Approximately 17% are 'interested' in watches worn by celebrities and public figures. Approximately 44% have wanted the same item.

■Are you interested in watches worn by celebrities and athletes?

When you see celebrities or athletes on TV or social media, have you ever found your gaze drawn to the watch on their wrist?

The luxurious dial and brand logo exude presence even through the screen.

So, how many people actually notice, research, and even purchase watches worn by public figures?

Therefore, in collaboration with HARADA, an authorized retailer of luxury watches, we conducted a survey targeting 500 men and women nationwide regarding "watches worn by celebrities, athletes, and public figures."

*When quoting the content of this press release, please follow these guidelines:

・State that the source is "a survey by NEXER Inc. and HARADA"

・Include a link to HARADA (https://hrd-web.com/)

"Survey on watches worn by celebrities, athletes, and public figures" Survey Overview

Survey method: Online questionnaire

Survey period: March 6, 2026 - March 23, 2026

Target respondents: Men and women nationwide

Valid responses: 500 samples

Questions:

Question 1: Do you ever notice watches worn by celebrities, athletes, or public figures on TV or elsewhere?

Question 2: Please tell us why.

Question 3: Do you ever research the brand name or price of that watch?

Question 4: Please tell us why.

Question 5: Have you ever wanted the same watch worn by a celebrity, athlete, or public figure?

Question 6: Have you actually purchased one?

Question 7: Please tell us why.

*As a general rule, figures are rounded to the first decimal place, so the total may not always be 100%.

■17.2% responded, "I sometimes notice watches worn by celebrities, athletes, and public figures."

First, we asked if people ever notice watches worn by celebrities, athletes, or public figures on TV or elsewhere.

The results showed that 17.2% answered "Yes" and 82.8% answered "No."

Although over 80% said they "don't notice," those who did notice had clear reasons.

Next, we asked for the reasons why they notice watches.

Reasons for noticing watches

Reasons ranged from being interested in watches as a fashion accessory of a favorite celebrity to being genuinely interested in brands and designs as a watch enthusiast. The fan desire to "have the same one" also seems to be a factor driving interest in watches.

■51.2% responded, "I sometimes research brand names and prices."

Next, we asked those who notice watches worn by public figures if they ever research the brand name or price of those watches.

The results showed that 7.0% "often research," 44.2% "sometimes research," 30.2% "rarely research," and 18.6% "never research."

Combining "often research" and "sometimes research" yields 51.2%, indicating that over half of those who notice watches have actually researched brand names and prices.

Next, we asked for the reasons for researching or not researching.

Reasons for researching

Reasons for not researching

Among those who research, many mentioned wanting to know if they could afford it. Some younger respondents also mentioned naturally encountering information on social media, indicating a diversification of information gathering triggers.

On the other hand, the overwhelming reason for not researching was "because I can't afford it anyway."

Even with interest, many people decide not to research because the price makes it unrealistic.

■44.2% responded, "I have wanted the same item."

Next, we asked those who notice watches worn by public figures if they have ever wanted the same watch worn by a celebrity, athlete, or public figure.

The results showed that 44.2% answered "Yes" and 55.8% answered "No."

It's quite a high number that over 40% of those who notice watches have wanted the same one.

This indicates that watches worn by public figures are not just tools for telling time, but are perceived as symbols of status and fashion.

■13.2% responded, "I have actually purchased one."

Finally, we asked those who have wanted the same item if they have actually purchased it.

The results showed that 13.2% answered "Yes" and 86.8% answered "No."

Even if people want it, very few actually proceed to purchase.

We also asked for reasons for purchasing or not purchasing.

Reasons for actual purchase

Reasons for not purchasing

Those who actually purchased mentioned cases where they overcame the price hurdle, such as "I liked the design and it was an affordable price," or where impulsive buying was the trigger, such as "I saw it and impulsively wanted it."

On the other hand, almost all reasons for not purchasing were attributed to "high price." Watches worn by public figures often range from hundreds of thousands to millions of yen, and sometimes even tens of millions of yen.

There was also a comment about "it was sold out and I couldn't buy it," indicating that the difficulty of acquiring popular models is also a barrier.

■Summary

This survey revealed that approximately 17% of the total respondents "sometimes notice" watches worn by celebrities, athletes, and public figures.

Furthermore, over half of them have researched brand names and prices, and approximately 44% have felt a desire for the same item. However, only about 13% actually made a purchase, clearly indicating that price is the biggest barrier.

For those who wish to get closer to their dream watch, consulting a reliable watch specialty store or considering pre-owned or vintage models may broaden the possibilities of finding their ideal timepiece.

＜For use in articles, etc.＞

・State that the source is "a survey by NEXER Inc. and HARADA"

・Include a link to HARADA (https://hrd-web.com/)

【About HARADA (Main Store)】

Location: 1-9 Okihama Higashi, Tokushima City, Tokushima Prefecture 770-8053

TEL: 088-622-6872

Business hours: 11:00 - 19:00

Closed: Wednesdays

Online shop contact: 0120-24-3132

【About NEXER Inc.】

Head office: Rise Arena Building 11F, 4-5-2 Higashi Ikebukuro, Toshima-ku, Tokyo 170-0013

Representative Director: Yuya Miyata

URL: https://www.nexer.co.jp

Business activities: Internet research, SEO, web branding, review content, real shop support, website production