U.S. Quartz Watch Market (2025 - 2033) Size, Share & Trends Analysis Report By Price Range (Economy, Premium), By End User (Men, Women), By Distribution Channel (Online, Offline), And Segment Forecasts

U.S. Quartz Watch Market Summary

The U.S. quartz watch market size was estimated at USD 2.14 billion in 2024 and is projected to reach USD 3.02 billion by 2033, growing at a CAGR of 3.9% from 2025 to 2033. The growth is driven by the consistent demand for affordable, reliable, and low-maintenance timepieces, which appeals to both traditional buyers and fashion-conscious consumers seeking stylish yet practical watches.

A key trend in the U.S. quartz watch industry is the sustained dominance of mid-tier fashion and sports quartz watches, particularly from brands like Citizen, Casio, and Timex, which remain popular due to their reliability, low maintenance requirements, and strong offline retail presence, even as luxury quartz models experience limited growth.

Accuracy and advanced features drive strong demand for quartz watches in the U.S. market. These timepieces lose only seconds per month compared to mechanical watches that drift by several seconds daily, which matters for Americans juggling tight schedules and travel plans. Quartz technology also packs in useful complications at reasonable prices. For example, Casio's G-Shock line offers world time and alarms for under USD 100, while Citizen's Eco-Drive models combine solar charging with perpetual calendars. This blend of precision and functionality appeals to consumers who seek reliable, versatile timepieces that require minimal maintenance.

Moreover, design flexibility and market segmentation fuel widespread adoption across consumer groups. Quartz movements are thin and adaptable, letting brands create everything from Timex's minimalist Weekender to Bulova's bold Precisionist chronographs. Fashion labels like Michael Kors and Fossil leverage quartz to deliver trendy designs at accessible price points, capturing younger buyers and style-conscious shoppers. Meanwhile, Seiko and Tissot utilize quartz in their mid-range collections for everyday reliability, while Grand Seiko's premium quartz models appeal to collectors seeking luxury accuracy. This variety ensures quartz watches match different budgets, tastes, and occasions throughout the American market.

Consumer Insights

The U.S. quartz watch market exhibits a clear male dominance, with 75% of consumers being men and 25% being women. This significant gender gap reflects traditional watch-wearing patterns where men view watches as both functional accessories and status symbols. While women represent a smaller segment, they constitute a growing opportunity for brands focusing on fashion-forward designs and lifestyle positioning.

The 25-44 age group dominates the market, representing working professionals with disposable income and brand awareness. The 45+ segment favors traditional brands and quality craftsmanship. Young consumers aged 18-24 show interest in affordable, stylish options. This distribution indicates that brands must balance appeals to established professionals seeking quality with those of younger consumers prioritizing fashion and value.

Despite their widespread use, customers have several pain points, including short battery lives in some models, poor visibility in direct sunlight, concerns about the durability of lightweight or fashion-forward watches, a lack of color and design options in mid-range models, and difficulty finding niche or foreign brands in physical stores. Brands seeking to boost repeat business and loyalty must continue to address these issues.

With their heritage appeal and dependability, Casio, Timex, and Citizen are market leaders in entry and mid-range segments. At the same time, Armitron is the market leader in mass-market, reasonably priced quartz watches. Suunto's continued appeal to sports and outdoor enthusiasts reflects the rising demand for quartz watches that prioritize performance. By striking a balance between design, usability, and customer trust, these brands collectively influence the competitive environment.

Price Range Insights

Premium quartz watches accounted for a 51.51% revenue share of the U.S. quartz watch industry in 2024, as consumers increasingly see watches as status symbols rather than just timekeepers. With smartphones covering basic time functions, buyers favor recognized brands like Citizen, Seiko, and higher-end Casio for quality, durability, and prestige. Concerns over the affordability and short lifespan of watches drive middle-class professionals toward the premium segment, offering a comparatively affordable yet aspirational investment.

The luxury quartz watches segment is anticipated to grow at a CAGR of 4.5% from 2025 to 2033, as affluent consumers seek the prestige of brands like Cartier, TAG Heuer, and high-end Seiko, without the maintenance required by mechanical watches. Busy professionals and millennials value quartz for its accuracy and low maintenance, while still enjoying luxury design and brand recognition. Luxury quartz offers an accessible entry point into premium watches, making it an attractive combination of convenience and status to American consumers.

End User Insights

Quartz watches for men accounted for a 74.65% revenue share of the U.S. quartz watch market in 2024, primarily due to men perceiving them as essential for projecting professionalism, success, and personal style. Unlike women, who have numerous accessory options, men primarily rely on watches, belts, and shoes, making watches a primary means of self-expression. Practicality also plays a significant role in driving the popularity of watches among men. They purchase watches for sports, outdoor activities, work, and special occasions, such as graduations or promotions, ensuring consistently high demand.

Quartz watches for women are anticipated to witness a CAGR of 4.5% from 2025 to 2033, driven by demand for stylish, low-maintenance timepieces that complement professional and casual wardrobes. Busy women prefer versatile watches that combine fashion with functionality, while gifting occasions like birthdays and anniversaries also sustain steady sales.

Distribution Channel Insights

The sale of quartz watches through offline channels accounted for 71.24% of the U.S. quartz watch industry, as consumers prefer trying watches in-store to assess style, fit, and brand authenticity. Department stores, specialty retailers, and brand boutiques offer personalized service and immediate purchase, which remains appealing despite the growth of e-commerce.

The sale of quartz watches through the online channel is expected to grow at a CAGR of 5.2% from 2025 to 2033. This is due to the increasing value of convenience, a wide selection, and competitive pricing. E-commerce platforms and brand websites make it easy to compare models, read reviews, and access limited editions without visiting stores.

Key U.S. Quartz Watch Company Insights

The U.S. quartz watch market features a mix of established brands, mid-level heritage names, and newer entrants, each shaping consumer preferences in distinct ways.

Well-known global brands like Citizen, Seiko, Casio, and Timex dominate the entry-to mid-level market with reliable, affordable, and classic designs, while tough, performance-focused watches from G-Shock and Suunto appeal to active consumers.

Meanwhile, style-focused brands such as Fossil, Daniel Wellington, and Skagen appeal to Americans looking for accessible luxury, establishing a strong presence in both mass-market stores and specialty watch shops.

Recent Developments

• In May 2024, Audemars Piguet introduced a set of three compact Royal Oak models powered by quartz, each featuring a petite 23mm diameter.  

• In November 2024, Tissot added a new 25 mm quartz model to its PRX collection. This watch combines the brand’s 1970s integrated-bracelet design with a modern touch. The watch features a Swiss quartz movement with an End-of-Life indicator and is water-resistant to 100 meters. Available in several finishes, including carnation-gold PVD, this timepiece appeals to those seeking an elegant, vintage-inspired piece that is also compact and durable. 

• In September 2025, Citizen announced that it will be launching three new quartz-powered Eco-Drive Promaster Skyhawk watches in October 2025, featuring the Caliber U830 movement. Housed in 43mm stainless steel cases with sapphire glass, they are priced between USD 795 and USD 850.

• In September 2023, Fossil launched its "Made For This" campaign, marking a significant evolution in the brand's identity. This initiative emphasizes the shared value between Fossil and its consumers: the ownership of one's time, highlighting the intentional and purposeful nature of their approach.

U.S. Quartz Watch Market Report Scope

U.S. Quartz Watch Market Report Segmentation

This report forecasts revenue growth at the country level and provides an analysis of the latest industry trends and opportunities in each of the sub-segments from 2021 to 2033. For this study, Grand View Research has segmented the U.S. quartz watch market report based on price range, end user, and distribution channel:

• Price Range Outlook (Revenue, USD Million, 2021 - 2033)

  • Economy

  • Mid-range

  • Premium

  • Luxury

  • Ultra Luxury

• End User Mode Outlook (Revenue, USD Million, 2021 - 2033)

  • Men

  • Women

• Distribution Channel (Revenue, USD Million, 2021 - 2033)

  • Online

  • Offline