Dress Watches, Moon Phases, Rectangular Dials: Here’s What Dominated the Watch Market Last Year
The watch market in 2025 saw a significant shift towards dress watches and elegant designs, as highlighted by Chrono24's market recap. Collectors are increasingly favoring aesthetic appeal over sports functionality, evidenced by a 9.3 percent rise in demand for rectangular cases. The popularity of striking dial colors such as green, champagne, and gold also surged, while moon phase complications experienced a notable 15.3 percent increase, reflecting a desire for timepieces that stand out rather than merely keep time. In terms of brand performance, Cartier's classic models, including the Santos and Tank, drove an 8.3 percent growth, while Vacheron Constantin outperformed its competitors with a 13.4 percent increase in market share. Conversely, Rolex experienced a slight decline in sales, suggesting a cooling off from the previous frenzy of flipping watches. As the market stabilizes amid geopolitical uncertainties, collectors are expected to seek smaller, vintage timepieces with unique materials and bold colors in 2026, indicating a continued evolution of tastes in the luxury watch segment.
