TechnologyAug 16, 2021
Chrono24 Secures $118M in Latest Funding RoundWatchesJan 24, 2022
These Were the Top 5 Watch Brands of 2021 on Chrono24
Two of the brands in the top slots may come as a surprise.
These watches comprised Chrono24’s list of the top five watch models of 2021. They are, from left to right, the Rolex Datejust, the Rolex Submariner, the Omega Seamaster, the Omega Speedmaster, and the Rolex Daytona.
Karlsruhe, Germany—Luxury watches enjoyed a strong 2021, capturing consumers’ attention and spending dollars.
Shortly after the new year, direct-to-consumer watch marketplace Chrono24 dug through its data, collected from 100 million users, to list the most sought-after watches of 2021.
As for the most popular brands searched for and bought on the website, Rolex was, not surprisingly, in the first spot, followed by Omega, Seiko, Breitling, and Audemars Piguet.
“These top 5 most sought-after brands not only reflect popularity, but also prove that watch buyers are looking for a sustainable investment,” said Tim Stracke, co-CEO and founder of Chrono24, in a press release about the results.
While Rolex, Omega, and Audemars Piguet have been “exceptionally stable” in value, he described Seiko as an “interesting newcomer” to the top five list.
The Japanese brand “offers high-quality mechanics ideal for everyday use, especially for watch fans of all income groups,” said Stracke.
Breitling is also new to the top 5 list, which the company credits to its “interesting innovations” and lauded the strategy of CEO Georges Kern.
The Breitling Chronomat, as well as the Endurance Pro and the Superocean, were in high demand.
Related stories will be right here …
Shortly after the new year, direct-to-consumer watch marketplace Chrono24 dug through its data, collected from 100 million users, to list the most sought-after watches of 2021.
As for the most popular brands searched for and bought on the website, Rolex was, not surprisingly, in the first spot, followed by Omega, Seiko, Breitling, and Audemars Piguet.
“These top 5 most sought-after brands not only reflect popularity, but also prove that watch buyers are looking for a sustainable investment,” said Tim Stracke, co-CEO and founder of Chrono24, in a press release about the results.
While Rolex, Omega, and Audemars Piguet have been “exceptionally stable” in value, he described Seiko as an “interesting newcomer” to the top five list.
The Japanese brand “offers high-quality mechanics ideal for everyday use, especially for watch fans of all income groups,” said Stracke.
Breitling is also new to the top 5 list, which the company credits to its “interesting innovations” and lauded the strategy of CEO Georges Kern.
The Breitling Chronomat, as well as the Endurance Pro and the Superocean, were in high demand.
Chrono24’s report also highlighted the top five most popular models of luxury watches searched for and bought on the site.
Rolex snagged three of the top five spots with the two remaining spots going to Omega.
The Rolex Datejust and Submariner were two of the most popular among Chrono24 customers, followed by the Omega Seamaster and Speedmaster, with the Rolex Daytona in fifth place.
The Daytona model was in first place last year, but has since slipped to the last spot, which the company attributes in part to market availability.
“The Rolex Daytona is not only considered a legend of timekeeping, but also difficult to obtain. The model can only be bought at a Rolex dealer with exceptionally long waiting times,” said the company.
Chrono24 had about 5,000 Daytons for sale at the time the report was released earlier this month, but the prices reflect the high demand and far exceed the list price of a new model.
A search of Chrono24’s website for a Rolex Daytona pulls up a little more than 4,300 results with many prices in the six-figure range.
In contrast, the Omega Speedmaster, notable for being the first watch worn on the moon, earned a higher spot on the top 5 list this year.
The model benefited from the limited market availability of other brands, said Chrono24, and was searched for and bought more this year than in previous years.
Patek Philippe, which did not make the top 5 lists, saw waning demand, due in part to the discontinuation of the Nautilus model in stainless steel, said Stracke, which has led to a significant price jump.
The list prices of the Patek Philippe Nautilus have tripled, said the company, making them available only to a select group of collectors.
Stracke noted that the demand for the limited edition Patek Philippe Ref. 5711/1A-018 with a “Tiffany Blue” dial is especially high with only 170 created, and made available only to those hand-picked by Patek and Tiffany.
The company has more than 500,000 watches from 128 available on its website, selling new, vintage, and second-hand watches from more than 3,000 certified dealers and private collectors.
For more information, visit Chrono24’s website.
More on Watches
The Latest
MajorsJan 26, 2026
Francesca’s To Close All StoresThe retailer operates more than 450 boutiques across 45 states, according to its website.
MajorsJan 23, 2026
Watches of Switzerland Acquires 4-Store Jewelry Chain in TexasFamily-owned jewelry and watch retailer Deutsch & Deutsch has stores in El Paso, Laredo, McAllen, and Victoria.
TrendsJan 23, 2026
Martin Katz’s Earrings Call to Mind Wintry Weather Micro-set with hundreds of diamonds, these snowflake earrings recreate “winter’s most elegant silhouette,” and are our Piece of the Week.
Brought to you by
How Jewelers Can Fight Back Against Cell JammersCriminals are using cell jammers to disable alarms, but new technology like JamAlert™ can stop them.
MajorsJan 23, 2026
Rembrandt Charms Names New Director of Creative, Brand StrategyElla Blum was appointed to the newly created role.
Weekly QuizJan 22, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Supplier BulletinJan 22, 2026
The Rise of Centralized Sourcing in the Colored Gemstone MarketSponsored by RapNet
MajorsJan 22, 2026
Lugano Diamonds Finds a BuyerInvestment firm Enhanced Retail Funding, a division of Gordon Brothers, was the successful bidder.
Brought to you by
Impacting Tomorrow TodayHow Jewelers of America’s 20 Under 40 are leading to ensure a brighter future for the jewelry industry.
SourcingJan 22, 2026
De Beers To Release ‘A Diamond Is Forever’ BookIt explores the history of the iconic tagline and the company’s strategy to redefine the role of diamonds in society.
MajorsJan 22, 2026
Swarovski Appoints New North America PresidentRetail veteran Sindhu Culas has stepped into the role.
MajorsJan 22, 2026
Stuller Names New Chief Merchandising, Marketing, Sales OfficerTaylor Burgess, who has been at Stuller since 2013, was promoted to the newly created role.
PodcastsJan 21, 2026
Episode 1: High Gold Prices, the Diamond Dilemma, & What’s NextWas 2025 a good year for jewelers? Did lab-grown diamonds outsell natural? Find out on the first episode of the “My Next Question” podcast.
EditorsJan 21, 2026
6 Jewelry Designers Poised to Have a Breakout Year in 2026Whether you recognize their jewels or are just discovering them now, these designers’ talent and vision make them ones to watch this year.
SourcingJan 21, 2026
Tucson Preview 2026: Earthy Tones and Innovative Shapes Buyers are expected to gravitate toward gemstones that have a little something special, just like last year.
CrimeJan 21, 2026
4 Men Charged in $1.7M California Smash-and-Grab Jewelry Store RobberyPlus, JSA’s Scott Guginsky discusses the need for jewelers to take more precautions as the gold price continues to climb.
IndependentsJan 21, 2026
Delaware Jeweler Felice Morris Dies at 91Morris’ most cherished role was being a mother and grandmother, her family said.
CollectionsJan 21, 2026
Bulgari Weaves New Collection of ‘Vimini’ Creations“Vimini” is the first chapter of the “Bulgari Eternal” collection that merges archival pieces with modern creations.
Events & AwardsJan 21, 2026
Jewelers Mutual’s ‘Conversations’ Retreat Returns to Discuss AIThe third edition will be held in Half Moon Bay, California, in April.
Events & AwardsJan 20, 2026
These Are the 5 Finalists for the David Yurman Gem Awards GrantThe grant is in its first year and was created to recognize an exceptional fine jewelry designer whose star is on the rise.
ColumnistsJan 20, 2026
First-Party Data Is the Most Valuable Asset Jewelers Have in 2026Data built on trust, not tracking, will be key to success going forward, as the era of “borrowed attention” ends, Emmanuel Raheb writes.
MajorsJan 20, 2026
Borsheims Hires New Assistant Facilities ManagerHeath Yarges brings two decades of experience to the role.
EditorsJan 16, 2026
Remembering Pete Yantzer for His Contributions and His Kindness Pete’s boundless curiosity extended beyond diamond cut and he was always eager to share his knowledge with others, no matter the topic.
FinancialsJan 16, 2026
Richemont’s Jewelry Brands Shine in Q3Cartier, Van Cleef & Arpels, Buccellati, and Vhernier had another successful holiday season, Richemont reported this week.
TrendsJan 16, 2026
Diane Lane's Brooch Buzzes at the 2026 Golden GlobesOur Piece of the Week is Lagos’ “Bee” brooch that was seen on the red carpet for the first time on Sunday.
CrimeJan 15, 2026
D.C. Rapper ‘Taliban Glizzy’ Sentenced to 18+ Years for Jewelry Store RobberiesTrevor Jonathan Wright led a crew in a string of armed robberies targeting South Asian-owned jewelry stores on the East Coast.
Events & AwardsJan 15, 2026
Jewelers of Americas’ ‘20 Under 40’ Nominations Now OpenThe program recognizes rising professionals in the jewelry industry.
Events & AwardsJan 15, 2026
Registration for JCK Las Vegas 2026 Is Now OpenA new lifestyle section and a watch showcase have been added to this year’s event.
