How do Gen Z’s expectations differ from those of older counterparts? What do Gen Zers want from luxury in general and watchmaking in particular? What is the best tone of voice for capturing their attention? Questions answered by the master class, in collaboration with NellyRodi strategy consulting firm and Aprèsdemain marketing agency. 

Following a brief overview of the luxury market, its changing codes, influences and new hubs, including Hainan, Miami, Saint Tropez and Dubai, Clara de Pirey and Constance Le Nay from NellyRodi consulting firm presented the Consumer Profile Tracker, noting that “For a brand to stand out, it needs to understand the global picture and reinvent itself without losing any of its DNA. The luxury consumer is complex and full of contradictions.” 

Aged between 12 and 27, Gen Z represents 32% of the global population. Half its members are in the workforce and a third are students. By 2030, up to 30% of luxury sales will be to Gen Z. A complex generation with its share of contradictions, its priorities are significantly different from those of previous cohorts. Authenticity, transparency and savoir-faire are some of the characteristics Gen Zers value. Connecting with them requires brands to rethink their marketing strategy and discourse. 

Gen Zers buy watches that support causes they care about, such as sustainable development. They feel the need to build a community and connections through collaborations and partnerships, celebrating diversity and inclusion. It’s important that brands reflect diversity in their spokespersons and that they advocate for causes. Not forgetting to break with luxury’s conventions. 

This theory was illustrated by case studies, presented by Aprèsdemain, a marketing agency specialising in Gen Z. “The luxury market evolves slowly within its own boundaries and its codes don’t necessarily resonate with Gen Z. Overcoming editorial fatigue means finding an expression that is more welcoming for young generations,” said Aprèsdemain co-founder Lorenzo Maillard. 

Putting theory into practice, the master class concluded with interactive exercises to better understand the different luxury target groups and classify them based on their aspirations. An enjoyable end to an insightful day.