WatchCharts March 2025 Secondary Watch Market Update: Omega Seamasters and Rolex Daytonas and Air-Kings Slightly Up, Patek Still Down

Hamza Masood is the Enterprise Growth Supervisor at WatchCharts.com, which has kindly allowed us to share their month-to-month Market Updates.

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Final month noticed the reemergence of a extra blended image of market efficiency, with the WatchCharts General Market Index falling by -0.2%. Out of the Massive Three, Patek Philippe costs fell essentially the most in each the previous month and previous yr, down 0.8% and 6.5% respectively.

Nonetheless, Audemars Piguet costs had been successfully flat in February, and Rolex costs rose very barely, by 0.2%. That is the primary time since September 2024 that we noticed a optimistic development for one of many Massive Three manufacturers (albeit a small one).

Curiously, this development actually solely holds true for Rolex, whereas Patek Philippe and Audemars Piguet costs haven’t seen an analogous historic uplift in February (as proven within the chart under)

How is Watches & Wonders affecting Rolex costs?

The lead-up to Watches & Wonders, the most important watch occasion of the yr, has traditionally spurred larger curiosity in watches and had an uplifting impact on pre-owned costs. We see this development mirrored seasonally within the first few months of the yr, and reported on this our March 2023 and March 2024 watch market updates.

Final yr, for instance, the impact was notably pronounced as a result of hypothesis the Rolex GMT-Grasp II “Pepsi” might get discontinued. (Curiously, there may be little buzz round this subject this yr regardless of the chance of discontinuation growing).

The chart under exhibits the five-year development of the WatchCharts Rolex Market Index, with every February of the final three years highlighted in grey.

Curiously, this development actually solely holds true for Rolex, whereas Patek Philippe and Audemars Piguet costs haven’t seen an analogous historic uplift in February (as proven within the chart under).

February 2025 Efficiency by Model

For many manufacturers with index values larger than $3,000 (as proven under), final month noticed an extra decline in costs whereas solely Zenith, Omega and Rolex noticed worth appreciation. Zenith costs have risen now for 2 months in a row, led primarily by watches from the Defy assortment.

TAG Heuer had one other month the place costs declined over 2%, resulting in its index worth dropping under $3,000 and leading to its omission from the chart above. The worst performing model index in February was Hublot, falling almost 3%.

Among the finest and worst performing collections of February are listed under. The Air-King assortment had one other sturdy month of optimistic efficiency, accompanied by the Daytona assortment from Rolex. General, 20% of collections throughout all manufacturers remained flat or up prior to now month, barely greater than the 15% of collections in the identical class final month.

With lower than a month left to go earlier than Watches & Wonders and the potential announcement of latest fashions and collections by Rolex and most different manufacturers within the watch business, there may be a lot to look ahead to for watch fans.

* Hamza Masood is the Enterprise Growth Supervisor at WatchCharts.com. You’ll be able to take a look at earlier Market Updates at https://watchcharts.com/articles/class/dispatch and there are extra market insights and evaluation on their YouTube channel at www.youtube.com/watchcharts

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