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The MW Group is hearing the word from the streets and opening its doors to a younger customer with its W24 shops. "W24's style-led concept attracts a younger audience. Our starting price here is Pounds 80 but we go all the way up to the thousands with funkier but serious brands like Breitling, Omega and TAGHeuer and Franck Muller. But we will pick out pieces from these brands that are more suitable, such as steel models or fun dial colours and interesting straps. Bond Street can be daunting for a younger audience so our staff are friendlier and younger here," explains Ms [Francesca Lowis].

A brand that has always appealed to younger audiences is TAG Heuer. "We are cool," proclaims Jean-Marc Lacave, CEO of mother company, LVMH Watches and Jewellery in the UK. "The 20 to 30 age group is our territory. But it is not easy as a luxury brand to appeal to younger customers and maintain the brand's integrity. We can't come along with, say, a snowboarding watch, as it is not part of our heritage.

"On the other hand, our Formula 1, which I consider a mythical product for us, has been relaunched with a younger market in mind and this is reinforced by our choice of associating it with the racing driver Kimi Raikkonen. He appeals to a younger audience not only because of his youth but his interest in extreme sports."

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