Are Mid-Tier Luxury Watch Brands on the Rise in the Pre-Owned Market?

Last month, Bloomberg published a report that some of the mid-range luxury watches have “outperformed” in the pre-owned market during the second quarter of 2023. Meanwhile, prices for regular strong contenders, such as Rolex, Patek Philippe, and Audemars Piguet models have seen a decline in their prices. Could this also be an indication of high-end brands gradually losing appeal over younger collectors? This leaves some of us pondering whether this could signal a long-term shift, or perhaps it’s merely another temporary one.

With questions in mind, Hypebeast asks four experts for their observations on this new trend, their takes on potential watch models to look out for as well as predictions for the future. Returning for this round table are Paul Altieri of Bob’s Watches, Eugene Tutunikov of SwissWatchExpo, Linden Lazarus of Oliver & Clarke, alongside Tim Stracke of Chrono24.
What are your recent observations on this trend? Is it true that there’s been a spike in interest in mid-range luxury watch brands?

Paul Altieri (Bob’s Watches)
We’ve indeed observed a similar trend. The beauty of the pre-owned market is its dynamic nature. While Rolex, Audemars Piguet, and Patek Philippe have traditionally been the titans of luxury timepieces, brands like OMEGA and Cartier, and Oris are offering compelling designs and narratives – all at more affordable price points. The modern consumer is becoming increasingly savvy, seeking value and unique stories, which mid-tier luxury brands are providing in spades. However, our Rolex sales at bobswatches.com continue to show strong demand.

Tim Stracke (Chrono24)
After reaching an all-time high in the secondary watch market in April 2022, prices have consolidated over the past year. In the last six months, we have mostly observed stable prices, especially for Rolex. Notably, we have noticed a surge in interest for brands within the €2,000 to €5,000 EUR price range. Brands like Tudor, Oris, and Longines are g…