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3 Luxury Watch Brands Gaining Ground on the Pre-Owned Market
Three Swiss watchmakers gained market share in 2025 as luxury watch market dynamics evolved, per a new Chrono24 report.
Image credit: Business Insider
While Rolex continues to dominate the pre-owned market, Chrono24's latest market recap reveals three brands making significant gains in market share. Audemars Piguet features prominently, driven by sustained demand for the Royal Oak and the buzz around new releases like the Neo Frame.
The report highlights how collector preferences are shifting, with dress watches gaining ground over sports models for the first time in years. The data paints a picture of a maturing market where brand loyalty is increasingly complemented by an appetite for diversity and craftsmanship.
For anyone tracking the secondary market as an indicator of brand health, these numbers tell an interesting story about where collector attention is heading in 2026.
Read the full article: Business Insider
Source: Business Insider, February 4, 2026