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Return to Normality in the Watch Market: Rolex Still the Industry Leader
The pre-owned watch market is returning to normal after the frenzy that dominated it during the pandemic. The latest report from the Chrono24 platform shows that Rolex's share of sales has dropped to 30.5% from 44% at its peak in 2022, marking a return to pre-pandemic levels. Despite this, the brand remains the undisputed market leader, maintaining 31% of the total sales volume, significantly outperforming competitors such as Omega and Patek Philippe.
Changes in Customer Preferences
Current purchasing trends among younger customers are influencing the watch market. They are increasingly choosing elegant models, including the iconic Datejust, which has become Rolex's biggest revenue generator on the platform. The younger generation, especially those under 30, spends more on pre-owned watches than any other age group, allocating about 34% of their budget to this brand.
Price Stabilization in the Market
After years of rising demand, prices for desirable models are stabilizing. Rolex, despite a decline in market share, still dominates the luxury watch segment. In the $10,000 to $20,000 price range, the brand accounts for 61.4% of total sales on Chrono24. Classic models such as the Submariner, GMT-Master II, and Daytona continue to attract collectors.
New Trends Among Collectors
It is worth noting that younger generations of collectors are changing market dynamics. They are increasingly moving away from speculative sports models, turning towards classic elegant watches. The Datejust has gained popularity, accounting for 28% of the brand's total revenue on the platform, making it an ideal choice for new enthusiasts.
Rolex in the Polish Context
In Poland, watch enthusiasts are also noticing changes in the market. The increase in interest in elegant models reflects the growing preferences of younger customers who are increasingly investing in proven classics. Such trends benefit both local retailers and collectors who are trying to adapt to changing market expectations.
Our N-Hype Opinion
Rolex, as an icon of luxury, continues to maintain its position in the market, which testifies to its strong brand and product quality. Observing changes in the preferences of younger generations, it is worth investing in classic models that gain in value. The products available in our collection will surely appeal to fashion and elegance enthusiasts.
In summary, the pre-owned watch market is undergoing significant changes, and Rolex remains its undisputed leader. We encourage you to follow the latest trends and discover unique models that can enrich any collection.