Brits prefer to own a precious keepsake to ‘throwaway fashion’

Young Britons are increasingly choosing to own luxury watches and jewellery with sentimental value, a survey by Beaverbrooks has shown.

The poll, which surveyed 2,000 Britons under 25, revealed Brits are most likely to own a cherished item that holds a special milestone or memory for them, with women (44%) more likely than men (28%) to cherish a keepsake.

The survey found 39% of Brits own a watch or piece of jewellery that holds a special memory for them, whether obtained by a brand or as a family heirloom.

The results come at a time when young Brits are blamed for UK’s ‘throwaway fashion’ culture, and the UK government recently unveiled a 25-year environmental plan aiming to decrease the growing concerns for disposable fashion.

The survey also found two-thirds of respondents wear a watch to simply keep track of time while one in four respondents under the age of 34 stated their reason as a combination of eye-catching design and nostalgia.

Head of luxury brands at Beaverbrooks, Bruce Andrews, said: “It’s easy to think of family heirlooms and keepsakes as being somewhat passé in 2018, but it’s really encouraging to see such a strong appetite for quality, unique pieces that hold special meaning among the younger generations.

“With mobile phones – in particular smartphones – being so prevalent, people don’t necessarily need a watch to keep track of the time anymore. However, these timepieces do so much more than that. This is certainly reflected in our findings.

“Classic Swiss-made watches, in particular, make wonderful heirlooms and we want to highlight the rich history that is attached to these pieces. The amount of time, expertise and intricate detailing that goes into every watch is incredible and we’re seeing more and more people taking a keen interest in the inner workings and intriguing backstory linked to the watch on their wrist.”