Rolex and Audemars Piguet will be tested this year
In 2026, the demand for luxury watch brands like Rolex and Audemars Piguet is expected to face significant challenges, reflecting a market that has already seen a downturn since 2022. The aggressive speculators who previously drove prices up have largely exited the market, leaving behind a more subdued consumer base that has become less vocal and active. Current data indicates that while certain models still hold potential for profit, many others are experiencing declines in resale value, suggesting an oversupply in the secondary market. The market dynamics are reminiscent of pre-pandemic conditions, where purchases rely heavily on personal milestones and disposable income. To navigate this tougher landscape, brands and retailers must adapt their strategies. There is a pressing need for brands to produce compelling new models and to engage in aggressive marketing campaigns. Retailers should exercise caution in their inventory choices and enhance customer experiences while maintaining a sharp focus on cost control. The current situation calls for a re-evaluation of sales approaches and brand positioning, as even established names like Rolex and Audemars Piguet need to demonstrate resilience in an increasingly competitive environment.
