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The New York Times

To Enjoy a Luxury Watch, You Don’t Really Need to Own It

To Enjoy a Luxury Watch, You Don’t Really Need to Own It

A watch rental market is emerging among major brands as a way to engage with a younger generation that is squeamish about buying.

  • 18.06.2021
  • min read

The New York Times

To Enjoy a Luxury Watch, You Don’t Really Need to Own It

It’s early days, but there are signs that a new luxury watch rental market led by the brands is coming. According to the market research company Bain & Company, rentals could account for 10 percent of luxury brand revenues by 2030. Now, it says, is the time for brands to engage with subscription culture and “generation rent,” a growing number of young people less inclined to spend money on high-priced luxury goods.

“Something is changing in the way consumers think about and interact with luxury products,” said Claudia D’Arpizio, a partner at Bain and co-author of LuxCo 2030: A Vision of Sustainable Luxury. “The willingness of the younger generation to embrace renting and secondhand is very high. The shift from owning to having an experience is super strong.”

The New York Times