The Pre-Owned Watch Market Is Back to Normal and Rolex Remains the Undisputed Leader
Collectors under 30 still spend more on Rolex than any other brand but are diversifying their portfolios faster..
Summary
Rolex's share of sales on Chrono24 dropped to 30.5% from a 44% peak in 2022, returning the brand to pre-pandemic market levels
The watchmaker remains the marketplace leader with 31% of total sales volume, significantly ahead of competitors Omega and Patek Philippe
Younger shoppers are driving a shift toward dressier models like the Datejust, which has become the brand's top revenue generator on the platform
The crown is heavy but Rolex still wears it. Following an unprecedented surge during the pandemic lockdown era, the secondary watch market is finally cooling off. A new report from Chrono24 reveals that Rolex currently commands 30.5 percent of sales on the platform. The figure represents a stark contrast to the 44 percent market share the Swiss powerhouse held during the peak of 2022. This shift brings the manufacturer back to its pre-pandemic baseline and indicates a broader market normalization. Prices for highly coveted timepieces are stabilizing after years of skyrocketing demand.
Despite the statistical pullback, the watchmaker maintains an iron grip on the top spot. During the second quarter of this year, Rolex accounted for 31 percent of total sales volume on the marketplace. Competitors remain far behind in the rearview mirror. Omega secured 11 percent of sales volume during the same period, while Patek Philippe captured 6 percent. The changing tide is most visible in the luxury tier exceeding the $20,000 mark. In this elite bracket, brands like Patek Philippe, Audemars Piguet and Vacheron Constantin are carving out larger pieces of the pie at the expense of the industry leader.
Mid-tier luxury remains absolute territory for the Geneva-based giant. Timepieces priced between $10,000 and $20,000 make up the core segment where Rolex secures 61.4 percent of all Chrono24 sales. This sweet spot houses legendary silhouettes including the Submariner, the GMT-Master II and the stainless steel Daytona. Buyers chasing these iconic sports models previously fueled the massive pandemic price premiums. As hype transitions into a more calculated consumer mindset, buyers are spending their money deliberately across a wider spectrum of horological options.
Younger collectors are fundamentally altering the current retail landscape. Consumers under 30 still spend more on pre-owned Rolex models than any other age group, dedicating roughly 34 percent of their watch budgets to the brand. However, this demographic is also diversifying its portfolio faster than older generations. Tastes are moving away from speculative sports models and pivoting toward classic dress watches. Consequently, the Datejust has emerged as a massive winner. The classic dress watch now stands as the single largest revenue generator for Rolex on the platform. Earning 28 percent of total brand revenue, it serves as a sophisticated entry point for a new wave of enthusiasts.
