eBay Watchlist – Between Trend Analysis and Luxury Indicator
What the eBay Watchlist Trend Report Reveals About the Future of Jewelry and Watches
Cover photo: (c) eBay (Agent Closeteur Linda’s Stuff)
eBay’s latest “Watchlist Trend Report” reveals far more than just short-term fashion trends and extends well beyond the “pre-owned” sector. Between the pre-loved market, social media influences, and new styles, clear trends are emerging that are likely to become relevant for the international watch and jewelry industry as well. One thing stands out that we’ve already reported on elsewhere: luxury is becoming more personal, more customizable, and more emotionally driven—and that is precisely what is fundamentally changing the perception of jewelry and watches.
Pre-loved has long been a part of the luxury market
The report makes it clear that pre-loved fashion is no longer a niche topic, but has “taken center stage in the fashion world.” At the same time, circularity is described as a natural part of modern consumption: discovering pieces, reinterpreting them, and passing them on.
This trend is particularly relevant to the watch industry. The report explicitly describes watches not merely as accessories, but as “investments” with both cultural and financial value. Models from Cartier and Patek Philippe, in particular, are benefiting from this perception. Among other things, the report highlights:
- Patek Philippe Nautilus (+154%)
- Cartier Tank Française (+39%)
- Cartier Ballon Bleu (+23%)
- Cartier Baignoire (+21%)
- Cartier Tank Américaine (+43%)
Patek Philippe Nautilus, Cartier Tank Française, Cartier Ballon Bleu (all images: (c)eBay)
What is interesting here is not so much the price trend itself as the types of models that are in demand: not short-lived, trendy products, but iconic designs with a clean aesthetic and high brand recognition.
The Return of Iconic Shapes
The report thus confirms a trend that was already evident at Watches & Wonders and among numerous independent brands: demand is shifting toward distinctive, instantly recognizable designs.
Cartier, in particular, is reaping huge benefits from this trend. The Tank, Baignoire, and Ballon Bleu collections exemplify a softer, more organic design language that is currently making its way into the fashion world as well. In its “Quiet Strength” trend report, eBay describes a shift toward “soft aesthetics,” curved edges, and relaxed silhouettes.
This trend can be directly applied to current watch and jewelry trends:
- softer body lines instead of aggressive sportiness
- more sculptural designs
- Jewelry and watches as part of a personal style rather than mere status symbols
- Vintage styles and references to the 1970s and 1990s
The fact that searches for the Gem Dior Watch have risen by 85 percent at the same time further underscores the growing relevance of decorative and fashion-forward watch designs.
Personality over perfection
The report’s overarching description of style is particularly intriguing for the luxury industry. There are repeated references to “more personality, less perfection.” Looks should appear more spontaneous, less polished, and more individual. Asymmetry, layering, color contrasts, and deliberately “imperfect” combinations are explicitly viewed in a positive light.
For jewelry, this means:
- People are mixing and matching jewelry more
- Different materials and shades of gold are losing their "taboo" status
- Unique pieces with character are gaining ground over purely traditional sets
- Vintage and pre-loved pieces become part of individual style worlds
Colored gemstones and bold statement pieces are likely to benefit the most. The report specifically mentions eye-catching accessories, retro colors, decorative finishes, and “pieces with character.”
These findings are thus directly in line with the current collections of many jewelry houses—such as Piaget’s vibrantly colored cocktail rings, Ole Lynggaard’s organic gold designs, or the increasingly modular, mix-and-match concepts from brands like Nanis, FOPE, and Wempe.
Piaget cocktail rings, Nanis Duo, and Wempe au:thentic
The influence of fashion on jewelry and watches is growing
The report also highlights the significant influence that pop culture and fashion have on luxury markets today. Search queries respond immediately to TV shows, celebrity looks, or stage appearances. Examples such as the “CBK effect” surrounding Carolyn Bessette-Kennedy or the reactions to Super Bowl outfits demonstrate just how quickly style trends can regain relevance today.
For the watch and jewelry industry, this means:
Luxury is increasingly viewed within the broader context of an overall look. Jewelry and watches no longer stand alone, but rather function as part of a personal style narrative.
That’s exactly why we win:
- smaller, distinctive watches and decorative jewelry watches
- Vintage models and nostalgic references
- softer shapes and sculptural designs
- colored gemstones
significantly in importance.
What this means for the industry
Ultimately, the eBay report highlights not so much a single trend as a broader cultural shift: luxury is increasingly moving away from rigid rules and evolving toward greater individuality, emotional appeal, and the ability to mix and match items personally.
At the same time, the line between “new” and “pre-owned” is becoming increasingly blurred. What matters most is a design’s ability to remain relevant over the long term, to create cultural recognition, and to continually adapt to modern styles.
This is likely to be one of the key trends in the coming years, particularly for the watch and jewelry industry.
Opportunities for independent brands and smaller manufacturers
Smaller independent brands, in particular, could benefit from this trend. This is because many current trends favor personality, individuality, and distinctive design over standardized luxury—precisely the areas where independent brands often excel.
In both the watch and jewelry sectors, many customers today are specifically looking for designs with strong character, smaller production runs, and a distinct design signature. Models with high brand recognition and an emotional identity are becoming increasingly important—often more so than mere technical complexity or traditional status symbols.
The growing pre-loved market also plays an important role here. The key question is increasingly whether a design or a piece will remain relevant in the long term, gain cultural visibility, and build its own community.
Smaller brands and manufacturers, in particular, have an opportunity here to distinguish themselves through authenticity, craftsmanship, and individuality. At the same time, however, the demands on storytelling, visual identity, and editorial presence are increasing. Visibility, therefore, does not necessarily stem solely from size, but rather from the ability to consistently convey a unique perspective and creative language.
Figures and examples from the eBay Watchlist Trend Report:
The eBay Watchlist Trend Report is based on real-time marketplace data derived from the purchasing behavior of 134 million eBay users and 2.4 billion listed items worldwide—supplemented by Brie Welch’s personal insights and styling expertise.
The percentages are based on year-over-year growth in global eBay search volume (March 2025 vs. March 2026).
