Brand Watch Replacement Demand is Clear: Approximately 40% of Sellers Use Proceeds for Their "Next Watch"

Brand Watch Replacement Demand is Clear: Approximately 40% of Sellers Use Proceeds for Their "Next Watch"

JUNIOR Inc., which operates the luxury brand watch purchasing service "OURO," conducted a survey on "Actual Conditions Regarding the Purpose of Brand Watch Sales (Usage of Sales Proceeds and Intention to Purchase Next)" targeting 200 men aged 20-60 with experience selling brand watches.

Against the backdrop of its vast sales network and market data spanning over 20 countries and generating 160 billion yen annually, the company aims to clarify how users utilize sales proceeds and how this connects to their next purchasing behavior, revealing the reality of their decision-making.

Survey Summary

- The most common use for recent sales proceeds was "purchasing another watch (replacement)" at 39.5%. This was followed by "supplementing living expenses" at 17.5% and "investment (stocks, investment trusts, crypto assets, etc.)" at 16.5%. - Among those who used sales proceeds for "replacement," 83.54% had already decided on the next brand/model they were considering purchasing. In contrast, 8.86% had "not yet decided," and 7.59% had "none." - In the free-form responses for future purchases, "Rolex" was mentioned most frequently, followed by "Seiko," "Omega," and others (including multiple brands mentioned).

Detailed Survey Results

### 1) Not just selling it off? "Replacement" is the most common use for sales proceeds at 39.5%

The most common use for recent sales proceeds was "purchasing another watch (replacement)" at 39.5%.

This was followed by "supplementing living expenses" at 17.5% and "investment (stocks, investment trusts, crypto assets, etc.)" at 16.5%. This demonstrates that sales proceeds are widely utilized not only for "next purchase funds" but also for living expenses and asset formation.

Additionally, "savings" at 10.0% and "travel/leisure" at 7.0% accounted for a certain percentage, indicating that sales function as "asset reallocation."

### 2) Among sellers for replacement purposes, 83.54% have a candidate brand/model for their next purchase

Among sellers whose purpose was replacement, 83.54% have a candidate brand/model for their next purchase.