Luxury Watch Investment Statistics 2025

Luxury watches have evolved beyond their traditional role as timekeeping instruments to become sought-after investment assets. With rising demand, shifting consumer behavior, and advancements in technology, the luxury watch market in 2025 is more dynamic than ever. From the surge in pre-owned sales to Rolex’s continued dominance, key trends are shaping the industry’s future. Economic factors like gold prices and sustainability initiatives are also influencing investment strategies. Understanding these trends and their implications can help collectors and investors navigate the evolving landscape of luxury watch investments.

Luxury Watch Investment Statistics 2025 (Editor's Choice)

Investing in luxury watches can be both a passion and a strategic financial decision. Here are ten key statistics and insights for 2025:​

1. Market Growth: The global luxury watch market is projected to expand by USD 4.71 billion between 2025 and 2029, driven by premiumization through design and innovation. ​

2. Pre-Owned Market Expansion: The pre-owned luxury watch sector is expected to reach $30 billion by 2025, reflecting a significant annual growth rate. ​

3. Top Investment Brands: Rolex, Patek Philippe, Audemars Piguet, Omega, and Richard Mille are identified as leading brands for investment in 2025, known for their strong resale values and enduring appeal. ​

4. Rolex's Market Dominance: Rolex continues to lead the luxury watch market, accounting for 36% of all sales on platforms like Bezel, followed by Omega at 14% and Tudor at 12%. 

5. Price Appreciation: Historically, certain luxury watches have appreciated significantly. For example, the Rolex Daytona ref 116500 saw its resale value soar to $48,500 before stabilizing at $30,000. ​

6. Impact of Gold Prices: In January 2025, Rolex increased the prices of its gold watches by up to 8%, influenced by a nearly 30% rise in gold prices over the past year. 

7. Gen Z Influence: Approximately 20% of Gen Z consumers are likely to purchase a luxury watch within the next year, with many opting for pre-owned pieces due to financial and sustainability considerations. ​

8. Sustainability Trends: In 2025, expect to see more luxury watches crafted from eco-friendly materials like recycled titanium and synthetic sapphire glass, aligning with a growing emphasis on sustainability. ​

9. Digital Integration: The luxury watch market is embracing digital innovations, including augmented reality for virtual try-ons and enhanced e-commerce platforms, enriching the consumer experience. ​

10. Market Outlook: The luxury watch market is forecasted to reach $73.73 billion by 2030, growing steadily at a compound annual growth rate of 4.5%, indicating robust long-term investment potential. 

These statistics underscore the dynamic nature of the luxury watch market in 2025, highlighting opportunities for both seasoned collectors and new investors.

Luxury Watch Investment Statistics 2025 and Future Implications

Luxury Watch Investment Statistics 2025 #1. Market Growth

The global luxury watch market is set to grow by $4.71 billion between 2025 and 2029, signaling strong demand for high-end timepieces. This expansion is driven by premiumization, with brands focusing on innovative designs and cutting-edge materials to appeal to affluent buyers. The increasing role of artificial intelligence in market analysis and consumer personalization is also shaping industry trends. As luxury watches become more than just functional accessories, their appeal as status symbols and long-term investments continues to strengthen. Looking ahead, brands that successfully blend tradition with modern technology will dominate the market.

Luxury Watch Investment Statistics 2025 #2. Pre-Owned Market Expansion

The pre-owned luxury watch market is projected to hit $30 billion by 2025, showing rapid annual growth. This surge is fueled by collectors seeking rare timepieces, younger buyers looking for affordable entry points, and sustainability-conscious consumers. Online platforms such as Chrono24 and WatchBox have made it easier to verify authenticity, boosting confidence in second-hand purchases. With rising demand, brands may further integrate certified pre-owned programs to maintain control over resale value and customer trust. As the secondary market expands, vintage and discontinued models will likely appreciate, making them attractive investments.

Luxury Watch Investment Statistics 2025 #3. Top Investment Brands

Rolex, Patek Philippe, Audemars Piguet, Omega, and Richard Mille continue to dominate the luxury watch investment space. These brands consistently hold or increase in value due to limited production, strong brand heritage, and consistent consumer demand. Investors and collectors prioritize models with historical significance, unique complications, or limited-edition releases. As a result, brands may increasingly limit supply or introduce more exclusive collaborations to drive up desirability. The trend suggests that iconic models from these brands will remain blue-chip assets in the luxury watch market.

Luxury Watch Investment Statistics 2025 #4. Rolex’s Market Dominance

Rolex remains the dominant player, commanding 36% of all luxury watch sales on platforms like Bezel. Omega and Tudor follow at 14% and 12%, respectively, highlighting Rolex’s outsized influence. This dominance is rooted in Rolex’s unparalleled brand recognition, scarcity-driven pricing, and unwavering demand. The company’s strategy of maintaining exclusivity by controlling supply ensures its models remain sought after in both primary and secondary markets. If Rolex continues this approach, its timepieces will likely see sustained appreciation, reinforcing their status as alternative investments.

Luxury Watch Investment Statistics 2025 #5. Price Appreciation

Some luxury watches have experienced impressive price appreciation, with models like the Rolex Daytona ref 116500 peaking at $48,500 before stabilizing at $30,000. This trend reflects the resilience of high-end watches as assets, with market fluctuations mirroring supply and demand. As global wealth grows, particularly in emerging economies, demand for limited-production watches is expected to rise further. The stabilization of certain models suggests that while speculative spikes occur, high-quality luxury watches tend to hold long-term value. In the future, understanding production cycles and model rarity will be key for investors seeking to maximize returns.

Luxury Watch Investment Statistics 2025 #6. Impact of Gold Prices

Rolex recently increased the prices of its gold watches by up to 8%, following a 30% surge in gold prices. This trend demonstrates the direct link between raw material costs and luxury watch pricing, particularly for brands reliant on precious metals. As inflation and commodity prices fluctuate, luxury watchmakers may shift towards alternative materials like titanium or ceramic to balance costs. The premium pricing of gold models could also enhance their exclusivity, making them even more desirable among collectors. If gold prices continue rising, investors may favor these models as both luxury assets and hedges against inflation.

Luxury Watch Investment Statistics 2025 #7. Gen Z Influence

About 20% of Gen Z consumers are expected to buy a luxury watch within the next year, with a strong preference for pre-owned models. This shift reflects changing attitudes toward sustainability, affordability, and brand perception among younger buyers. With Gen Z placing value on authenticity and heritage, brands may need to adapt marketing strategies to emphasize storytelling and craftsmanship. The rise of online marketplaces and social media influencers in shaping purchasing decisions will also play a larger role in the industry’s future. If brands fail to engage this audience effectively, they risk losing relevance in the long term.

Luxury Watch Investment Statistics 2025 #8. Sustainability Trends

Sustainability is becoming a defining factor in luxury watchmaking, with brands increasingly using recycled titanium, synthetic sapphire glass, and ethically sourced materials. As environmental consciousness grows, consumers are holding brands accountable for their carbon footprint and ethical practices. Luxury watchmakers are responding by launching eco-friendly collections and improving transparency in sourcing and manufacturing. This trend will likely lead to new certification standards, rewarding brands that meet stringent sustainability criteria. In the future, sustainable luxury watches could become the norm rather than a niche market, influencing purchasing decisions globally.

Luxury Watch Investment Statistics 2025 #9. Digital Integration

The luxury watch market is rapidly adopting digital innovations, including augmented reality try-ons and enhanced e-commerce platforms. Brands are leveraging these technologies to create immersive shopping experiences, bridging the gap between traditional retail and online sales. With younger consumers favoring digital interactions, brands that integrate AI-powered recommendations and blockchain authentication will have a competitive edge. The ability to verify authenticity through blockchain could also disrupt the counterfeit market, increasing confidence in online transactions. As digital tools advance, expect the watch-buying experience to become more personalized and secure.

Luxury Watch Investment Statistics 2025 #10. Market Outlook

The luxury watch market is projected to reach $73.73 billion by 2030, with a steady compound annual growth rate of 4.5%. This sustained growth highlights the resilience of luxury timepieces as investment assets and status symbols. The expansion is driven by increasing wealth in emerging markets, rising interest in collectibles, and the evolution of digital commerce. While economic uncertainties may cause fluctuations, the long-term outlook remains positive for brands that balance exclusivity with accessibility. As consumer behaviors evolve, brands that innovate while preserving heritage will continue to thrive in this competitive landscape.

The Future of Luxury Watch Investments

Luxury watches are proving to be more than just collectibles—they are tangible assets with strong investment potential. With the market expanding, pre-owned sales soaring, and brands embracing sustainability and digital innovation, the landscape is rapidly evolving. Rolex and other top brands continue to dominate, but changing consumer preferences, especially among younger buyers, are influencing market trends. Economic factors like gold prices and inflation will also play a role in shaping watch values in the years ahead. For investors and collectors, staying informed about these shifts is key to making smart purchasing decisions in 2025 and beyond.

Sources:

1. Market Growth:
   https://www.prnewswire.com/news-releases/luxury-watch-market-to-grow-by-usd-4-71-billion-2025-2029-boosted-by-premiumization-through-design-and-innovation-with-ai-impacting-market-trends---technavio-302364503.html

2. Pre-Owned Market Expansion:
   https://www.instyle.com/timeless-watch-brands-8717816

3. Top Investment Brands:
   https://theluxuryplaybook.com/best-luxury-watch-brands-to-invest-in-2024/

4. Rolex's Market Dominance:
   https://www.gq.com/story/bezel-report-2025-rolex-findings-box-papers-2-21-25

5. Price Appreciation:
   https://theluxuryplaybook.com/best-luxury-watch-brands-to-invest-in-2024/

6. Impact of Gold Prices:
   https://www.businessinsider.com/buying-rolex-watch-got-more-expensive-gold-2025-1

7. Gen Z Influence:
   https://www.ft.com/content/a831b315-886f-4b59-91a5-96fe352289ad

8. Sustainability Trends:
   https://www.watchesworld.com/2025-luxury-watch-trends-whats-next-for-horology/

9. Digital Integration:
   https://www.watchesworld.com/2025-luxury-watch-trends-whats-next-for-horology/

10. Market Outlook:
    https://cfi.co/lifestyle/2025/01/the-future-of-luxury-watches-trends-players-and-market-insights-for-2025/