The watch market was valued at USD 61.85 billion in 2020, registering a CAGR of 4.10% during the forecast period (2021-2026). The disposability and affordability of value watch brands make them a popular fashion choice among consumers across the world. The lower-priced and mid-priced watches are increasingly gaining market traction due to the increasing demand for value-for- product watches and accessories among women. The demand for smartwatches in the digital watch segment is getting stronger among young consumers, as they are more aware of smartphone technology. Popular brands, like Apple Inc. and Fossil Group Inc., are increasingly launching new products with new product innovation year on year so as to sustain in this growing market. Brands, like Casio, Fastrack and Timex, are continuously investing in R&D for product innovations to blend Various features of the watches while offering the product in attractive design and affordable prices. Gen Z will soon become the largest cohort of consumers - and brands who want a piece of this opportunity will need to understand their tendencies and digital expectations. Moreover, the Indian watch market was initially targeted solely at men. However, with the increasing rate of female participation in the workforce, the demand for female and unisex watches increased. Hence it becomes very important for a brand like Fastrack , who targets the youth market, to understand the current needs and market requirements of Gen Z girls and to be able to provide them with a relevant solution keeping their preferences in mind. This research is to help Fastrack to come up with a collection of watches for the currently increasing target segment in the market i.e. Gen Z girls, catering to their current needs.
