Luxury watch ownership in Germany 2024

In 2024, around 8.4 million people in Germany owned luxury watches. Numbers generally increased annually during the specified timeline, eventhough they decreased this year.
The Allensbach Market and Advertising Media Analysis (Allensbacher Markt- und Werbeträgeranalyse or AWA in German) determines attitudes, consumer habits and media usage of the population in Germany on a broad statistical basis.

Number of people in Germany owning a luxury watch from 2019 to 2024 (in millions)

Characteristic	Number of people in millions
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Release date

June 2024

More information

Region

Germany

Survey time period

2019 to 2024

Age group

14 years and older

Special properties

German-speaking population; watches costing 500 euros and more

Method of interview

Face-to-face interview

Supplementary notes

Information on population:
Base: German-speaking population ages 14 years and older in private households at main place of residence in the Federal republic of Germany.

Information on total sample:
2019: 23,318 respondents, representing 70.60 milllion people
2020: 23,191 respondents, representing 70.64 milllion people
2021: 22,563 respondents, representing 70.54 milllion people
2022: 23,015 respondents, representing 70.60 milllion people
2023: 23,524 respondents, representing 70.08 milllion people

2024: 23,485 respondents, representing to 70.48 million people

Further information on methodology available here.

During the survey this question was asked in the following wording: "We wrote down items on this list, which one does not buy every day. Could you please tell me, which of these you personally own or have available in your household? - Luxury watch (500 euros or more)
From 2014: Premium watch (500 euros or more)."

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