Handmade watches might seem old-fashioned in the age of smartphones, but a new generation is bringing the craft of watchmaking back in style. Gen Z consumers are showing renewed interest in analog objects, especially ones that combine design, tradition, and precision. That shift has helped revive a profession many thought was dying. Watchmaking schools are expanding, and independent brands are launching as young makers share their work on platforms like TikTok and Twitch. Students are drawn to the slow, hands-on work of building a watch piece by piece instead of working behind a screen all day.
The business model behind this resurgence isn’t about mass production; it’s about craftsmanship. Independent watchmakers like Johannes Kallinich, Thibault Claeys, and Shona Taine are creating tiny, high-end artworks that can take months or years to complete. Their watches sell for thousands of dollars and emphasize originality, from unusual materials to hidden poetry in the gears. These entrepreneurs are betting on a market where customers care less about name brands and more about meaning. For buyers, a handmade watch becomes a symbol of time, identity, and taste.
This return to watchmaking also shows how traditional industries can reinvent themselves. Some people are choosing this path after leaving jobs in banking or tech, while others are fresh out of school. Women remain a minority in the field, but that’s beginning to change as more gain recognition and launch their own companies. At a time when many jobs feel replaceable by machines, watchmaking is offering something different: a career that blends creativity, skill, and personal expression one tiny gear at a time.
Questions:
- What are some qualities of handmade watches that make them appealing to younger consumers?
- How do you think platforms like TikTok and Twitch help watchmakers market their products?
Source: Rosa Rahimi, “Once Cast as a Dying Craft, Watchmaking Is Enjoying a Quiet Resurgence,” CNN, April 29, 2025.