eBay Watchlist Trend Report 2026: What the Secondary Market Reveals About Luxury

The analysis, largely covering the period from January to September 2026, reveals renewed attention to historical design eras, sustained demand for iconic models and the growing influence of current fashion trends on the resale market.

Luxury Watches: Notable Changes in Selling Prices

The figures for selected luxury watches are particularly striking. Between January and September 2026, eBay recorded substantial increases in average selling prices:

The scale of these changes does, however, call for careful contextualisation. The figures describe average selling prices across eBay transactions and are not market price indices adjusted for model mix. Differences in versions, materials, condition and the mix of watches sold can have a considerable influence on the results. The editorial team does not currently have figures for sales volumes or absolute selling prices.

The selection is nonetheless revealing. With the Rolex 1908, Cartier Tank and Baignoire, it includes several classically elegant models. This aligns with a development identified in other market analyses: alongside sports watches in the luxury segment, classic forms are attracting renewed attention.

According to eBay, the most frequently purchased models include the Tissot PRX, TAG Heuer Link, OMEGA Seamaster and Rolex Datejust. The Rolex GMT-Master II, Yacht-Master and Submariner Date, along with the Audemars Piguet Royal Oak, feature in higher average price brackets.

Live Commerce: New Opportunities for the Luxury Watch Trade

A platinum Rolex Daytona changed hands on eBay Live for around 152.500 Euro.

This still relatively new sales format combines video streams with direct selling. Dealers present products live, answer questions and enable viewers to buy immediately or take part in auctions. eBay Live launched in Germany at the end of 2025.

This opens up new possibilities, particularly for high-value watches, jewellery and collectables. Dealers can show details, condition and distinctive features directly, while engaging in conversation with prospective buyers. Personal interaction thus gains a space of its own within digital commerce, alongside the opportunity to reach new customer groups.

Fashion Classics and the Rediscovery of Earlier Design Eras

Beyond the watch market, too, the eBay data reveals a pronounced interest in historical designs.

In 2026, Chanel rises from fifth to third place in the ranking of the most frequently purchased luxury brands. Meanwhile, listings for Chanel items from the Karl Lagerfeld era increased by 87 per cent year on year. Similar developments can be seen at other fashion houses. Average selling prices for Dior items from John Galliano's tenure rose by 81 per cent, while those for Tom Ford's designs for Yves Saint Laurent increased by 51 per cent.

Well-known handbag models are also enjoying a renaissance. For the Balenciaga Neo Bag, eBay reports a 108 per cent increase in average selling prices. For other classics, it is primarily supply that is growing: the number of listings for the Balenciaga Le City rose by 936 per cent, and for the Loewe Amazona by 440 per cent.

Interest extends well beyond the luxury segment.

Worldwide, searches for “vintage” averaged more than 438 per minute in 2026. Fashion from the early 2000s remains particularly sought after. The figures show how powerfully current fashion, high-profile wearers and shifts in creative direction can influence interest in products from past decades.

What Does This Mean for Watches and Jewellery?

A parallel with the new releases of 2026 is particularly noteworthy. Several major houses have revisited historical forms and design ideas, while the secondary market also points to greater attention to classic models.

With the new Perpetual Padellone, Rolex presented a technically distinct interpretation of the historical reference 8171. The classically styled Rolex 1908 is also among the models showing particularly striking changes in average selling prices.

Cartier further developed the Baignoire this year with new versions. Its distinctive oval case shape has been part of the Maison's repertoire for decades. At the same time, eBay reports rising average selling prices for the Baignoire.

With its Colours of Extraleganza high jewellery collection, Piaget likewise draws on the colourful, experimental designs of the 1960s and 1970s. Jewellery watches, ornamental stones and exceptional goldwork define this tradition.

This raises an intriguing question: Are manufacturers responding to demand for historical designs, or are contemporary reinterpretations awakening interest in the originals?

There is much to suggest a reciprocal relationship. Interest in historical models has often existed for decades. New collections bring these designs back into the public consciousness and can strengthen demand for earlier versions. The eBay data does not, however, directly substantiate this connection.

The same applies to jewellery. Historical collections and distinctive designs from major Maisons can attract renewed attention. Alongside design, material value, gemstone quality and craftsmanship play an important role here. The report does not, however, allow specific conclusions to be drawn about developments in the secondary jewellery market.

Another shared factor is confidence in authenticity. eBay reports that more than 20 million items across various product categories have been authenticated worldwide since the introduction of its authentication service. The figure underlines the importance of professional verification procedures in the trade in pre-owned luxury goods.

Conclusion: Classics Remain in Demand

The eBay Watchlist Trend Report shows how closely current trends are linked to the market for products from past collections. Shifts in creative direction, high-profile wearers and the rediscovery of historical designs can have a considerable influence on supply and demand.

For luxury watches, the data offers interesting insights, particularly into interest in classic models. However, the sometimes extreme changes in average selling prices must not be equated with corresponding changes in value across the market as a whole.

The interplay between historical design and contemporary reinterpretation remains particularly compelling. Brands draw on their design heritage, while collectors and buyers rediscover earlier models. Original and reissue can benefit equally, regardless of which side provided the initial impetus.