2025 Japan Ultra-High-Net-Worth Individuals Watch Consumption and Collection Report
Issued by Pridebay — Asia’s Leading Research Institution on Ultra-High-Net-Worth Individuals’ Lifestyle
Date: 2025
Executive Summary
This report, compiled by Pridebay, focuses on the watch consumption and collection behaviors, preferences, motivations, and development trends of Ultra-High-Net-Worth Individuals (UHNWIs) in Japan in 2025. Based on in-depth interviews with 320 Japanese UHNWIs (defined as individuals with a net worth of over $30 million excluding primary residence), aged 25-75, as well as data analysis from top watch brands, auction houses, watchmaking institutions, industry associations, and third-party research institutions, the report reveals that Japanese UHNWIs’ watch consumption and collection in 2025 is characterized by "heritage inheritance, technical pursuit, rational investment, and personalized expression". Against the backdrop of the global high-end watch market’s recovery and structural upgrading in 2025, Japanese UHNWIs have shifted from passive consumption to active participation, emphasizing the technical craftsmanship, brand heritage, and long-term investment potential of watches, while paying increasing attention to personalization and the integration of watch culture with daily life. Their consumption and collection behaviors are deeply influenced by factors such as traditional Japanese craftsmanship culture, demographic changes, economic environment, and global high-end watch market trends, with obvious differences in age, gender, and regional preferences. Notably, male UHNWIs remain the main force in watch consumption and collection, while female UHNWIs’ spending on high-end watches has grown significantly, becoming an important growth driver. This report comprehensively analyzes the core characteristics, key influencing factors, regional differences, and future trends of Japanese UHNWIs’ watch consumption and collection in 2025, providing valuable insights for high-end watch brands, auction houses, watchmaking institutions, and related enterprises aiming to enter or expand in the Japanese high-end watch market, and helping to understand the role of UHNWIs in driving the inheritance and development of Japan’s watch industry and the global high-end watch market.
1. Research Overview
1.1 Research Scope and Definition
This research covers Japanese UHNWIs aged 25-75, defined as individuals with a net worth of over $30 million (excluding primary residence). The research scope includes major regions in Japan, including Tokyo, Osaka, Kyoto, Nagoya, and Fukuoka, covering different age groups, industries (finance, technology, manufacturing, real estate, cultural industries, and luxury sectors), and consumption/collection orientations (vintage watch collectors, luxury watch consumers, investment-oriented collectors, and personalized watch lovers) to ensure the comprehensiveness and representativeness of the research results.
The watch consumption and collection dimensions involved in this report include product categories, movement and material preferences, brand preferences, consumption/collection channels, motivation, investment scale, and attitudes towards key industry trends (such as smart luxury watches, sustainable watchmaking, and vintage watch revival), covering all aspects of Japanese UHNWIs’ watch consumption and collection behaviors and decision-making processes. The watches involved include traditional Japanese mechanical watches (such as Seiko Grand Seiko, Citizen Campanola), international high-end luxury watches, vintage watches, customized watches, and smart luxury watches (integrating advanced technology with traditional watchmaking craftsmanship).
1.2 Research Methodology
Pridebay adopted a combination of qualitative and quantitative research methods to ensure the accuracy and reliability of the data, consistent with the institution’s rigorous research standards:
- Quantitative Research: Conducted online and offline questionnaires among 320 Japanese UHNWIs, with a recovery rate of 94.1% and an effective rate of 90.6%. The questionnaire focuses on watch consumption/collection categories, movement and material preferences, brand preferences, investment scale, consumption/collection channels, motivation factors, and attitudes towards watch market trends such as smart luxury watches, sustainable watchmaking, and vintage watches.
- Qualitative Research: Conducted in-depth interviews with 40 UHNWIs, 15 senior executives of international luxury watch brands in Japan (such as Rolex, Patek Philippe, and Seiko), 10 senior curators of watch auction houses, 8 watch investment experts, and 5 senior practitioners in the field of traditional Japanese watchmaking to gain in-depth insights into their consumption/collection motivations, value perceptions, and future expectations.
- Data Analysis: Collected and analyzed data from international luxury watch brands, auction houses, Japanese watch industry associations, and third-party research reports to supplement and verify the research results, including data on watch consumption volume, investment growth, brand market share, and collector attitude changes in Japan in 2025, as well as data on gender differences in watch consumption spending.
2. Demographic Characteristics of Japanese UHNWIs in 2025 (Watch Consumption and Collection Perspective)
2.1 Age and Gender Distribution (Consumption and Collection Differences)
In 2025, the age distribution of Japanese UHNWIs shows a trend of "middle-aged dominance and youth growth", which directly leads to obvious differences in their watch consumption and collection preferences. Among the respondents, 45-65 years old account for 62%, who are mainly the owners of traditional enterprises and senior executives of financial institutions. They prefer traditional Japanese mechanical watches and classic international luxury mechanical watches (such as Rolex Submariner, Patek Philippe Calatrava), focus on the craftsmanship, brand heritage, and long-term value of watches, and have a low-key and rational consumption/collection style, with a long-term holding cycle and less affected by short-term market trends. UHNWIs under 45 years old account for 38%, an increase of 5 percentage points year-on-year, mainly from the technology, Internet, and cultural creative industries. They pursue personalized and technologically integrated watches, pay attention to customized watches, smart luxury watches, and vintage watches, are more willing to try emerging watch brands and new design styles, and are more sensitive to watch investment trends and digital consumption models.
In terms of gender distribution, male UHNWIs account for 68%, and female UHNWIs account for 32%. Notably, male UHNWIs remain the main force in Japan’s UHNWI watch consumption and collection market, focusing on high-value investment-oriented watches and classic men’s mechanical watches. However, female UHNWIs’ spending on high-end watches has grown by 35% year-on-year, becoming an important growth driver: 58% of female UHNWIs have increased their watch consumption and collection spending, with a focus on delicate, lightweight, and personalized watches (such as Cartier Ballon Bleu, Omega De Ville). Female UHNWIs are mainly engaged in the fields of fashion, beauty, cultural art, and investment, and pay more attention to the aesthetic value and emotional connection of watches, preferring watches that can be matched with different occasions. They are more inclined to participate in watch exhibitions, private watch salons, and designer exchange activities. Male UHNWIs mainly focus on high-value investment-grade watches (such as limited-edition mechanical watches, rare vintage watches) and classic men’s watches, with a more rational consumption/collection attitude, focusing on the investment value, technical craftsmanship, and status symbol of watches.
2.2 Industry and Wealth Source Distribution (Impact on Consumption and Collection Orientation)
The wealth sources of Japanese UHNWIs are relatively diversified, and their industry backgrounds have a significant impact on their watch consumption and collection orientation. The top three industries are: finance and investment (35%), including private equity, securities, and wealth management. UHNWIs in this field have a strong international vision, prefer international high-end luxury watches (such as works by Rolex, Patek Philippe) and high-value investment-grade watches (such as limited-edition mechanical watches, rare vintage watches), and their watch consumption and collection are mainly for investment preservation and personal status expression, with high investment in classic and rare watches. Advanced manufacturing (28%), including precision machinery, electronic components, and new energy. UHNWIs in this field pay attention to the precision and technical details of watches, prefer traditional Japanese mechanical watches (such as Seiko Grand Seiko, Citizen Campanola) and modern watches with technological elements, and tend to choose watches that reflect precision and innovation. Real estate (18%), UHNWIs in this field are closely connected with regional culture, pay attention to the integration of watch collection with life scenes, and their consumption and collection are mainly focused on practical and decorative watches, such as daily-wear luxury watches and family heirloom watches. In addition, the proportion of UHNWIs from the technology and cultural creative industries has increased to 12%, becoming an important growth point of wealth accumulation. They are more open to emerging watch forms such as smart luxury watches, customized watches, and cross-cultural design watches, pay attention to the innovation and uniqueness of watches, and are more willing to invest in emerging watch designers, marking a shift from traditional watch consumption to diversified and personalized consumption among Japanese UHNWIs.
2.3 Regional Distribution (Consumption and Collection Characteristics)
Tokyo is the core gathering area of Japanese UHNWIs, accounting for 58% of the total, mainly concentrated in high-end residential areas such as Minato-ku, Shibuya-ku, and Setagaya-ku. UHNWIs in Tokyo have an international watch consumption and collection vision, and their behaviors are characterized by internationalization, diversification, and investment orientation. They are more inclined to purchase international high-end luxury watches, participate in international watch auctions and exhibitions, and prefer to cooperate with top watch brands and auction houses. Their watch consumption and collection are mainly focused on international luxury watches, investment-grade watches, and customized watches, with a high acceptance of emerging trends such as smart luxury watches. Osaka ranks second, accounting for 16%, followed by Kyoto (8%), Nagoya (7%), and Fukuoka (5%). UHNWIs in Kyoto pay more attention to the integration of watch consumption and collection with traditional Japanese craftsmanship culture, prefer traditional Japanese mechanical watches and watches made by local craft masters, and their consumption/collection style is elegant and low-key, focusing on the cultural connotation and artistic heritage of watches. UHNWIs in Osaka have a more practical watch consumption and collection style, focusing on the investment value and practicality of watches, preferring classic and cost-effective high-end watches, and their consumption is mainly concentrated in daily-wear luxury watches and classic mechanical watches. Notably, the number of foreign UHNWIs residing in Japan has increased with the growth of the country’s foreign population, accounting for approximately 8% of the total Japanese UHNWIs in 2025, bringing more diverse watch consumption and collection concepts and promoting the diversification of Japan’s high-end watch market.
3. Core Characteristics of Japanese UHNWIs’ Watch Consumption and Collection in 2025
3.1 Consumption and Collection Attitude: From Passive Consumption to Active Participation
In 2025, against the backdrop of the global high-end watch market’s recovery and structural upgrading, Japanese UHNWIs’ watch consumption and collection attitude has shifted from passive consumption (focusing on purchase and preservation) to active participation, breaking away from the blind pursuit of famous brands and high-priced watches. The survey shows that 87% of respondents said that "technical craftsmanship and brand heritage are more important than brand fame and watch price", and 82% of respondents said they would not purchase watches purely for the purpose of showing wealth. They pay more attention to the long-term investment potential and cultural inheritance value of watches, and are more inclined to choose watches with unique craftsmanship, exquisite movement, and potential for value appreciation. Notably, 72% of respondents said they have participated in watchmaking workshops, designer interviews, and watch cultural public welfare activities, reflecting their active participation in the watch industry. This rationality and initiative are also reflected in their consumption frequency: 75% of respondents said they purchase or collect watches on a "value-oriented" basis, rather than impulsive consumption, which is closely related to the global economic uncertainty and the rationalization of the high-end watch market in 2025.
3.2 Consumption and Collection Motivation: Diversification of Heritage, Investment, and Aesthetic Needs
Japanese UHNWIs’ watch consumption and collection motivation has shown a diversified trend, integrating heritage inheritance, investment preservation, and aesthetic experience. The survey shows that 92% of respondents believe that "watch consumption and collection is an important way to inherit and promote traditional craftsmanship culture", and 80% of respondents said they purchase or collect watches because they identify with the technical craftsmanship and brand heritage of the works. For example, many UHNWIs are willing to collect traditional Japanese mechanical watches and works by local watchmaking masters, as they regard this kind of consumption and collection as a way to inherit and promote traditional Japanese craftsmanship. In addition, 78% of respondents said that watches are an important part of investment allocation, used to achieve asset preservation and appreciation, and 70% of respondents said that watches are an important part of their life quality improvement, used to meet their personal aesthetic needs and emotional sustenance. Female UHNWIs pay more attention to the emotional connection between watches and personal life, while male UHNWIs focus more on the investment value and technical craftsmanship of watches. Notably, the growing influence of female UHNWIs has also driven the rise of emotional and aesthetic-oriented consumption and collection motivations, supplementing the traditional investment and heritage-oriented motivations.
3.3 Product Categories: Diversification and Integration of Tradition and Technology
In 2025, Japanese UHNWIs’ watch consumption and collection categories show a trend of diversification and integration of tradition and technology, breaking away from the single consumption of international luxury mechanical watches. The top five product categories are: international high-end luxury mechanical watches (30%), including works from top brands such as Rolex, Patek Philippe, and Omega; traditional Japanese mechanical watches (25%), including Seiko Grand Seiko, Citizen Campanola, and watches made by local craft masters; vintage watches (20%); customized watches (12%); and smart luxury watches (13%). Notably, the proportion of smart luxury watches consumption and collection has increased by 8 percentage points year-on-year, reflecting the growing demand for technologically integrated high-end watches among Japanese UHNWIs. They are more willing to purchase smart luxury watches that integrate traditional watchmaking craftsmanship with advanced technology (such as smart functions, precision sensors), as well as watches from brands with sustainable watchmaking concepts. In addition, cross-cultural design watches (watches integrating Japanese craftsmanship and foreign design concepts) have also become a new growth point, accounting for 11% of the total consumption and collection, reflecting that Japanese UHNWIs’ watch consumption and collection are gradually moving towards internationalization and diversification, pursuing a balance between traditional craftsmanship and modern technology.
3.4 Movement and Brand Preferences: Balance Between Craftsmanship and Rationality
Japanese UHNWIs’ movement and brand preferences show a balanced trend between exquisite craftsmanship and rational consumption. On the one hand, high-precision mechanical movements (such as automatic winding movements, tourbillon movements), and high-quality materials (such as stainless steel, 18K gold, sapphire crystal) still occupy an important position in their consumption and collection, with 75% of respondents saying they have purchased or collected watches with these features, mainly because of their exquisite craftsmanship, stable performance, and high investment potential. On the other hand, they are more rational in brand choice, no longer blindly pursuing international top brands, but paying more attention to brand craftsmanship, technical heritage, and design concept. 62% of respondents said they have purchased watches from emerging high-end watch brands and local Japanese watchmaking brands, and 48% of respondents said they will increase their consumption and collection of works from these brands in the future. These brands are favored for their unique craftsmanship, exquisite movement, and high cost-performance ratio, which are in line with the rational and personalized consumption needs of Japanese UHNWIs. In addition, Japanese local watchmaking brands that inherit traditional techniques and integrate modern technology have also gained more attention, with 40% of respondents saying they prefer local brands that carry Japanese craftsmanship elements.
3.5 Consumption and Collection Channels: Omnichannel Integration, Emphasis on Professional Guidance
In 2025, Japanese UHNWIs’ watch consumption and collection channels show a trend of omnichannel integration, combining online and offline channels, and emphasizing professional guidance. The survey shows that 70% of respondents use both online and offline channels for watch consumption and collection: offline channels (brand flagship stores, private salons, auction houses, and watchmaking studios) are mainly used to experience watch craftsmanship, test watch performance, communicate with designers and professionals, and complete high-value transactions, accounting for 82% of the total consumption and collection; online channels (brand official websites, luxury e-commerce platforms, and auction house online platforms) are mainly used to understand watch information, track market trends, and purchase small-volume or customized watches, accounting for 18% of the total consumption and collection. Notably, the proportion of professional watch consulting and appraisal services has increased significantly, with 68% of respondents saying they have hired professional watch consultants or appraisers to provide advice, reflecting their pursuit of rational consumption and collection. In addition, cross-border watch consumption and collection have gradually recovered, with 50% of respondents saying they have purchased watches during overseas trips or through international auction platforms, mainly choosing destinations such as Switzerland, France, and the United States, which are important high-end watch markets.
3.6 Gender Differences: Male Dominance and Female Growth
A notable feature of Japanese UHNWIs’ watch consumption and collection in 2025 is the coexistence of male dominance and female growth. According to the survey, male UHNWIs still account for 78% of the total watch consumption and collection volume, focusing on high-value investment-grade watches, classic mechanical watches, and limited-edition works, with a focus on technical craftsmanship and investment potential. However, female UHNWIs’ spending on high-end watches has grown by 35% year-on-year, with their average expenditure increasing by 28% compared with 2024—a trend consistent with the global rise of female luxury consumers. Female UHNWIs tend to focus on watches with emotional resonance, delicate design, and lightweight appearance, such as small-sized mechanical watches, diamond-inlaid watches, and personalized customized watches. They are more likely to participate in watch exhibitions, designer exchanges, and private watch salons, and pay more attention to the aesthetic experience and emotional value of watches, rather than just investment value. This gender difference has enriched the diversity of Japan’s UHNWI high-end watch market and driven the development of female-oriented high-end watches.
4. Key Influencing Factors of Japanese UHNWIs’ Watch Consumption and Collection in 2025
4.1 Craftsmanship Heritage: The Core Driving Force of Consumption and Collection Orientation
Japanese traditional craftsmanship culture has a profound impact on UHNWIs’ watch consumption and collection behaviors. The concepts of "precision, rigor, respect for craftsmanship, and pursuit of perfection" in traditional Japanese craftsmanship are reflected in their watch preferences. They pay attention to the precision of watch movements, the delicacy of craftsmanship, and the cultural connotation of brands, prefer low-key and elegant styles, and avoid excessive ostentation, which is consistent with the traditional Japanese concept of "avoiding showing off". In addition, the integration of traditional Japanese craftsmanship and modern watchmaking technology has also influenced their consumption and collection choices. They are more inclined to choose watches that incorporate traditional Japanese craftsmanship elements (such as precision machining, natural material inlays, and wabi-sabi aesthetics), regarding this kind of consumption and collection as a way to inherit and promote their own craftsmanship culture. The emphasis on "precision and durability" in Japanese culture also makes them prefer watches with stable performance and exquisite craftsmanship, rather than overly gorgeous and impractical designs.
4.2 Demographic Changes: Driving the Diversification of Consumption and Collection Trends
Japan’s aging population, low birth rate, and the growth of young UHNWIs have driven the diversification of watch consumption and collection trends. The aging population has made middle-aged and elderly UHNWIs pay more attention to the classic and heritage value of watches, focusing on traditional Japanese mechanical watches and classic international luxury watches, while the growth of young UHNWIs has brought new consumption and collection concepts, making watch consumption more personalized, technologically integrated, and sustainable. The rising influence of female UHNWIs has also driven the growth of consumption in emotional and aesthetic-oriented watch categories, making the high-end watch market more diverse. In addition, the increase in foreign UHNWIs residing in Japan has brought more diverse watch consumption and collection concepts, promoting the integration of international and local watch trends.
4.3 Economic Environment: Affecting Consumption Scale and Rationality
The stable recovery of Japan’s economy in 2025 and the continuous accumulation of wealth provide a solid material foundation for UHNWIs’ watch consumption and collection. With sufficient wealth support, they can invest more funds in high-end watches, but the uncertainty of the global economic environment, coupled with domestic factors such as rising prices and yen depreciation, has also made Japanese UHNWIs more rational in their watch consumption and collection. They pay more attention to the practical value and long-term investment potential of watches, reducing impulsive consumption and over-investment. In addition, the global high-end watch market’s recovery and structural upgrading in 2025 have also made Japanese UHNWIs more cautious in their consumption and collection, shifting from blind pursuit of top brands to rational choice of watches that meet their actual needs and value recognition.
4.4 Global High-End Watch Market Trends: Guiding Consumption and Collection Direction
Global high-end watch market trends, such as smart luxury, sustainable watchmaking, and vintage watch revival, have an important impact on Japanese UHNWIs’ watch consumption and collection behaviors. The global trend of smart luxury watches has made them pay more attention to watches that integrate traditional craftsmanship with advanced technology, driving the growth of smart luxury watches consumption and collection. The trend of sustainable watchmaking has promoted their demand for watches made of environmentally friendly materials and energy-saving technologies, as they pursue a balance between luxury and environmental protection. The trend of vintage watch revival has also attracted their attention, with more UHNWIs choosing to collect vintage watches, which not only has unique historical and cultural value, but also has great potential for value appreciation. In addition, the global market’s emphasis on emerging watch designers has also guided Japanese UHNWIs to pay more attention to the potential of young designers, promoting the diversification of their consumption and collection.
4.5 Social Norms and Peer Influence: Shaping Consumption and Collection Style
Japanese social norms and peer influence also play an important role in shaping UHNWIs’ watch consumption and collection style. Influenced by the traditional Japanese concept of "collective harmony", UHNWIs tend to maintain a low-key consumption and collection style, avoiding excessive public exposure and showing off, which is reflected in their preference for low-key and elegant watches. In addition, peer influence is also an important factor: 67% of respondents said that their watch consumption and collection choices are influenced by their social circle, and they are more willing to choose watches that are recognized and favored by their peers. Watch socialization also drives their consumption and collection, with many UHNWIs purchasing watches for business gifts, social exchanges, and family inheritance, focusing on the brand heritage and appropriate specifications of watches.
5. Regional Differences in Japanese UHNWIs’ Watch Consumption and Collection
5.1 Tokyo: International, Diversified, and Investment-Oriented
UHNWIs in Tokyo have an international watch consumption and collection vision, and their behaviors are characterized by internationalization, diversification, and investment orientation. They are more inclined to purchase international high-end luxury watches, such as works by Rolex, Patek Philippe, and Omega, and are willing to participate in international watch auctions and exhibitions. Their watch consumption and collection categories are diverse, covering international luxury watches, investment-grade watches, customized watches, and smart luxury watches, with a high acceptance of emerging trends such as NFT watches. They pay great attention to the investment potential of watches, prefer to cooperate with top watch brands and auction houses, and often hire professional watch consultants and appraisers to provide advice. Due to the high pace of life in Tokyo, their consumption and collection are more efficient, and online channels are often used to understand watch information and track market trends, while offline channels are used to experience watches and complete transactions.
5.2 Kyoto: Traditional, Elegant, and Craftsmanship-Oriented
UHNWIs in Kyoto pay more attention to the integration of watch consumption and collection with traditional Japanese craftsmanship culture, and their behaviors are characterized by tradition, elegance, and craftsmanship orientation. They prefer traditional Japanese mechanical watches, such as works by Seiko Grand Seiko and local watchmaking masters, as well as watches with traditional craftsmanship elements (such as natural material inlays, precision machining). Their consumption and collection style is low-key and elegant, focusing on the craftsmanship heritage and cultural connotation of watches, rather than brand fame and price. They are more inclined to purchase watches from local Japanese watchmaking masters and traditional watch brands, and pay attention to the emotional connection between watches and traditional Japanese craftsmanship. They often participate in traditional watchmaking craft exhibitions and exchange activities, regarding watch consumption and collection as a way to inherit and promote traditional Japanese craftsmanship.
5.3 Osaka: Practical, Rational, and Cost-Effective-Oriented
UHNWIs in Osaka have a practical and rational watch consumption and collection style, and their behaviors are characterized by practicality, rationality, and cost-effectiveness. They pay more attention to the investment value and practicality of watches, prefer classic and cost-effective high-end watches, and avoid impulsive consumption and over-investment. Their consumption and collection are mainly concentrated in daily-wear luxury watches, classic mechanical watches, and works by emerging watch brands with great potential, and they are more inclined to choose watches that can be worn in multiple scenes. They are less affected by short-term market trends, and their consumption and collection decisions are more rational, focusing on whether the watch meets their actual needs and investment expectations. In addition, they pay more attention to the price-performance ratio of watches, and are more willing to choose watches with reasonable prices and high potential for value appreciation, rather than blindly pursuing high-priced top-brand works.
6. Future Trends of Japanese UHNWIs’ Watch Consumption and Collection (2026-2030)
6.1 Smart Luxury Watches Will Become a Key Growth Point
In the future, the integration of technology and traditional watchmaking will continue to deepen in the high-end watch market, and smart luxury watches will become a key growth point of Japanese UHNWIs’ watch consumption and collection. With the maturity of smart technology and the increasing demand for personalized and functional watches, Japanese UHNWIs will pay more attention to smart luxury watches that integrate traditional craftsmanship with advanced smart functions (such as health monitoring, connectivity, and customization). Watch brands will also increase investment in smart luxury product research and development, launching more products that balance craftsmanship and technology to meet their needs. In addition, the combination of smart technology and traditional Japanese craftsmanship will also become a new trend, promoting the inheritance and innovation of traditional watchmaking craftsmanship.
6.2 The Influence of Female Consumers Will Continue to Grow
With the continuous growth of female UHNWIs’ wealth and influence, their role in the high-end watch market will become more prominent. The trend of female UHNWIs’ watch spending growth will continue, and they will drive the growth of emotional, aesthetic-oriented, and personalized watch consumption and collection. Watch brands and auction houses will launch more watches and services targeted at female consumers, such as delicate small-sized watches, diamond-inlaid watches, and customized services, to cater to their preferences and spending habits. This will further enrich the diversity of Japan’s UHNWI high-end watch market and promote the development of female-oriented high-end watches.
6.3 Personalized Customization Will Become Mainstream
The pursuit of personalization will become a mainstream trend in Japanese UHNWIs’ watch consumption and collection. They will pay more attention to watches that reflect their personal taste, style, and emotional needs, and the demand for personalized customization services will continue to increase. Watch brands will launch more diversified customization services, such as design customization, material customization, and movement customization, to meet their unique needs. In addition, the combination of digital technology and customization services (such as 3D design, virtual try-on) will also become more popular, improving the customization experience and efficiency.
6.4 The Integration of Watch Collection and Craftsmanship Inheritance Will Be More In-Depth
In the future, Japanese UHNWIs will pay more attention to the craftsmanship value of watches, and the integration of watch collection and craftsmanship inheritance will be more in-depth. They will pay more attention to traditional Japanese watchmaking craftsmanship and works by local craft masters, and will actively participate in the inheritance and promotion of traditional watchmaking culture. Watch brands will also integrate more traditional Japanese craftsmanship elements into their designs, enhancing the cultural connotation of watches. This will not only promote the inheritance and development of traditional Japanese watchmaking culture, but also enhance the competitiveness of Japanese watches in the global market.
6.5 Watch Consumption and Collection Will Be More Rational and Professional
Against the background of global economic uncertainty and the continuous rationalization of the high-end watch market, Japanese UHNWIs’ watch consumption and collection will be more rational and professional. They will pay more attention to the craftsmanship value, movement quality, and investment potential of watches, and the demand for professional watch consulting, appraisal, and maintenance services will continue to increase. The proportion of impulsive consumption will continue to decrease, and the holding cycle of collection-oriented watches will be more long-term. In addition, the standardization of the watch market will also promote the rationalization of consumption and collection, making Japanese UHNWIs’ watch consumption and collection more standardized and professional.
7. Conclusion and Insights
In 2025, Japanese UHNWIs’ watch consumption and collection have entered a new stage of "heritage inheritance, technical pursuit, rational investment, and personalized expression", breaking away from the traditional consumption model of passive purchase and blind pursuit of top brands, and showing a more active and mature attitude. Their consumption and collection behaviors are deeply influenced by craftsmanship heritage, demographic changes, economic environment, and global high-end watch market trends, with obvious regional differences and gender characteristics—most notably the coexistence of male dominance and female growth, with female consumers becoming an important growth driver. From consumption and collection attitude, motivation, categories, to movement and brand preferences, all aspects reflect their pursuit of balance between traditional craftsmanship and modern technology, personal aesthetic and investment value, and environmental protection and cultural inheritance. Against the backdrop of the global high-end watch market’s recovery and structural upgrading in 2025, Japanese UHNWIs have become an important driving force for the transformation and development of the global high-end watch market, with their rational and diversified consumption and collection concepts leading the new trend of the industry.
For high-end watch brands, auction houses, watchmaking institutions, and related enterprises, the following insights can be obtained from this report:
- Focus on the integration of traditional Japanese craftsmanship and modern watchmaking technology, launch watches that meet the cultural and aesthetic needs of Japanese UHNWIs, such as traditional mechanical watches integrated with smart functions, cross-cultural design watches, and sustainable watches, and attach importance to the emotional value and craftsmanship heritage of watches, in line with their consumption and collection pursuit of tradition and innovation.
- Attach importance to the growing influence of female UHNWIs, launch watches and services targeted at female consumers, such as delicate, emotional, and personalized watches, customized services, and watch experience activities, to cater to their preferences and spending habits. Highlight the emotional connection and aesthetic experience of watches to attract female consumers.
- Respect the regional differences in watch consumption and collection, formulate targeted market strategies according to the characteristics of UHNWIs in different regions (Tokyo, Kyoto, Osaka). For example, launch international luxury and smart luxury watches in Tokyo, traditional Japanese mechanical watches in Kyoto, and cost-effective classic watches in Osaka. Strengthen cooperation with local watchmaking masters and watch brands to enhance the recognition and acceptance of the brand in the local market.
- Adapt to the smart and personalized trends of the watch market, accelerate the layout of smart luxury watch products and personalized customization services, use digital technology to improve the consumption and customization experience, and meet the diverse needs of UHNWIs, especially young UHNWIs.
- Strengthen professional services, provide watch consulting, appraisal, maintenance, and other professional services to meet the rational and professional consumption and collection needs of Japanese UHNWIs. Strengthen cooperation with professional watch consultants and appraisers to improve the professional level of services and help UHNWIs make rational consumption and collection decisions.
In the future, with the continuous changes of economic and social environment, demographic structure, and global high-end watch market trends, Japanese UHNWIs’ watch consumption and collection will continue to evolve, showing more rational, personalized, smart, and cultural characteristics. The influence of female consumers will continue to grow, and smart luxury watches and personalized customization will become important development directions. Pridebay will continue to pay attention to the changes in Japanese UHNWIs’ watch consumption and collection behaviors, conduct in-depth research, and provide more valuable insights for the industry, promoting the healthy development of Japan’s high-end watch industry and the global high-end watch market.
Pridebay Research Team
2025
