Clear Demand for Luxury Watch Upgrades: Nearly 40% of Sellers Reinvest Proceeds into Their 'Next Piece'

JUNIOR Co., Ltd. (Headquarters: Shibuya-ku, Tokyo; CEO: Yuichiro Kanai), operator of the luxury watch buying service 'OURO', conducted a survey on the 'Purpose of Selling Luxury Watches (Use of Proceeds and Intent to Purchase Next)' targeting 200 men aged 20-60 with experience in selling luxury watches. Leveraging its massive sales network and market data across 20 countries with annual sales of 160 billion yen, the company clarifies how users utilize proceeds and how it leads to subsequent purchasing behavior.

Survey Summary: - The most common use of proceeds was 'purchasing another watch (trade-in)' at 39.5%, followed by 'supplementing living expenses' (17.5%) and 'investment' (16.5%). - Among those who used proceeds for 'trade-in', 83.54% already have a specific brand/model in mind for their next purchase. - In open-ended responses for the next purchase, 'Rolex' was the most cited, followed by 'Seiko' and 'Omega'.

Detailed Results: 1) Trade-ins are the top use of proceeds (39.5%). This indicates that selling is not just an end, but a form of 'asset rebalancing'. 2) 83.54% of trade-in users have a clear next target, showing that the selling experience is closely linked to the next purchase decision. 3) Rolex, Seiko, and Omega are the top brands for future purchases, reflecting a preference for both asset value and practical, domestic brands.

Conclusion: The survey shows that selling is not just about obtaining funds but is deeply connected to the next purchase. Providing information that anticipates the next purchase is key to improving customer experience.