Rolex falls behind rivals' price increases in the secondary market
The secondary‑market report shows that luxury watch prices continued to rise, with overall prices up 1.2% quarter‑on‑quarter and 8.3% year‑on‑year. While most of the 35 brands tracked posted gains, inventory levels are climbing sharply, especially for the six biggest brands, which could curb future price appreciation and limit retailers’ pricing power. Rolex’s price increase was modest at 0.5%, the smallest gain in seven quarters, as rising supply dampens demand. Strong performers included Patek Philippe (+2.6%), Audemars Piguet (+1.2%) and Richemont’s high‑end marques such as A. Lange & Söhne (+4.4%) and Vacheron Constantin (+3.1%). Conversely, IWC saw the deepest discount, with a value‑retention drop to –41.2%, making it the only brand with falling value retention among those monitored. The expanding pool of pre‑owned watches offers buyers cheaper alternatives, putting pressure on primary‑market dealers and limiting brands’ ability to raise retail prices.
Buying Time Analysis: The story highlights how rising inventory in the secondary market is tempering price growth for luxury watches, especially Rolex, signaling potential limits to price appreciation and retail pricing power across the industry.
