Why now may be the best time to buy a luxury watch
The window of opportunity to buy may be closing in the secondary watch market.
I absolutely love my luxury watch.
It’s a two-toned Rolex Datejust with a mother-of-pearl dial — timeless and beautiful.
My mom gifted it to me for a big birthday after carefully hunting for the perfect piece in the secondary market.
She told me that buying pre-owned was the smartest way to shop for a watch like this. You could find iconic designs, often at better prices, while skipping the long waitlists and hype around new releases.
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That advice has stuck with me. And now, for anyone eyeing a luxury timepiece, the secondary market may once again be the smartest place to look, at least if you act soon.
Even today, that watch sits proudly on my wrist and reminds me of the thrill of being given something special and of the power of buying pre-owned.
Luxury watches carry more than just status or craftsmanship. For many buyers, they mark major life milestones or personal achievements.
The pre-owned market has opened the door for more people to participate in that world, without the waitlists or price tags attached to brand-new pieces.
But like any market, timing matters. Image source: Leon Neal/Getty Images
Luxury watch resale market is heating up again
After years of declining prices and sluggish sales, the secondary luxury watch market is showing signs of a rebound.
A new report from Cognitive Market Research found that global secondary watch sales rose about 10% in 2024. Analysts believe prices may have bottomed out, hinting that value is beginning to climb again.
That’s a major shift after a period when pandemic-fueled demand caused a surge in resale prices, followed by a steep cooldown.
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Popular models from Rolex, Patek Philippe, and Audemars Piguet saw resale values drop sharply over the past two years, which kept many buyers on the sidelines.
But the latest data suggests buyers are starting to return, and with them, larger competition for sought-after pieces.
What this means for secondary watch market buyers and sellers
For shoppers, this could represent a rare window of opportunity.
Prices are stabilizing, but haven’t yet returned to their previous highs. That means it may still be possible to find deals if you move quickly.
It’s also a key moment for watch owners. If the market continues its rebound, values on pre-owned pieces could appreciate in the months ahead.
Luxury resale platforms like Chrono24 are already reporting an uptick in interest and activity. And with the secondary market moving again, both buyers and sellers should be watching closely.
And the market has room to grow. Cognitive Market Research projects the global pre-owned luxury watch market will reach approximately $43.65 billion by the end of the decade, up from about $26.83 billion in 2024.
For buyers hoping to score a dream piece, acting now may be the wisest move.
For sellers, this emerging momentum is worth watching closely.
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