Pre-owned watch sales hit $17bn in 2025 — $5.7bn from Rolex
In 2025, the secondary market for luxury watches reached impressive sales of $17 billion, with Rolex accounting for $5.7 billion of that total, reflecting a significant year-on-year growth of 36.4%. This market has become increasingly sophisticated, outperforming the primary market, which saw minimal growth. The EveryWatch report highlighted the interdependence of primary and secondary markets, emphasizing that businesses must either embrace these changes or risk being overwhelmed by them. Only Rolex has actively participated in shaping the secondary market through its Certified Pre-Owned program, which generated $590 million in sales, enhancing buyer confidence and linking secondary liquidity to primary allocations. Rolex remains the dominant player in the secondary watch market, with sales surpassing those of other luxury brands such as Patek Philippe and Audemars Piguet. The report detailed that Rolex's DateJust and Daytona collections were among the top-selling models, showcasing the brand's enduring popularity. Notably, the steel-bezelled Daytona ref.116520 led the rankings of individual references sold, further solidifying Rolex's position in the secondary market landscape. The findings reflect a structural shift in consumer behavior and the luxury watch market, indicating that strategic engagement with the secondary market is essential for manufacturers and retailers moving forward.
