Editor’s Note
This article highlights key trends from Rebag’s 2025 resale report, showing how tariffs and retail price increases are driving consumers to view pre-owned luxury jewelry and watches as investments, making the secondary market more dynamic than ever.
According to the annual resale report from luxury resale platform Rebag, three luxury jewelry and watch brands saw the most significant growth in the resale market in 2025. Tariffs and rising retail prices have boosted demand for secondhand jewelry and watches, with more consumers viewing them as investments. This has made 2025 one of the most dynamic years yet for luxury resale.
An October report from Boston Consulting Group and pre-owned fashion marketplace Vestiaire Collective projects the resale market could reach as much as $360 billion by 2030.
Van Cleef & Arpels leads among jewelry and watch brands in resale value for 2025, with styles holding 112% of their value on average, a 9% increase from 2024. This growth was primarily driven by the Sweet Alhambra collection, which features necklaces, bracelets, and other items with unique motifs. This means styles can resell for more than their original retail price.
For example, the Sweet Alhambra bracelet retained 117% of its value in 2025. The 18-karat gold, mother-of-pearl bracelet with a single motif retails for $1,540 before taxes as of December. The same style, tagged as an investment piece, is listed for $2,020 on Rebag.
Rolex maintained its “unicorn” status—reserved for brands with over 90% value retention—with a 104% value retention rate, a 4% jump from 2024. Demand for secondhand watches is rising as Swiss watchmakers respond to previous tariffs. In November, Switzerland reached a deal with the US that reduced the tariff rate from 39% to 15%.
One model, the Oyster Perpetual Submariner Hulk Date, was particularly valuable on Rebag in 2025, with an average resale value retention of 244%. A “good” condition Hulk Submariner sold for $19,415 on Rebag. Rolex discontinued this style in 2020, which has fueled demand.
Cartier is gaining popularity among Gen Z secondhand shoppers and has been spotted on celebrities like Taylor Swift. Its bracelets, particularly from the “Love” collection, are very popular.
The French brand, which manufactures its watches in Switzerland, grew 4% to an average value retention of 87% in 2025, driven by its bracelet and watch offerings. For instance, the Santos de Cartier model saw its value retention reach 92%, with an “excellent” condition iteration selling for $8,840 on Rebag against a retail price of $8,650 for the same style.