Online platform eBay Australia is expanding its physical authentication program – Authenticity Guarantee – to cover watches as well after discovering that younger Australians are becoming more interested in owning analogue watches today.
According to eBay Australia research, three in ten (30 per cent) of 25 to 34-year-olds are more interested in wearing or owning an analogue watch than they were 2 to 3 years ago.
For Gen Z, the appeal is increasingly about more than telling the time. Almost half (47 per cent) of Gen Z who are interested in analogue watches see them as a fashion statement reflecting their personal style and identity, pointing to new relevance for traditional timepieces among a generation raised on smartphones, smartwatches and connected technology.
That appetite is already showing up on eBay Australia. Over the past 12 months, “Vintage Watch” was the number one most searched watch term, followed by “Omega Watch” and “Cartier Watch”.
The Omega Seamaster was the most searched specific watch, followed by the Cartier Tank and Omega Speedmaster, with an average of one Omega Seamaster sold every day and around six Seiko watches sold every day.
Yet even as younger Aussies embrace analogue watches, barriers remain when it comes to buying pre-owned. More than half (53 per cent) of Australians say concerns about counterfeit items would make them hesitant to purchase a high-value pre-owned luxury item online, while 40 per cent say they are not confident identifying a counterfeit luxury item without expert help.
As analogue and pre-owned watches continue to gain traction, eBay Australia is launching Authenticity Guarantee for eligible watches on eBay and eBay Live – its live commerce platform.
“What’s interesting is that the generation most surrounded by smart technology is also finding new reasons to embrace analogue,” eBay Live Australia country manager Alastair Low said.
“A watch can be about style and identity, but it can also carry a story, a memory or a connection to another person or moment in time. That mix of personal meaning, nostalgia and the chance to step away from constant notifications is part of what makes analogue feel relevant again.”
Across surveyed Australians more broadly, 36 per cent of potential analogue watch purchasers say nostalgia and heritage are part of the appeal of analogue watches, while one in five (20 per cent) like being able to check the time without reaching for their phone or receiving smartwatch notifications.
The research also shows the role of reassurance, with 44 per cent of Australians more likely to buy a pre-owned luxury watch online if it came with an Authenticity Guarantee involving physical verification before delivery. More than a quarter (27 per cent) would gladly pay more for a verified authentic pre-owned item, jumping to 42 per cent for Australians aged 25-34 years, which is 55 per cent higher than all Australians.
The research also points to a lesser-known complexity in pre-owned watches. Two-thirds (67 per cent) of Australians were unaware that a watch they believe to be genuine could contain replacement, modified or non-original components. In watch circles, these are sometimes referred to as “Franken-watches”.
Almost one in three (30 per cent) Australians say concerns about modified or non-genuine internal parts would make them hesitant to buy a high-value pre-owned luxury item online if they were in the market to purchase.
Lauren Baker, authentication operations manager in Australia and Japan, said buying a pre-owned watch can feel like a big decision, particularly when it’s a high-value piece.
“eBay’s physical authentication gives buyers added confidence, knowing an expert has carefully inspected the watch and checked it against the original listing before it reaches them,” Baker said.
eBay Australia’s Authenticity Guarantee program already covers other categories, including luxury shoes and handbags. Eligible items are sent to eBay’s authentication facility before reaching the buyer, where it is physically inspected. For watches, this can include assessing details such as the dial, case, bezel, crown, movement, bracelet or strap, clasp, and serial and reference information.
Once successfully authenticated, the watch receives a digital authenticity card before being securely packaged and shipped to the buyer.
For eligible watches priced AU$2,500 and above, Authenticity Guarantee is included at no extra cost, while buyers of select eligible watches priced between AU$1,000 and AU$2,499.99 can choose to add authentication for AU$100 at checkout.
With eBay Live, watch enthusiast and eBay Live’s number one watch seller in Australia, Cal Best, will return on October 14 for a dedicated pre-owned watch livestream, featuring brands including Rolex, Omega, Cartier, Tudor and Breitling.
"I grew up loving watches, and I've learned that at any price, there's a watch that reflects who you are,” Best said. “Whether it's $50 or $50k, a watch is fun. It can be a flex, an expression of your personality, a collection you've always wanted, or an heirloom to pass down.”
Best added that live selling is growing fast, as is the love for watches.
“eBay Live lets me put on a show people look forward to and a place for everyone to find their watch, whatever their budget."