Editor’s Note
While tariffs and soaring gold prices have dampened much of the luxury sector in 2025, the secondary market tells a different story for some resilient brands. This report highlights three standout performers that have defied the broader downturn.
The year 2025 has not been easy for the luxury market. Continuously rising gold prices and former US President Trump’s reciprocal tariff policies have exacerbated the already stagnant luxury market. However, according to the annual report from the renowned second-hand platform Rebag, these “three brands” have shown significant growth in the secondary market over the past year, remaining completely unaffected!
Van Cleef & Arpels’ strong performance was evident from the financial report released by the Richemont Group mid-year. The brand has not only defied the trend to achieve excellent sales but is also highly sought-after in the second-hand market. The Alhambra series, inspired by the “four-leaf clover,” is particularly popular on secondary platforms. From the basic lucky clover pendant necklace to the extended butterfly bracelet, almost every piece in the series has a value retention rate exceeding 110%, leading the report to directly name it the “Hermès of the jewelry world.”
Rolex is another brand classified as “unicorn” level due to its value retention rate surpassing 90%. Rolex’s market share in the secondary market has consistently been far higher than other watch brands, and it maintained strong performance in 2025 as well. Not only did its average value retention rate reach 104%, but the average resale value retention rate for the Submariner Date “Hulk” (116610LV), which was discontinued in 2020, soared to as high as 244%.
Cartier, also part of the Richemont Group, has surpassed many watch brands in recent years to become the top choice for Gen-Z when selecting watches. The brand’s average value retention rate in the secondary market is approximately 87%, with classic jewelry pieces including the Trinity, Juste un Clou, and Love series all exceeding 90%. Among watches, the enduringly popular Tank and Santos series are the most favored; thanks to the “Taylor Swift effect,” these two watch models are also the most beloved by the younger generation.
