This article is based on survey data compiled by Watch Terminal.

Budget VS Preference

If a bride and groom have a limited budget and cannot find a watch they like at a department store but discover their desired watch within budget in the pre-owned or vintage market, What should they choose?

On Threads, We simply posted the above question, While on Instagram, We uploaded a survey where similar watches were compared side by side for users to choose.

How many people said vintage or pre-owned is acceptable? What kind of comments did we receive?

Instagram Survey Results

The Instagram story survey presented three pairs of watches, Asking which option people would choose in each case: a new watch or a pre-owned/vintage one.

Comparison Case 1

Image source: Cartier, VIVER

Comparison Case 2

Comparison Case 3

Image source: Jaeger-Lecoultre, Patek Philippe

Table 1. Instagram Survey Results

To clarify, The survey was conducted on my Instagram account, Which sells vintage and pre-owned watches, So there may be some bias in the results. However, I expected that even followers who usually prefer pre-owned or vintage watches would insist on new watches for wedding gifts.

However, The fact that more than half chose the pre-owned/vintage option is quite significant.

Unlike Instagram, I believe the results on Threads showed much less bias. On Threads, More than half of respondents said that even if the watch was not exactly what they wanted, They felt it was necessary to choose a new one.

However, I was a bit surprised that about one-third of respondents said that pre-owned or vintage was also acceptable.

Threads Reactions

Table 1. Threads Survey Results

Wedding Gifts and Pre-owned Items in Korea

In Korea, There has long been a strong aversion to pre-owned items, Especially vintage watches. There is even a perception that "someone else used it, " "it's not clean, " or "it carries bad energy, " so pre-owned items have not matched Korean consumer sentiment.

Threads Comment 1: "Why not buy your wedding ring on Karrot too?"
Threads Comment 2: "I don't think I would buy pre-owned (because you never know what kind of stories are attached to it)."

Even in the recent Instagram survey, About 20% of respondents said they would rather pay over 10 million KRW for a new Jaeger-LeCoultre than buy a Patek Philippe for around 20 million KRW pre-owned.

New Jaeger-LeCoultre vs. Vintage Patek Philippe Survey Results

Especially for the sacred ritual of marriage, It is almost a taboo. Since it symbolizes a new beginning, It is commonly believed that the item should be new.

Threads Comment 3: "I think the beauty comes from wearing a new watch as a wedding gift on special occasions and cherishing it over time. Such a watch becomes meaningful to pass down to your children."

Yacht-Master Ref. 16622 (1999 ~ 2012)
© Fratello

Nevertheless, The results from the above survey and Threads comments clearly show that the domestic market is changing.

Three Conditions for Vintage to Be Chosen

Of course, Those who said vintage is acceptable did not mean vintage is always better. Based on the messages received through comments and DMs, Vintage or pre-owned watches must meet the following conditions to be chosen.

1️⃣ Significant Price Difference

Assuming there is no major difference in brand value or design preference, Pre-owned or vintage watches are chosen over new ones only if there is a meaningful price difference.

In the Instagram survey, There was a comparison between a new Cartier Panthère Small selling for 7.2 million KRW and a 2000s Rolex Lady Datejust priced around 7.1 million KRW. The result was about 3:2 in favor of the new Panthère.

New Cartier vs. Vintage Rolex Survey Results

If it had been a Lady Datejust from the 90s or 80s priced around 5 to 6 million KRW instead of a 2000s model similar in price to the new Panthère, What would people have chosen?

2️⃣ Superior Brand Value

© Analog:Shift

A few months ago, I conducted an Instagram survey asking, "Is Omega undervalued compared to Rolex?" Although I do not remember the exact numbers, The overwhelming answer was "yes." However, When asked, "If you had to choose, Which brand would you pick between Omega and Rolex?" more than half chose Rolex.

Even if Rolex is considered overvalued compared to Omega, The prestige of the "crown" cannot be ignored.

In the recent Instagram survey, We compared a 2025 Omega Aqua Terra with a Rolex Datejust from about 30 years ago. The price difference between the two watches was about 10% (Rolex being cheaper).

New Omega vs. Vintage Rolex Survey Results

About 70% of respondents chose the Rolex Datejust. Even when selecting a wedding watch, If the price is similar, A 30-year-old Rolex was considered more attractive than a brand-new Omega.

Aqua Terra 220.10.41.21.01.002

41mm, Black

Datejust 36 16234

36mm, White/roman, Jubilee

3️⃣ Trustworthy Watch and Seller

This is perhaps the most obvious condition. It applies not only to wedding gifts but to all purchases.

Among those who gave negative feedback on Threads, Many cited lack of trust in the parts or condition, And even those who said vintage is acceptable added the condition "if it is authentic."

Threads Comment 4: "If the bride and groom are going to use it themselves and it's definitely authentic, I don't think it matters much..."

Change Is Underway, But 'Discomfort' Remains a Hurdle

The common reaction among those who oppose vintage or pre-owned watches is ultimately a sense of "discomfort."

Submariner 3rd Generation (16610LN, 116610LN, 126610LN )
© Crown & Caliber

This "discomfort" is not just an emotion. It comes from not liking items used by others, Not knowing if it is genuine, Worrying it might break soon (or be expensive to repair), Or not wanting to deal with sellers. It is a cultural perception formed over a long time, And perhaps the negative image built up by participants in the pre-owned watch market has held back the growth of the market.

It is impossible to completely eliminate all reasons for "discomfort." Especially the notion of "disliking items used by others" may be unchangeable.

© Phillips

However, The other issues can be sufficiently resolved, And many companies are already addressing them. Not only famous international auction houses (Christie's, Sotheby's, Phillips, Etc.) but also trusted pre-owned dealers and vintage collectors are working on this. Some places consistently sell only watches that have passed secondary verification at official service centers.

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