Responding to growing demand from young Australians for analogue watches, eBay Australia is extending its Authenticity Guarantee program to include watches, addressing concerns over counterfeit and modified pre-owned luxury items.
According to eBay Australia research, 30 per cent of 25 to 34-year-olds are more interested in wearing or owning an analogue watch than they were 2 to 3 years ago.
For Gen Z, the appeal of analogue watches is about more than telling the time, with 47 per cent seeing them as a fashion statement reflecting their personal style and identity.
eBay Australia has seen a significant increase in watch-related searches, with “Vintage Watch” being the most searched watch term over the past 12 months, followed by “Omega Watch” and “Cartier Watch”.
The Omega Seamaster was the most searched specific watch. It was followed by the Cartier Tank and Omega Speedmaster. On average, one Omega Seamaster was sold daily. Around six Seiko watches were sold daily.
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Counterfeit Concerns Rise
Despite the growing interest in analogue watches, concerns about counterfeit items remain a barrier to buying pre-owned luxury items online, with 53 per cent of Australians hesitant to make a purchase due to these concerns.
eBay Australia is launching Authenticity Guarantee for eligible watches on eBay and eBay Live, its live commerce platform, to address these concerns and provide buyers with added confidence.
Alaister Low, eBay Live Australia country manager, noted that the generation most surrounded by smart technology is also finding new reasons to appreciate analogue. Watches carry a story, a memory, or a connection to another person or moment in time.
Across surveyed Australians, 36 per cent of potential analogue watch purchasers say nostalgia and heritage are part of the appeal. Another 20 per cent like checking the time without using their phone or receiving smartwatch notifications.
The research also shows that 44 per cent of Australians are more likely to buy a pre-owned luxury watch online if it comes with an Authenticity Guarantee involving physical verification before delivery. Additionally, 27 per cent are willing to pay more for a verified authentic pre-owned item.
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Authenticity Guarantee Details
Lauren Baker, authentication operations manager in Australia and Japan, said that eBay’s physical authentication gives buyers added confidence. An expert has carefully inspected the watch and checked it against the original listing before it reaches them.
eBay Australia’s Authenticity Guarantee program already covers other categories, including luxury shoes and handbags. It will now include watches, with eligible items sent to eBay’s authentication facility for physical inspection before being shipped to the buyer.
For eligible watches priced AU$2,500 and above, Authenticity Guarantee is included at no extra cost, while buyers of select eligible watches priced between AU$1,000 and AU$2,499.99 can choose to add authentication for AU$100 at checkout.
Watch enthusiast and eBay Live’s number one seller in Australia, Cal Best, will return on October 14 for a dedicated pre-owned watch livestream. The event will feature brands including Rolex, Omega, Cartier, Tudor, and Breitling.
Cal Best noted that live selling is growing fast, as is the love for watches. eBay Live lets him put on a show people look forward to. It is a place for everyone to find their watch, whatever their budget.
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