Prices, Volumes, And Passion: The Business Of Watches In 2025 And What To Expect In 2026
The watch industry faced significant challenges in 2025, marked by geopolitical headwinds, currency volatility, and changing consumer behavior, leading to the most structurally difficult year in over a decade. Many brands responded to external pressures by raising retail prices, with notable increases observed among major players like Patek Philippe and Rolex. Despite these challenges, certain high-end brands managed to maintain demand, demonstrating resilience. The market saw a rise in new watch models, leading to concerns about oversaturation and consumer fatigue, particularly as the secondary market began to stabilize after previous declines. Looking ahead to 2026, expectations are cautious as the industry navigates the effects of economic fluctuations, particularly in key markets such as the U.S. and China. The upcoming year will likely reveal how brands leverage their heritage while appealing to a younger demographic, especially through initiatives like certified pre-owned programs. The success of brands like Audemars Piguet and Tudor in responding to market demands will be critical, as will their ability to introduce compelling entry-level products that attract a new generation of watch enthusiasts. The industry's future hinges on balancing luxury with accessibility to ensure sustained growth in an evolving landscape.
