Luxury watch brands adjust as more buyers use AI for advice

In short: Luxury watch brands are rethinking marketing and product information as more shoppers use AI tools to research and compare watches.

What's going on

More people are asking AI systems for help choosing luxury watches, including questions about style, price, and long term value. A study by Bain and Comité Colbert found that AI use rises with spending. It said 28 percent of “light spenders” used AI in their last luxury purchase, compared with 82 percent of “very heavy spenders.”

Watch executives say this changes what it means to be “discoverable” online. They want AI answers to be accurate, since AI often summarizes information from many websites (like a fast librarian that reads lots of sources and gives you a short reply). Smaller brands may struggle, because AI tends to repeat what is already widely written about. Consultants quoted in the report said well covered names like Rolex often show up first, while independent brands with less online information may barely appear.

Retailers are also adapting. Watches of Switzerland said online shopping used to depend heavily on targeting search keywords. Now it is more about anticipating the exact questions people will ask an AI assistant and publishing content that answers them.

What to watch

The next shift could come from “agentic AI,” meaning AI that can take actions for you, not just answer questions (like a helper that can compare prices, check stock, and place an order). It is not clear how many people will trust AI to buy an expensive watch without visiting a store. Still, the increased ability to compare new and pre owned prices may push brands and sellers toward clearer pricing and, especially in the resale market, more flexible pricing that changes with demand.

Source: Financial Times