The Resilience and Growth of the Pre-Owned Luxury Watch Market in 2026

The pre-owned luxury watch market is no longer a niche segment but a cornerstone of the global luxury industry, driven by a confluence of generational and geopolitical tailwinds. By 2026, this market is poised to capitalize on shifting consumer values, digital innovation, and macroeconomic dynamics, offering investors a unique blend of resilience and growth potential.

Generational Shifts: Sustainability, Value, and Digital Natives

Millennials and Gen Z, who together account for nearly 60% of pre-owned watch buyers globally, are redefining the market's trajectory. These generations prioritize sustainability, viewing pre-owned watches as a way to reduce waste and carbon footprints while acquiring high-value assets. For instance, Rolex Submariners have maintained stable resale values, offering a cost-effective alternative to new purchases without sacrificing prestige.

The investment appeal of luxury watches has also surged. From August 2018 to January 2023, average prices for top models from Rolex, Patek Philippe, and Audemars Piguet rose at an annual rate of 20%, outperforming traditional financial assets like stocks and bonds. This trend aligns with younger buyers' desire to hedge against inflation and diversify portfolios.

Digital platforms are further accelerating this shift. Over 60% of pre-owned luxury watch sales are projected to occur online by 2026, as Gen Z and Millennials favor seamless, transparent transactions on sites like Chrono24 and eBay. Social media and influencer-driven marketing have also democratized access to niche markets, such as vintage Cartier Tank watches, which have seen a four-fold increase in Gen Z purchases.

Geopolitical Tailwinds: Tariffs, Trade, and Market Resilience

Geopolitical factors are amplifying the pre-owned market's growth. U.S. tariffs on Swiss watches, if maintained through 2026, could push the market toward pre-owned segments, as resale prices are less sensitive to import duties. This dynamic may shift trading hubs to Europe and Asia, where secondary markets are already robust.

Broader U.S.-China tensions and the use of tariffs as geopolitical tools also underscore the pre-owned market's resilience. Unlike new luxury goods, which face direct import barriers, pre-owned watches bypass these constraints, making them a stable asset class in uncertain times. For example, the U.S. pre-owned luxury watch market is forecasted to reach $7.2 billion by 2028, driven by consumer acceptance of circular luxury and digital sales channels.

Investment Opportunities: A Convergence of Trends

The interplay of generational and geopolitical forces creates a compelling case for investors. The global pre-owned luxury watch market, valued at $24.9 billion in 2024, is expected to grow at a compound annual rate of 9.9%, reaching $63.7 billion by 2034. This growth is underpinned by three key drivers:
1. Sustainability-Driven Demand: Younger consumers are willing to pay premiums for ethically sourced, vintage pieces.
2. Digital-First Experiences: Online platforms enhance transparency and accessibility, reducing entry barriers for new buyers.
3. Geopolitical Hedging: Pre-owned watches serve as a buffer against trade policy volatility, particularly in the U.S. and China.

Brands and investors alike are adapting. Luxury retailers are investing in hyper-personalized clienteling and immersive technology to cater to digital-native buyers. Meanwhile, the U.S. luxury resale market is projected to expand from $8.65 billion in 2024 to $13.04 billion by 2030, fueled by tariffs and sustainability trends.

Conclusion

The pre-owned luxury watch market in 2026 is a testament to the power of generational values and geopolitical pragmatism. As Millennials and Gen Z redefine luxury consumption through sustainability and digital fluency, and as trade policies create headwinds for new goods, the pre-owned segment emerges as a resilient, high-growth asset class. For investors, this market offers not just financial returns but a glimpse into the future of circular, value-driven luxury.