Chrono24 data reveals surprising summer trends in the pre-owend watch market
Obviously, watch lovers are inspired by the season. This is the result of a recent study by the online watch marketplace Chrono24.
Three summer months were compared with three winter months for the analysis. Changes in purchase shares were evaluated across various dimensions such as colours, materials, brands and models, price segments, case sizes and categories. The values given show relative changes in purchase shares in summer compared to winter.
Watches are not a classic seasonal product, but ...
... sporty designs, bold colours and nautical-inspired styles are particularly popular in the warmer months.
While demand for most watch types remains stable throughout the year, the share of diving watches increases by an impressive 6.2 percentage points in the summer.
Models such as the "Aquis" from Oris (+23.9 %) or the "Aquatimer" from IWC (+18.1 %) are particularly popular: fitting for a season in which travelling to the sea, outdoor activities and a sporty lifestyle are at the forefront of many people's minds.
Coloured watch faces also benefit from the summer (+4.4 %). Whether rich blue, fresh green or more unusual colour tones - buyers are making bolder and more individual choices during this time.
In contrast, dress watches are losing market share slightly (-7 %), which is in line with the more casual style of dress and the lower number of formal occasions.
Individual models from Breitling, Rolex and Patek Phillipe stand out in particular
Individual model gains are particularly striking:
The "Superocean Héritage Ii 42 AB2010121B1S1" from Breitling, for example, recorded an increase of 79.2 per cent in the summer, followed by the "GMT Master 16750" from Rolex (+70.5 %) and the "Aquanaut 5167A-001" (+70.2 %) from Patek Philippe.
Balazs Ferenczi, Head of Brand Engagement at Chrono24, explains:
"Even if the watch market shows only moderate seasonality overall, we see clear shifts towards sportier designs and bolder colours in the summer. These subtle nuances tell us a lot about how collectors and buyers use their watches in everyday life and on holiday."
management at Chrono24.
