For years, the luxury watch market revolved around the latest releases and limited editions. Today, however, pre-owned timepieces are redefining value, desirability, and investment potential. The secondary market for luxury watches has touched $25 billion in recent years, and its influence is now impossible to ignore.
Why Buyers Are Turning to Pre-Owned
The shift isn’t just about affordability—though that remains a major factor, with 49% of global consumers considering pre-owned watches a smarter purchase. Other key drivers include:
✔️ Scarcity & Rarity: Discontinued models, vintage pieces, and sought-after references hold strong investment value.
✔️ Market Volatility: With price premiums stabilizing post-pandemic, resale markets offer a safer alternative to unpredictable retail releases.
✔️ Customization & Uniqueness: Unlike mass-market new releases, pre-owned models often feature rare materials, dials, and historical significance.
APAC: The Powerhouse of Pre-Owned Growth
While the U.S. and Europe remain strong watch markets, Asia is quickly closing the gap. The region’s collectors are younger, more conscious, and increasingly interested in vintage, pre-owned timepieces.
Japan: Once a major buyer’s market, the weakening yen has pushed many Japanese collectors to sell, flooding the global secondary market with sought-after pieces.
China: With economic shifts affecting luxury spending, Chinese buyers are turning to pre-owned watches as a more strategic investment.
Hong Kong & Singapore: Auction houses report a surge in young collectors, some as early as their 20s, eager to acquire rare watches with long-term value.
India: A rapidly growing luxury market, fueled by rising affluence, digital resale platforms, and increased appreciation for heritage brands. More Indian buyers are now considering pre-owned timepieces as investment assets.
Australia: The country’s strong luxury retail sector is fueling demand for pre-owned watches, particularly in cities like Sydney and Melbourne, where collectors are embracing vintage models and high-value secondary market deals.
South Korea: A rapidly growing luxury consumer base is turning to pre-owned watches, driven by social media trends and increasing brand awareness.
Thailand: Bangkok has become a key hub for pre-owned luxury watches, with a rise in boutique resellers and private collectors trading high-value pieces.
Indonesia: With a growing middle class and strong interest in vintage timepieces, Indonesia is emerging as a significant secondary market player.
Vietnam: Younger buyers in Vietnam are embracing pre-owned luxury watches as a status symbol and investment, fueling demand for both modern and vintage models.
How Watch Brands Are Responding
Rather than fight the pre-owned boom, top brands are embracing it:
Certified Pre-Owned (CPO) Programs: Rolex set the stage with its official CPO initiative—others may follow.
Direct-To-Consumer Expansion: AP and Cartier are expanding their own channels to retain resale market share.
Trade-In & Buyback Programs: More brands may adopt strategies similar to luxury fashion houses, integrating resale into their business models.
What’s Next? The Role of Market Intelligence
As the pre-owned market grows, so does the need for accurate data, pricing insights, and competitive analysis.
At Data&Data, we help luxury brands:
Track resale price fluctuations to protect brand equity
Monitor grey market activity and unauthorized sellers
Understand collector trends to refine retail and distribution strategies
The secondary watch market isn’t just a trend—it’s the future of luxury consumption. Brands that ignore it risk losing relevance. Those that adapt will shape the next decade of watchmaking.
