March 2026 Update on the Watch Market Trends
In February 2026, the WatchCharts Overall Market Index appreciated by 0.6%, with notable price increases for brands such as Rolex, Patek Philippe, and Audemars Piguet. Mid-tier brands also performed well, with Cartier and Omega leading the gains. Over the past year, Patek Philippe saw a remarkable 16.2% increase, largely driven by the popularity of its Aquanaut and Nautilus collections. The overall market is experiencing a recovery, with secondary watch prices rising alongside a significant demand growth, particularly for luxury brands. The increase in secondary market prices reflects a healthier environment compared to previous speculative bubbles. The expansion in collector interest and the growing legitimacy of the pre-owned market have contributed to this trend, with many brands experiencing over 20% growth in transaction value. Notably, supply for highly sought-after models from Rolex and Patek Philippe has declined even as demand continues to rise, resulting in upward price adjustments. This pattern indicates a more organic demand compared to the speculative buying seen in earlier years, suggesting a cautiously optimistic outlook for the secondary watch market.
Buying Time Analysis: This March 2026 Watch Market Update highlights the ongoing appreciation in the secondary watch market, driven by increasing demand for premium brands like Patek Philippe and Rolex, while also addressing the shift from primary to secondary markets, signaling a more organic and sustainable growth in luxury watch investments.
