A Look at the Market for Pre-Owned Luxury Watches in

Stability After the Boom: A Market in Transition

The pandemic had a lasting impact on the watch industry. During lockdowns, the pre-owned market experienced a significant boom, driven by online sales. Despite a decline since 2022, the market has stabilized and remains at a higher level than before the pandemic. Rolex, Omega, Patek Philippe, and Audemars Piguet have emerged as key winners, with their models showing substantial value increases over the past five years. According to the WatchCharts Index, these brands have seen an average price increase of 20%. Deloitte emphasizes that the market's stabilization is largely due to growing demand for certified and rare models.

Certified Pre-Owned: Trust and Value

A crucial driver of success is the Certified Pre-Owned (CPO) approach. Certified watches offer buyers confidence through authenticity and quality checks performed by manufacturers or authorized dealers. Brands such as Rolex, Breitling, and Richard Mille are leading the way with CPO programs that not only build trust but also justify higher prices. Deloitte notes that approximately 36% of brands are investing in developing their own CPO platforms to meet the rising expectations of consumers. These programs provide not only guarantees but also enhanced services, such as blockchain verification and maintenance, increasing their appeal to customers.

Younger generations, particularly Millennials and Gen Z, are fueling the demand for pre-owned watches. Their focus lies on value for money, sustainability, and design. Notably, they have a strong preference for neo-vintage models, which combine classic styles with modern technology. Online platforms play a key role in reaching this digitally savvy audience. Deloitte highlights that 55% of Gen Z buyers prefer online channels and place significant importance on eco-friendly materials and transparent production processes. This generation views pre-owned products not only as a sustainable alternative but also as an opportunity to acquire unique designs that are no longer available in primary production.

The study reveals that 71% of industry experts view the pre-owned market as a positive influence on brand perception and value. Many brands are integrating it into their strategies through dedicated platforms, partnerships, or Certified Pre-Owned (CPO) offerings. This approach not only unlocks new revenue streams but also enhances customer trust. Deloitte highlights that strategic partnerships with digital platforms can significantly expand a brand’s reach. At the same time, experts see the expansion of physical showrooms and hybrid sales models as an important opportunity to further increase market penetration.

A Golden Future for Pre-Owned Watches

The future of the pre-owned market is bright. With growing interest in sustainability, transparency, and exclusive designs, this segment is becoming an essential part of the luxury watch industry—a trend no brand can afford to ignore. Deloitte predicts that the market will not only continue to grow in the coming years but also evolve into an innovation platform for new digital technologies and sustainable concepts. Pre-owned watches thus represent an exciting blend of tradition, value retention, and modern consumer behavior.