Despite having the time displayed on practically every electronic device available to them, Zoomers aren't immune to catching the watch bug and coveting a Rolex. Take Lamine Yamal, Spanish wonderkid and Barca's heir to Leo Messi, who despite being only 17, has quickly developed a hefty appetite for Rolexes.

When you’re already being talked about as one of the best footballers on the planet and worth more than £100m – not to mentioned swayed by teammates – it would be easy to go all-in on a crazy blinged-out watches. But Yamal’s tastes are a little quieter than some of his footballing peers.

In the wake of Spain’s Euros win, he was spotted wearing a stainless steel Rolex Datejust 41 with a super clean Azzuro dial decked out with roman numerals instead of the usual indices. With a market value of just over £7k, it's on the more achievable end of the pro footballer (and Rolex) watch spectrum.

The Timeless Appeal

Maybe we’re deeping it but this flex is kinda perfect for Yamal. Just as his dribbling skills have been compared to Messi, the Datejust is a legend in the watchmaker’s lineup and would definitely feature in a Swiss watch all-star team. Not only is it one of the brand’s most recognisable models, but it was also the first self-winding chronometer watch to display the date, and change it at midnight.

Beyond being technically sound and looking great, Yamal’s early horology choices mirror that of many fellow Gen-Z. “Everyone is waking up to watches that are more timeless in style,” says Danny Shahid, a luxury watch expert and founder of Diamond Watches London. “Just like fashion, watches have different trends and throughout the years classic watches have never been out of style so I reckon Gen-Z buyers are catching on to that.”

The Investment Angle

Diamond Watches has seen a shift in interests from its Gen-Z buyers, who “used to love and regularly buy all of the diamond-set, blingy pieces, but aren't wearing those anymore.” Shahid thinks it could be down to the value of classic watches. “The timeless style is probably the biggest appeal, but I reckon the fact classic watches tend to retain their value, if not increase it, [is why] Gen-Z buyers prefer to invest in them instead.”

Not Just Yamal

It's not just Yamal who's at it. 21-year-old Aussie rapper The Kid Laroi recently wore a Rolex Day-Date on the VMAs red carpet, with a semi smart shirt and tie fit seeming at odds with the costumey madness around him. The watch in question was a white gold Day-Date 40 gifted to him in 2021 by fellow watch nerd Justin Bieber. It has all the classic features that appeal to current buyers, like a President bracelet (which incidentally debuted on the Date-Just model), but still has enough bling to hold its own.

For Gen-Z, who might be less-versed in the watch game than older generations, buying a heritage model is a good start considering it might appreciate in value, it's super easy to wear and that no fuss dials suits all.

The Future of Gen-Z Watch Collecting

“It’s great Gen-Z are spending wisely when it comes to watches and I look forward to when their interest turns to more vintage and rare pieces,” says Shahid. If your tastes aren't so basic, follow the path of older watch guys like Brad Pitt and go hard on the vintage thing. Or you could go the other way, like Chris Hemsworth, who's developed a thing for bling in his forties. Either way, a classic Rollie, à la Lamine Yamal and Kid Laroi is a pretty safe place to start.