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How do younger generations perceive the frontier between new and pre-ownedlLuxury goods in the luxury watch category
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Resumo(s)
The consumption of second-hand luxury products has been steadily growing and shows no signs
of stopping. High luxury brands are still reluctant to step into this market given the perceived risks
of doing so. However, in fact, it constitutes an opportunity for brands to shape demand and stake
their claim among younger generations.
This paper examinates how currently the frontier between new and pre-owned watches is perceived
by younger generations. To analyse this matter, 14 in-depth interviews were conducted to buyers
of luxury watches. The findings highlight that younger generations do not believe in the existence
of a frontier between pre-owned and new luxury watches.
Descrição
Palavras-chave
Luxury Second-Hand Watches New Luxury Consumer CEMS MIM