After a surge of speculative buying in 2020 and in the early post-pandemic years, the secondary market for luxury watches is now showing signs of recalibration. Growth remains, but it is more selective, more value-driven, and increasingly global.
Sellers looking to capitalize on this market shift need to take note: the models, brands, and channels commanding attention today may differ markedly from those just a few years ago. One recent study found that while overall pre-owned Swiss watch index values declined for 12 consecutive quarters, the rate of decline eased in 2025, suggesting a stabilizing market rather than a collapse.
At the same time, the pool of buyers is widening and evolving. Emerging markets, younger demographics, and digital sales platforms are reshaping demand.
For those preparing to sell a luxury watch, understanding which trends matter now can make the difference between a swift, favorable sale and one that stalls or underperforms.
1. Brand-and-model scarcity drives premium pricing.
The secondary market for high-end watches has matured, but value remains concentrated among a handful of “blue-chip” brands. According to Audemars Piguet, Vacheron Constantin, and Cartier, some models have posted five-year gains of 50% or more. This means, if your watch is from a coveted model line or limited run, it may command better attention. If it’s from a more mainstream line or brand without such demand, you may need to manage expectations on price.
2. Condition, provenance, and “full-set” completeness matter more than ever.
Buyers are increasingly scrutinizing original boxes, papers, service history, and the absence of non-original components. A recent report found that 27%of secondary market listings were rejected outright for authenticity or condition issues. Make sure you gather all documentation, disclose the watch’s condition clearly, and highlight any recent brand servicing or maintenance.
3. Digital marketplaces and global audiences expand reach and competition.
Online platforms such as Jestik Collection show that secondary-market watch buyers are increasingly international and younger. Gen Z buyers are gaining shares, and online listings are growing.For sellers, good photography, clear shipping/logistics terms, and awareness of cross-border tax/duty issues are now important. You’re competing globally.
4. Vintage vs modern: buyer preference is shifting.
Some buyers look for “heritage” (vintage models, smaller case sizes, rare dials), while others favor modern pieces for warranty, availability, and condition. A trend-spotting piece lists mid-size watches (36-39 mm), green or salmon dials, and precious-metal cases as rising. For your listing, include what era your watch is from, its case size, dial variant, and whether it fits the collector-taste or modern-luxury buyer.
5. Authentication, originality, and aftermarket modifications affect value.
The market is less forgiving of luxury watches with heavy modifications, non-original parts, or incomplete serial data. Analytics show that even as prices stabilise, authenticity remains a key filter. If you have any replaced parts or non-standard modifications, disclose them. If all original, emphasize that fact.
6. Market cycles and timing matter: selectivity over indiscriminate sale.
Though the secondary-market watch index declined for several quarters, recent data suggests stabilization. Review recent comparable sales, check whether waiting could improve your price, and avoid listing when too many similar models flood the market.
7. Emerging buyer segments and regional growth offer opportunities.
Growth is being powered by younger buyers and new geographies. One study estimates the global pre-owned luxury watch market will grow substantially into the next decade. Tailor your marketing to younger demographics (storytelling, lifestyle appeal) and consider buyers in growth zones (Asia-Pacific, Middle East) when planning sales channels.
8. Service history and transparency increasingly enhance selling appeal
Buyers now expect recent servicing, documented maintenance, and clarity on condition. Lack of transparency can lead to discounts or slower sales. Include service records, highlight any brand-authorized service, and be upfront about condition or repairs.
9. Visual presentation, storytelling, and emotional value influence buyer interest
Beyond technical specs, presentation (high-quality photos, video, narrative of ownership) helps differentiate a listing in a crowded market. As you prepare your listing, invest in crisp visuals and write a compelling story about the piece, its history, and your reasons for selling.
10. Choose the right sales channel.
The route you pick affects price, speed, and fees. Auction houses can produce headline results for rare, collectible pieces, but charge commissions and carry consignor timelines. Dealers or authorized pre-owned boutiques offer immediacy and trade-in options, but at a lower net. Peer-to-peer platforms and specialist marketplaces give broad reach and competitive pricing, but require strong presentation and sometimes escrow or authentication fees. Recent years have seen platforms beef up buyer protections and escrow services, making direct online sales safer but more competitive.
The luxury watch resale market in 2025 remains dynamic, shaped by shifting buyer demographics, digital transparency, and evolving tastes. Sellers who understand today’s market realities are better positioned to achieve strong results.
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Website: https://jestikcollection.com/