Second‑hand luxury becomes the first choice, says The RealReal
The RealReal’s 2026 Resale Report reveals that pre‑owned luxury items have become the preferred choice for many consumers, especially Gen Z and Millennials, who view second‑hand pieces as the first option rather than a compromise. Demand for vintage watches has surged, with a 432 % increase between 2020 and 2026, and shoppers are increasingly conducting highly specific searches, targeting exact designers, collections, and even individual details. This shift is driven by a growing awareness of luxury goods as assets, prompting buyers to consider resale value and long‑term appreciation alongside personal taste. The secondary market now supports 44 million members and hosts over 21 000 watches for sale, growing two to three times faster than the primary market. Detailed cataloguing, provenance, and condition reports have become essential, as consumers prioritize authenticity and future value. The report underscores that resale is no longer a niche outlet but a central component of luxury consumption, reshaping how brands and dealers engage with a more informed and discerning clientele.
Buying Time Analysis: The story highlights the rapid growth and shifting consumer mindset toward pre‑owned luxury, showing that resale now drives the market, influences brand strategies, and reshapes how value and sustainability are perceived in the luxury sector.
