Baby boomers are significantly drawn to these high-end timepieces.

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Hop on over to Chrono24, the online marketplace for luxury timepieces, and they'll spill the beans on which watch brands are slicing up the market among various age groups.

It turns out that Rolex rules the roost in almost every age category, but its choice of brand varies depending on your birthday. Gen Z, for instance, seems to be smitten by the Rolex Datejust.

As for the 40-and-up crowd, watch preferences become more unique by age 60, morphing into the downright exclusive.

So, is a Rolex the new backpack for the cool kids? Some may envision a future with one, while others embrace it as a sophisticated statement. Fact is, today's luxury watches are no longer a plaything for the wealthy boomers of yore. Gen Z is stepping up and making their mark, all while flaunting their preferred models. This revelation comes courtesy of an analysis from Chrono24.

Based on transaction data, they've sorted out which brands are "doing the damn thing" among each age group. And, drumroll please, the Rolex craze is always alive and kicking - just with a different model for each generation.

Luxury watches Gen Z can't get enough of

In the under-30 bracket, Rolex clearly reigns supreme. Four models squeeze into their top 10. To our surprise, Cartier and the darling Japanese Grand Seiko Heritage Collection also charm the Gen Z, something unheard-of among any other age groups.

Top 10 luxury watches for those under 30 years old

Rolex Datejust
Omega Seamaster
Rolex Oyster Perpetual
Cartier Santos
Rolex Yacht-Master
Cartier Tank
Grand Seiko Heritage Collection
Rolex Air King
Omega Constellation
Omega De Ville

Luxury watches that strike a chord in other age groups

Top 10 luxury watches for those between 30 and 39 years old

Rolex Submariner
Omega Speedmaster
Rolex GMT-Master II
Audemars Piguet Royal Oak
Rolex Day-Date
Tudor Black Bay
Patek Philippe Aquanaut
Rolex Explorer
Cartier Pasha
Hublot Classic Fusion

Top 10 luxury watches for those between 40 and 49 years old

Rolex Daytona
Patek Philippe Nautilus
IWC Pilot
Audemars Piguet Royal Oak Offshore
Rolex Explorer II
TAG Heuer Carrera
Vacheron Constantin Overseas
Tudor Pelagos
Hublot Big Bang
Breitling Superocean

Top 10 luxury watches for those between 50 and 59 years old

Rolex Sea-Dweller
Panerai Luminor
Seiko Prospex
Panerai Luminor 1950
Rolex Milgauss
Rolex Yacht-II
TAG Heuer Monaco
Blancpain Fifty Fathoms
Breitling Professional
Panerai Radiomir

Top 10 luxury watches for those over 60 years old

Patek Philippe Calatrava
Rolex Sky-Dweller
Patek Philippe Complications
Breitling Navitimer
Jaeger-LeCoultre Reverso
IWC Portuguese
Breitling Chronomat
Patek Philippe Grand Complications
Jaeger-LeCoultre Master Control
Rolex Cellini

Rolex remains a force to be reckoned with, no matter the age

Whether you're young man, old man, or somewhere in between, it's hard to ignore the allure of Rolex. But, the exact model changes with age. The Gen Z generation favors the Rolex Datejust, while those aged 30 to 39 can't seem to resist the sporty Rolex Submariner. The Daytona and Sea-Dweller win the hearts of Generation Xers, while Patek Philippe Calatrava takes the top spot among baby boomers.

As we dive deeper into the age groups, the brand selection becomes more diverse. The 40-to-49-year-olds demonstrate the broadest range of brands within their top ten most popular models, featuring pieces like the Breitling Superocean (from 5550 Euro), Vacheron Constantin Overseas (from 9500 Euro), or the IWC Pilot (from 4200 Euro).

On the other hand, those aged 60 or older show a preference towards the luxury class, with no fewer than three models from Patek Philippe appearing in their top ten. This preference for prestigious brands could indicate that timepieces in this age group hold symbolic value, acting as a reflection of a lifetime of achievement and prestige, as Chrono24 expert Balazs Ferenczi suggests.

Gen Z's affinity for smart-home-devices and fashion-and-beauty doesn't seem to diminish their enthusiasm for luxury watches, as Rolex Datejust and Cartier, along with the Grand Seiko Heritage Collection, find a place in their top 10 preferred models.
Technology and gadgets dominate the lifestyle of those between 30-39 years old, but when it comes to luxury watches, the Rolex Submariner, Omega Speedmaster, and the Audemars Piguet Royal Oak take the lead, offering a blend of style and functionality.
Home-and-garden projects might occupy the free time of those between 50-59 years old, yet they still appreciate the finer things in life, as seen in their preference for Rolex Sea-Dweller, Panerai Luminor, and the Breitling Professional, which exude a sense of luxury and prestige.