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
MajorsDec 19, 2025
MadaLuxe Group Acquires Ippolita The luxury goods company said founder Ippolita Rostagno will remain at the brand’s helm.
MajorsDec 19, 2025
LVMH Names New Bulgari CEOLaura Burdese, who joined the Italian luxury brand in 2022, will take on the role in July.
EditorsDec 19, 2025
2025 Jewelry Superlatives: A Yearbook-Style Year in Review The National Jeweler editors revisit the most noteworthy industry happenings and design trends from 2025.
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.
AuctionsDec 19, 2025
Jean Schlumberger’s ‘African Cat’ Is Purr-Fection Need a gift for the cat lover who has everything? Look no further than our latest Piece of the Week.
Weekly QuizDec 18, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
AuctionsDec 18, 2025
Audemars Piguet Reclaims Historic Pocket Watch at AuctionIt purchased the “Grosse Pièce,” an ultra-complicated Audemars Piguet pocket watch from the ‘20s, for a record-breaking price at Sotheby’s.
Lab-GrownDec 18, 2025
Kira Jewels Debuts Custom Lab-Grown Diamond Jewelry ServiceThe lab-grown diamond grower now offers custom engagement and fashion jewelry through its Kira Custom Lab Jewelry service.
Brought to you by
Roseco Releases New Full-Line CatalogRoseco’s 704-page catalog showcases new lab-grown diamonds, findings, tools & more—available in print or interactive digital editions.
EditorsDec 18, 2025
Terry Chandler Looks Back on 40 Years of Opportunity, Change, and FriendsChandler got his start at Michelson Jewelers and has served as DCA president and CEO since 2001. He will retire at the end of the month.
Supplier BulletinDec 18, 2025
Cell Jammers Are Targeting Your Business. Here's How to Beat ThemSponsored by Digital Monitoring Products
CrimeDec 17, 2025
Man Pleads Not Guilty to Swallowing Fabergé PendantThe special-edition egg pendant ingested in a New Zealand jewelry store was recovered after a six-day wait.
EditorsDec 17, 2025
2025 Jewelry Rewind: The Best Piece of the Week PicksAssociate Editor Natalie Francisco plays favorites with Piece of the Week, selecting a standout piece of jewelry from each month of 2025.
CollectionsDec 17, 2025
Lucy Hale Stars in Jacquie Aiche’s Holiday CampaignThe “Love and Desire” campaign is inspired by the magic that follows when one’s heart leads the way, said the brand.
GradingDec 17, 2025
SSEF Announces 2025 Scholarship WinnersTwo awardees will receive free tuition for an educational course at the Swiss lab, with flights and lodging included.
MajorsDec 16, 2025
Pandora’s New CEO Will Step Up EarlyBerta de Pablos-Barbier will replace Alexander Lacik at the start of January, two months earlier than expected.
AuctionsDec 16, 2025
Suzanne Belperron, JAR Shine in Sotheby’s First Auctions at New HQSotheby’s held its first two jewelry sales at the Breuer building last week, and they totaled nearly $44 million.
Events & AwardsDec 16, 2025
TJS Now Accepting Scholarship Applications for 2026Winners will receive free registration and lodging for its fourth annual event in Detroit.
ColumnistsDec 16, 2025
Beyond Unboxing: Creative Reveals to Drive Reach and EngagementHere are six ideas for making more engaging content for Instagram Reels and TikTok, courtesy of Duvall O’Steen and Jen Cullen Williams.
Events & AwardsDec 16, 2025
Diamonds Do Good Names 2026 Award RecipientsThe honorees include a notable jewelry brand, an industry veteran, and an independent retailer.
CrimeDec 15, 2025
Men Receive Life Sentences in Home Invasion Murder of Jeweler Carlos Jose Hernandez and Joshua Zuazo were sentenced to life without the possibility of parole in the 2024 murder of Hussein “Sam” Murray.
Policies & IssuesDec 15, 2025
Sara Yood Named Co-Chair of RJC Standards CommitteeYood will serve alongside Eduard Stefanescu, the sustainability manager for C.Hafner, a precious metals refiner in Germany.
IndependentsDec 15, 2025
M.S. Rau to Open Store in AspenThe New Orleans jeweler is also hosting pop-up jewelry boutiques in New York City and Dallas.
AuctionsDec 12, 2025
13.54-Carat Paraíba Tourmaline Sets Records at Christie’sSet in a Tiffany & Co. necklace, it sold for $4.2 million, the highest price and price per carat paid for a Paraíba tourmaline at auction.
MajorsDec 12, 2025
David Webb Reveals Ice-Cold Holiday Window DisplayThe jeweler’s “Deep Freeze” display showcases its iconic jewelry designs frozen in a vintage icebox.
CollectionsDec 12, 2025
Piece of the Week: Oscar Heyman’s Sphene RingTake luxury gifting to new heights this holiday season with the jeweler’s showstopping 12-carat sphene ring.
Events & AwardsDec 12, 2025
IGI Jewelry Design Contest Now Accepting SubmissionsThis year's theme is “Unveiling the Depths of the Ocean.”
TrendsDec 11, 2025
Pinterest 2026 Trend Report: Brooches, Bold Gold, Cool BlueIn its annual report, Pinterest noted an increase in searches for brooches, heirloom jewelry, and ‘80s luxury.
