Did Gen Z Kill the Smartwatch?

There was a time when your watch was impossible to miss. Remember the era of 2010's fashion that was defined by oversized Michael Kors watches? The ones that weighed (what felt like) six pounds and took up half your forearm. In the 2010s, bigger was better. The watch was THE accessory.

Then came the smart watch and our wrists became command centers. Instead of making a fashion statement, they were measuring our heart rate, counting our steps, buzzing with texts and reminding us to stand up. Maybe you were an early adopter. Maybe you loved closing your rings. Maybe you wanted everyone to know your resting heart rate before they knew your last name.

But now the pendulum has swung in the opposite direction. Today, the coolest watch on your wrist might look like it belongs in your grandmother’s jewelry box. Gen Z has affectionately dubbed them grandma watches and they are ultra-tiny, vintage-inspired timepieces that are so dainty they look like bracelets. They’re delicate, understated and the complete opposite of the Baby-G watches of 2005. And while they may not sound fashion-forward, they’ve become one of the summer’s dopest accessories—even luxury brands are tapping in, just look at the Cartier Mini Baignoire and Bulova Goddess of Time styles. The trend has found plenty of celebrity fans, too. Gen Z style stars like Olivia Rodrigo and Lily-Rose Depp have embraced petite, vintage-inspired watches.

The watch industry classifies anything under 30 millimeters as mini, but today’s most coveted styles measure between 18 and 26 millimeters. Compare that to the supersized watches that dominated the 2000s and early 2010s, they practically disappear. They’re so tiny, they get lost in a stack of bangles or nestled beside a tennis bracelet.

Ironically, the trend has expanded beyond wristwatches, too. Ring watches are making a comeback, while pocket watches clipped to belt loops have found an unlikely audience among fashion people who enjoy dressing like eccentric art collectors.

The Analog of it All

Part of the appeal is what grandma watches don’t do. They don’t buzz, count your steps, or tell you how much sleep you had the night before. They don’t interrupt dinner to tell you you’ve hit your stand goal. Gen Z has grown up in a world where nearly every device (and increasingly every accessory) is tracking something. So much so, that choosing a watch that simply tells time is taboo. 

If I’m being frank, after years of smart watches optimizing our lives, there’s something nice about having one that just tells time. I’m touting it as the fashion equivalent of putting your phone on Do Not Disturb.

It’s also part of a broader return to objects that exist purely because they’re beautiful. Just as younger shoppers are gravitating toward landlines, film cameras, wired headphones and vintage iPods, tiny analog watches reject the idea that every purchase needs to be high tech. And yes, I know watches aren’t technically jewelry. But sometimes, you don’t want a tiny computer on your wrist. You just want something pretty.

Unlike oversized luxury watches, mini versions often come with a lower price tag simply because they’re smaller. Vintage shops are also packed with petite watches from decades past, making it easy to find a unique piece without spending a fortune.

I’ll admit, I’m a fan. I tested the Apple Watch Series 11 while currently training for the 2026 Nike After Dark Half Marathon, and it’s hard to argue with features like real-time pace tracking, heart-rate monitoring and customizable running workouts. When I’m logging miles, I want ALL that data. But when I’m getting dressed? Eh…that’s another story. Smart watches aren’t going anywhere, but Grandma watches are making fashion watches feel exciting again. And in an era where every device wants your attention, there’s something undeniably luxurious about wearing one that asks for nothing at all.