Memberships are not replacing one-time purchases across the economy. They are becoming a more visible option in selected categories, where flexibility, convenience, bundled benefits, or access to products can matter more than owning them. Whether that trade is worthwhile depends on the specific offer and how often you will use it.
What “membership” means depends on what you are paying for
A subscription to entertainment, a delivery benefit, a gym membership, a vehicle subscription, and a rental arrangement all grant different kinds of access. They differ in what is included, how often you can use it, and what happens when you stop paying. Treating them as one model obscures the terms that determine their value.
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For watches, the distinction matters: a rental or access service would not be the same as buying a watch you can keep, customize, and potentially resell. The figures below concern broader consumer trends, not a specific watch-membership offer.
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Why access appeals—and why that does not prove it is a better deal
Consumers may value flexibility, convenience, discounts, bundled services, or access to products and newer models. In KPMG’s 2025 American Perspectives Survey, 71% of U.S. respondents cited discounts on products or services as appealing, while 69% cited free or expedited shipping. Those are stated reasons for appeal, not evidence that a membership saves each customer money.
#1 Best Overall
- STYLE: This Michael Kors Slim Runway mens watch features a black sunray dial, three-hand movement and black stainless steel bracelet
- CASE & DIAL: This watch for men has a round 44mm stainless steel case with a black dial; mineral crystal face resists scratches
- WATCH BAND: A mens wrist watch with a black gray stainless steel bracelet band; 22mm band width; links can be removed for a customized fit
- PRECISION TIMEKEEPING: A men's watch with Quartz movement and three-hand analog display; imported
- SWIM-READY Water Resistant: This wrist watch for men is wearable while swimming in shallow water up to 50m (165ft); 5 ATM
Interest in taking on another recurring payment is not universal. In the same KPMG survey, 22% of Americans said they were “very likely” to consider a paid membership or subscription in the future in 2025, down from 28% in 2024. That measure captures stated future consideration, not actual purchases.
Other indicators measure different things. Bank of America Institute reported that subscription spending in its payments data rose 7.7% year over year in July 2026; entertainment and retail represented roughly 43% of that spending. This is spending growth in the institute’s card-data measure, not a population-wide estimate of how many people subscribe or proof that consumers prefer subscriptions to ownership.
Rank #2
- Mens Wrist Watch: Features a classic big dial and quartz movement with stable quality. High hardness coated glass mirror is wear-resistant, scratch-proof, Butterfly double buckle ensures comfortable wear
- OLEVS Mens Watches: Unique Classic Design Analog Date Calendar Display Watch Window. Easy to Read, Classic Business Style, Stylish Casual Dress Watch, Stylish Gold Indexes and Round Case, finely designed, stand the test of time, handsome and outstanding
- Business Pointer Quartz Watch: Dial diameter is 1.6 inches (41 mm). Case thickness is 0.43 inches (11 mm), steel band width is 0.79 inches (20 mm), length is 8.66 inches (22 cm). The weight of the men's watch is 4.16 ounces (118 g)
- Fashion Gold Green Man Watch: Luminous Hands/Markers and Enlarged Date Window at Three o'clock, Stylish Watch with Roman Scale Bezel, Water Resistance Up to 30M: Usually, Suitable for Swimming, But not Suitable for Deep Diving
- Night-light Function：When Using the Luminous Pointer Function for the First Time, Please illuminate The Watch Under The Light for 30 Seconds to Activate the Luminous Function. Watch Chain Can Be Adjusted in Size
Where the evidence shows access models—and where it does not
Subscriptions span established categories
A 2021 Opinium survey for the UK Department for Business, Energy and Industrial Strategy found that 49% of surveyed UK adults regularly paid for entertainment and book platforms, 29% reported product-delivery subscriptions, and 13% reported gym and wellness memberships. This older survey is useful for showing that subscriptions cover different categories; it should not be read as a current prevalence estimate.
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In a Visa/Basis survey fielded in November and December 2024 among 4,152 UK adults aged 18 and over, 93% of surveyed Gen Z respondents reported having at least one subscription, with average reported monthly spend of £305. The figure applies to that surveyed group and should not be generalized to all UK consumers or other age groups.
Rank #3
- STYLISH: This Armani Exchange watch features a gold sunray dial, gold-tone stainess steel bracelet, and chronograph movement
- CASE & MOVEMENT: A men's watch with a 44mm case, 22mm band width, scratch resistant mineral crystal, accurate quartz movement with chronograph analog display, imported
- DIAL: These men's watches feature a stainless steel case with a gold dial
- WATCH BAND: Wrist watches for men with a gold-tone stainless steel bracelet; links can be removed for a customized fit
- WATER RESISTANT MENS WATCH: Up to 50m (165ft); Wearable while swimming in shallow water; 5 ATM
Vehicle-subscription interest is not observed market share
PwC’s 2023 UK survey, published in 2024, found that 49% of surveyed consumers said they would be more likely to choose a vehicle subscription than traditional purchase or finance routes for their next car. PwC noted limited consumer awareness and said the survey tested appeal and future plans; it did not measure established subscription use or market share.
A separate Deloitte Global Automotive Consumer Study, based on a UK sample fielded in October 2023 and reported in 2024, found that 18% of respondents overall preferred a vehicle subscription, rising to 28% among those aged 18–34. Overall, 52% showed no interest. These figures describe a different survey question and reinforce that interest varies rather than establishing a single level of demand.
Rank #4
- Features a classic big dial and quartz movement with stable quality. High hardness coated glass mirror is wear-resistant, scratch-proof, Butterfly double buckle ensures comfortable weara
- Mirror diameter is 1.6 inches (41 mm), case thickness is 0.43 inches (11 mm), and band length is 7 inches (180 mm). The length of the watch can be adjusted, and it weighs 132 g(4.65 ounces). Maximum applicable to about an 8-9" wrist
- Luminous function can be activated by illuminating the watch under strong light for 30-40 seconds, providing a new visual experience at night. Manual includes detailed instructions for adjusting time and calendar
- Fashionable and elegant design for any man who appreciates quality and style. Versatile and stylish men's watches are suitable for any occasion, including parties, work, daily life and dating
- Water resistance for daily life, waterproof to 100 feet (30 m), generally resistant to splashing or brief submersion, but not suitable for swimming or bathing
Rental growth is related, but it is not the same as membership growth
Mastercard Economics Institute reported that U.S. clothing-rental spending grew 17.6% year over year in 2025. Its 2026 reporting of the Mastercard Global Financial Sentiment Study also found that 30% of Gen Z and Millennials globally, compared with 7% of Boomers+, said they rented products instead of buying new ones more often than before. Rental activity can illustrate interest in access, but it should not be counted as subscription membership or treated as proof that ownership is being displaced.
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Access is only convenient if the payment and cancellation terms work for the customer. In the Visa/Basis 2025 report on 2024 fieldwork, 75% of surveyed UK Gen Z respondents reported a negative Direct Debit experience with subscriptions or bills. The reported problems included paying for unwanted services, missing cancellation windows, and encountering unexpected charges or difficulty cancelling. That finding is specific to the surveyed group and payment context, but it makes renewal and cancellation rules essential parts of any comparison.
- Check when the next payment is due and whether a trial converts automatically.
- Look for notice periods, cancellation steps, pause options, and any limits on switching.
- Confirm whether the price can change and how the provider communicates changes.
- Keep a record of the terms and payment dates so an unwanted renewal is less likely to go unnoticed.
How to compare a membership with buying outright
There is no universal break-even point for memberships versus ownership. Compare the actual offer with the alternative you would choose, over the period you expect to use it.
- Calculate the full recurring cost. Add the payments across your intended period, along with any fees, deposits, delivery, insurance, maintenance, or price changes that apply.
- Estimate likely use. Consider how often you will use the access and whether buying once would cost less at that level of use.
- Value only benefits you would use. Count included shipping, maintenance, upgrades, or other services only if you would otherwise pay for them or genuinely value them.
- Check access limits. Review availability, selection, dates, geographic coverage, quantities, and usage caps before assuming the advertised access will meet your needs.
- Read the exit terms. Check whether you can pause, switch, or cancel, how much notice is required, and how renewal dates and price changes are disclosed.
- Account for what ownership gives you. A purchase may provide lasting use, control, customization, or resale value. Access may avoid storage, maintenance, or depreciation burdens in some cases, but those trade-offs depend on the item and contract.
For a watch in particular, the practical questions are whether the available selection suits your needs, whether access is reliable when you want it, and whether the recurring total justifies not keeping a watch of your own. The broad surveys here do not establish the cost or terms of any particular watch service.
Quick Recap
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