General Rise in Pre-Owned Watch Prices: The Secondary Market Strengthens According to Morgan Stanley and WatchCharts

Pre-owned watch prices are rising: A new lease of life for the secondary market.

Looking at the pre-owned watch market, we observe a significant price increase in the fourth quarter of 2025. In particular, data compiled by WatchCharts and reported by Morgan Stanley shows an overall price increase of 1.9% compared to the previous quarter. This phenomenon highlights a significant shift in the sector, where established brands such as Rolex, Patek Philippe, and Audemars Piguet continue to dominate the market. This trend could well signal a sustained recovery after a prolonged period of stagnation. Pre-owned watch prices: trend analysis and advice for buyers and sellers. Experts agree that this strengthening of the secondary market is partly due to the adaptability of major brands and the increasing efficiency of sales platforms. Indeed, brands like Richemont, Swatch Group, and LVMH have successfully capitalized on this momentum. Even though the secondary market remains smaller than the retail market, many analysts predict it could surpass new watch sales in less than a decade. The Impact of Major Brands on the Market

This raises a crucial question: why do some brands manage to maintain their value while others stagnate? Experts argue that this is often linked not only to brand reputation but also to factors such as build quality, model rarity, and collector engagement.

Secondary Market Trends in 2025

The pre-owned watch market is at a crossroads, experiencing marked growth after periods of turmoil. This momentum is attracting new collectors and enthusiasts seeking to acquire unique pieces. According to the latest analyses, demand for brands like Patek Philippe and Audemars Piguet remains strong, particularly due to specific models such as the Aquanaut and Nautilus, whose prices have seen considerable increases. Indeed, Patek Philippe posted 7.6% growth in the fourth quarter, demonstrating the continued popularity of its models.

Discover why the price of pre-owned watches is rising and how this is impacting the watch market.

Meanwhile, brands like Cartier are standing out for their performance in the luxury watch market. The Richemont brand saw a 2.3% increase in its secondary market prices, reflecting the growing interest in its creations. Even lesser-known brands are starting to gain popularity, such as TAG Heuer and Longines, with respective increases of 1.1% and 4.9%. These trends indicate a diversification of buyer profiles and a willingness to explore less traditional options. Why younger generations are turning to the secondary market Another trend observed is the emergence of new generations of buyers in the secondary market. Many young people are now drawn to vintage and authentic designs, which is helping to revitalize the market. This quest for authenticity and uniqueness, coupled with a heightened sense of sustainability, is driving these buyers to favor pre-owned watches. Faced with this demand, brands must rethink their strategies to attract this younger clientele while preserving the luxury image that has shaped their success.

It is therefore clear that this shift towards the pre-owned watch market represents an opportunity for both buyers and brands. By transforming the perception of buying pre-owned watches, it will be essential to encourage best practices in the market to ensure the transparency of transactions.

Watch Price Analysis: A Paradoxical Dynamic

Despite significant price increases, most brands still struggle to retain value. Studies show that retail prices rose by an average of 7% in January 2026, further complicating the situation. For many brands, this means that raising prices without offering a superior product could negatively impact their market position. Structural challenges persist as many brands, particularly lesser-known ones, continue to see their value decline. Prestige brands like Rolex and Audemars Piguet benefit from a strong image that allows them to maintain a certain elite status in the market. However, the recent surge in commodity prices, especially gold, exacerbates these issues and remains a factor to watch.

Brand

Price Change (%) Q4 2025 Patek Philippe+7.6

Audemars Piguet

+1.8	Rolex
0	Cartier
+2.3	Longines
+4.9	TAG Heuer
+1.1	It is essential to monitor these price fluctuations in real time to assess investment opportunities. Savvy buyers often leverage this type of information to make informed decisions when purchasing pre-owned watches. Investing in iconic models can potentially lead to long-term financial gains.
Sales Platforms: A Central Role in Market Dynamics	The rise of online platforms for buying and selling pre-owned watches plays a key role in strengthening this market. Dedicated websites have emerged to meet this growing demand, offering unprecedented visibility to creators and resellers. This broadens access to a wider, sometimes novice, audience eager to enter the world of watchmaking.
Discover why pre-owned watch prices are rising and how this trend is impacting the watch market.	Platforms such as Chrono24 and others offer price evaluation tools that make the market more transparent. This strengthens buyer confidence while giving them access to detailed information about the models and their history. The availability of verified and authenticated watches is an additional asset that helps build credibility in this sector.

Challenges for Online Platforms

However, this market stabilization is not without its challenges. Platforms must address issues such as counterfeiting and price transparency. Buyers need to be equipped to distinguish between legitimate offers and lower-quality products. To this end, some platforms collaborate with experts to provide accurate evaluations, thus ensuring that the watches sold are not only authentic but, above all, of high quality.

Future Prospects for the Secondary Watch Market

Beyond simple price fluctuations, the rise of the secondary market for pre-owned watches is part of a much broader trend: sustainability and resource conservation. Consumers are becoming more aware of their impact, not only on the economy but also on the environment. This heightened awareness underscores the importance of investing in timepieces with a history, while simultaneously reducing demand for new production.

In this context, we can expect brands to adapt their business approach. More and more brands are beginning to consider their buyback programs and solutions to encourage the reuse of their movements. This could open new avenues for collaboration between brands and consumers, and ultimately establish a more responsible business model in the long term. In conclusion, the transformation of the pre-owned watch market deserves close attention from both investors and watch enthusiasts. The growing role of major brands, price dynamics, and the importance of online marketplaces are all factors shaping the future of this market, which is rich in opportunities.