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
More on Watches
The Latest
Lab-GrownMay 08, 2026
NDC Publicly Criticizes Pandora Over ‘Misleading’ Natural Diamond ClaimsNDC said in an open letter that Pandora’s statements about the carbon footprint of lab grown versus natural diamonds are inaccurate.
SourcingMay 08, 2026
Ronnie VanderLinden Takes Over as WDC President The diamantaire and industry leader succeeds Feriel Zerouki and said he will focus on being a “champion” for natural diamonds.
TrendsMay 08, 2026
Rihanna Chooses ‘Desert Diamonds’ for 2026 Met GalaShe wore our Piece of the Week, Glenn Spiro’s “Old Moghul Golconda” earrings, featuring fancy brown-yellow diamonds totaling 51.90 carats.
Brought to you by
Discover Timeless Treasures: A Showcase of Antique Jewelry & Timepieces in Las VegasGain access to the most exclusive and coveted antique pieces from trusted dealers during Las Vegas Jewelry Week.
Events & AwardsMay 08, 2026
JA Announces 2026 CASE Award WinnersTwo pieces were named “Best in Show,” one from the retail category and one from the supplier category.
Weekly QuizMay 07, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
FinancialsMay 07, 2026
Brilliant Earth Appeals to Higher-Income Shoppers in Q1The jewelry retailer noted resilience among its higher-end customers while demand softened for its lower-priced offerings.
AuctionsMay 07, 2026
‘Spectacular’ Kashmir Sapphire Headlines Heritage Spring Jewelry SaleLed by the 6.59-carat sapphire, the sale garnered $9.7 million, a record total for a Heritage jewelry auction.
Brought to you by
Las Vegas Antique Jewelry & Watch Show: Showcasing the Most Collectible Merchandise from Across the GlobeGain access to the most exclusive and coveted antique pieces from trusted dealers during Las Vegas Jewelry Week.
MajorsMay 07, 2026
Gannon & Scott Names New Regional Account ExecutiveIn his new role, sales specialist Billy Welshoff will focus on the eastern United States.
Events & AwardsMay 07, 2026
JA Accepting Applications for 2026 Scholarship ProgramIt has also opened the application period for the Seymour & Evelyn Holtzman Bench Scholarship through June 30.
SourcingMay 06, 2026
Canada’s Oldest Diamond Mine Faces Uncertain FutureThe owner of the Ekati mine, which opened in 1998, has filed for insolvency protection amid the significant decline in diamond prices.
FinancialsMay 06, 2026
Pandora to Add Carbon Footprint Info to Lab-Grown DiamondsThe company announced the change alongside its Q1 results, which showed that the jewelry brand’s year is off to a shaky start.
MajorsMay 06, 2026
Saks Global Begins Layoffs, Reorganization Plans Closer to ApprovalThe retailer will cut 16 percent of its corporate workforce as part of its plan to exit bankruptcy.
AuctionsMay 06, 2026
Steve McQueen’s Heuer Monaco Watch Heads to Sotheby'sOf the many examples used in the filming of “Le Mans,” this one is believed to have spent the most time on Steve McQueen’s wrist.
EditorsMay 05, 2026
This Ohio Designer’s Jewelry Made It to the Met GalaMegan Piccione dressed Lauren Wasser in layers of diamond jewelry, making her stand out in a crowd that included celebrities like Beyoncé.
SourcingMay 05, 2026
Doug Hucker Returns to His RootsFollowing decades of association leadership, the “semi-retired” colored gemstone expert is turning his focus to gemstone education.
Events & AwardsMay 05, 2026
AMNH to Showcase Famous Jewelry, Trophies in Sports HistoryThe museum’s new exhibition will feature one of Jesse Owen’s Olympic medals, Yogi Berra’s crown, Super Bowl rings, and more.
Events & AwardsMay 05, 2026
JIS Launches Brand Exposure ProgramThe new program provides access to media exposure and editorial opportunities for exhibitors and retailers.
CollectionsMay 04, 2026
Melanie Georgacopoulos Turns Pearls Into Light for ‘Eclipse’ CollectionThe “Eclipse” jewelry collection captures the fleeting moment where light and shadow align though onyx, diamonds, and freshwater pearls.
ColumnistsMay 04, 2026
The Key Mindset for Better Trade Show BuyingBuying discipline at trade shows starts with clarity about your inventory levels, Smith writes.
CrimeMay 04, 2026
Pawn Shop Manager Shot, Killed in FloridaLazaro Rodriguez Vega was murdered inside Cash Out Gold and Silver in Fort Pierce. A 20-year-old man has been charged in the case.
IndependentsMay 04, 2026
Zadok Jewelers, Austin Parks Foundation Support Wildflower PreservationA portion of every engagement ring sold in its Austin showroom will support the care and preservation of Austin’s wildflowers and green spaces.
TechnologyMay 01, 2026
Gemist, Saban Onyx Partner on Retailer-Focused Customization OfferingTheir partnership combines Gemist’s customization technology with Saban Onyx’s U.S.-based manufacturing capabilities.
SurveysMay 01, 2026
Consumer Confidence Inches Up in April Despite Rising Gas PricesRespondents were concerned about the Middle East conflict and how it will impact their finances.
CollectionsMay 01, 2026
A ‘Hidden Garden’ Emerges in Tiffany & Co.’s 2026 Blue BookOur Piece of the Week, the “Butterfly” necklace, showcases a 7.02-carat oval diamond set between diamond, platinum, and 18-karat gold wings.
ColumnistsApr 30, 2026
Peter Smith: A Sleazy Salesman and the Case for Regret Avoidance Smith uses a comment he overheard in the grocery store to remind retailers that their job is to inspire buying behavior, not just sell.
MajorsApr 30, 2026
Claire’s New Summer Campaign Is a Sensory Wonderland for Gen Alpha“A Girl SMR at Claire’s” celebrates girlhood through the five senses with stacked jewelry, slime toys, scented accessories, and ASMR.
