Pre-Owned Watch Market: Rolex Remains the Market Leader – Buyers Are Increasingly Seeking Variety

After peaking at 44 percent of sales volume in early 2022, Rolex’s market share on Chrono24 is once again close to its pre-2019 level. At the same time, prices are rising again.

According to Chrono24, the Rolex Price Index is about 55 percent higher than it was in 2019 and rose by about seven percent last year. The strongest growth is currently being seen among the youngest Rolex buyers.

These are some of the findings of a new analysis by Chrono24, which evaluates marketplace data from 2018 through the second quarter of 2026. According to the analysis, Rolex remains by far the largest brand on the Chrono24 marketplace, accounting for approximately 31 percent of sales volume in euros, ahead of Omega (approximately 11 percent) and Patek Philippe (approximately 6 percent).

After several years marked by pandemic-driven price spikes and supply shortages, the market has settled into a more stable phase. Now we’re seeing how buyers are behaving now that the hype has died down.

“The pandemic-driven premium has faded. The boom was fueled primarily by younger buyers—and it is precisely this group that is now looking elsewhere: at other brands and more elegant models. Rolex continues to set the tone, but buyers are spreading their spending across more brands than they did three years ago.”

Balazs Ferenczi, Head of Brand Engagement at Chrono24

Rolex is losing ground, especially among young buyers

Buyers under the age of 30 continue to spend a larger share of their budget on Rolex than any other age group: about 34 percent, compared with 27 percent for those over 60. That’s according to an analysis by Chrono24.

At the same time, they are currently the fastest to turn away from the brand. At the height of the boom in 2022, people under 30 were still spending about half of their watch budget on Rolex. Since then, that share has fallen by about 30 percent over the course of three years—the sharpest decline of any age group.

Although the share of spending on Rolex watches has been declining across all age groups since the boom, the youngest buyers have reduced their share of the budget the most. They are shifting their purchasing behavior toward more elegant models and a broader range of brands.

“Younger buyers, in particular, are now spreading their budget across more brands and tend to choose more elegant models.”

Chrono24

Rolex’s lead is shrinking

Rolex continues to lead in every price segment above 5,000 euros on Chrono24. The brand’s position is particularly strong in the core segment between 10,000 and 20,000 euros, where it accounts for approximately 61 percent of sales volume. In the segment above 20,000 euros, its share is just under 39 percent.

Since 2023, this lead has shrunk by three to eight percentage points, depending on the segment. Rolex was hit hardest, of all places, in its own stronghold: In the segment between 10,000 and 20,000 euros, the brand’s share was still over 70 percent in 2022; today, it stands at around 61 percent.

Cartier saw growth primarily in the 5,000- to 10,000-euro range, while Patek Philippe and Vacheron Constantin gained ground in the segment above 20,000 euros—a segment in which Audemars Piguet also has a strong presence. Nevertheless, Rolex remains the industry benchmark.

“Since 2023, Rolex has lost market share across all price segments—by three to eight percentage points in each case. At the same time, Cartier, Patek Philippe, Audemars Piguet, and Vacheron Constantin have gained market share.”

Chrono24

Chrono24: Elegant Models Are Gaining Popularity

For years, collections such as the “Submariner,” “GMT-Master II,” and “Daytona” have shaped demand for Rolex on Chrono24. They continue to sell in large numbers and together account for just under 38 percent of the brand’s sales.

The “GMT-Master II” has stood out particularly in recent times, driven by the scarcity of certain models. After Rolex discontinued the steel “Pepsi” at Watches & Wonders 2026, this reference traded at about 24 percent above the previous year’s price and reached an average price of around 23,000 euros. This made it one of the bestsellers with the strongest price increases.

However, the overall trend is toward more elegant watches. As younger buyers are shifting demand away from speculative sports models and toward versatile classics, the “Datejust” has become Rolex’s top-selling collection, accounting for about 28 percent of sales. For many, the “Datejust” and “Oyster Perpetual” serve as their first step into the brand. As their collecting experience grows, buyers often switch later to the “Daytona” or a vintage “GMT-Master.”

Women prefer the Datejust and Oyster Perpetual

Women spend about 38 percent of their watch-related spending on Rolex, while for men the figure is 30 percent. Both figures have been declining on Chrono24 since their peak in 2022—by about 23 percent for women over three years, and by about 17 percent for men.

The choice of models also differs: Women prefer the “Datejust” and the “Oyster Perpetual,” which are available in popular smaller case sizes. Men are significantly more likely to choose the “Daytona,” “Submariner,” and “GMT-Master II.”

North America is expanding its leading position

Rolex is particularly strong among North American buyers: The brand now accounts for 35 percent of the total watch transaction volume—more than in any other region and a significant increase from about 27 percent in 2018.

Europe stands at around 29 percent. Asia, on the other hand, has seen a decline: its share has fallen from the low 30 percent range to around 20 percent currently.

More Variety Beyond Rolex & Co.

Data from Chrono 24 reveals a market that has diversified significantly around its market leader. Three years after the peak of the boom, buyers are no longer chasing after individual hyped models, but are instead allocating their budgets more strategically across a broader range of manufacturers. While Rolex remains number one, the competition has noticeably caught up.

Conclusion: The brand remains at the top, but its lead has shrunk in every price segment. Younger buyers, in particular, are now spreading their budget across more brands and tending toward more elegant models. chrono24.de