For years, the world of men’s luxury watches, especially in celebrity circles, has been dominated by a simple mantra: bigger is better. Heavy gold, oversized faces, and diamond-encrusted bezels have been the go-to symbols of success. But a new trend is quietly taking hold, and one of its most visible proponents is a certified style icon: Justin Bieber. His latest choice of timepiece is more than just a new accessory; it’s a signal of a major shift in men’s style, proving that true confidence doesn’t need to shout.
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The Watch That’s Changing the Conversation
Never one to be predictable, Justin Bieber has been spotted wearing a 34mm Audemars Piguet Royal Oak in white ceramic. In a world where 40mm and larger is the norm, this move towards a smaller, more refined size is a deliberate and powerful style statement.
It’s not a random choice—it’s an embrace of a more classic, understated aesthetic. This subtle pivot away from pure “flex culture” suggests a newfound confidence—an understanding that the most impactful luxury is often the most personal and refined. Bieber is at the forefront of a movement that’s redefining modern masculinity, where elegance and taste are valued over sheer size and flash.
“There’s a bigger pull away from the hotter or more common watches,” explains Eugene Tutunikov, CEO of Buy Best Quality Watches . “People want to express their individuality.”
“That leads them to buy vintage pieces, or some will look at ladies’ pieces that are more jewelry-like with precious stones or unique shapes. It’s not purely because they’re looking for a smaller watch, they’re looking for something unique — and a lot of those happen to be smaller watches.”
The Evolution: A Look Back at His Collection
To understand why this shift is so significant, you only need to look at the watches that built his collection. They tell the story of a journey from youthful exuberance to mature sophistication.
The First Taste of Luxury: The Rolex Daytona
Like many young stars, Bieber’s first major watch purchase was a bold one: a yellow gold Rolex Cosmograph Daytona. It was a classic symbol of making it big—unapologetic, flashy, and perfectly suited for a global pop phenomenon. It was the standard-bearer for a generation of celebrity watch collectors.
Fashion’s big night isn’t shy when it comes to watches. From a young Lewis Hamilton Patek flex to that Justin Bieber gold Daytona moment, these are our favourite watch spots in Met Gala history https://t.co/WSNEX9I02j
— British GQ (@BritishGQ) May 2, 2025
Marking Milestones: The Audemars Piguet Royal Oak
As his style evolved, so did his collection. For his wedding, Bieber gifted himself a stunning vintage Audemars Piguet Royal Oak. The move towards a vintage piece showed a deepening appreciation for horology and history—a step beyond just buying what was new and popular.
Justin Bieber uses his wedding as an excuse to buy an exquisite watch https://t.co/BiL7l2Io4R pic.twitter.com/DLdyTFdUly
— GQ Magazine (@GQMagazine) October 5, 2019
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Peak Status: The Patek Philippe Nautilus
No top-tier collection is complete without the highly coveted Patek Philippe Nautilus. Owning this watch solidified Bieber’s status as a serious collector, a man who understood the pinnacle of luxury sports watches.
.@justinbieber’s wrist bling worth ₹1.6 crore is the latest object of the internet’s envy. Read: https://t.co/1ULS920hcQ pic.twitter.com/xYFc359NRa
— GQ India (@gqindia) July 31, 2018
Why the “Small Watch” is a Big Deal
Viewed against the backdrop of his gold Daytonas and coveted Pateks, his new, smaller AP Royal Oak is a deliberate departure. It’s a conscious choice to prioritize proportion and subtlety. This signals a broader trend where men are rediscovering the timeless appeal of watches that fit perfectly on the wrist, rather than dominating it.
This shift isn’t just about Bieber. It’s about a collective move towards a more considered and personal approach to style. It suggests that the new symbol of status isn’t the biggest watch in the room, but the one chosen with the most thought and confidence.
Justin Bieber’s watch collection has always been a mirror to his own evolution. From the bold statements of his youth to the sophisticated pieces marking his maturity, each watch tells a part of his story. His latest choice doesn’t just add a new chapter—it starts a new volume, not only for him, but for men’s style everywhere.
Inspired by Justin Bieber’s incredible horological journey? Whether you’re drawn to the bold presence of a Rolex Daytona or the refined, modern elegance of a classic Audemars Piguet, your own style evolution is waiting. Explore the curated collection of iconic timepieces at SwissWatchExpo to find the watch that tells your story.
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