#Japan #Tokyo #Smartwatch #Cross Marketing #Watch Usage

Exploring Watch Trends in Japan

A recent survey conducted by Cross Marketing, a leading marketing research firm based in Shinjuku, Tokyo, sheds light on the watch ownership and usage trends among various age groups in Japan. This survey, which included participants aged 20 to 69 from across the country, explores various aspects surrounding traditional watches and their modern counterpart, smartwatches.

Overview of the Survey

In 2026, the survey aimed to analyze ownership rates, types of watches worn, reasons for wearing them, price preferences for smartwatches, and future intentions regarding watch usage. The results indicate that 64.5% of respondents own either a watch or a smartwatch, while 45.5% wear them regularly.

Interestingly, the data reveals a generational shift. Among the older population, particularly those in their 60s, the usage rate is higher at 61.4%. In contrast, about 40% of individuals in their 20s and 30s do not own a watch at all. This generational divide highlights a growing reliance on smartphones and changing lifestyle preferences among younger adults.

Preferred Types of Watches

The survey results further categorize the types of watches that individuals prefer. Approximately 59.5% of respondents reported that they primarily wear analog watches, while 17.9% indicated they favor smartwatches. The popularity of smartwatches is notably higher among people in their 20s and 30s, where usage rates climb into the 20% range. However, among those aged 50 to 60, a striking 60-70% rely predominantly on analog watches.

Purpose of Wearing Watches

The motivations for wearing watches vary significantly across age groups. The most common reason given by 41.3% of respondents is the desire to quickly check the time. Notably, younger participants in their 20s indicate that they also appreciate watches for receiving smartphone notifications and tracking health and fitness activities, making them multifunctional tools. For older respondents, around 60% primarily wear watches for straightforward time management.

Pricing Preferences for Smartwatches

When it comes to purchasing smartwatches, trends indicate that the majority (22.0%) prefer options priced under 5,000 yen, while 15.7% are willing to spend between 30,000 and 50,000 yen. This suggests a strong market for affordable smartwatches that cater to budget-conscious consumers.

Future Intentions Regarding Watch Use

Looking forward, 59.7% of the survey participants expressed a desire to continue wearing watches in the future. Among them, 32.3% specifically wish to keep wearing traditional timepieces. It's interesting to note that the intention to stick with traditional watches increases with age. Meanwhile, 24.1% of the younger demographic indicate a preference for adopting smartwatches, which is notably higher compared to other age groups.

Conclusion

As this survey illustrates, the watch market in Japan is at a pivotal point, balancing traditional timepieces with modern smart technology. While many older generations stay loyal to analog watches for their simplicity and reliability, younger consumers are gravitating towards smartwatches for their multifunctional capabilities. As preferences evolve, brands must adapt to meet the diverse needs of different generations while considering the balance between tradition and innovation.

For further insights and detailed survey results, you can visit the Cross Marketing report.

About Cross Marketing

Founded in April 2003 and headquartered in Tokyo, Cross Marketing specializes in marketing research and consultation. For inquiries, please contact marketing department at Cross Marketing.

Phone: 03-6859-1192 Email: [email protected]