2025 looks to be an interesting landscape for horology. If you want to add a secondhand Rolex or any other luxury watch to your collection, you should probably wait for some time.
In 2024, the value of pre-owned watches considered investment-worthy fell by an average of 6%. The downward trend began in 2022, continued for two straight years, and now continues in 2025.
To create an index, the Luxury Hut collates information from the world’s top watch brands, including Rolex, Omega, Patek Philippe, Cartier, and Audemars Piguet. According to the analysis, Rolex watches lost an average of 5% of their value, which starkly contrasts the recent news that the brand will increase its pricing for new watches by almost 14% in 2025 due to the rising prices of gold.
The value of pre-owned Audemars Piguet watches decreased by 7.5%, and Patek Philippe watches fell by 4%.
Those hoping their luxury watches will accrue value should remember that this fall isn’t quite as bad as the 2023 drop. In 2023, the loss was reported at 11.3%.
Brands like Omega experienced a less dramatic decline of only 1% in the pre-owned market. Cartier prices, on the other hand, fell only less than half a percentage. Since 2023, Cartier is the only company that has recorded any growth, with prices rising about 4% over two years due to increased demand for jewellery watches among collectors.
If you want to take advantage of today’s price drop in the secondary watch market – there are plenty of worthy pre-owned Rolex models to choose from, like the Explorer II, GMT-Master II or a neo-vintage Submariner. However, make sure you do your research before splurging.
Will 2025 Be A Good Year For Luxury Watches?
According to some top commentators in the watch business, 2025 is expected to be a ‘transformational’ year rocked by turbulence. Considering 2024 was an indication, 2025 is expected to be bumpy at best. But not be discouraged, as not all forecasts touch on the industry’s volatility. Some commentators focus on design trends and style in 2025.
The luxury watch industry was on an upward, smooth trajectory four years ago. A few months later, the market changed, so it’s just a matter of time before things change again.
In fact, 2025 might be a good year for the pre-owned, vintage market, but it might not be so good for the primary market.
Looking to sell your luxury watch? With market values for brands like Rolex and Audemars Piguet showing a continued decline in 2025, now may be the right time to consider selling. At Suttons and Robertsons, we offer expert valuations, competitive offers, and a secure, discreet selling experience. Whether you’re looking to release capital or simply update your collection, our team ensures a smooth and trusted process.
2025 Horology Predictions by Watch Experts
In 2024, we’d predicted a shift from a seller’s market to a buyer’s market in the pre-owned landscape, which definitely came true. As for what you should expect in 2025, here’s what some industry experts from around the world had to share for the year ahead.
- Guido Terreni, the CEO of Parmigiani Fleurier, stated that 2025 will not be free from challenges from a business perspective. Recent practices involve pressurising clients to purchase additional items to access their desired timepiece, which inflates secondhand premiums and tampers with a timepiece’s value. This kind of dynamic has blurred the line between genuine passion and opportunism. For the luxury watch industry to thrive, it must address this issue and prioritise transparency.
In 2025, luxury will be less defined by price and more by informed and intentional choices. Brands that embody authenticity in their creations will appeal to the discerning clientele. A luxury watch will transcend its role as an accessory and become a statement of personal taste.
2. Cofounder and Head of Business Development EveryWatch, Giovanni Prigigallo, said 2024 was the era of vintage and neo-vintage, where modern watches saw a clear decline. Collectors use to put their focus on quality and rarity. For 2025, Prigigallo expects a sharp focus on value. Buyers are becoming increasingly selective, appreciating great finishing, innovative design, perfect sizes, precious stones and metals. So, it’s expected that the neo-vintage independents from the early 2000s or the90s will do particularly well.
The major brands will require innovation as the watch market is no longer keen on predictable releases. Creativity and well-executed concepts will determine the winners. He also foresees many major watch brands walking in Rolex’s footsteps for entering the certified pre-owned market.
3. Tim Stracke, cofounder and Chairman of the Board of Chrono24, believes that brands now face a tough position. While the price hikes definitely alienate some customers, lowering the prices without affecting the brand’s perceived value can improve the situation. He expects many brands to launch new models or reinvigorate discontinued models with lower prices.
From an economic perspective, Tim thinks the brands that are going to prevail or instead dominate in 2025 are the ones that adapt to the shifts in global economics. Brands cannot just focus on one specific country or two but also make their presence felt in the currently flourishing countries. According to him, the secondary market will thrive in 2025 largely because it’s a buyer’s market. As the entry barrier is lowered, the opportunity to hunt widens, which in turn opens up tremendous customer prospects from brands like Jaeger-LeCoultre, Girard-Perregaux and more.
Lastly…
The continuing decline in the value of secondhand Rolex and Audemars Piguet matches in 2025 highlights the changing dynamics in the luxury watch realm. As the industry continues to evolve, buyers and sellers must stay informed about the changing market trends and make informed decisions that balance emotional value and long-term investment potential.
Thank you for reading.
