Rolex, Patek Philippe, and Audemars Piguet Strengthen Control of the Secondary Market
The secondary market for luxury Swiss watches is experiencing a notable rise in value retention, with Patek Philippe leading at a 15.4% increase, followed by Rolex at 9.8% and Audemars Piguet at 3% for the second quarter of 2026. Seven of the eight tracked brands have improved their value retention compared to the first quarter, indicating reduced discounts on pre‑owned pieces, while Cartier remains the exception with a -27.4% decline due to retail price hikes. All brands have shown year‑over‑year improvements, driven by higher retail prices that have been outpaced by secondary market growth. Specific collections exhibit varied performance: Patek Philippe’s Aquanaut and Nautilus command premiums of 90% and 74% over retail, whereas its Calatrava trades below price; Rolex’s Oyster Perpetuals are 35% over retail, but Sea‑Dwellers fall 21% below. The overall trend suggests a strengthening market for the top three brands, though broader pricing power remains limited for other manufacturers.
Buying Time Analysis: The story highlights the tightening grip of luxury watchmakers like Rolex, Patek Philippe, and Audemars Piguet on the secondary market, showing improved value retention and rising pre‑owned prices, which signals strong brand desirability and impacts investors, retailers, and consumers alike.
