One in seven Brits claim they have to reason to wear a watch as they use their mobile phone or PC to tell the time, according to market research company, Mintel.
Mintel found that “non-watch” wearing was even higher (28 percent) for adults aged under 25 years.
According to the company, 86 percent of UK adults currently own a watch while 91 percent own a mobile phone.
Mintel senior fashion analyst Tamara Sender said “the sale of watches has remained flat over the last few years as most Brits continue to buy for replacement”.
“Many consumers have grown up with technology and are just as likely to associate the notion of checking the time with a mobile handset as with a watch and as they grow older this mindset will accompany them,” she said.
“Mobile phone ownership is booming and increased usage by all ages could pose a threat to demand for standard watches in the longterm.
“However, with the popularity of alternative time-pieces, watch manufacturers are focusing on other aspects such as design and the latest technology to keep consumers interested.”
More positively, she noted that despite the rise in “non watch” wearers many consumers view watches as an accessory rather than just a time keeping device and “one in five Brit adults has several timepieces to wear for different occasions”.