Since mid 2022, market prices of a selected group of most traded luxury watches have consistently declined. As of ***********, the average price of a luxury watch was worth ****** U.S. dollars.

The pre-owned luxury watch market is experiencing a significant surge, transitioning from a niche collector's hobby into a major segment of the luxury goods industry. This growth is fueled by a confluence of factors including the increasing perception of luxury timepieces as a viable alternative asset class, offering strong value retention and appreciation. The rise of trusted online platforms has enhanced market accessibility and transparency, building consumer confidence. Furthermore, a growing consciousness around sustainability and the circular economy is attracting a younger demographic, who value the heritage and reduced environmental impact of pre-owned goods. This digital transformation, coupled with a shift in consumer mindset, is set to drive robust expansion in the coming decade, solidifying the market's mainstream appeal.

Key strategic insights from our comprehensive analysis reveal:

The explosive growth of specialized online marketplaces and digital platforms is fundamentally reshaping the market, democratizing access and increasing price transparency for consumers globally.
Major luxury watch brands are increasingly entering the secondary market through Certified Pre-Owned (CPO) programs, aiming to control their brand equity, enhance customer trust, and capture a larger share of the value chain.
Blockchain technology is emerging as a critical tool for authentication and provenance tracking, addressing the persistent challenge of counterfeit products and building a new layer of security and trust for high-value transactions.

Global Market Overview & Dynamics of Pre owned Luxury Watches Market Analysis

The global pre-owned luxury watch market is undergoing a period of unprecedented growth, driven by a paradigm shift in consumer behavior and technological advancements. Once confined to auction houses and specialized dealers, the market is now a highly dynamic and accessible ecosystem, thanks to the proliferation of online platforms. Consumers are increasingly drawn to the secondary market for its access to discontinued models, value proposition, and alignment with sustainability principles. This digital-first approach has broadened the consumer base to include younger, digitally-savvy individuals who view these timepieces not just as status symbols but as sound financial investments. This robust demand is propelling the market towards significant expansion.

Global Pre owned Luxury Watches Market Drivers

Investment and Asset Appreciation: A growing number of consumers and investors view pre-owned luxury watches from brands like Rolex, Patek Philippe, and Audemars Piguet as a tangible asset class that often appreciates in value, outperforming traditional investments and acting as a hedge against inflation.
Increased Accessibility Through Digital Platforms: The rise of trusted online marketplaces such as Chrono24, WatchBox, and Hodinkee has significantly lowered the barrier to entry, providing a secure and transparent environment for buying and selling, complete with authentication services and global reach.
Growing Focus on Sustainability: The global shift towards a circular economy and sustainable consumption has boosted the appeal of pre-owned goods. Purchasing a second-hand luxury watch is seen as an environmentally responsible choice, particularly among Millennial and Gen Z consumers.

Global Pre owned Luxury Watches Market Trends

Official Brand-Certified Pre-Owned (CPO) Programs: Leading watch manufacturers are launching their own CPO programs to control product quality, authenticate timepieces, and maintain brand prestige, thereby building consumer confidence and capturing revenue from the secondary market.
Integration of Blockchain and AI for Authentication: Technology is playing a crucial role in building trust. Blockchain is being used to create immutable digital ledgers of a watch's history and ownership, while AI algorithms are being developed to analyze market data for more accurate pricing and to detect counterfeits.
Surge in Demand for Neo-Vintage Models: There is a rising trend in collecting watches from the 1980s to the early 2000s. These neo-vintage pieces offer a unique blend of classic aesthetics with modern reliability and are becoming highly sought after by enthusiasts.

Global Pre owned Luxury Watches Market Restraints

Prevalence of Counterfeit Products: The market is plagued by sophisticated fakes and Frankenwatc...

This index tracks performance of Rolex's most coveted sports models including Submariner, GMT-Master, Daytona, Explorer, Sea-Dweller, and Yacht-Master. Measures price appreciation, market demand, and investment returns across metal variants. Includes vintage references and modern iterations. Key indicator for luxury sports watch market health, collector sentiment, and Rolex brand strength. Essential benchmark for crown jewel of sports watch collecting with consistent appreciation and strong liquidity.

Jewellery and watches aren't essential, so sales depend on people's confidence in the economy and how much they have to spend. Recent economic headwinds, notably the cost-of-living crisis, have weighed in on sales for jewellery and watches, but sales are now slowly picking up as consumer confidence rebounds. However, more affluent shoppers have largely sustained sales of jewellery and watches, as they have been less adversely affected by changes to real disposable income, keeping revenue afloat in challenging economic conditions. The lingering effects of inflation and low consumer confidence over 2024-25 constrained spending on luxury items. In response, retailers, like Watches of Switzerland, have focused on international growth opportunities to boost their presence in the US market and greater investment in R&D and infrastructure, to be able to capitalise as industry demand recovers. Going into 2025-26, easing inflationary pressures and improvements in real disposable income are boosting the market. With consumer sentiment rising in 2025-26 to 47.0 as of August 2025, according to the S&P Global Index, shoppers have renewed confidence about spending on luxury goods, which will support jewellery and watch sales. Retailers must adapt to changing consumer preferences, offering a more experiential-led approach to selling goods, with strong customer service, stronger marketing and more exclusive product launches, to retain and attract customers who are increasingly prioritising spending on luxury goods and services that provide them with the best experience. The greater introduction of overseas brands into the UK industry and an increased focus on sustainability, driven by rising environmental consciousness, is reshaping the industry. Key stores like Pandora have adopted recycled materials and lab-grown diamonds, appealing to eco-conscious consumers, which is set to boost revenue. Over the five years through 2025-26, revenue is projected to climb at a compound annual rate of 4.5% to approximately £8.1 billion. Revenue is forecast to inch downwards slightly by 0.6% in 2025-26, with multiple store closures reducing revenue streams and online channels providing strong competition. The operating profit margin is anticipated to recover to 6.7% in 2025-26 as demand for industry products grows in line with confidence rising. Revenue is expected to climb at a compound annual rate of 2.2% over the five years through 2030-31 to £9.2 billion. Economic conditions are expected to stabilise in the coming years, supporting renewed spending growth and increasing demand for mid-range products. The future outlook for the UK Jewellery and Watch Stores industry will be shaped by growing online shopping trends, the perception of luxury watches as investment assets and the enhanced integration of AI into services. The industry will also have to face the rising rate of crime looming over the whole retail sector and rising gold prices will continue to create obstacles for many Jewellery and Watch Stores.