In 2023, around 8.6 million people in Germany owned luxury watches. Numbers generally increased annually during the specified timeline. 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 2023
(in millions)
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
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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IfD Allensbach. (June 19, 2023). Number of people in Germany owning a luxury watch from 2019 to 2023 (in millions) [Graph]. In Statista. Retrieved November 03, 2024, from https://www.statista.com/statistics/1419827/luxury-watch-ownership-germany/
IfD Allensbach. "Number of people in Germany owning a luxury watch from 2019 to 2023 (in millions)." Chart. June 19, 2023. Statista. Accessed November 03, 2024. https://www.statista.com/statistics/1419827/luxury-watch-ownership-germany/
IfD Allensbach. (2023). Number of people in Germany owning a luxury watch from 2019 to 2023 (in millions). Statista. Statista Inc.. Accessed: November 03, 2024. https://www.statista.com/statistics/1419827/luxury-watch-ownership-germany/
IfD Allensbach. "Number of People in Germany Owning a Luxury Watch from 2019 to 2023 (in Millions)." Statista, Statista Inc., 19 Jun 2023, https://www.statista.com/statistics/1419827/luxury-watch-ownership-germany/
IfD Allensbach, Number of people in Germany owning a luxury watch from 2019 to 2023 (in millions) Statista, https://www.statista.com/statistics/1419827/luxury-watch-ownership-germany/ (last visited November 03, 2024)
Number of people in Germany owning a luxury watch from 2019 to 2023 (in millions) [Graph], IfD Allensbach, June 19, 2023. [Online]. Available: https://www.statista.com/statistics/1419827/luxury-watch-ownership-germany/
