Rolex's Chrono24 Sales Share Drops to Seven-Year Low
Rolex remains the dominant brand on the secondary watch market, accounting for 41% of total transaction value in the first half of 2026. However, its share of sales on Chrono24 has fallen sharply, dropping from over 44% in 2022 to just 30% now, the lowest level in seven years. The decline is most pronounced among buyers under 30, a group that previously drove high‑price sales through aggressive flipping. While Rolex still controls 61.5% of sales in the €10‑20,000 price segment, its market share in higher and lower price brackets has slipped, allowing rivals such as Cartier, Patek Philippe, Audemars Piguet and Vacheron Constantin to gain ground. Omega and Cartier maintain modest shares in the mid‑range segment, but Omega performs strongly with vintage pieces, matching Rolex’s sales for watches made before 1970. In newer categories, Rolex’s dominance is clear, especially for 1980s models where it holds a 56% share, while Omega’s presence drops to 4%. Popular Rolex models like the Datejust, GMT Master II, Submariner, Daytona and Day‑Date together generate 44% of Chrono24 sales, with the GMT Master II Pepsi variant seeing a price surge after its recent discontinuation.
Buying Time Analysis: The story highlights a significant decline in Rolex’s share of Chrono24 sales, signaling a shift in the luxury watch secondary market and offering insights into changing consumer preferences and competitive dynamics.
