{
  "id": 1715906,
  "title": "Geldanlage: Rolex’ Marktanteil sinkt – welche Luxusuhren jetzt gefragt sind",
  "url": "https://urgent.news/2026/08/18/geldanlage-rolex-marktanteil-sinkt-welche-luxusuhren-jetzt-gefragt",
  "topic": "business",
  "section": "Business",
  "published": "2026-08-18T13:24:00.000Z",
  "source": {
    "name": "Handelsblatt",
    "slug": "handelsblatt",
    "url": "https://www.handelsblatt.com/finanzen/anlagestrategie/trends/geldanlage-welche-luxusuhren-sind-bei-sammlern-und-anlegern-beliebt/100245015.html"
  },
  "original_language": "de",
  "account": "The luxury watch market is evolving and becoming more diverse, according to a Chrono24 survey provided to the Handelsblatt. Besides classic models, filigree designs are gaining attention from collectors. Rolex, however, is feeling the impact of this trend shift. Once nearly half of the sold second-hand watches were Swiss luxury brands, it's now less than one-third. Women, compared to male customers, hold more loyalty to their brand. Rolex's female customers still prefer Rolex 37% of the time, while male customers only choose Rolex 30% of the time. Currently, Cartier and Omega are leading the market, with French-Swiss brand Cartier being particularly popular due to its Tank, Panthère, and Santos models, all of which are in high demand. Rolex's sales are declining, but expert Balazs Ferenczi from Chrono24 explains that a pandemic hype around the Swiss watchmaker subsided shortly after. This development is confirmed by Joram Scher, the co-owner of Munich watch shop Bachmann Scher, who mentions that many newcomers bought Rolex during that time. These brands, along with Patek Philippe and Audemars Piguet, experienced growth in market share, with prices rising as well. However, as the pandemic ended, the market stabilized, prices for Rolex and other luxury watches dropped. A trend reversal only occurred two years ago, with prices no longer rising as rapidly as during the pandemic. Today, collectors and enthusiasts drive the market. According to Ferenczi, today's buyers are more discerning with their spending, benefiting brands like Cartier, Patek Philippe, and Vacheron Constantin. Younger buyers are particularly interested in dress watches, slim models made of gold or other precious metals with leather straps. Rolex can meet this demand too. Ferenczi emphasizes Rolex's strength, stating that if someone wants to purchase a single, excellent watch, Rolex is the obvious choice for both men and women. Cartier and Omega dominate the market, with the Datejust and Oyster Perpetual models being the most popular among men and women respectively. The highest price increase was for a GMT-Master II, known for its Pepsi-colored bezel, which rose by 24% to about 23,000 euros within a year. This stainless steel watch has outpaced all other models on the platform. The reason is that it is now particularly sought-after by collectors, as noted by Ferenczi.",
  "summary": "Eine Auswertung zeigt Unterschiede zwischen den Geschlechtern beim Kauf einer Armbanduhr. Was die aktuellen Trends für Sammler und Anleger bedeuten.",
  "key_points": [],
  "editors_take": null,
  "illustration": null,
  "coverage": {
    "outlets": 2,
    "also_reported_by": [
      {
        "outlet": "NZZ Wirtschaft",
        "title": "Der lange Flug des Rainer-Marc Frey: Warum der Financier und Hobbypilot jetzt Hauptaktionär von Leonteq ist",
        "url": "https://urgent.news/2026/08/18/der-lange-flug-des-rainer-marc-frey-warum-der-financier-und",
        "published": "2026-08-18T12:59:28.000Z"
      }
    ]
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}