Small Watch Retailers Ride $85 Billion Market Wave as Younger Buyers Treat Timepieces as Investments

Online-first watch seller Watch Aces scales from 5 to 16 brands as new generation views luxury watches as collectible assets.

Mar. 3, 2026 at 9:19pm

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The global watch market, estimated at $85.33 billion in 2025, is drawing in a new generation of buyers who view timepieces less as accessories and more as collectible assets. Online retailer Watch Aces, operated by Lent Lily LLC, is among the independent sellers that have scaled during this period of sustained growth, expanding from 5 to 16 brands since launching in 2017. The market is projected to reach $191.24 billion by 2035, growing at an 8.41% compound annual rate, with millennial and Gen Z consumers fueling the expansion by purchasing luxury watches as long-term investments.

Why it matters

The rise of online-first watch retailers like Watch Aces highlights a shift in consumer preferences, as younger buyers increasingly view luxury timepieces as collectible assets rather than just fashion accessories. This trend is disrupting the traditional watch retail landscape, which has long been dominated by department stores and authorized brick-and-mortar dealers.

The details

Watch Aces launched in 2017 out of a family garage with 5 brands and now retails across 16, including Tissot, Citizen, Movado, Burberry, and Hugo Boss. The company operates through an online-first model, centralizing fulfillment from its Virginia Beach headquarters rather than maintaining physical retail locations. Watch Aces offers free shipping on U.S. orders and a 60-day return policy to address authenticity concerns that can arise with independent online sellers.

  • The global watch market was estimated at $85.33 billion in 2025.
  • Watch Aces launched in 2017 out of a family garage with 5 brands.
  • The watch market is projected to reach $191.24 billion by 2035, growing at an 8.41% compound annual rate.

The players

Watch Aces

An online-first watch retailer operated by Lent Lily LLC, based in Virginia Beach, Virginia.

Murat Balci

The CEO of Watch Aces.

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What they’re saying

“We started with five brands out of our garage in 2017 and have since grown to 16. American consumers wanted a straightforward way to shop for designer watches designer watches from recognized brands like Michael Kors, Fossil, Emporio Armani, and Tissot online. We built around that demand, and the growth followed.”

— Murat Balci, CEO of Watch Aces

The takeaway

The growth of online-first watch retailers like Watch Aces reflects a broader shift in consumer preferences, as younger buyers increasingly view luxury timepieces as collectible assets rather than just fashion accessories. This trend is disrupting the traditional watch retail landscape and creating new opportunities for independent sellers to capture a share of the expanding $85 billion global watch market.