Morgan Stanley's latest data suggests a more stable secondary market. How is that beneficial to the watch community?
Morgan Stanley's recent report indicates a stabilization in the secondary watch market after a period of volatility that began during the pandemic. Prices for highly sought-after brands like Rolex, Patek Philippe, and Audemars Piguet have remained strong, with notable increases in market performance observed for these luxury watches in 2025. Despite some declines in the performance of larger groups like Swatch and Richemont, smaller brands such as Blancpain, TAG Heuer, and Longines have experienced growth in secondary market prices, driven largely by a growing base of watch enthusiasts and a diverse range of new releases. The overall sentiment towards the watch industry remains positive, suggesting that brands will need to balance commercial appeal with the desires of collectors to foster long-term stability. As the market continues to evolve, buyers are encouraged to explore various options beyond just the most popular models, enhancing their engagement with the watch community. This shift not only aids in personal collection growth but also contributes to a more diverse and vibrant market landscape, ultimately benefiting all stakeholders involved.
