EveryWatch Report 2026: The Most Successful Luxury Watches on the Pre-Owned Market

EveryWatch is a data-driven analytics and marketplace platform for luxury watches, with a focus on the secondary market. It aggregates listings, auction results, and price data from around the world.

According to EveryWatch, its market analysis covers approximately 7.9 million listings from more than 1,900 dealers and auction houses, as well as a database of historical sales prices for over 500,000 watches dating back to 1989. The analysis examines trends in the market values of individual references and collections.

Rolex Defends Its Leading Position in the Pre-Owned Market

One of the key findings is that Rolex has not only maintained its leading position in the pre-owned watch market but has also further expanded it.

Specifically, in the first half of 2026, the “Daytona” collection remained the top-selling line on the international pre-owned market, with $962 million in sales. Close behind is the “Datejust” with $940 million, representing 44 percent growth. Together, these two Rolex collections accounted for nearly $1.9 billion in trading volume on the secondary market in the first half of 2026.

However, the biggest jump—up 60 percent—was recorded by Rolex’s “GMT-Master II,” after the discontinuation of the two-tone “Pepsi” bezel version prompted collectors to snap up the remaining models on the market.

The rankings in the pre-owned market are shifting

According to EveryWatch, the rankings of the top watch collections changed significantly in the first half of 2026—even though the familiar frontrunners were able to maintain their positions. Rolex continues to occupy three of the top five spots in terms of sales, but the growth rates reveal where demand is currently growing most rapidly.

The rankings in the pre-owned market are shifting

According to EveryWatch, the rankings of the top watch collections changed significantly in the first half of 2026—even though the familiar frontrunners were able to maintain their positions. Rolex continues to occupy three of the top five spots in terms of sales, but the growth rates reveal where demand is currently growing most rapidly.

Key Findings

• Rolex's "Daytona" remains the top-selling watch collection, with sales of $962 million (+37% compared to the same period last year).
• Rolex’s “GMT-Master II” posted the strongest growth among the top-selling collections, rising 60 percent to $466 million, thereby surpassing Rolex’s “Submariner” ($465 million).
• Patek Philippe's "Aquanaut" surpassed Audemars Piguet's "Royal Oak Offshore" for the first time: $225 million (+65%) compared to $203 million (+18%).
• The "126710BLRO," Rolex's two-tone "Pepsi Jubilee GMT-Master II," was the best-selling individual model, with sales of $43.99 million (+78%).
• Tudor's "Black Bay" achieved the highest turnover rate of all the models tracked, at 95 percent.
• With the "Daytona," "Datejust," and "Day-Date," Rolex offers three of its five best-selling watch collections.

Patek Philippe’s “Nautilus,” which many market observers would have expected to top the list, ranked fourth among the highest-grossing collections on the pre-owned market with $150 million in sales —even though its growth rate exceeded that of the three collections from Rolex and Audemars Piguet that ranked ahead of it.

That is why the Rolex GMT-Master II saw a 60 percent increase

The “GMT-Master II” saw its market value rise by 60 percent to $466 million in the first half of 2026—the strongest growth among all major watch collections.

The main reason is believed to be the discontinuation of the two-tone Pepsi bezel model. When a model is discontinued, the available supply decreases while demand remains the same or even increases. This imbalance is immediately reflected in higher prices on the pre-owned market.

The effect was not limited to the current model generation: The vintage “GMT-Master” also moved up seven spots in the ranking and saw its value rise by 57 percent to $47 million. The discontinuation of a single reference can thus boost the value of the entire model family.

Aquanaut Overtakes Royal Oak Offshore

Patek Philippe’s “Aquanaut” generated sales of $225 million in the first half of 2026, representing a 65 percent increase. This marked the first time it surpassed Audemars Piguet’s “Royal Oak Offshore,” which recorded sales of 203 million U.S. dollars (+18%).

The key factor here is, above all, the significantly higher growth rate of the “Aquanaut”: It is currently growing more than three times as fast as the “Royal Oak Offshore.”

This trend isn’t limited to a single model. Patek Philippe’s “Perpetual Calendar” also saw a 65 percent increase to $215 million, while the chronograph collection moved up seven spots in the rankings and grew by 55 percent.

These figures suggest that collectors are increasingly seeking out even complex Patek Philippe models and are no longer focusing exclusively on the well-known stainless-steel sports watches.

These watch collections will grow the fastest in 2026

Rolex continues to hold the top spot in the rankings, led by the “Daytona” models with Cerachrom bezels and the discontinued GMT references. With a trading volume of $43.99 million (up 78% from the previous year), the 126710BLRO—Rolex’s two-tone “Pepsi Jubilee GMT-Master II”—is the top-selling individual reference. The fact that this particular model tops the rankings demonstrates just how clearly its discontinuation is already reflected in the secondary market transaction data.

Even outside the top ten, several collections achieved double-digit growth rates. Particularly noteworthy is Cartier’s “Tank,” which grew by 52 percent to $93 million and rose to 19th place. Breitling also posted significant growth rates with the “Navitimer” (+44%) and the “Chronomat” (+45%). Both collections improved their rankings.

Audemars Piguet’s “Code 11.59” and Patek Philippe’s “Chronograph Collection” each grew by 55 percent and climbed seven spots. This shows that market growth in the first half of 2026 extended far beyond the usual bestsellers.

Outlook for the Second Half of 2026

The setting of reference prices is increasingly becoming a measurable driver of prices and demand in the secondary market. The first half of 2026 provided two particularly clear examples of this: the “GMT-Master II” and the “Pepsi Jubilee.”

The rise of the “Aquanaut,” as well as the strong growth in demand for complex Patek Philippe models, also show that collectors are increasingly expanding their interests beyond classic stainless-steel sports watches.

If Rolex’s current “Daytona 126500LN” maintains its current growth rate, its predecessor model is likely to continue losing market share as the year progresses.

Source: everywatch.com