Secondary Market for Luxury Watches: Importance and Sales Are Growing

What was long considered a niche phenomenon has developed into a key factor in price formation: the secondary market for luxury watches. In 2025, the global market volume for pre-owned models reached 16.73 billion US dollars. This corresponds to an increase of 36.4 percent compared to the previous year. Certified dealers account for a large part of the business, which is increasingly professionalizing the market and making it more demanding for collectors.

Strong growth in the secondary market for luxury watches

The secondary market for luxury watches delivers impressive figures for 2025. With a market volume of 16.73 billion US dollars, the past calendar year saw a 36.4 percent increase compared to the previous year.

The largest share of the trading volume is held by dealers with 15.65 billion US dollars, a growth of 38.3 percent. Auctions follow with 1.09 billion US dollars and an increase of 14 percent. The Certified Pre Owned program from Rolex, in particular, is developing dynamically, recording a growth of 204 percent with 590 million US dollars in sales. This is according to the latest figures published on everywatch.com.

Premium prices and high turnover speed

Certified pre-owned watches often achieve prices that are 15 to 20 percent above the level of the so-called gray market. Buyers are apparently willing to pay a premium for verified quality and manufacturer’s warranty. At the same time, the average holding period is significantly shortening. Many models are resold after just 18 to 36 months, indicating that luxury watches are increasingly being viewed as investment assets.

The market is becoming more professional

With standardized inspection procedures, specialized portfolio services, and their own workshops, dealers like ZEITAUKTION are further professionalizing their offerings. Brand manufacturers are also responding to this development. With their own pre-owned watch programs, they try to regain price control and participate in the resale market.

The lines between passionate collector and return-oriented investor are increasingly blurring. While high market liquidity facilitates resale, additional capital is driving prices sometimes beyond pure utility value. Today, collectors must bring not only taste but also market knowledge.