The pre-owned luxury watch market showed strong growth in 2024 due to a number of different factors. This makes it a great consideration to think about choosing a pre-owned investment timepiece in 2025. The market has shown signs of volatility with the typically top models and manufacturers driving growth. Patek Philippe was a big driver as an individual manufacturer in terms of the growth of the pre-owned luxury watch market with the top models being the Rolex Pepsi and Audemars Piguet Royal Oak. This article covers all of the major insights from 2024 as well as what to expect in 2025 including:
- The rise of the market and reported interest from the Gen Z Market which has bolstered interest and purchases in the pre-owned luxury watch market. Purchasing luxury assets is becoming more normalised as a good investment at younger ages bringing a new demographic to the market.
- Online platforms and social media have led to growth in the market in 2024. This has also contributed to the growing interest from the Gen Z demographic.
- Exclusivity and limited production/manufacturing have seen a boost for the pre-owned market where purchases of brand-new watches may have been more limited.
- Sustainability is becoming highly important across many industries and markets so this has naturally made pre-owned watches a more popular choice in some cases. The affordability of pre-owned watches for wearing and as investment pieces also makes purchasing these watches more attractive to new or return buyers.
We are the leading luxury watch retailer in Liverpool. Our team has a highly in-depth knowledge of the luxury watch market and we are able to use our networks to source your perfect watch. With part exchange available, we will help you to purchase the best watch that suits you. Get in touch with our luxury watch experts today.
Changing Demographics in the Market
Social media and online e-commerce have been a big driver for growth in the pre-owned luxury watch market in 2024 and this is set to likely increase further in 2025 and beyond. Watchfinder & Co reported that 54% of the Gen Z demographic in the UK own a luxury timepiece of £1000 or more and 22% said that the unique nature of a timepiece led them to consider pre-owned shows that this demographic should be a massive driving factor in the continuation of interest within the market in the near future. It’s easier to carry out research and be exposed to or access information about the market as well as research before purchasing a timepiece for personal use or as an investment piece. This will have highly interesting impacts on the market in the future.
Manufacturers Are Still Favouring Exclusivity for New Watches
Exclusivity is still a core USP and mantra for many of the leading luxury watch manufacturers. Patek Philippe released just 11 new watches with Audemars Piguet limiting their production consistently to 40,000 to 45,000 watches being crafted each year. This commitment to expert craftsmanship also is combined with exclusivity which bolsters the pre-owned watch market. Combine this with discontinuations and Rolex discontinued Yacht-Master II, Daytona Le Mans, the Sea-Dweller models as well as select Datejust motif dials. All of this adds to the exclusivity of existing models and bolsters the pre-owned luxury watch market.
Moving into 2025
5 years after the start of the pandemic, we have observed stability in the market but notable growth in the pre-owned luxury watch market. It will be highly interesting to see how buying trends continue to adapt and if we continue to see these trends moving into the second half of this decade.
We are the leading luxury watch retailer in Liverpool. We can assist in sourcing the perfect pre-owned luxury watch that suits you. Whether you are looking for a timepiece to wear or an investment timepiece – our team is available to help you on your journey. Get in touch with our team today.