Rolex loses market share as investor hysteria fades
Rolex has experienced a 3.3% decline in market share within the secondary market as investor enthusiasm wanes, despite maintaining its position as a market leader by volume. Data from Chrono24 indicates a shift in collector preferences, moving towards more elegant, dressy styles rather than sporty models. This trend includes a notable increase in demand for rectangular watches and a preference for unique colors like green and Champagne. The return of the "True Collector" is evidenced by a significant jump in interest for brands such as Vacheron Constantin and IWC, suggesting that enthusiasts are prioritizing refined tastes over quick financial gains. In 2025, the secondary market displayed resilience against economic fluctuations, with the United States emerging as the strongest region, showing an 8.43% increase in average transaction prices. Meanwhile, Europe remained stable with minimal price changes. The overall market is evolving, with a growing emphasis on sustainability and ethical standards becoming important factors for younger collectors. As the landscape changes, there is a clear trend towards wearable sizes, vintage influences, and an appreciation for mechanical details that enhance aesthetic value.
