The Modern Renaissance & Smartwatch Era

From the 2000s boom to the Apple Watch challenge.

📈 THE LUXURY BOOM (2000-2015)

• Chinese and Asian demand explodes
• Independent watchmakers gain cult followings
• Social media creates "watch culture"

⌚ THE SMARTWATCH QUESTION (2015+)

When Apple launched the Apple Watch, many predicted the end. Instead:

• Swiss luxury sales actually increased
• Smartwatches replaced cheap quartz, not luxury
• Apple Watch made people "wrist-aware" — many upgraded to mechanical

🔮 CURRENT TRENDS

• Smaller sizes returning: 36-39mm is "cool" again
• Independent brands: Collectors seek unique pieces
• Pre-owned market: Booming via Chrono24, Watchfinder
• Microbrands: High-quality at accessible prices