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Louis Vuitton’s New Smartwatch to Disrupt the High-End Watch Market

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The luxury watch market is hotter than ever, having survived the early days of the pandemic and surpassed pre-pandemic numbers last year. The demographics behind that growth: largely Millennials and Gen Z.

“For Millennials and Gen Z, owning a watch has become more important over the past five years whereas for older generations it has become less important, since presumably the majority of Baby Boomers and Generation X already own one or more timepieces,” according to the 2021 Deloitte Swiss Watch Industry Study.

Louis Vuitton was already one of the most popular luxury brands in the world — and one most coveted by both millennials and Gen Z buyers. The brand’s new watch is poised to increase that dominance.