How Watch Brands Are Attracting Millennials

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It’s not a surprise that, in the age of high-tech devices and streamlined utilities, watches have fallen out of the view of the everyday millennial. With the online information and instant access to consumer feedback, watch brands have started to take notice on how to approach the new generation of customers.

Some may ask why a mechanical or digital watch is needed in 2018. Maybe whether or not it’s worth the price when your smartphone is typically much cheaper. They’re fair questions, yes. But in an age of ever-shifting fashion trends, how do you make yourself stand out amongst the crowd?

The answer: a wristwatch that brings you the right flair to your style and personality.

The Rise Of Social Media Promotion

MVMT 45 MM Men's Analog Minimalist Watch, Black Watch, Quartz Watch, Date Display
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Utilization of proper social media marketing and engagement is key. Likewise, it takes one bad experience with a customer to have a tremendous amount of backlash. This applies no matter how fabricated the reviews.

Luxury brands used to rely on word-of-mouth and the name of the brand itself. But that doesn’t pass today, even if there’s authenticity to it. What is needed, Rachel Arthur says, is: “There’s no such thing [as just being] on social media. There’s an inherent need for both quality and relevance in what is posted. This is in order to get through to the right consumers at the right time. As a result, authenticity is paramount.”

A company must present itself in a friendly, witty manner or with a more artsy approach. When doing so, millennials and Generation Z-ers tend to shift and direct their attention. If we take a look at both the MVMT Twitter and the AVI-8 Twitter, you can see this more direct and engaging style of marketing coming into play.

With these two brands, the artistry to their posts has become a bit of a tug-of-war. It’s no surprise though as they’re out to win the hearts and minds of their respective consumer base.

Top Watch Choices For Millenials

AVI-8 Men's AV-4011 Hawker Hurricane Analog Display Japanese Quartz Watch, Leather Watch, Date Display, Modern Watch
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MVMT, a company founded by two millennials, has come out on top by showcasing both their fans and their own custom showpieces. With prices that won’t slash someone’s budget for the month, sleek and stylized timepieces, and a real connection to their audience, MVMT has branded themselves as one of the top choices for millennials.

On the other hand, AVI-8 has opted for the art-based approach. Utilizing their patented, pseudo-aviation style, they a tremendous amount of care to each and every one of their posts to show off their products in a way that isn’t too forced. They provide a luxury item in a relatable fashion, similar to something that you’d find on Instagram, which, according to Forbes, is the world’s most popular social media site across the board.

Without proper social media integration, a watch brand is sure to lose its footing. In addition, any possibility of gaining new followers can be lost.

When you look at the larger brands, many take a more generic approach to their copy. It’s unsurprising that a vast majority of consumers would turn a blind eye to specifications being listed out, the promise of lifelong warranties or maintenance, or proof that the watch was lovingly hand-crafted.

What millennials and Gen Z-ers want the most, it seems, is how fashionable a wristwatch can be.

The Future Of Millenial Watch Brands

MVMT 45 MM Men's Analog Minimalist Watch, Millennial Watches, Black Watch, Date Display
Photo from

The future of millennial watch brands lies within their ability to work as a fashion piece. Smartphones, smartwatches, and a myriad of other devices will always hold precedence in utility and functionality over a wristwatch. It’s an undeniable consensus that a vast majority of companies are starting to understand. Although many are still slow to adopt this approach.

If there’s to be any guarantee for watch brands in the near future, it’s that their usage for time will slowly be phased out as they gain notoriety for being proper fashion pieces. Complementary designs are what should be in, rather than flashy or overindulgent looks that detract from the minimalistic or streetwear style that many millennials and Gen Z-ers have adopted to this day.

It’s not a matter of if, but when watches will take over as a fashion statement. The cultural shift towards how the world views a watch is currently underway. And if watch brands don’t start reacting appropriately, they’re sure to crash and fail.

Millennial-orientated brands, such as MVMT and AVI-8, have taken the necessary precautions to begin adapting to this vast difference in watch culture and millennial/Gen Z culture.

Will others step up to the plate? Or is it too late for large companies to begin wooing the favour of the younger market?

If you enjoyed this article, check out Signs That Watches Are Making A Comeback.

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