- Almost a third (30%) of 25–34-year-olds are more interested in analogue watches than 2–3 years ago
- Gen Z is embracing analogue, with 47% seeing watches as a fashion statement
- “Vintage Watch” was eBay Australia’s #1 most searched watch term
- eBay launches Authenticity Guarantee for eligible watches on eBay and eBay Live
Younger Australians are finding new reasons to embrace analogue, with new eBay Australia research revealing three in ten (30%) 25–34-year-olds are more interested in wearing or owning an analogue watch than they were 2–3 years ago.
For Gen Z, the appeal is increasingly about more than telling the time. Almost half (47%) 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 #1 most searched watch term, followed by “Omega Watch” and “Cartier Watch”1. 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%) of Aussies say concerns about counterfeit items would make them hesitant to purchase a high-value pre-owned luxury item online, while 40% 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, giving buyers greater confidence when shopping for their next timepiece.
Alaister Low, Country Manager, eBay Live Australia, said: “What’s interesting is that the generation most surrounded by smart technology is also finding new reasons to embrace analogue. 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.”
“We’re seeing that appetite play out on eBay, where ‘Vintage Watch’ was our most searched watch term over the past year. Authenticity Guarantee gives buyers greater confidence when shopping eligible watches, while eBay Live adds another way to discover pieces, see them up close and engage with sellers in real time.”
Across surveyed Australians more broadly, 36% of potential analogue watch purchasers say nostalgia and heritage are part of the appeal of analogue watches, while one in five (20%) like being able to check the time without reaching for their phone or receiving smartwatch notifications.
Confidence matters when shopping pre-owned
The research also shows the role of reassurance, with 44% 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%) would gladly pay more for a verified authentic pre-owned item, jumping to 42% for Australians aged 25-34 years, which is 55% higher than all Australians.
The research also points to a lesser-known complexity in pre-owned watches. Two-thirds (67%) 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%) 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, AU 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.”
How Authenticity Guarantee works
Eligible watches are sent to eBay’s authentication facility before reaching the buyer, where experts carefully inspect the watch and compare it against the original listing. Depending on the watch, 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.
Luxury on eBay Live
eBay Live continues to bring sought-after luxury pieces directly to Australian shoppers through regular livestreams spanning watches, handbags, sneakers and accessories.
Leading watch enthusiast and eBay Live’s #1 watch seller in Australia, Cal Best will return on 14 October for a dedicated pre-owned watch livestream, featuring brands including Rolex, Omega, Cartier, Tudor and Breitling.
Cal Best said: "I grew up loving watches, and I've learned that at any price, there's a watch that reflects who you are. 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.
Live selling is growing fast, and so is the love for watches, so it feels natural for the two to go hand in hand. eBay Live lets me put on a show people look forward to and a place for everyone to find their watch, whatever their budget."
eBay’s Authenticity Guarantee is also available for eligible purchases in categories including sneakers, handbags, and accessories, helping buyers shop with greater confidence in some of eBay’s most sought-after categories.
1 eBay search term data 1 Jul 2025–30 Jun 2026 vs. comparative period 1 Jul 2024–30 Jun 2025.
What is eBay Live? eBay Live is a new real-time livestream shopping platform on eBay, which combines the thrill of online shopping with livestream video broadcasts.
For more information, please contact:
Candice Jackson, Ogilvy PR
M: 0432 472 300| E: candice.mcgirr@ogilvy.com
About eBay Live
eBay Live is a new, immersive way to shop that blends the excitement of live video streaming with the trust and scale of eBay Australia’s marketplace. Shoppers can tune into live‑streamed events from trusted sellers, see products up close, ask questions in real time, and even bid in dynamic live auctions — all from the comfort of home. Whether it’s an exclusive drop, the thrill of chasing a rare trading card, or exploring collectable toys, eBay Live turns shopping into an interactive experience shared with a passionate community.
About eBay
eBay Inc. (Nasdaq: EBAY) is a global commerce leader that connects people and builds communities to create economic opportunity for all. Our technology empowers millions of buyers and sellers in more than 190 markets around the world, providing everyone the opportunity to grow and thrive. Founded in 1995 in San Jose, California, eBay is one of the world's largest and most vibrant marketplaces for discovering great value and unique selection. In 2024, eBay enabled $80 billion of gross merchandise volume. For more information about the company and its global portfolio of online brands, visit www.ebayinc.com.
About the research
eBay Australia research commissioned by Pureprofile among n=1,012 Australians aged 18+ years, nationally representative based on age, gender and location. Data collection in the field from 14th to 18th September 2026. This press release also refers to Australians aged 25-34 years (n=184 respondents) and Gen Z, defined as young Australians aged 18-24 years, of which 108 respondents were surveyed.