Why Gen-Z Is Investing in Classic Rolex Watches
In an era where smartphones, smartwatches, and other devices tell the time, it might seem odd that younger generations are so drawn to the traditional allure of luxury watches, especially Rolex. Yet, despite the convenience of digital clocks on nearly every device, Gen-Z is developing a deep appreciation for the classic Rolex models. Take 17-year-old Lamine Yamal, for example. A rising star in Spanish football and seen as Barcelona’s heir to Lionel Messi, Yamal has already cultivated an impressive collection of Rolex watches.
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At his age, one might expect a player of his stature – already valued at over £100 million and with an enviable reputation – would gravitate towards flashy, diamond-encrusted watches. But Yamal’s watch choice speaks volumes about his more understated style. Following Spain’s triumph at the Euros, Yamal was spotted wearing a stainless steel Rolex Datejust 41 with a distinctive Azzuro dial and Roman numerals, rather than the more traditional hour markers. Priced at just over £7,000, it’s a modest yet sophisticated piece compared to the ostentatious options often favored by his peers.
Yamal’s watch may seem subtle, but there’s something perfectly fitting about his choice. Just as his dribbling has drawn comparisons to Messi’s legendary technique, the Rolex Datejust is a staple in the brand’s iconic lineup. It’s not only one of the most recognizable models in Rolex’s portfolio, but also a revolutionary design, being the first self-winding chronometer that displayed the date – changing it precisely at midnight.
The popularity of classic watches like the Datejust isn’t just about technical mastery or timeless aesthetics. It also reflects the tastes of a broader Gen-Z trend. “People are waking up to watches with more timeless styles,” says Danny Shahid, founder of Diamond Watches London. “Like fashion, watch trends come and go, but classic pieces never lose their appeal. I believe Gen-Z is catching on to that enduring value.”
Shahid has noticed a shift among his younger clients. “Gen-Z used to flock to diamond-studded, flashy pieces, but that trend has faded,” he says. “Now, they’re leaning toward classic models that not only look good but also hold their value over time.” For this generation, the lasting appeal of heritage pieces is more about investment potential than status signaling. As these watches tend to retain or even increase in value, it’s clear why they’re becoming the go-to choice for discerning buyers.
Yamal is not alone in this trend. Australian rapper The Kid Laroi, at 21, also embraces the allure of classic Rolex models. At the 2021 VMAs, he wore a white gold replica Rolex Day-Date 40, a gift from fellow music and watch enthusiast Justin Bieber. The watch, featuring a President bracelet and a clean, sophisticated dial, balances elegance with just enough flair to stand out in a sea of red-carpet spectacles.
For many Gen-Z buyers, especially those newer to the watch world, investing in a heritage piece makes perfect sense. These replica watches are versatile, timeless, and, crucially, they have the potential to appreciate in value. “It’s great to see Gen-Z being so thoughtful with their watch purchases,” says Shahid. “I’m excited to see their interest expand to vintage or rarer models in the future.”
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As tastes evolve, younger collectors might find themselves following the lead of older watch enthusiasts, such as Brad Pitt, who has developed a passion for vintage watches. Alternatively, they could lean towards the more extravagant side, like Chris Hemsworth, who’s embraced the bling aesthetic later in life. Regardless of where their tastes take them, starting with a classic Rolex – like the ones worn by Yamal and The Kid Laroi – remains a solid and wise choice.