Rich American teenagers now prefer wearing an Apple Watch instead of their Rolex

For most people, prices are probably one of the main factors when deciding on a new accessories like a watch, but for a certain demographic the price simply does not matter. American kids with rich parents appear to be particularly spoilt for choice, since they have to make the impossible decision whether they want to wear a modern smartwatch or a traditional luxury watch made in Switzerland.

According to a new study by Piper Sandler, teenagers in the U.S. now clearly prefer wearing a new Apple Watch, like the Apple Watch Series 6 (from US$349 on Amazon) or the Apple Watch Series 7 that will be available for pre-order later this week. The statistics say that one of three teenagers now wears an Apple Watch, while only 5% wear a smartwatch from a different brand. The previous top dog among American teens was in fact Rolex, one of the most prestigious Swiss-made luxury watch brands in the entire world.

An Apple Watch may be cheaper than a traditional Rolex, but American teens seem to prefer the popular fitness apps and other cool functions of the Apple Watch. In addition to their Apple Watch, two thirds of teenagers own an expensive pair of wireless Apple headphones which are also called AirPods (from US$109 on Amazon). This study certainly produces mind-boggling numbers which, in many parts of the world, would almost certainly look completely different.