Australia Luxury Watch Market Size, Share, Report 2025-2033

Market Overview

The Australia luxury watch market size reached USD 582.0 Million in 2024 and is expected to grow to USD 739.7 Million by 2033 during the forecast period of 2025-2033. The market is expanding due to the increasing high-net-worth population investing in luxury watches as status symbols and investment options. Expansion of online shopping platforms has widened luxury watch accessibility.

How AI is Reshaping the Future of Australia Luxury Watch Market

• AI is enhancing digital engagement by enabling heritage boutiques and jewelers to provide interactive online platforms featuring high-resolution images and virtual try-on capabilities.
• AI-powered 24/7 concierge services improve customer experience by offering personalized assistance, increasing buyer confidence and satisfaction.
• Online marketplaces and certified pre-owned sites leverage AI for authenticating second-hand luxury watches, appealing to collectors seeking verified value and scarcity.
• Social media influencers and local watch communities utilize AI analytics to feature and promote Australian-owned collectible pieces, driving peer influence.
• AI facilitates timepiece rental or subscription models by efficiently managing inventory and customer preferences, allowing customers to switch between models before purchase.
• AI-driven digital marketing targets tech-savvy metropolitan consumers in Sydney and Melbourne, optimizing omnichannel experiences that blend online browsing with showroom visits.

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Market Growth Factors

The growth in the Australia luxury watch market can be attributed to the increase in the affluent and HNWIs in the major cities of Sydney and Melbourne. The growth in wealth in sectors such as mining, finance, property and technology has given rise to an emerging market of individuals able to purchase luxury watches. These watches are considered fashionable in Australia, but are also seen as helping social status and as investments. The Australian market appreciates Swiss watches as quality technical products. These attributes, combined with the Australian cultural proclivities of consumption of tasteful products, have combined to create long-term demand stability.

International tourism and travel behavior also drive sales of luxury watches in Australia. Visitors, especially from Asia and Europe, buy luxury Swiss watches at Australia's duty-free outlets and at leading retail stores when the duty and/or the exchange rate is favorable to them. Australians travelling overseas for business or leisure increasingly purchase luxury watches for their own personal use or as gifts, and bring them back to Australia. The key luxury watch tourism markets of Melbourne and Sydney, offering limited editions and access to watch technicians for fine brands, increase consumers' perceived authenticity and after-sales support associated with luxury watch purchases, stimulating the market.

Digitalisation plus the growth of e-commerce in Australia have also played a vital role in transforming the luxury watch market because customary retailers and boutiques adopt user-friendly digital platforms that offer interactive photos, virtual try-ons and 24-hour concierge services. The younger, tech-savvy urban audience researches online and visits into brick-and-mortar stores for omnichannel experiences. The proliferation of certified-pre-owned watch sites, Australia-based social media accounts for watch collectors, and subscription-based watch services have had a positive impact on the market by improving accessibility and introducing new shopping formats.

Market Segmentation

Type Insights:

• Analog Watch
• Digital Watch

End User Insights:

• Women
• Men
• Unisex

Distribution Channel Insights:

• Online Stores
• Offline Stores
• Regional Insights:
• Australia Capital Territory & New South Wales
• Victoria & Tasmania
• Queensland
• Northern Territory & Southern Australia
• Western Australia

Key Players

• Piaget
• Kennedy Watches & Jewelry
• The Hour Glass
• Jacob & Co
• Hardy Brothers

Recent Developement & News

• June 2025: Kennedy Watches & Jewelry transferred its profitable Rolex retailer license in Australia to Singapore's The Hour Glass for $90 Million, including leases of four flagship stores. This strategic move indicates potential direct sales by Rolex to consumers and enhances The Hour Glass's market presence.
• August 2025: Jacob & Co, famous for the Astronomia complication watches, made their Australian market debut through Hardy Brothers as the official Authorized Dealer, broadening luxury watch offerings and attracting affluent collectors.
• September 2025: Swiss luxury watchmaker Piaget launched a flagship store on King Street and expanded its presence with a shop in Westfield Sydney, bolstering brand visibility and catering to growing local demand for high-end timepieces.

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