Luxury watches: Audemars Piguet, Piaget and IWC, the models to invest in 2026

The second-hand market has experienced spectacular growth in recent years. Collectors and neophytes alike are turning to second-hand watches for a variety of reasons. Between affordability and the quest for rare timepieces, this phenomenon is reshaping the codes of the watchmaking industry.

An unprecedented craze for used parts

Demand for second-hand timepieces has soared. Specialized platforms are recording record transaction volumes. This trend reflects a profound change in the buying habits of watch enthusiasts.

As a result, prestigious houses are adapting their strategies. Some have launched their own certification programs for the occasion. What’s more, this approach reassures buyers about the authenticity and condition of the pieces on offer.

The Vacheron Constantin Overseas is a perfect illustration of this dynamic. This sporty-chic model is a winning choice in the secondary market, thanks to its versatility and timeless design.

“The second-hand market now represents a major share of global watch transactions.”

Buyers’ motivations vary

The economic aspect plays a central role in this boom. Acquiring a luxury piece at a reduced price appeals to a broader clientele. On the other hand, other buyers are primarily looking for discontinued or hard-to-find items.

Audemars Piguet Jules Audemars remains highly underrated in this segment. Yet this classic collection offers exceptional craftsmanship at more affordable prices than the Royal Oak.

The younger generations are now actively participating in this growth. They see buying second-hand as a responsible gesture. And the sustainable dimension of the secondary market responds to their environmental concerns.

• Substantial savings: up to 30% less than new housing
• Access to rare or out-of-stock models
• Certification of authenticity offered by authorized dealers
• Extended warranties on many platforms
• Eco-responsible approach valued by buyers

Vintage pieces attract new customers

The vintage segment is experiencing a marked revival. Enthusiasts are looking for watches steeped in history and character. These timepieces tell the story of an era and seduce with their unique patina.

Vintage Piaget timepieces embody this fascination with the past. Their elaborate dials and slender cases bear witness to a golden age of watchmaking. As a result, their value to discerning collectors continues to rise.

The Vacheron Constantin Patrimony is another winning model. Its clean lines and understated elegance make it a sure bet. It attracts purists and newcomers alike.

The cinema helps to revive some forgotten references. The recent F1 film starring Brad Pitt brought IWC watches to the fore. This media success is generating an influx of requests for the models featured on screen.

Trust at the heart of transactions

Authentication remains a crucial issue for buyers. Certified experts play an essential role in this process. Thanks to their expertise, the risk of counterfeiting is considerably reduced.

The major watchmakers have seized this opportunity. They now offer their own certified resale services. This initiative strengthens customer confidence and enhances the value of their assets.

Many platforms offer solid guarantees. They often include a trial period and dedicated after-sales service. In short, buying second-hand is as secure as buying new.

A market that is gradually structuring its practices

The professionalization of the sector accelerates year after year. The major players are investing in transparency and traceability. This evolution reassures customers who are sometimes wary of second-hand products.

Prices are stabilizing after the excesses seen in 2021-2022. Some references had reached irrational peaks. The market is now returning to a healthier, more sustainable equilibrium.

Trade shows are attracting an ever-growing audience. These events enable visitors to see, touch and compare pieces. They also create links between enthusiasts and industry professionals.

The future looks bright for this fast-growing segment. Demand remains strong despite economic uncertainties. Quality watches remain a safe haven for many investors.

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