Predominantly 35-55 Years Old

The luxury wristwatch market generally skews toward a more mature demographic. While interest among younger buyers is growing, the largest share of purchases comes from individuals aged 35-55. This group is typically established in their careers, has greater disposable income, and often seeks status symbols or collector pieces. Watches in this age range are often purchased as milestones (promotions, achievements) or as long-term investments.

25-25 Year Old Emerging Buyers

This segment is increasingly important, particularly for brands that position themselves as entry-level luxury, like SeaMarine. Individuals in this group are in their early or mid-careers, often looking for status and symbols of success but at more accessible price points. This age group includes individuals who appreciate or are starting to appreciate fine watches and are willing to invest in quality but may not yet be ready to spend on high-end luxury brands. They tend to be first-time luxury watch buyers, valuing unique designs and technology. Some brands like Omega and Blancpain are targeting this younger audience through digital marketing, social media, and interesting brand collaborations like the ones with Swatch.

Predominantly Male

While watches are worn by all genders, the traditional watch market, particularly mechanical watches, tends to skew male at a ratio of 80:20. Men’s watches dominate in both design variety and sales volume, particularly in categories like dive watches, chronographs, and other technical models. Consequently, the luxury watch industry markets heavily toward men, linking watches with status, engineering, and masculine pursuits such as racing, diving, and aviation.

Growing Female / Unisex Segment

For SeaMarine, the core demographic being primarily male is aligned with the overall trend in the market. However, there may be potential to tap into the growing female segment by offering tailored designs or marketing toward women interested in luxury sports watches or dive watches with a more unisex appeal.

Middle to Upper-Middle Levels

The luxury wristwatch market is closely associated with higher-income individuals and those in prestigious or well-paying professions. While the core market for luxury wristwatches consists of annual incomes of $100,000 or more, price points of around £1,500 are more suited to the middle to upper-middle levels offering a balance between luxury, exclusivity and affordability. 

College or University

Many of SeaMarine’s customers are likely to be college or university educated professionals, such as engineers, IT professionals, financial analysts, and entrepreneurs.

The following professions are most likely to include individuals who value luxury wristwatches, due to a combination of disposable income, lifestyle, and status-driven buying behaviour:

• Finance and investment professionals
• Engineers and IT professionals
• Entrepreneurs and business owners
• Medical professionals (doctors, surgeons, dentists)
• Lawyers
• Corporate execs and senior managers

Urban | Suburban

Target customers are likely to live in cities or suburban areas, with access to luxury goods and a preference for brands that offer quality at a reasonable price.

Microbrand customers are value-driven, seeking high-quality, well-crafted watches that offer exceptional value for money. They appreciate craftsmanship but are unwilling to pay premiums associated with established luxury brands like Rolex or Omega.

Brand conscious, but not brand-dependant. While they appreciate well-known brands, they are more concerned with the quality and design of the product than the logo. They are open to exploring lesser-known brands like SeaMarine if the product meets standards.

They have a keen eye for design and craftsmanship. These customers value aesthetic appeal and are likely drawn to SeaMarine for its classic and timeless designs that harness modern standards and can be worn in both casual and formal settings.

They aspire to own luxury items and appreciate the finer things in life but are practical in their purchasing decisions. They see SeaMarine as a brand that allows them to enjoy luxury, exclusivity and status without the hefty price tag.

Many customers will be enthusiasts who have an interest in the mechanics and history of watches. They appreciate the technical aspects of watch-making and value SeaMarine’s use of Swiss movements and innovative design elements.

SeaMarine’s customers are likely to
value ethical production practices
and sustainability, appreciating the
brand’s transparency and commitment to these principles.