The luxury watch market is experiencing robust demand, with high-value timepieces selling particularly well. Industry experts attribute this trend to rising precious metal values and growing consumer confidence that prices have bottomed out. However, recent data suggests prices are beginning to climb again, aligning with historical market patterns.
Rolex and Patek Philippe Lead Transactions
Rolex and Patek Philippe remain dominant, with models like the Daytona, Submariner, Nautilus, and Royal Oak driving sales. Cartier, Audemars Piguet, Tudor, Breitling, and Omega also see strong volume. New releases, such as the upcoming Land-Dweller, generate significant buzz, often commanding premiums for early ownership. For instance, the yellow-gold Rolex Daytona 126508 has sold for over £30,000 above retail.
Scarcity and Vintage Appeal Influence Buyers
Retailers are prioritizing scarce models, with mint-condition vintage watches—complete with original packaging and papers—outpacing interest in brand-new pieces. Rolex continues to be the most traded Swiss luxury brand globally, though competition has squeezed margins.
Notably, a Patek Philippe 5070P full set sold within hours of listing, while another collector liquidated a £1 million Patek collection in a single day. “The market is alive and ticking,” one analyst noted, “as long as the price is right.”
Gen-Z Buyers Embrace Vintage and Craftsmanship
Younger buyers, particularly Gen-Z, are gravitating toward vintage watches with storied brand histories. There’s also heightened appreciation for mechanical craftsmanship. Tudor’s recent releases, like the Black Bay Pro Flamingo Blue, resonate with this demographic, alongside TAG Heuer and Cartier.
Tariffs and the Pre-Owned Sector’s Future
New tariffs on materials and retail price hikes may soon impact the pre-owned market as well. Experts predict a short-term price surge before stabilization. Despite economic headwinds, the average transaction value remains around £8,000, catering to everyone from entry-level buyers to high-net-worth collectors.
Industry Outlook: Pre-Owned Market to Surpass Retail by 2030
Consulting reports suggest the pre-owned sector could overtake retail sales within the decade. Platforms like Chrono Hunter are refining processes to scale their services, ensuring competitive offers and seamless transactions for buyers and sellers alike.
“As prices tick upward, we’re optimistic about the future,” a company representative said. “The luxury watch business is far from winding down.”
