.
North America
In North America, 48% of the luxury watch market share is held, with the U.S. projected to reach $19.14 billion by 2032. Younger HNWIs (18–39) are particularly active, with 44% reporting multiple purchases in 2023, reflecting a trend toward collectible and limited-edition pieces.
Europe
Europe remains a stronghold due to its heritage of watchmaking. Countries like Switzerland, France, and the UK see strong demand, with HNWIs valuing watches as both cultural artifacts and investments. Analog watches dominate, holding 71% of the market share in 2024.
Challenges and Considerations
Despite their appeal, luxury watches pose challenges for HNWIs:
- Liquidity Risks: Some models, especially obscure or specialized ones, can be hard to sell quickly, potentially requiring sales below market value.
- Maintenance Costs: High-value watches require specialised servicing and insurance, adding to ownership costs.
- Market Volatility: While top brands like Rolex retain value, not all luxury watches appreciate. Thorough market knowledge is essential.
How HNWIs Approach Watch Investments
HNWIs often work with investment advisors to navigate the luxury watch market. Key strategies include:
- Focusing on Scarcity: Limited-edition or discontinued models, like the Rolex Daytona or Patek Philippe Nautilus, often see the highest appreciation.
- Sourcing from Reputable Sellers: Authorized dealers and established secondary markets reduce the risk of counterfeits.
- Monitoring Trends: HNWIs track market demand and pricing to time purchases and sales effectively.
The Future of Luxury Watch Ownership
The luxury watch market is evolving, with trends like blockchain for authenticity verification and sustainable materials gaining traction. As the number of HNWIs grows, projected to rise 69% by 2027 in some regions, ownership rates are likely to increase, particularly among younger demographics drawn to both style and investment potential. Brands are also leveraging digital marketing and celebrity endorsements to attract new buyers, further boosting demand.
Looking forward
While exact figures vary, an estimated 30–50% of high-net-worth individuals own luxury watches in 2025, with higher rates in regions like the Middle East. These timepieces blend status, craftsmanship, and investment potential, making them a cornerstone of HNWI portfolios. For those considering entry, partnering with experts and focusing on high-demand models can maximise returns. As the market grows, luxury watches remain a powerful asset for the affluent.
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