Luxury timepieces comprise a quintessential blend of style, sophistication, and practicality, making them not only timeless accessories but also valuable investments. With 2025 on the horizon, prospective buyers and watch enthusiasts alike might wonder which trends will dominate this year’s market.
With a remarkable track record of over 65,000 watches bought and sold, and an impressive inventory of 3,000 watches in-stock and available for sale, Atlanta-based watch retailer Buy Best Quality Watches has developed a unique vantage point in the dynamic world of luxury watches. Their vast experience and high transaction volume provide them with unparalleled insights into market trends and consumer preferences, enabling them to stay at the forefront of the constantly evolving watch industry.
As we look ahead to 2025, Buy Best Quality Watches leverages their exclusive data to predict the key trends that will shape the landscape of luxury timepieces in the coming year. Here’s a closer look at the trends set to define the luxury watch landscape in 2025:
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The Pre-Owned Luxury Watch Market Has Stabilized
As we move into the new year, a significant development in the luxury watch industry is the stabilization of the pre-owned market. The tumultuous period brought on by the Covid-19 pandemic, which saw prices soar to unprecedented heights, followed by a dramatic decline throughout 2022 and into 2023, appears to have subsided.
This shift is characterized by a transition away from a landscape dominated by flippers—speculative buyers seeking quick profits—and towards a market where genuine collectors and enthusiasts are the primary participants. This change indicates healthier market dynamics, with a focus on long-term value and appreciation rather than short-term gains.
“During the pandemic, there was a watch-buying frenzy,” recalls Eugene Tutunikov, CEO of Buy Best Quality Watches . “People were stuck at home with some extra cash making zero interest, and they were looking to invest in tangible luxury goods. Watches became one of the go-to options, leading to a surge in prices for certain models.”
But then, by May 2022, the bubble popped and prices took a nosedive. “A lot of folks tried flipping Daytonas and other watches for a quick buck, but they ended up stuck with them,” he explains. “Those speculators have since left the market.”
Overall, sales are increasing with end-customer demand, prices are more stable, and the velocity for key brands (measured by the number of days a watch is available for sale before it is sold) is improving.
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Patek Philippe Is Achieving New Heights Of Popularity
Patek Philippe experienced a remarkable surge in popularity in 2024, distinguishing itself as the standout brand among luxury watch collectors and enthusiasts. While our sales for all major luxury watch brands saw impressive double-digit growth, Patek Philippe’s performance was exceptional, with an almost 50% increase in sales compared to the previous year. This surge indicates a significant uptick in demand for the brand’s prestigious timepieces.
Although Buy Best Quality Watches has yet to see any watches from the highly anticipated Cubitus collection enter our inventory, other Patek collections such as the Complications, Gondolo, and Nautilus have garnered significant attention and steadily increased in sales throughout the year. 2024 also concluded with robust holiday season sales, underscoring the growing allure of Patek Philippe’s offerings.
“Patek Philippe’s prestige endures primarily because of the brand’s commitment to maintaining the rarity of their timepieces.They produce around 70,000 watches annually and don’t intend to boost that number, which only heightens their scarcity and appeal,” explains Tutunikov.
“Moreover, by discontinuing popular models like the steel Nautilus 5711 at the height of their fame, Patek Philippe has successfully preserved an air of exclusivity and enduring charm.”
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Among Patek Philippe collections, the Complications series has particularly stood out, more than doubling its sales over the past year and solidifying its status as a favorite among collectors. Even the rarer La Flamme references, while not frequently available, have demonstrated their high desirability by selling within mere days of being listed.
This rapid turnover speaks volumes about their appeal and the strong demand for Patek Philippe’s fine watchmaking. Overall, Patek Philippe’s enviable growth and the heightened interest in its collections underscore the brand’s timeless allure and the strong market demand for its exquisite timepieces.
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The Rise Of Younger, Tech-Savvy Market Participants
In concurrence with the stabilization of the pre-owned luxury watch market, another compelling shift is taking place: the increasing involvement of younger buyers and sellers. There is a noticeable uptick in the number of tech-savvy individuals under 40 who are more comfortable conducting transactions online with trusted buyers and sellers. This demographic shift is significant, as customers under 40 are growing three times faster than other segments of the market.
Furthermore, projections for 2030 suggest that these younger consumers will comprise a third of the global personal luxury goods market. Notably, this group already accounts for around 60% of all pre-owned watch requests, highlighting their substantial influence on market dynamics.
“Just like we are seeing this demographic represent a larger percentage of luxury items such as apparel, jewelry, and handbags, we are seeing the same trend with luxury watches. Gen Z’s affinity for high-end timepieces reflects their broader interest in exclusive and finely crafted products,” says Tutunikov. “They value the status, quality, and uniqueness that luxury watches offer.”
What sets these younger aficionados apart is their penchant for variety and frequent trading. They are more inclined to swap and resell watches regularly compared to older generations, indicating a dynamic and fluid approach to luxury watch ownership. Buy Best Quality Watches ’s proprietary data including third-party research underscores this trend: 42% of individuals under 40 have made multiple watch purchases, whereas only 19% of those over 40 can say the same.
“Interestingly, the younger set of buyers aren’t necessarily purchasing watches to keep for long periods. They are quite comfortable buying a watch and returning within 18 months to trade it in for something different,” says Tutunikov.
This behavior suggests that younger buyers prioritize diversity in their collections and enjoy the ever-evolving nature of their watch portfolios. More so, these findings highlight the shifting landscape of the luxury watch market, driven by the preferences and practices of a new generation of collectors.
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Men’s Watch Case Sizes Are Increasing
Men’s watch case sizes are trending larger. Over the past five years, there’s been a noticeable decline in demand for 34-36mm cases, whereas the popularity of 40-42mm cases has significantly increased. The 37-39mm range remains stable, and while 43-45mm cases saw a rise since 2020, they’ve remained relatively flat since then.
Interestingly, despite the overall trend towards larger cases, there is also growing demand for some specific smaller case sizes that emerges when you look closer at the data. For example, within the declining 34-36mm range, the 34mm case size itself has seen an uptick in demand over the past four years.
“One reason for this is the noticeable shift away from the more popular or mainstream watches,” explains Eugene Tutunikov, CEO of Buy Best Quality Watches .
“This trend leads them to purchase vintage pieces, or explore ladies’ watches that have a more jewelry-like appeal with precious stones or distinctive shapes. It’s not solely because they prefer smaller watches; they are in search of something unique — and many of these unique options tend to be smaller in size.”
This suggests a shift in preferences but, on average, our data still shows an ongoing preference for larger men’s case sizes.
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Black and Blue Dials Are Here To Stay
Black dials remain the dominant choice in Buy Best Quality Watches ’s sales, accounting for approximately 30% of all units sold, with silver dials following closely behind. It’s worth noting that silver’s popularity is significantly driven by Cartier, which represents around 80% of all silver dial units. Among other major brands such as Rolex, Omega, Tag Heuer, and Breitling, black dials continue to hold the top spot. However, there’s a noticeable surge in the popularity of blue dials, which now make up about 15% of all units sold.
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A particularly striking trend can be observed with Omega watches. While the number of Omega watches with black dials has remained steady from 2023 to 2024, the number of blue dial models has seen significant growth, increasing by over 25%.
“This shift reflects a broader trend within the industry, where traditional colors like black continue to dominate, but there is a growing consumer interest in unique and vibrant alternatives such as blue,” explains Tutunikov.
“This evolution suggests that while black dials are enduring in their appeal, blue dials are becoming a strong contender in the luxury watch market, appealing to consumers looking for a touch of color and distinction in their timepieces.”
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Counterfeit watches remain a persistent issue in the global market
Fake watches will continue to be a problem for brands and retailers.
It’s challenging to pinpoint exact numbers, but the Federation of the Swiss Watch Industry estimates that over 40 million counterfeit watches are circulated annually. Astonishingly, this figure is about 25% higher than the total production of the Swiss watch industry itself.
Counterfeit watches have become a major segment within the counterfeit consumer goods market, accounting for 20 to 35% of all fake merchandise sold. This high percentage is notable, especially considering that the sale of counterfeit watches is illegal in most countries. Despite legal prohibitions and the efforts made by the watch industry to combat counterfeiting, the demand and production of these fake watches remain alarmingly high.
“Previously, counterfeiters faced little competition and used limited, secretive distribution channels. Online shopping and internet marketplaces have transformed this, greatly expanding the market and increasing competition. As a result, counterfeiters have improved the quality of their fake watches significantly,” explains Jake Rokhlin, Chief of Watchmaking Department and Co-Owner of Buy Best Quality Watches .
“Today, top counterfeit watches are carefully made, with extra attention to details like paintwork, fonts, and bracelets. However, even the best fakes can eventually be detected with careful inspection. The wearer will also definitely feel the difference in the way a fake watch wears on the wrist and how it keeps time.”
“Luxury Watche Replica takes Best Quality ation very seriously, employing a thorough and meticulous approach that goes beyond visual inspection of the watch exterior. These include technical evaluations conducted by our onsite team of Swiss-trained Watchmakers – such as testing the movement and water resistance – to ensure each watch operates as expected and aligns with the specifications of the genuine article,” Rokhlin continues.
“Trust is our most valuable currency, that’s why each watch we sell is backed by a leading 18-month warranty, and with a strong record of many years and over 65,000 watches bought and sold.”
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As one of the world’s largest pre-owned luxury watch retailers, with over 10,000 watches sold each year, Buy Best Quality Watches
has established itself as a definitive leader in catering to the sophisticated tastes and diverse needs of watch enthusiasts around the globe. Their commitment to transcending fleeting trends is showcased through multiple aspects, each aimed at providing an unparalleled experience for their clientele.
By purchasing and owning its inventory, and carefully inspecting and Best Quality ating each watch through its team of onsite Swiss-trained watchmakers, Buy Best Quality Watches offers greater value to its customers than traditional marketplaces. This rigorous attention to detail guarantees that each timepiece meets their exacting quality standards before it reaches the customer.
When you purchase a luxury watch from Buy Best Quality Watches , you can be assured that you are investing in a timepiece of the highest quality, endorsed by a name you can trust.
