Top seven watch trend predictions for 2026

Last year was a quietly tempestuous one for the watchmaking world. There were challenges aplenty, from tariffs to raw material prices to the bottoming out of the Chinese luxury market. 

But despite being buffeted, the industry remains cautiously optimistic, as the Deloitte Watch Industry Study 2025 (appropriately subtitled “Time under pressure”) found.

Strong emerging markets in India and Mexico are a cause of optimism, while high-end watches (with retail prices of over CHF 50,000) in particular are expected to perform well going forwards, with 64% of industry executives viewing the economic outlook for this segment as positive. 

Women’s watches is also an area of growth, with Deloitte finding that purchase intent is now equally strong among men and women, and the share of women wearing traditional watches has increased slightly.

Aside from these macro predictions, here are some more granular trend predictions for the year to come. 

Ultra-slim watches

At Watches & Wonders 2025, Bulgari set a new record for its Octo Finissimo Ultra Tourbillon, coming in at a svelte 1.85mm, the thinnest tourbillon ever made. Although other watchmakers are unlikely to snatch Bulgari’s skinny crown, there’s a definite trend towards slimmer watches in the air. Seiko, Jaeger-LeCoultre, Breguet and Laco have all just released models under 10mm thick, signalling an aesthetic shift towards narrower cases. 

Rich 70s hues

Coloured dials – often chiselled from vibrant hardstones – was one of the biggest trend stories of 2025. This year, the trend will continue, with a shift towards the richer hues often associated with the 1970s: racing green, ochre, oxblood.

See: Gucci’s Play watch, reintroduced with a wardrobe of bezels in its signature colours; Studio Underd0g’s green-and-gold watch it made in collaboration with Massena LAB (sold out in 12 mins); Orient’s ACOF collection in moody hues; Zenith’s brick-red Defy Skyline Tourbillon; and Herbelin’s Cap Camarat Square Automatic. The 1970s is a big trend story in fashion, so it makes sense there’s appetite for it in the watch world, too. 

Material innovation

The soaring price of gold was always going to have a knock-on effect on the watch industry, with brands inevitably passing on the cost of raw materials to their customers. As gold prices are unlikely to fall (much) in 2026, we’ll get to see some innovation at play, with watchmakers trying out alternative case materials like titanium, ceramic, carbon composites, and advanced PVD finishes. 

The (continued) rise of micro-brands

Smaller, independent watchmakers have received a lot of attention in recent years, a phenomenon that’s only likely to grow in 2026. The burgeoning popularity of names like SpaceOne Watches, Ming and Christopher Ward, to name just a few, is down to a number of reasons. There’s the recent price hikes associated with legacy watch names, as well as a broader shift in consumer values towards authenticity, personalisation, and value over brand prestige alone. 

Many collectors, especially Millennials and Gen Z, prefer authentic, transparent brands with fair pricing and meaningful design over traditional luxury brand signalling. What’s more, microbrands are successfully leveraging social media platforms like Instagram, YouTube, and TikTok to reach new audiences of watch fans with their storytelling. 

Cocktail watches

The vintage revival, with its appreciation for slim, elegant and refined designs, has also come for the cocktail watch. A big reason for this has to be Cartier’s successful recent revival of its Baignoire bangle – the brand topped the Vogue Business Watch Index 2025, proving its ongoing popularity. 

Chanel also relaunched its Première Galon in 2025, and Van Cleef & Arpels debuted two Toi & Moi Secret watches. Where these three go, many will follow, especially with the women’s sector expected to grow, as forecasted by Deloitte.

Community is everything

As I cover in my feature on what social media success will look like for watch brands in 2026 in the upcoming issue of Watch Insider, community building is more important than ever before this year. It’s the buzzword of the moment, and is seen as essential for creating credibility, trust, and loyalty between brands and their followers. So watch this space for more community-focused events, activations and private social groups. 

Pre-owned continues drive growth

It may have peaked in 2022, but the pre-owned watch market has since settled and is predicted to thrive in 2026. It’s driven predominantly by Gen Z and Millennials, with Deloitte finding that 40% of the age bracket interviewed were likely to buy a pre-owned watch.

And not just for its potential resale value – only 20% of respondents replied they would be motivated to buy a pre-owned watch for investment reasons. Rather, consumer sentiment has shifted, with younger shoppers putting more value in the perceived affordability, sustainability and authenticity of pre-owned. 

“The boom in pre-owned watches is no longer a niche trend,” sums up Karine Szegedi, head of consumer and luxury & fashion at Deloitte Switzerland. “Rather, it is becoming one of the sector’s key growth drivers.”