The pre-owned luxury watch industry has grown from a niche collector’s market into one of the fastest-expanding sectors in the global luxury economy. From investment potential to sustainability and new buying behaviors, demand is reaching record highs. In this article we will take a look into why the secondary market is thriving, and how you can take part.
The numbers speak volumes. The global pre-owned luxury watch market was valued at approximately $24.4 billion in 2023. The market is expected to nearly double to $45 billion by 2030, growing at a healthy 9.2% CAGR. Auction houses and platforms alike are reporting consistent demand, especially for watches from Rolex, Patek Philippe, and Audemars Piguet.
So why the surge? Increasingly, watches are seen as more than just a status symbol—they are portable assets. A steel Rolex Daytona or a vintage Patek Philippe Nautilus has demonstrated resilience in secondary markets, often selling at or above retail pricing. With inflation and economic uncertainty top of mind, tangible luxury goods like watches have become a way for buyers to diversify their wealth while still enjoying a wearable piece of quality craftsmanship.
Luxury watches are aspirational, but the price tags and availability at boutiques often put them out of reach. That’s where the secondary market shines. Some pre-owned luxury timepieces give collectors the chance to acquire prestigious models at lower price points. This opens the doors to certain luxury brands without paying full retail.
This accessibility is supercharged by the growth of online marketplaces. Marketplace platforms have made buying and selling luxury watches a global process, offering authentication, buyer protection, and transparent pricing. Collectors no longer need to rely solely on local dealers or in-person auctions. With a few clicks, a timepiece today can change hands across continents. This level of convenience has created unprecedented liquidity in the luxury watch world.
Another factor fueling growth is the shift in buyer demographics. While luxury watches were once the domain of older collectors, millennials and Gen Z are now driving sales in the pre-owned space. A report from the Financial Times noted that younger consumers are choosing second-hand watches for their uniqueness, heritage, and long-term value.
Sustainability is also a major motivator. Today’s buyers are more conscious of their environmental footprint, and the resale of existing timepieces aligns perfectly with their values. Choosing pre-owned means extending the lifecycle of a luxury product rather than contributing to additional production. For many, this makes the purchase feel like both a smart financial move and an ethical one.
The pre-owned market has also proven resilient during times of economic disruption. When the U.S. announced 39% tariffs on imported Swiss watches in 2025, industry platforms reported a spike in pre-owned sales, as buyers sought to lock in deals before prices rose further. This phenomenon highlights how secondary channels can act as a buffer when retail markets become unstable.
In fact, the volatility in retail often makes the pre-owned market more attractive. Buyers know they can find a wider selection in the resale markets. In some cases, they can find models that are virtually impossible to purchase new because of long waitlists at boutiques.
For collectors considering a sale, the booming pre-owned market represents an incredible opportunity. But selling luxury watches requires trust, transparency, and expertise. That’s where Worthy.com excels.
Selling through Worthy not only saves time but ensures your luxury watch gets the attention—and value—it deserves in today’s thriving market.
The pre-owned luxury watch market is stronger than ever, thanks to its mix of investment potential, accessibility, eco-appeal, and resilience against market pressures. Whether you’re a seasoned collector, or someone ready to part with a treasured piece, the opportunities have never been greater.
And if you’re ready to sell, Worthy.com is your trusted partner in connecting with serious buyers and securing the best return in this fast-growing marketplace.
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