Q2 2025 showed the luxury watch resale market is finding its groove again.
Morgan Stanley teamed up with WatchCharts to break down what’s hot (and what’s not) in their latest report. After a wild couple of years, things are stabilizing, mostly thanks to the big names carrying the load.
Here’s the scoop:
• Prices have been dropping for ages, but this quarter it was barely a blip—just 0.3% down, the smallest dip since early 2022.
• Most Swiss brands struggled, but the icons are thriving. Rolex, Patek Philippe, and Audemars Piguet are dominating, together making up more than half of the value of all sales.
• Consumers are happy to spend extra on second-hand watches, but only for the best brands. If it’s a “blue chip” name, it’s still in demand!
• Basically: The watch market’s bouncing back, but only the strongest are winning.
Pictured: A piece from the Patek Rose Gold collection.
