December and Full Year 2025 Watch Market Update | WatchCharts
In November 2025, the WatchCharts Overall Market Index experienced a slight increase of 0.2%. Patek Philippe emerged as the top performer among brands, recording a 1.5% rise, particularly driven by its Aquanaut and Nautilus collections. Other brands like Audemars Piguet also saw growth, while Rolex faced a slight decline. Overall, the market showed signs of recovery after a prolonged period of decline, with most brands rebounding and no major brand losing more than one percent in November, a significant shift from previous trends. The year 2025 was characterized by turmoil in the secondary watch market, primarily due to rising gold prices, tariff uncertainties, and retail price hikes. The sharp fluctuations in tariffs on Swiss imports led brands and consumers to constantly reevaluate pricing strategies. Despite these challenges, the market showed overall strength compared to the previous three years, with Patek Philippe leading the gains. While Rolex maintained a steady increase, it contrasted with the performance of Patek Philippe's dress watches, highlighting a broader recovery for Rolex driven by sports models. Looking ahead, a more normalized market with clearer pricing signals and healthier fundamentals is anticipated for 2026.
