Secondary watches: 2025 trends, prices stabilize, CPO accelerates, Rolex and Omega dominate

Secondary watches have gone through an intense cycle in recent years, from boom to bust. Today, the market is stabilizing, and you’re probably looking for reliable benchmarks. Here’s what you need to know to buy and sell serenely, without losing sight of value.

The market for secondary watches is normalizing

After the speculative peak of 2022, the curve flattened. Prices for steel icons fell back, then settled on more rational levels. Demand is now focused on well-documented references. Secondary watches are once again a passion purchase, not an arbitrage gamble.

Collectors look closely at the condition, consistency of parts and maintenance history. What’s more, the “full set” retains a tangible advantage, as it reassures and facilitates resale. Platforms rely on certification to facilitate transactions. The secondary watch segment is thus gaining in transparency, step by step.

Rolex – Datejust (Watch; icon). A symbol of versatility, it remains prized for its balance between elegance and robustness.

“Standardization is underway: the market rewards quality, traceability and patience.”

Prices, liquidity and confidence: what’s really changing?

Sales times are sometimes longer, especially for less sought-after references. However, iconic pieces find takers as soon as the price aligns with the market. Aggregate indices show a diffuse correction since the peak, followed by a healthier plateau. In secondary watches, confidence returns when information is clear.

Players emphasize authentication, warranty and documented repair. That way, buyers know what they’re paying for and why. Houses and retailers share photos, serial numbers and condition reports, to limit uncertainty. What’s more, this transparency reduces the risk of litigation and improves liquidity on secondary watches.

• Price cycle: peak in 2022, then normalization.
• Steel icons: strong but more selective demand.
• Certification and warranty: key vectors of trust.
• Traceability and “full set”: a resale bonus.
• Secondary watches: back to passionate, sensible use.

Distribution and CPO: the rise of certified programs

Brands are structuring the market via CPO (Certified Pre-Owned). The Rolex Certified Pre-Owned program launched at the end of 2022 at selected retailers set the tone, with other players following suit. From now on, the buyer has access to a 2-year warranty and official inspection. As a result, the ecosystem of secondary watches gains in legibility and protection.

Rolex – Daytona (Watch; icon). A mythical chronograph, it remains sought-after, but price expectations have adjusted.

The major specialist platforms and retail networks are strengthening their protocols. Authenticity verification is becoming standard, with dedicated experts. On the other hand, stocks turn over more slowly when new price references are ignored. Secondary watches are more about quality control, less about urgency.

For the end-buyer, the CPO reassures but does not exempt you from a basic check. Ask for proof of origin, details of work carried out and the condition of the bracelet. Also, compare estimates on several channels to avoid local bias. In secondary watches, this discipline often pays off over time.

Segments, budgets and informed decision-making

The entry-level segment is gaining ground, driven by controlled budgets. Buyers are targeting parts under 1,500 euros, betting on reliability and future resale. In this way, the first purchase becomes a market apprenticeship. Secondary watches then serve as a gateway to higher ranges.

Independents and limited series are of interest to discerning enthusiasts. However, liquidity varies according to reputation and after-sales service. What’s more, documentation has a strong influence on value. In the case of secondary watches, risk is controlled by studying the rating and maintenance.

Outlook 2025: focus on quality and traceability

The fundamentals remain solid as long as supply and demand are in balance. For example, the steady influx of certified pieces is bolstering buyer confidence. Retailers are refining their estimates with more accurate, publicly available data. Secondary watches are entering a more mature phase, driven by proof and service.

Rolex – Submariner (Watch; icon). A tool-watch reference, it illustrates the premium placed on well-maintained and properly valued models.

Before you buy, set your budget, usage and ownership horizon. Compare price histories, then favor channels offering a clear warranty and a complete condition report. Finally, keep invoices and interventions to secure your resale. In secondary watches, this simple method protects your pleasure and your capital.

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