The image of Rolex customers is generally that of a conglomerate up to retirees looking forward to an exciting life at the local golf club. However, twenty years later, this generation of baby boomers is outnumbered and outgunned by their grandchildren.Quite a few Gen Zs seem to have an illusory combination of youth and wealth, and want to show off their taste, status and purchasing power by showing off a new or used Rolex. And their interest in Rolex was just beginning.The Next Generation of Watch Shoppers and Culture survey was conducted by Watchfinder & Co. a new generation of watch enthusiasts was emerging, and they began to hunt for Rolex.”Generation Z, born between 1997 and 2012, is estimated to make up about 20 percent of the U.S. population today. That’s about 68.6 million people. With an estimated purchasing power exceeding$360 billion in the U.S. alone, their economic influence will be even greater,” said Edouard Caumon, U.S. Country Manager at Watchfinder & Co., launching Watchpro, Thursday (4/4).The survey collected the views of 2,400 Gen Z 16-26 year olds-no additional demographic data on respondents-from the US for five days in March 2024.