Gen Z Watch: What does the new generation really want on their wrist?

They grew up with a smartphone in hand, a smartwatch as an option, and TikTok as an extra. Yet, more and more young people from Gen Z are consciously choosing an analog watch. Not because they have to, but because it simply looks better... according to the Gen Z generation. In this blog, we delve deeper into Gen Z and their watches: what attracts them, what do they pay for them, and why is a mechanical or quartz movement suddenly more relevant than ever?

While everyone looks at their phone, Gen Z looks at their wrist. And that says more than you think.

Whether you belong to that generation yourself or you're looking for a watch for someone from that generation, or you're just curious about the taste of the youngest watch buyers: you'll find everything you need to know here.

Are you from Gen Z? Come on, you don't want a smartwatch anymore... do you?

What are the style characteristics of Gen Z?

Gen Z, roughly born between 1997 and 2012, has a distinct style that is hard to categorize. That's precisely the point. Where millennials wore the same minimalist sneakers for years, Gen Z effortlessly jumps from streetwear to preppy, from retro to futuristic. They mix styles, layers, and subcultures. Gen Z simply cannot be pigeonholed.

When it comes to watches, it's a little different

When it comes to watches, we see a few clear patterns:

• Authentic over mainstream. Gen Z consciously avoids what 'everyone' has. A watch that looks like a Rolex but is from an unknown brand? That can actually be trendy.
• Color as expression. Blue, green, or even red dials score well with this generation. Color has meaning.
• Material and story. They want to know what a watch is made of. 316L stainless steel as a material sounds better than 'stainless steel'. A sense of quality matters.
• No fuss. Superfluous functions are skipped. Clean design and a clear dial. A watch should be beautiful without all those functions.

Analog watch or smartwatch: what does Gen Z choose?

This is perhaps the most frequently asked question on this topic. And the answer is more surprising than you might expect.

Digital Natives is what they are also called. Gen Z grew up with smartphones, tablets, and wearables. But precisely because of this, many consciously seek something without a screen. A smartwatch feels like an extra phone on their wrist. They want to go offline for a bit.

An analog watch has something a smartwatch can never emulate. It only tells the time. And sometimes, that's exactly enough.

Research and social media trends show that the analog watch is making a real comeback among Gen Z. Not as nostalgia, but as a conscious choice. It's a reaction to the constant stream of notifications from smartwatches.

Criterion	Analog watch	Smartwatch
Style	✅ Timeless and personal	⚠️ Functional, less expressive
Digital info	✅ No notifications	❌ Always connected
Lifespan	✅ Years to decades	⚠️ Average 3-7 years
Making a statement	✅ Strong presence	⚠️ Less distinctive
Price-quality	✅ Easy to find under €200	⚠️ Brand-dependent, more expensive

For the Gen Z buyer who wants to stand out and be stylish, the analog watch is increasingly winning. Also check out quartz watches for men if you're looking for a reliable, sleek watch without the complexity of a mechanical movement.

The Urban Ace Vento and Apex

Gen Z or Millennial: which watches do they prefer?

Both generations love style, but the way they express it differs fundamentally. Millennials were the generation of minimalism. It had to be sleek, subtle, or functional. Think thin watches in black or silver with a neutral dial. They wanted to look professional. Gen Z throws that playbook away.

Where millennials for years sought minimalist watches, Gen Z embraces the striking dial, the unexpected color combination, and the watch that sparks a conversation. That makes watches with a green, blue or red dial particularly popular with this target group.

Gen Z embraces the striking, distinctive dial. That bright red or green color. If only to spark a conversation.

Does Gen Z buy a watch to be seen?

Yes and no. Standing out sounds superficial, but for Gen Z, there's more to it. They grew up in a visual digital world. Instagram, TikTok, Pinterest. Every part of their outfit is consciously chosen. A watch is not an afterthought; it's part of their visual identity. But it's not about imitating others. On the contrary. They specifically avoid what the masses wear. They look for something that suits them, not what's popular with someone else.

A Gen Z'er doesn't wear a watch to show that it's expensive. They wear it to show who they are. And they wear it simply because they like it themselves.

That also explains why special watches and cool men's watches with their own character are so popular. It's about authenticity, and that's precisely what brands like Urban Ace offer: quality watches that not everyone knows, but that are stylish.

Do you want to know which watch really suits you? Read: Which watch suits me and my job?

Gen Z embraces the striking, distinctive dial. That bright red or green color. If only to spark a conversation.

What is Gen Z willing to pay for a watch?

Gen Z is a generation with growing purchasing power, but also critical about where they spend their money. They are not quick to pay €500 for a name alone. But they are happy to pay for quality if they can see and feel it.

The sweet spot for a Gen Z watch is roughly between €100 and €300. That's the price segment where they feel comfortable: not disposable quality, but also not a mortgage for a watch. They want a good watch and it doesn't have to be a Rolex at all.

Paying via Klarna or afterwards? Gen Z prefers that to cash. They are used to flexible payment options. Of course, at Urban Ace you can also pay afterwards.

Where does Gen Z buy a watch?

The answer is short: online. Gen Z buys almost everything digitally, and watches are no exception. They orient themselves on social media, read reviews, compare, and then order. Preferably with fast delivery and an easy return policy.

They rely on:

• Reviews from real buyers. Not just the glossy campaign images
• Transparency about the product. Material, sizes, functions
• Simple return procedures. Certainty without risk
• Fast online experience. No slow webshops or unclear navigation

A brand that fulfills these points wins the trust of Gen Z. Even without decades of brand recognition. Discover how easy buying a watch online is at Urban Ace.

Gen Z buys almost everything online. Even a watch. It's just easy and quick to arrange.

Urban Ace watches that suit Gen Z

What makes an Urban Ace watch interesting for the Gen Z buyer? First, they're not for everyone. Second, they look sleek without appearing fake. And third, the collections are diverse enough to suit multiple styles. Here's a selection of collections that align well with Gen Z's taste:

Zephyr: for those who stand out without shouting

The Zephyr collection combines a sleek silhouette with striking dials. The Zephyr Money Green and the Zephyr Titan Ice Blue are exact examples of what Gen Z is looking for: not boring and not over the top.

Apex: raw and urban

The Apex collection has a stronger, more robust character. Models like the Apex Olive Green and the Apex Turquoise are for those who dare. They suit a streetwear look and a jacket with an open collar. Nicely square = nicely striking.

Maverick: timeless but with grit

The Maverick is the most versatile model. Whether you choose the Maverick Blue Night or the Maverick Dark Night. Both are easy to wear, from the gym to a night out.

Urban Ace watches for the Gen Z generation

What watches does the Gen Z generation like?

To be concrete: Gen Z is attracted to watches that combine the following:

• Steel casing that looks solid. Stainless steel or 316L stainless steel
• No excessive text or logo on the dial. Less is more
• A diameter of 40 to 42 mm. Not too big, not too small. View the 42mm collection
• A recognizable but not mainstream brand. The feeling of a discovery

Does Gen Z prefer a smartwatch or an analog watch?

We touched on this briefly, but it deserves more nuance. Gen Z is the first generation to consciously choose analog in a world full of digital stimuli. That's no coincidence. It's a way to regain control over how they experience their time. A smartwatch measures steps, sends messages, and monitors your heart rate. But it also constantly keeps you connected to your phone. An analog watch does one thing: show the time. And that provides peace.

Choosing analog in a digital world is not old-fashioned, it's conscious.

That's precisely why Urban Ace, with its collection of analog quartz watches, aligns well with what Gen Z is looking for. No app, no charging, no software updates. Just a beautiful timepiece.

Conclusion: Gen Z watch, conscious, expressive, and analog

Gen Z wears a watch not because they have to. They wear it because it suits them. They consciously choose analog in a world that's always on. They are happy to pay for quality, but also expect transparency and authenticity in return. A Gen Z watch is not a status symbol but a style object. It says something about who you are. Not about how much you've spent. And it's precisely at that intersection of character, color, and quality that Urban Ace is positioned.