Silveira, Catherine daMagalhães, Marta Tadeu Lopes2023-06-022022-07-082022-05-30http://hdl.handle.net/10362/153459The 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.engLuxurySecond-HandWatchesNew Luxury ConsumerCEMS MIMmaster thesis203064674