Geldanlage: Rolex’ Marktanteil sinkt – welche Luxusuhren jetzt gefragt sind

The luxury watch market is evolving, becoming broader and more diverse. A study by Chrono24, obtained by the Handelsblatt, reveals this shift. While classic models remain popular, more refined designs are now catching the eye of collectors. Rolex, in particular, is feeling the impact of this trend change. Once nearly half of all sold used watches on the platform were from the Swiss luxury brand, they now represent less than a third.

Additionally, it appears that female customers tend to remain more loyal to their brand compared to male customers. Roughly 37% of female customers still prefer Rolex, while male buyers are at about 30%. So, what is currently in demand within the luxury watch market? Leading the charge are Cartier and Omega, which are growing in popularity.

Notably, the French-Swiss brand Cartier has three well-known models in its lineup - the Tank, the Panthère, and the Santos - that are highly sought after according to various dealers. Rolex sales, however, are declining. But expert Balazs Ferenczi, who analyzes watch brands for Chrono24, knows the reasons behind this. During the pandemic, a hype surrounding the Swiss watchmaker emerged but later declined.

This trend is confirmed by Joram Scher, as there were many newcomers to the market who bought the brand. The Munich-based watch shop Bachmann Scher, co-owned by Scher, continues to be highly sought after. Models from Patek Philippe and Audemars Piguet were also popular during this time. After the end of the pandemic, the market normalized, and prices for individual Rolex models, as well as many other luxury watches, fell again.

Only two years later, a resurgence is evident, with prices no longer skyrocketing as they did during the pandemic. Today, enthusiasts and collectors dictate the market. Expert Ferenczi describes the changed purchasing behavior: "Today's buyers distribute their money more consciously, and this benefits brands like Cartier, Patek Philippe, or Vacheron Constantin," he notes.

Especially younger buyers have shown a greater interest in sleek dress watches, featuring slim designs in gold or other precious metals with leather straps. Rolex can also cater to this demand. "The strength of Rolex should never be underestimated," Ferenczi believes. "If someone wants to buy a single, truly exceptional watch, Rolex is the obvious choice, for both men and women alike."

According to Chrono24, the Datejust and Oyster Perpetual models, which are also available in smaller case sizes, account for 28.3% of Rolex purchases among men. Among female customers, more than half of the sold Rolex watches belong to these two model groups. The highest price increase was seen in a GMT-Master II model, dubbed Pepsi due to its red-blue bezel.

Its average price surged by 24% to just under 23,000 euros within a year, making it the most expensive watch on the platform. The reason: the model has become particularly popular among collectors due to its adjusted setting and is now highly coveted. All of this comes at the expense of other watch models on the platform.