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.
Editors' Picks
Sponsored by
The Latest
AuctionsJun 12, 2026
16th-Century ‘Hogback’ Diamond Ring Going Up for Auction in LondonFound by a metal detectorist, the ring likely belonged to a wealthy, possibly royal, owner, said Noonans.
CollectionsJun 12, 2026
Chouette Designs To Launch Collection Celebrating All Types of LoveOur Pride Month Piece of the Week, the “Margaux” ring, is part of the wife-and-wife team’s new “Lovestoned” collection.
Events & AwardsJun 12, 2026
CBG Announces Plans for Phoenix ShowThe group has named the keynote speaker and announced a new pavilion for its next event, which is slated for September.
Brought to you by
All Eyes on Gold Prices. Alternatives to Look For. And What to BEWARE of in VegasAs gold prices rise, today’s retailers are looking for alternatives at prices that will appeal to wider audiences.
EditorsJun 11, 2026
This Was the Best Animal Jewelry in Las Vegas From lions and hippos to snails and fish, Senior Editor Lenore Fedow wrangles her picks for cutest jewelry critters in Las Vegas.
Weekly QuizJun 11, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
SourcingJun 11, 2026
Grandview Klein, London Jewelers Partner To Cut 63-Carat RoughThe big stone will be fashioned into a 20.26-carat diamond in celebration of the retailer’s 100th anniversary this year.
MajorsJun 11, 2026
Former Cartier Creative Director To Head Chanel’s Jewelry Creation StudioMarie-Laure Cérède will join Chanel as the new director of its jewelry creation studio, starting in October.
Brought to you by
How Modern Training Is Becoming a Competitive Advantage for Jewelry RetailersWith the trade and customer trust in mind, GIA® developed NextGem™ – on-demand training designed specifically for retail.
Lab-GrownJun 11, 2026
Smiling Rocks’ ‘Wish Jar’ Generates 100+ Wishes in Las Vegas At the JCK show, the lab-grown diamond brand teamed up with Jewelers for Children to support Make-A-Wish India.
SourcingJun 11, 2026
Signet Jewelers Exec Joins Diamonds Do Good BoardIlana McCabe is Signet’s vice president of public relations and brand communications.
AuctionsJun 10, 2026
31.62-Carat ‘Azure Blue’ Diamond Sells For $8M+ at Christie’sIt was a banner day for blue gemstones, with another blue diamond topping $8 million and a 41-carat sapphire going for $2.3 million.
MajorsJun 10, 2026
Saks Global Receives Bankruptcy Court Approval for ReorganizationThe approval means the retailer is on track to exit bankruptcy proceedings this summer.
CrimeJun 10, 2026
2 Suspects Arrested in Texas Jewelry Store RobberyThe men are believed to be part of the group of several masked suspects that robbed Marc Robinson Jewelers in April.
CollectionsJun 10, 2026
Sylvie Debuts ‘Elevated’ Bridal Collection Inspired By Designer’s RingThe bridal-focused brand is also launching its Custom Atelier this summer, a digital custom design tool for its authorized retailers.
EditorsJun 09, 2026
Q&A: Al Cook on the Lab-Grown ‘Bubble,’ Dwindling Diamond Supply The De Beers Group CEO also discussed tariffs, Desert Diamonds, and the pending sale of De Beers in an interview with Michelle Graff.
MajorsJun 09, 2026
Wilkerson's Russ Whitehouse RetiresThe industry veteran is bringing his 56-year run in the fine jewelry sector to an end.
Events & AwardsJun 09, 2026
Pride Month Panel to Highlight LGBTQ+ Jewelry VoicesThe panel discussion will feature LGBTQ+ leaders across the jewelry, luxury, and creative industries.
CollectionsJun 09, 2026
Marie Lichtenberg’s New Capsule Collection Is a Smash, LiterallyInspired by a locket that got run over, the “Smash” capsule collection reimagines the shape of Lichtenberg’s signature style.
MajorsJun 09, 2026
Frederick Goldman Names Director of Sales for SoutheastThe company has promoted Katherine Whitacre to the role.
MajorsJun 08, 2026
Stuller Expands Selection of Lab-Grown Diamonds, Demi-Fine JewelryThe jewelry manufacturer has added Taylor Swift-esque diamond shapes, and more silver, gold vermeil, and gold-plated jewelry.
SourcingJun 08, 2026
Sally Morrison to Depart De Beers This Summer Morrison has been marketing diamonds on and off since the early 2000s and said she is leaving to “pursue new projects.”
TrendsJun 08, 2026
Amanda’s Style File: June’s Birthstone TrioThose born in June can celebrate with pearl, alexandrite, and moonstone jewelry.
TechnologyJun 08, 2026
Overnight Mountings Launches Ring Builder PlatformThe platform allows retailers to guide clients through a customizable engagement ring buying experience in a branded interface.
IndependentsJun 05, 2026
Pennsylvania Jewelry Store To Close After 79 YearsJim Springer, owner of Dunkelberger’s Fine Jewelry, is heading into retirement.
SurveysJun 05, 2026
Consumers to Cut Back on Spending Amid Rising Prices, Survey Shows When conducting its May consumer confidence survey, The Conference Board asked extra questions about consumers’ budgeting strategies.
CollectionsJun 05, 2026
Rebel Jewelry’s Charm Symbolizes Perseverance for Pride MonthThe “Tunnel” charm, our Piece of the Week, celebrates Pride Month with its design inspired by hope and the light at the end of the tunnel.
SourcingJun 05, 2026
State of Diamonds: The Way Forward for Natural DiamondsThe jewelry industry is reassessing its positioning as Gen Z reshapes the retail landscape and lab grown continues to gain market share.
