Rolex losing market share to Omega and Cartier
The secondary watch market has seen a significant shift, with Rolex losing market share to brands like Omega and Cartier between 2022 and 2025. Once commanding 42% of transaction value on Chrono24, Rolex's share has dropped to 33%, while Patek Philippe and Audemars Piguet have also experienced declines. In contrast, Omega's market share rose from 9% to 11%, and Cartier's increased from 3% to 5%, reflecting more stable demand and less volatility compared to the so-called "Unicorn Watches." Overall, the market is stabilizing, with established brands gaining traction among informed collectors despite a cooling off from pandemic-era highs.
