Pre-Owned Luxury Watches

Global Pre-Owned Luxury Watches Market to Reach US$24.5 Billion by 2030

The global market for Pre-Owned Luxury Watches estimated at US$12.9 Billion in the year 2024, is expected to reach US$24.5 Billion by 2030, growing at a CAGR of 11.2% over the analysis period 2024-2030. Automatic Watches, one of the segments analyzed in the report, is expected to record a 12.8% CAGR and reach US$16.0 Billion by the end of the analysis period. Growth in the Manual Watches segment is estimated at 8.7% CAGR over the analysis period.

The U.S. Market is Estimated at US$3.5 Billion While China is Forecast to Grow at 15.5% CAGR

The Pre-Owned Luxury Watches market in the U.S. is estimated at US$3.5 Billion in the year 2024. China, the world`s second largest economy, is forecast to reach a projected market size of US$5.1 Billion by the year 2030 trailing a CAGR of 15.5% over the analysis period 2024-2030. Among the other noteworthy geographic markets are Japan and Canada, each forecast to grow at a CAGR of 8.0% and 10.1% respectively over the analysis period. Within Europe, Germany is forecast to grow at approximately 8.9% CAGR.

Global Pre-Owned Luxury Watches Market - Key Trends & Drivers Summarized

What’s Fueling the Shift Toward Pre-Owned Luxury Timepieces Across Global Markets?
The global pre-owned luxury watch market has undergone a transformation from a niche collector’s domain to a mainstream segment embraced by value-conscious and investment-driven buyers. This shift is driven by the growing recognition of luxury watches not only as fashion accessories but as tradable assets that retain or appreciate in value over time. Rising demand from millennial and Gen Z consumers-who increasingly prefer sustainability, heritage, and smart financial choices-has further cemented the status of pre-owned watches as a viable alternative to new retail purchases. As consumers increasingly view luxury consumption through the lens of environmental and economic sensibility, the resale market is expanding rapidly across all regions.

Digital platforms have played a crucial role in formalizing and scaling the secondary watch market. E-commerce specialists such as Chrono24, WatchBox, and Bob’s Watches are offering authenticated, traceable inventory coupled with warranty protection and certified service. This added layer of trust, combined with access to a broad catalog of discontinued models, vintage editions, and limited production runs, is drawing in both enthusiasts and first-time luxury buyers. The integration of biometric tracking, digital certification using blockchain, and AI-driven price estimation tools are further establishing trust and transparency-two factors previously lacking in the traditional pre-owned space.

Which Brands and Watch Segments Are Commanding High Secondary Market Performance?
High-performing brands in the secondary market are typically those with strong heritage value, consistent resale appreciation, and limited supply. Rolex remains the most actively traded and appreciated brand in the pre-owned segment, with models like the Submariner, Daytona, and GMT-Master II regularly exceeding their original retail value. Audemars Piguet’s Royal Oak, Patek Philippe’s Nautilus, and select Richard Mille pieces also command significant premiums due to constrained production, brand cachet, and aspirational appeal. These watches often become alternative investment vehicles, with resale values driven by scarcity and cultural visibility.

Vintage watches, particularly those from the 1950s to 1980s, are gaining renewed attention due to their craftsmanship, mechanical purity, and historical significance. Buyers are increasingly interested in provenance, originality of components, and preservation state. Dress watches, skeleton designs, and classic chronographs are also trending as consumers move away from tech-enabled smartwatches and return to mechanical sophistication. Marketplaces are now segmenting offerings by era, complication, and restoration status to better match buyer intent-whether it’s an everyday wear piece or a long-hold collectible. Meanwhile, certified pre-owned (CPO) programs from original brands like Omega, Breitling, and Cartier are further legitimizing resale within the brand ecosystem.

How Are Retailers, Manufacturers, and Technology Shaping the Pre-Owned Watch Market’s Next Phase?
Luxury watch manufacturers are increasingly entering the pre-owned space directly, creating certified resale platforms to capitalize on growing consumer interest and retain brand control. Richemont’s acquisition of Watchfinder and Rolex’s partnership with authorized dealers for a certified pre-owned program exemplify this trend. These initiatives help brands manage resale pricing, combat counterfeits, and enhance customer lifetime value. Traditional retailers are also launching trade-in programs and consignment partnerships, integrating pre-owned sections into their showrooms and digital storefronts to capture more of the ownership lifecycle.

Technology is enabling new models of trust and traceability. Blockchain-based certification and NFC-enabled authenticity chips are being deployed to track ownership history and ensure originality of components. Artificial intelligence and machine learning tools are being used for dynamic pricing, condition grading, and personalized recommendations. Moreover, data from resale platforms is feeding into broader watch market indices and investment trackers, positioning high-end watches alongside luxury real estate and rare art as a tangible asset class. As consumer behavior shifts toward digital-first engagement, omni-channel resale ecosystems will be essential to sustained market expansion.

What Forces Are Driving the Growth of the Global Pre-Owned Luxury Watch Market?
The growth in the global pre-owned luxury watch market is driven by the convergence of changing consumer values, digital platform scalability, and the emergence of timepieces as cultural and financial assets. Increasing luxury consumption in emerging markets, combined with a heightened awareness of brand value retention, is motivating buyers to explore pre-owned options. Younger consumers are particularly drawn to the affordability, individuality, and sustainability credentials of pre-owned watches, making them a gateway to long-term luxury engagement.

The shift from unregulated dealer networks to professionally curated resale platforms has improved liquidity, transparency, and buyer confidence. Supply constraints in the primary market, coupled with long waitlists for iconic models, are pushing aspirants toward secondary sources where availability is immediate. Moreover, the influence of social media and watch-focused content platforms is cultivating a new generation of collectors, educating them on horology, rarity, and market value. As asset diversification gains appeal, watches are becoming a stable alternative for capital allocation, particularly during economic uncertainty.

With strong secondary infrastructure, brand validation, and cross-generational demand, the pre-owned luxury watch market is poised for continued expansion. As authenticity tools improve and resale data becomes more accessible, this segment will likely achieve parity in prestige with the primary market-redefining how timepieces are bought, sold, and valued across the globe.

SCOPE OF STUDY:

The report analyzes the Pre-Owned Luxury Watches market in terms of units by the following Segments, and Geographic Regions/Countries:

Segments:
Type (Automatic Watches, Manual Watches); Distribution Channel (Online Distribution Channel, Offline Distribution Channel)

Geographic Regions/Countries:
World; United States; Canada; Japan; China; Europe (France; Germany; Italy; United Kingdom; Spain; Russia; and Rest of Europe); Asia-Pacific (Australia; India; South Korea; and Rest of Asia-Pacific); Latin America (Argentina; Brazil; Mexico; and Rest of Latin America); Middle East (Iran; Israel; Saudi Arabia; United Arab Emirates; and Rest of Middle East); and Africa.

Select Competitors (Total 34 Featured) -

• A Collected Man
• Bob’s Watches
• Bucherer Certified Pre-Owned
• CHRONEXT
• Chrono24
• Crown & Caliber
• DavidSW
• European Watch Company
• Govberg Watches (WatchBox)
• HQ Milton
• JamesEdition
• Jomashop
• Luxury Watch Company (LWC)
• SwissWatchExpo
• The Hour Glass
• Timepiece Trading LLC
• Watch Rapport
• WatchBox
• Watchfinder & Co.
• Watches of Switzerland

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