Africa’s luxury watch market ticks all the boxes for growth

David Castro
A luxury view. FILE Picture Unsplash

Long clichéd as a no-rush continent, Africa is turning into a fledging current market for luxurious timepieces on the back of rising consumer shelling out on luxurious merchandise and the financial commitment possibility involved with pre-owned prime-brand name watches

Johannesburg, South Africa | Chicken Company | From “no rush” to “time is precious”, a new crop of African center-course prospective buyers is splurging on luxury timepieces because of to the increasing global profile of significant-conclude watches, both of those as a standing image and a lucrative expense.

Be it South Africa, Kenya, Egypt or Morocco, hard cash-flush buyers are significantly acquiring prized timepieces, with large-conclude check out brands these types of as Rolex looking at a surge in revenue.

This comes on the back of the collapse of the world crypto market, which quite a few Africans experienced started to perspective as a practical investment solution but which monied Africans are now ditching for much less volatile – but equally cellular – belongings.

South Africa accounts for practically 50 {588b6a73d0fd0030a7dfcc3258d1c6d259509b7ec0f2eecf331d98a5c91e6f21} of Africa’s US$262.8 million produced through luxurious check out revenue as of February 2023.

Statista figures demonstrate earnings in the extravagant enjoy phase in the rainbow country topped US$125.3 million in 2023 and is forecast to improve at a compounded yearly price of 2.18{588b6a73d0fd0030a7dfcc3258d1c6d259509b7ec0f2eecf331d98a5c91e6f21} in between now and 2028.

Globally, the knowledge portal shows revenue in the luxurious timepieces segment amounted to some US$48.4 billion in 2023, with the current market anticipated to expand on a yearly basis by 2.38{588b6a73d0fd0030a7dfcc3258d1c6d259509b7ec0f2eecf331d98a5c91e6f21} in the forecast interval.

When the luxurious watches section in Egypt is very likely to shrink a little bit to US$37.5 million by 2028 as the industry sheds pandemic-induced shocks, in Kenya, the watches and jewelry phase is predicted to knowledge an extraordinary 8.15{588b6a73d0fd0030a7dfcc3258d1c6d259509b7ec0f2eecf331d98a5c91e6f21} development from 2023 to 2026. Equally, South Africa’s watches and jewelry segment is anticipated to jump 7.22{588b6a73d0fd0030a7dfcc3258d1c6d259509b7ec0f2eecf331d98a5c91e6f21}, major to a marketplace volume of US$1.27 billion by 2026.

Statista also predicts a modest .55{588b6a73d0fd0030a7dfcc3258d1c6d259509b7ec0f2eecf331d98a5c91e6f21} growth in luxury timepiece buys in Morocco during 2023-2027, culminating in a sector volume of US$34.85 million by 2027.

Africans’ increasing obsession with pricy wristwear comes as experiences display that watches held their price in the course of the global financial downturn.

Compared with shares or serious estate, luxury watches are moveable, and their price is not as effortlessly affected by market place fluctuations. This helps make them a additional appealing investment alternative for those seeking to hedge against economic uncertainty.

But it is the expanding market place for pre-owned timepieces brought on by what is vastly thought of as artificially produced shortages that could spike even much more buys in Africa.

In accordance to McKinsey, the pre-owned luxury look at sector was well worth US$1.8 billion in 2018 and forecasts it to arrive at US$30 billion by 2025.

South African specialised finance organization, Lamna, citing on the net re-seller of pre-owned watches, Luxity, notes that the optimum return for a watch model is Rolex, returning 87,5{588b6a73d0fd0030a7dfcc3258d1c6d259509b7ec0f2eecf331d98a5c91e6f21} on average when evaluating the resale selling price to retail.

But it also insists that only men’s watches by prestigious models like Rolex, Audemars Piguet, and Patek Philippe are proven expenditure assets that tend to obtain benefit more than time.

“By contrast, ladies’ watches tend to be considered as fashion add-ons alternatively than investments. They depreciate considerably in price after procured, notwithstanding make or model,” Lamna notes.

The escalating need for luxurious watches in Africa is a organic pattern for a continent that has, in latest decades, been minting greenback millionaires.

In accordance to the Africa Prosperity Report 2022, published by Henley World-wide, non-public prosperity held on the continent will increase by 38{588b6a73d0fd0030a7dfcc3258d1c6d259509b7ec0f2eecf331d98a5c91e6f21} around the upcoming 10 years, with a lot of family members investing in offshore serious estate to diversify their asset portfolios.

Africa’s ‘Big 5’ wealth marketplaces are South Africa, Egypt, Nigeria, Morocco and Kenya, which account for around 50 for every cent of Africa’s full person wealth.


Source: Seth Onyango, fowl story agency


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