The secondary market rebounds with over $1M lots on the rise
The secondary watch market has shown strong growth in the first half of 2026, with total sales reaching US$10.5 billion, a 37.2 % increase from the previous year. The surge is driven mainly by high‑end pieces, as the median sale price rose 19 % to US$5,900 and the number of watches selling for over US$1 million tripled, supported by three record lots exceeding US$10 million. Brands such as Rolex, Patek Philippe and Tudor dominate the volume, while F.P. Journe experienced a remarkable 196.9 % sales jump, though its totals remain far below the market leaders. Despite the price gains, the market shows signs of softening in turnover speed, with the average time to sell a watch extending from 39 to 43 days, likely reflecting buyer hesitation as prices climb. The overall picture is nuanced: while headline figures highlight robust activity at the top end, lower‑priced segments face slower movement, and the market’s opacity makes comprehensive analysis challenging.
Buying Time Analysis: This story highlights the significant growth and shifting dynamics in the secondary watch market, emphasizing record high‑value sales, brand dominance, and emerging trends that affect collectors, investors, and the broader luxury industry.
