Rolex continues to dominate the global pre-owned watch market, though its grip has loosened as buyer behavior shifts post-pandemic. According to Chrono24's latest report, Rolex accounted for 30.5 percent of sales on its platform in the second quarter of the year, down from 44 percent in 2022 at the peak of the luxury watch boom. This decline does not indicate weakening demand but reflects a broader trend of market normalization after years of inflated resale prices and supply shortages. High interest in models like the Submariner, GMT-Master II, and Daytona has eased, allowing prices to settle closer to retail levels.
The Swiss brand still outpaces all competitors by a wide margin, with Omega ranking second at 11 percent of sales and Patek Philippe third at 6 percent. The data suggests collectors are now making more deliberate choices rather than engaging in speculative buying. Limited availability during the pandemic turned many Rolex watches into instant investments, but with luxury spending patterns returning to pre-COVID norms, the resale frenzy has cooled. The shift highlights a more balanced secondary market, where demand remains strong but less distorted by scarcity and hype.
Rolex's market share drop from 44% to 30.5% reveals that the brand no longer benefits from the artificial scarcity-driven demand of the pandemic years. This recalibration means collectors are no longer treating Rolex watches as guaranteed appreciating assets, altering how the brand's value is perceived in the resale space.
Editorial note: AI-assisted opinion, not established fact. Full disclaimer →
