Secondary Watch Market Sees 36% Sales Growth in 2025

The secondary luxury watch market is alive and well!

According to recent data, the secondary market saw an approximate 36% sales volume increase in calendar year 2025.  While the watch dealer market sales volume rose approximately 38%, the total dollar value of secondary market sales outpaced dealer sales by nearly $1.1B.  This does indeed show that the secondary market is thriving while enthusiasts and collectors turn to the secondary market for watch purchases as tariffs and major brand price increases hit the primary dealer market.

Top models for 2025 were the Rolex Datejust line, Rolex Daytona line, and Audemars Piguet Royal Oak line.  Audemars Piguet and Vacheron Constantin were two standout brands that saw approximately 60% and 70% sales volume growth, respectively, in the secondary market.

This shows that buyers are turning equally to the secondary market for their purchases as compared to buying at retail prices directly from an authorized dealer.

There are definitely good buys to be had in the secondary market across all of the major watch brands.

If you are looking for a new or used timepiece to either add to or start your collection, feel free send us a message to discuss your next timepiece acquisition.


Source: Everywatch.com