Who Buys Apple Watches Online

Initially male-dominated, the user base is now nearly 50/50 between men and women. Women aged 30–44 showed the highest growth in adoption in 2025.

Ownership correlates strongly with wealth. About 31% of users earning over $100,000 own an Apple Watch, compared to just 11% of those earning under $50,000. Over 84% of owners hold a college or postgraduate degree. who buys apple watches

Usage is highest among Millennials (25%) and Gen Z (24%), while adoption among Boomers is roughly 10%. However, adoption among those 65+ reached 14% in 2025, driven by safety features like fall detection. Initially male-dominated, the user base is now nearly

Consumers who prioritize owning the latest technology and luxury designs. 3. Secondary & Emerging Buyers 000 own an Apple Watch