Big Three Watchmakers Dominate Pre-Owned Market
A 2026 industry report finds Rolex, Audemars Piguet and Patek Philippe account for most pre-owned watch sales value.
Updated on Nov. 5, 2026 in Jewelry
Secondary Market Report 2026, published by consultancy LuxeConsult founder Oliver R. Müller, found Rolex, Audemars Piguet and Patek Philippe account for 61-62% of pre-owned watch sales value. The global pre-owned watch market is estimated at 22 billion Swiss francs and is growing 8-11% annually.
Why it matters
Demand concentrated in a handful of sought-after models drives the dominance of the three brands in the secondary market. The findings highlight how a small group of luxury watchmakers shapes pricing and resale activity worldwide.
The report found a Rolex Daytona is available at 40-60% above retail for immediate purchase, and Rolex Certified Pre-Owned transactions are estimated to approach 1 billion Swiss francs by the end of 2026. Independent watchmakers account for approximately 1 billion francs of the market.
The players
Oliver R. Müller
Founder of consultancy LuxeConsult, who published the Secondary Market Report 2026 analyzing the pre-owned watch market.
Audemars Piguet
Swiss luxury watchmaker that announced its own Certified Pre-Owned program following the report's release.
The details
Audemars Piguet announced the launch of its own Certified Pre-Owned program days after the report's release. Rolex prices have fallen significantly since their 2022 peak, while models such as the GMT-Master II, Daytona, and Patek Philippe Nautilus remain in high demand.
Timeline
2022: Rolex prices reached a peak before declining significantly.
End of 2026: Rolex Certified Pre-Owned transactions projected to approach 1 billion Swiss francs.
2034-2038: Pre-owned watch sales projected to overtake new timepiece sales.
Market Landscape
Audemars Piguet's Certified Pre-Owned program follows the model set by Rolex's own certification scheme, which is projected to reach about 1 billion Swiss francs by the end of 2026. Other watchmakers could follow with their own certification schemes as the secondary market grows.
Buyers considering a pre-owned Rolex may face prices 40-60% above retail for models like the Daytona if they want immediate purchase. Certified pre-owned programs from Rolex and Audemars Piguet could offer added assurance when shopping in this market.
The takeaway
Pre-owned luxury watches are becoming a larger share of the market, and buyers should compare certified program terms before purchasing. Prices for popular models can fluctuate, so timing a purchase carefully can make a difference.
Further reading
Explore more on Jewelry to see how luxury watch resale fits into the broader accessories market.
Source note: This article includes information reported by NEWS.am STYLE.
