[Special Geneva Watch Week 2023] Gen Z & the fine jewelry industry: the new target 


The Watches & Wonders exhibition returns this year from March 27 to April 2 in Geneva and Luxus+, partner of the event, is keeping you waiting with a special series in advance of the event… Reports, encounters, favorites, practical information and gift ideas are to be discovered now while waiting to meet you in Geneva for the preview launch of our special watchmaking issue!
Tiffany & Co. recently appealed to the younger generation by featuring the iconic couple Jay-Z and Beyoncé in its latest campaign. For the House of Fine Jewelry, it’s about expanding its target audience via the generation Z through artists and celebrities who speak to them.
Is Generation Z really a consumer of fine jewelry? 91% of this age group believes that companies should only make a profit if they have a positive impact on society. Today it is interesting to know if this generation consumes fine jewelry.
How can brands integrate the Gen Z’s thoughts and aspirations into the transition of their Houses?
The report of young French consumers to online luxury shows a growing expectation in terms of purchasing and payment flexibility. Split or staggered payments, virtual fitting, video presentations, etc.
Conducted among a thousand luxury consumers by Dynata, the survey concerns luxury or premium items sold at more than 500 euros for fashion, 300 euros for beauty, and 1,000 euros for jewelry and decoration. And all within the data of Klarna, which specializes in fractional payments. Within this perimeter, 45% of the observed luxury buyers would have purchased a luxury product (including premium) in 2021. And the share rises to 63% among Millennials and Gen Z, against 45% for Gen X and 25% for Baby Boomers. Fashion is the second most popular product (41%), behind watches/jewellery (51%) and beauty (32%).
[…]
This article is reserved for subscribers.
Subscribe now !
Get unlimited access to all articles and live a new reading experience, preview contents, exclusive newsletters…
Already have an account ? Please log in.
Featured photo : © extract from the Audemars Piguet video
What's Your Reaction?

[EN] CLAIRE DOMERGUE, A SPECIALIST IN COMMUNICATION IN THE LUXURY SECTOR, HAS SURROUNDED HERSELF WITH EXPERTS TO CREATE THE FIRST MEDIA DEDICATED TO THE ECONOMIC NEWS OF LUXURY AND FASHION. THE LATTER DRAWS THE ATTENTION OF ITS READERS TO ALL THE MAJOR PLAYERS IN THESE SECTORS WHO SHARE THEIR EXPERIENCES, VISIONS AND KNOW-HOW. MORE THAN A SPECIALIZED WEBZINE, LUXUS PLUS IS A MULTI-SECTOR INFORMATION SYSTEM, WHICH HAS BECOME THE REFERENCE MONITORING TOOL FOR LUXURY AND FASHION PROFESSIONALS. OUR NEWSLETTERS CONTRIBUTE TO MAKE OUR READERS AWARE OF THE CHANGES AFFECTING THE LUXURY INDUSTRIES. THANKS TO AN INCREASED WATCH AND AN EXCELLENT KNOWLEDGE OF THE SECTOR, WE ARE INTERESTED IN THE MAIN ECONOMIC AND TECHNOLOGICAL STAKES OF FASHION, FINE WATCHMAKING, JEWELRY, GASTRONOMY, COSMETICS, PERFUMES, HOTELS, PRESTIGIOUS REAL ESTATE...********[FR] Claire Domergue, spécialiste de la communication dans le secteur du luxe, s’est entourée d’experts pour créer le premier média consacré à l’actualité économique du Luxe et de la mode. Ce dernier attire tout particulièrement l’attention de ses lecteurs sur l’ensemble des acteurs majeurs de ces secteurs qui y partagent leurs expériences, visions et savoir-faire. Plus qu’un webzine spécialisé, Luxus Plus est un système d’information multi-sectoriel, devenu l’outil de veille de référence pour les professionnels du luxe et de la mode. Nos newsletters de veille contribuent en effet à sensibiliser nos lecteurs aux mutations qui touchent les industries du luxe. Grâce à une veille accrue et à une excellente connaissance du secteur, nous nous intéressons aux principaux enjeux économiques et technologiques de la mode, la haute horlogerie, la joaillerie, la gastronomie, des cosmétiques, parfums, de l’hôtellerie, l’immobilier de prestige…