he 19th century saw the birth of the most powerful watch brands, the 20th century the emergence of a truly global market. There is no doubt that the 21st century is the golden age of collectors.
The era of intense watch speculation that we are experiencing, with the skyrocketing prices of certain models, also reveals the empowerment of the end customers, who are claiming their rightful place in the conversation that has hitherto been played out between watchmakers and retailers.
Paradoxically, this hyper-speculation also reveals a form of democratisation. It has never been easier to start collecting watches. And there is no shortage of desire, with a vibrant and growing global community of enthusiasts.
In our new report, we meet collectors, take a closer look at certain watch categories (even if there are as many different collections as there are collectors!) and ask ourselves what this phenomenon means for the future of watchmaking. Given the passion that we encountered, optimism is the order of the day!