3 luxury watch brands gaining ground on the pre-owned market — that aren't a Rolex [Business Insider]
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Source: Business Insider
This story is available exclusively to Business Insider subscribers. Become an Insider and start reading now. Have an account? Log in Luxury watch brand Vacheron Constantin's market share soared in the pre-owned market in 2025. Rolex's market share dipped as rival brands gained traction. IWC and Tudor also saw significant growth in 2025. Luxury watches are often treated as timeless objects, but the market around them is anything but static. Shifting buyer preferences, price changes, and renewed interest in heritage and engineering are reshaping which brands are gaining ground. Despite industry-wide movement, volatility slowed in 2025, according to a report from online watch marketplace Chrono24, which analyzed millions of transactions on its platform. Average transaction prices on the platform in the US market rose 8.4% from the fourth quarter of 2024 to Q4 2025. While Rolex continued to dominate by volume, its market share dipped 3.3% year over year in 2025. Chrono24
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