Used Watch Prices Post Broad Gains For First Time In Years As Secondary Market Strengthens
Used watch prices experienced a notable increase during the fourth quarter of 2025, marking the first broad-based rise in several years, as the secondary market strengthened alongside gains from major watch brands such as Richemont, Swatch Group, and LVMH. Data from a Morgan Stanley report revealed that prices for pre-owned watches rose by 1.9% compared to the previous quarter, with 21 out of 35 tracked brands posting positive gains. Despite these increases, value retention remains weak for most brands, with only premium brands like Rolex, Patek Philippe, and Audemars Piguet maintaining their market strength. The report highlighted that Patek Philippe saw the strongest quarterly gains at 7.6%, while Audemars Piguet and TAG Heuer also showed modest increases. However, the broader context reveals a decline in value retention for many watchmakers, as retail prices soared by an average of 7% in January, partly due to the strong Swiss franc and rising gold prices. The secondary market is increasingly driven by pragmatic consumer behavior rather than speculation, indicating a healthy demand despite the challenges faced by mid-level brands as they navigate rising retail prices and changing consumer priorities.
