SHIFT IN CONSUMER MOTIVATION IN THE LUXURY WATCH MARKET IN PERIODS OF GLOBAL UNCERTAINTY

This article explores the shifting motivations behind consumer behaviour in the luxury watch market amid global crises, with a particular focus on Ukraine during wartime. The present study employs a mixed-methods approach, integrating expert interviews, comparative analysis, and secondary data from market reports, to investigate the psychological, cultural, and socio-economic factors that influence luxury consumption in conditions of instability. The findings reveal a dual trend: while luxury watches continue to serve as emotional anchors and symbols of resilience, consumers are increasingly guided by rationality, preferring timeless designs and established brands over conspicuous display. The research also underscores the repercussions of international trade disruptions, including U.S. tariff escalations, on market dynamics. The study makes a significant contribution to the academic literature by offering a deeper understanding of how luxury markets adapt and endure through uncertainty. It also serves to reaffirm the persistent symbolic and personal significance of luxury timepieces in times of crisis.