The Summer of Pre-Owned Luxury Watches: Why Collectors Are Shifting Gears in 2025

The Summer of Pre-Owned Luxury Watches: Why Collectors Are Shifting Gears in 2025

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As the luxury watch market continues to evolve in 2025, a striking trend has taken hold: an avalanche of interest in pre-owned timepieces. This summer marks a pivotal moment not just a seasonal spike in a shift that began subtly but is now undeniable. Once the domain of seasoned collectors, the secondary market has grown into a mainstream phenomenon shaping the trajectory of luxury horology.

A Market on Track for Explosive Growth

According to multiple industry reports, the global pre-owned luxury watch market is undergoing a dramatic expansion. Grand View Research estimates it was valued at USD 24.38 billion in 2023 and predicts it will reach USD 45.01 billion by 2030 a compound annual growth rate (CAGR) of 9.2% from 2024 to 2030  . Meanwhile, Business Research Insights forecasts an even more ambitious rise: USD 26.52 billion in 2025, climbing to nearly USD 60 billion by 2033 (CAGR ≈ 9.3%)  .

What lies behind this surge? Affordability, exclusivity, sustainability, investment appeal and perhaps most crucially, shifting cultural attitudes that view watches not only as functional items but as storied collectibles with emotional resonance.

Younger Buyers Fueling the Boom

The composition of buyers is changing as younger demographics enter the scene. Generation Z and Millennials are increasingly driving sales, drawn to mechanical watches as both investment and identity statement. A Financial Times report revealed that 20% of Gen Z respondents (ages 18–24) were likely or very likely to buy a luxury watch in the coming year compared to just 11% among the general population  . Additionally, Chrono24’s YouGov-backed survey found that 36% of 18–24 year-olds already own or are considering owning a luxury watch far above other age groups  .

Gen Z buyers report two main drivers: sustainability (less impact than buying new), and the appeal of unique, discontinued, or vintage models. Furthermore, with housing prices and broader economic pressures, a high-value watch becomes a viable “alternative asset” for younger investors  .

Online Marketplaces Attract Trust and Transparency

The explosion of digital platforms has been instrumental. Sites like Chrono24, WatchBox, Bob’s Watches, Crown & Caliber, Watchfinder & Co, and others offer access to trusted, authenticated listings ensuring buyers can transact with protection and visibility. Grand View Research emphasizes how online presence enhances accessibility and confidence  .

Chrono24 specifically highlights that their escrow payment system, authenticity guarantees, insured shipping, and global customer support make the platform particularly safe for first-time buyers  . In fact, over 40% of Chrono24’s U.S. traffic this summer comes from buyers under 40 a clear signal that what was once a niche hobby is reaching a new generation  .

Vintage, Scarcity, and Emotional Connection

Buyers often seek pieces that tell a story. WatchBox CEO Justin Reis explained in June 2025 that their average sales price rose 18% year-on-year, driven by interest in steel Rolex Daytonas, Patek Philippe Nautilus, and independent brands such as F.P. Journe. “Our clients want pieces that tell a story,” Reis told Business of Fashion. “They’re buying not just a watch, but a moment in time”  .

The scarcity narrative is key. Rolex and Patek Philippe continues to tightly control factory output. Waiting lists stretch years making secondhand channels the only way to access in-demand references. As cited in Vogue Business, this has made pre-owned pricing sometimes exceed new premiums due to scarcity and pedigree  .

Certified Pre-Owned: Brands Seize Control

Recognizing the goldmine in secondary sales, luxury watchmakers are responding with brand-backed pre-owned programs. Rolex launched a Certified Pre-Owned (CPO) partnership with Bucherer in 2023, offering authenticated watches with warranty commanding a 20–25% premium over non-certified pieces  . Similarly, Audemars Piguet and Cartier are piloting CPO schemes in select boutiques to capture resale profits and steer brand narratives  .

Claudia D’Arpizio from Bain & Company notes this trend: brands are controlling supply, embedding trust, and shifting authenticity verification in-house lessons the broader luxury sector would do well to follow  .

Investment and Value Retention

Value-driven logic underpins much of the market’s appeal. Vintage watches (Rolex, Patek, AP) have often outperformed equities over the past five years, bolstered by scarcity and inflation hedging  . With financial markets volatile and inflationary pressures persistent, buyers are treating quality timepieces as both emotional assets and store-of-value investments.

Moreover, the pre-owned market offers a more affordable entry point entry-level luxury watches around €3,300 are common among first-timers  . Brands like Seiko, Tissot, Nomos, and Junghans feature prominently in first-time purchases, offering affordability without compromising legacy craftsmanship  .

Some regions also benefit from macroeconomic conditions rising import tariffs on new luxury goods (like Patek Philippe) incentivize buyers to seek pre-owned alternatives, circumventing surcharge inflation  .

Market Stabilization After Pandemic Frenzy

The COVID‑19 era initially ignited speculative price spikes in 2021–22, but 2024 saw corrections. In early 2025, the pre-owned market stabilized, with prices dipping slightly (–0.3% in Q2) and “blue-chip” models holding steady  . Chrono24’s Watch Index recorded only a 0.35% price increase in 2024 suggesting a maturing market rather than runaway speculation  .

Analysts describe this as a “healthier environment” opportunistic flipping has given way to genuine long-term collecting and thoughtful investment  .

Regional Growth: North America, Asia-Pacific, and New Hubs

North America led the pre-owned luxury watch market in 2023 with a 34.2% share  . Asia-Pacific is emerging fastest, with a CAGR around 10.9% forecasted through 2024–2030  .

Dubai is a notable resale hub. Latin America is also gaining traction, finding price-accessible entry points via digital platforms  . Meanwhile, certifiable measures such as blockchain-based authentication and regulatory frameworks are being explored in various regions to bolster consumer protection  .

Brand Strategies: Merging Heritage with Community

Since 2014, specialized startups like A Collected Man, Delray Watch, and Subdial have built trust by focusing on education, transparency, and fintech-style authentication. Subdial, for example, launched a public market index for watch pricing trends  .

Mainstream brands are responding in kind. Audemars Piguet’s collaborations with cultural icons from Jay‑Z to modern artists are part of a strategy to remain relevant to digital-native audiences  . Tag Heuer’s momentum in entertainment (Barbie, Ayrton Senna) shows how watches can anchor narratives beyond horology  .

Challenges Ahead: Counterfeits, Market Saturation, and Inclusivity

Despite growth, the pre-owned market faces challenges. Counterfeiting remains a threat hence, authenticated platforms and CPO programs are essential  . Economic downturns could also affect discretionary purchases, though watches often rival other luxuries in maintaining appeal.

Moreover, there’s work to be done in diversifying the buyer base. Pre-owned hobbyists skew male (~77%), but younger buyers and women are entering the space, suggesting untapped potential for inclusive outreach  .

What Lies Ahead: A Sustainable Legacy

Three dynamics show why this pre-owned wave isn’t temporary:

1. Digital trust: Authentication, escrow, and transparency are establishing resilience.

2. Brand participation: CPO programs and resale partnerships signal permanence.

3. Generational appeal: Sustainability, storytelling, and investment will anchor watches in culture and finance.

Looking toward 2030, the convergence of heritage craftsmanship and new-age values sustainability, digital-native accessibility, experiential narratives positions luxury watches as lasting cultural symbols.

In Summary

This summer isn’t just a flashpoint; it’s a watershed moment. When younger, digitally savvy buyers meet scarcity-fueled demand, authenticated platforms, and brand-sanctioned resale, the result is a robust, evolving ecosystem. Pre-owned luxury watches have transcended their niche origins. They offer emotional weight, financial upside, and a connection to history all companionable to a more sustainable, story-driven era of luxury.

Far from being a fallback, the secondary market is now front and center and it shows no signs of slowing.

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