Story Highlight
– Future consumers prioritize emotions and values over age.
– “The Restorers” seek calm and intentional consumption.
– Brands should focus on sensory experience and craftsmanship.
– Experience of buying is more important than the product.
– Consumers prefer technology that enhances wellbeing and connection.
Full Story
Research by trend forecaster WGSN suggests that watch brands aiming to connect with the upcoming generation of consumers should broaden their understanding beyond traditional metrics like age and income. Their report, “Future Consumer 2028,” highlights how emotions, values, and the quest for balance will increasingly shape purchasing behaviours.
The latest findings introduce four distinct consumer personas, with a focus on “The Restorers.” These consumers are responding to feelings of digital overwhelm and anxiety about climate change, leading them to prioritise calmness, social connection, and more mindful purchasing habits.
This trend is particularly significant for the watch sector. The Restorers are characterised by their preference for quality over quantity — they seek products that are tactile and demonstrate artisanal quality rather than mass production.
This shift aligns well with the intrinsic values of watchmaking, where aspects such as mechanical movements, handcrafted details, and the use of natural materials resonate with the emotional and physical connections that these consumers desire.
The report advocates for a design ethos centred on minimalism and genuine materials, with an emphasis on sensory experiences. Brands are encouraged to highlight the human aspect of production and foster local connections through their products.
A concrete example of this community engagement is found in the Maidenhead-based manufacturer, The D0ghouse, operated by Studio Underd0g. The facility plans to welcome the public, allowing individuals to participate in assembling their own timepieces. This hands-on experience not only demystifies the complexities of watchmaking but also cultivates a deeper appreciation for craftsmanship, making higher price points more justifiable for consumers.
For retailers, the experience surrounding the watch buying process should shift focus from mere product presentation to creating a meaningful journey. Emphasising tranquil environments, interactive demonstrations, storytelling related to craftsmanship, and stronger ties to local communities can transform luxury retail into a more restorative experience rather than a mere transaction.
WGSN also cautions brands that lean heavily on digital marketing strategies. Increasingly, young consumers are scrutinising the ramifications of constant online connectivity. Data indicates that 47% of Gen Z in the United States often feel “almost always stressed,” and 68% of UK 16-21-year-olds report feeling worse about themselves after social media use.
The key opportunity for brands lies not in withdrawing from technology but in humanising it. WGSN emphasises that consumers are not opposed to tech; rather, they prefer its application in ways that enhance overall well-being and quality of life.
Another notable trend is the rising sense of hope among consumers. WGSN’s Emotional Trajectory Index reveals that while stress, fear, and anger have escalated since 2015, hope stands out as an emotion that has consistently grown.
For watch brands, this suggests a shift in marketing strategies, calling for a less aspirational approach and more of an empowering narrative. By recognising the struggles consumers face, celebrating small victories, and building communities around common aspirations, brands can establish a more resonant connection with their audience.
Ultimately, future watch consumers are less interested in being sold an unattainable ideal; they prioritise products that are well-crafted, satisfying to own, and imbued with significance.
