34% of couples getting married this year have bought their groom a gift

With wedding season in full swing, a growing trend is emerging, brides are now adding a groom's gift to the list of expenses. New research by pre-owned watch specialist, Watchfinder & Co. reveals that 34% of couples getting married this year have bought their groom a gift. Driving the trend are young couples, aged between 18-34 (70%) where almost half (49%) of grooms aged 18-34 also expect to receive one. In addition, Google searches for "gift for wedding groom" have increased by over 68% in the UK over the past four years.

The new research showcases that bridal budgets are bountiful when it comes to selecting groom gifts, with 28% of spouses setting aside thousands. Given this high spending, it's no wonder luxury watches, and jewellery are the most popular choices of groom gift, with just under two thirds (64%) of brides choosing them. In a bid to increase their accessibility and to stretch their budget, those looking for groom gifts have a high affinity for the pre-owned sector, with over a quarter (27%) of engaged couples stating they would consider purchasing a pre-owned luxury watch for their groom as a gift on their wedding day1.

In fact, 38% of brides say they would like to surprise their loved one with a Rolex, followed by Cartier (10%) and Tag Heuer (9%), Omega (9%) and Audemars Piguet (7%) following closely behind. Although the trend for groom gifting is sweeping the UK, husbands-to-be in the capital are the most likely to receive a generous gift on their wedding morning, with 55% of London-based grooms already receiving a groom gift compared to a national average of just 15%. In contrast, Welsh respondents are the least likely to receive groom gifts, with just 7% of respondents stating they have received one.

Another notable shift in wedding behaviour is the disappearing wedding band just under a fifth (18%) of men are now bucking the tradition of wearing a wedding band, instead opting for the elegance of a wedding watch. This trend is even more pronounced amongst younger grooms, with a remarkable 37% of those aged between 18-34 expressing a preference for this modern twist on matrimonial style.

Commenting on the findings, Watchfinder & Co.'s In-House Watch Expert, Ben Staniforth states, "Whether it's a surprise gift from their loved one on their wedding day or an alternative to a wedding band, the shift towards personalised wedding traditions is unmistakable. Data shows that searches for men's wedding watches has skyrocketed by 115% globally in just four years. This trend is predominantly driven by younger couples aged between 18-34 who are creating their own traditions based on personal value and meaningful exchange, such as buying a watch from the year they met, buying the same make and model their father wore or investing in an heirloom-worthy timepiece. With luxury watches topping many grooms 'wish lists' and, in some instances, even replacing wedding bands. We're proud to offer a large selection of authentic, pre-owned watches to offer loved ones this wedding season and beyond."