Editor’s Note
The luxury watch market, valued at around €52 billion, continues to demonstrate robust growth, signaling a broader recovery in consumer spending and the sustained strength of leading luxury brands.
In recent years, the luxury watch market has shown strong growth momentum, with its total value estimated at approximately 52 billion euros. For the entire industry, this reflects a recovery in consumption and the consolidation of performance among the most prestigious fashion houses.
According to recently re-released data from analysts Bain & Altagamma, a volume normalization is projected for 2026. After years of volatility due to the pandemic and macroeconomic uncertainties, retail price and tariff dynamics continue to support demand, particularly in the certified pre-owned market, which is driving up the overall market value.
The luxury industry has maintained strong international appeal, with watches being viewed not only as fashion accessories but also as status investments and cultural symbols.
Professional market sources estimate that the global luxury watch market (accounting for differences across countries and segments) has stabilized at around 53-54 billion dollars over the past year and is expected to continue growing in the coming years.
Iconic brands such as Rolex, Patek Philippe, Audemars Piguet, and Cartier continue to top the list of most sought-after brands. Their typically limited production and often long waiting lists also support their high prices, including in the pre-owned market. Their reputation for uniqueness and craftsmanship is a key factor in this sustained demand.
Growing Demand for Pre-owned Goods: Segments like certified pre-owned luxury watches are growing faster than the new market, while also reviving the value of vintage timepieces.
Supply Polarization: While flagship brands maintain or enhance their market power, some mid-range categories are experiencing declines in sales volume or price in the resale market.
External Factors: Macroeconomic variables, such as export tariffs and currency fluctuations, impact global trade dynamics, with measurable effects particularly on Swiss watch exports.
Today, the luxury watch industry appears to be moving towards a new equilibrium, with a total value approaching 52 billion euros, testifying to the growing importance of these products in the international luxury landscape.
In an increasingly complex global economic context, heritage, innovation, and the segmentation of sales channels—from single-brand retail to digital secondary markets—define a market full of opportunities but also challenges.
