“Surging Demand for Pre-Owned Luxury Watches”
- The pre-owned luxury watch segment is gaining momentum, fueled by consumer interest in vintage timepieces, sustainable consumption habits, and access to rare, discontinued models at more accessible price points
- Brands and specialized platforms are embracing certified pre-owned programs, offering authenticated watches with warranties, enhancing trust, and expanding the customer base beyond traditional buyers
- Digital marketplaces, influencer endorsements, and watch investment trends are driving visibility and popularity of the pre-owned category, especially among younger collectors and first-time luxury buyers
- For instance, in February 2025, Rolex expanded its Certified Pre-Owned program to key markets in Europe and the U.S., reinforcing authenticity and quality assurance for second-hand buyers
- The rise of the pre-owned luxury watch market is reshaping brand strategies, encouraging transparency, sustainability, and new revenue channels, while also introducing a broader demographic to the world of fine watchmaking
