WatchesJan 24, 2022
These Were the Top 5 Watch Brands of 2021 on Chrono24WatchesAug 04, 2022
4 Takeaways from Chrono24’s Analysis of the Luxury Watch Market
The watch seller comments on future demand, how the crypto crash impacted Rolex and Patek Philippe pricing, the supply recovery, and more.
Direct-to-consumer watch retailer Chrono24 crunched its numbers to share a few key insights into the luxury watch market.
Karlsruhe, Germany—Growth in the worldwide luxury watch market will hold steady in the second half of the year despite reports of a downturn, direct-to-consumer watch seller Chrono24 said in a recent analysis.
The e-tailer analyzed its market data, based on more than 507,000 watches from 129 countries that are currently for sale on Chrono24.com.
After digging through the data, Chrono24 shared its insight on trends and price development in the luxury watch market.
Here are the key takeaways.
The “Crypto Crash” has hurt luxury watch pricing.
Cryptocurrency investors have had a rough year, with analysts warning of a “crypto winter” ahead, lingo for a prolonged bear market.
The crypto market rallied in 2021 but has lost $2 trillion in value this year, according to CNBC.
Bitcoin, the most popular of the digital coins, is down 70 percent from its all-time high of close to $69,000 in November.
The downturn has directly impacted luxury watch pricing, said Chrono24, especially for brands like Rolex and Patek Philippe.
A rise in crypto led to an influx of luxury watch buyers but as the market fell, so did demand, sending prices lower.
An increase in supply means lower prices, but sales remain strong.
“We are currently experiencing a consolidation of the market—there is more supply, and thus prices are falling,” Chrono24 co-CEO Tim Stracke said.
The supply of “unicorn” or “trophy” watches, like the Patek Philippe Nautilus 5711A or the Rolex Daytona, were in limited supply for a long time, he noted, but as more become available, the price naturally falls.
However, Chrono24 has seen a significant increase in overall trading volume, up more than 50 percent year-over-year in the first half of the year, due to both rising prices for some models and increasing sales.
“The current price development therefore possibly provides a good opportunity to enter the watch market,” said Stracke.
Related stories will be right here …
The e-tailer analyzed its market data, based on more than 507,000 watches from 129 countries that are currently for sale on Chrono24.com.
After digging through the data, Chrono24 shared its insight on trends and price development in the luxury watch market.
Here are the key takeaways.
The “Crypto Crash” has hurt luxury watch pricing.
Cryptocurrency investors have had a rough year, with analysts warning of a “crypto winter” ahead, lingo for a prolonged bear market.
The crypto market rallied in 2021 but has lost $2 trillion in value this year, according to CNBC.
Bitcoin, the most popular of the digital coins, is down 70 percent from its all-time high of close to $69,000 in November.
The downturn has directly impacted luxury watch pricing, said Chrono24, especially for brands like Rolex and Patek Philippe.
A rise in crypto led to an influx of luxury watch buyers but as the market fell, so did demand, sending prices lower.
An increase in supply means lower prices, but sales remain strong.
“We are currently experiencing a consolidation of the market—there is more supply, and thus prices are falling,” Chrono24 co-CEO Tim Stracke said.
The supply of “unicorn” or “trophy” watches, like the Patek Philippe Nautilus 5711A or the Rolex Daytona, were in limited supply for a long time, he noted, but as more become available, the price naturally falls.
However, Chrono24 has seen a significant increase in overall trading volume, up more than 50 percent year-over-year in the first half of the year, due to both rising prices for some models and increasing sales.
“The current price development therefore possibly provides a good opportunity to enter the watch market,” said Stracke.
For some models, prices are still well above the list price.
A Patek Philippe Nautilus 5711A is currently selling for around $190,000 on Chrono24, down from its first quarter high of $240,000 but still more than five times its list price.
However, there is some evening-out of prices occurring within brands, noted Stracke, meaning that while some models are seeing price spikes, others aren’t seeing as much growth.
“In recent months, prices for individual models from certain collections have risen extremely, while very similar watches—for example, the Patek Philippe Nautilus 5712/1A with moon phase display—have seen much less growth in value by comparison,” he said.
“In this respect, an adjustment and homogenization of prices within the model series is also currently taking place.”
The shortage of select watches has led to strong sales for other brands.
The supply of trophy watches, like the Rolex Daytona or Submariner, the Patek Philippe Nautilus or the Audemars Piguet Royal Oak, is slowly recovering but availability was limited for a while.
In that time, consumers sought out other brands to fill the gap.
“Based on our data, we see significant price jumps for watches like the Girard-Perregaux Laureato. Demand for virtually all models from the Omega Speedmaster collection has risen significantly, as have sales prices, due in part to the enormous publicity success of the Moonswatch, a collaboration between Swatch and Omega,” said Stracke.
He also noted a significant rise in price and demand for Cartier and Breitling watches.
Independent watch brands like H. Moser & Cie. and Czapek & Cie are also gaining traction.
“The general growth in the luxury watch segment is thus unbroken, and Chrono24 expects a further increase in sales in the second half of the year,” said Stracke.
Editors' Picks
Sponsored by
More on Watches
The Latest
Policies & IssuesJul 24, 2026
New Trump Tariffs: What They Mean for Jewelry The new sweeping slate of tariffs impacts 60 countries, including India, China, Thailand, Hong Kong, and the United Arab Emirates.
TrendsJul 24, 2026
Amanda’s Style File: Ode to ‘The Odyssey’From coin pendants to diamond shields, these old world-inspired jewels are the perfect accessory for an epic journey.
TrendsJul 24, 2026
Courtney Leidy’s Silk Cord Pendants Center Unexpected Pairings Our Piece of the Week pairs a checkerboard-cut amethyst with an ivy green silk cord.
Brought to you by
Wedding Band Trends 2026: Personalization Takes Center StageColored gemstones, artisan finishes, mixed metals, and meaningful details are shaping demand in bridal jewelry.
PodcastsJul 23, 2026
Episode 7: Reinhold Jewelers on the Power of RelationshipsMildred Marcano Abrams and Yael Reinhold join the podcast to talk community connections, holiday plans, and preserving Reinhold’s legacy.
Weekly QuizJul 23, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
SourcingJul 23, 2026
De Beers’ Production Jumps 88 Percent in Q2 Production also was up in the first half of 2026 but is expected to “substantially” decrease in H2 as two key mines undergo maintenance.
CollectionsJul 23, 2026
Silvia Furmanovich’s New Collection Travels Back to the 1920s“Art Deco” fuses ancestral techniques, rare materials, and modern perspectives as a tribute to the optimism and curiosity of the movement.
Brought to you by
Building the Future of Jewelry Retail: DCA Expands Education, Leadership Development, and Workforce SolutionsDCA is preparing the next generation of professionals by supporting workforce development, leadership growth, and career advancement.
IndependentsJul 23, 2026
Sissy's Log Cabin Opens Casino StoreThe jeweler’s newest store is inside Arkansas’ Saracen Casino Resort.
Policies & IssuesJul 22, 2026
Trump to Put 50% Tariff on Canadian Goods The higher tax is set to go into effect in August and will apply to loose polished diamonds as well as precious and base metals jewelry.
CollectionsJul 22, 2026
Monica Rich Kosann’s High Jewelry Is FruitfulThe “Enchanted Garden” series features a cherry, lemon, and pear that each hold a little secret inside.
IndependentsJul 22, 2026
Liljenquist Beckstead Opens Rolex New BoutiqueIt’s located in Tysons Galleria, an upscale shopping center in the Washington, D.C., metro area.
Events & AwardsJul 22, 2026
NY Now Returns in August Under New OwnershipThe show, recently acquired by Rockview Management Group, will be held at New York City’s Javits Center from Aug. 2-4.
ColumnistsJul 21, 2026
Sherry Smith: Shattering the Illusion of the ‘Either/Or’ Diamond MarketSmith offers retailers guidance on creating an environment where natural and lab-grown diamonds can both thrive.
Events & AwardsJul 21, 2026
Apollo Funds Completes Emerald AcquisitionFormer Emerald President and CEO Hervé Sedky has transitioned to the role of senior advisor.
CollectionsJul 21, 2026
Graff’s New Butterfly High Jewelry Brooches MetamorphosizeThe 12-piece capsule collection transforms from brooches to pendants.
SourcingJul 21, 2026
Anglo Reportedly Selects Gareth Penny’s Consortium as Top Bidder for De BeersA Botswana government official told lawmakers Anglo has selected The Global Diamond Consortium, an entity chaired by Penny, to buy De Beers.
Policies & IssuesJul 20, 2026
Tariffs on Brazil to Increase But Rough Gemstones ExemptThe new tariff, imposed after a Trump administration study, is 25 percent and will stack on top of existing tariffs.
CollectionsJul 20, 2026
Vhernier Transforms ‘Freccia’ Collection Into High JewelryThe collection from 2014 has been reinterpreted into high jewelry with its signature triangular-shaped elements.
MajorsJul 20, 2026
Krista Collins Walters Promoted to Publisher of InstoreShe will also take on the role of vice president of jewelry for SmartWork Media, a newly created position.
Events & AwardsJul 20, 2026
TJS Accepting Speaker Proposals for 2027 EventOrganizers are looking for presentations on topics like manufacturing, technology and research, bench work, gemstones, and sustainability.
CollectionsJul 17, 2026
HOWL Taps Shailene Woodley for ‘Home Sweet Home’ CampaignWoodley is seen in the campaign wearing our Piece of the Week, the “Frida” collar featuring 13 pieces of hand-carved Venetian glass.
SourcingJul 17, 2026
U.K. Woman Pays £5 for £15K Diamond Ring at Car Boot SaleA WeBuyVintage jewelry expert uncovered how much the flea market find was actually worth.
SourcingJul 17, 2026
Diamond Dealer Jeff Pancis Pens MemoirThe founder of natural colored diamond wholesaler Pancis Gems shares stories from his five decades in the industry.
Events & AwardsJul 17, 2026
Gem Awards Opens 2027 Nomination PeriodSubmissions for the milestone 25th annual Gem Awards will be accepted across three categories from now through July 31.
EditorsJul 16, 2026
Q&A: Guzema’s Co-Owners On Its US Expansion, 10-Year AnniversaryValeriya Guzema and Mariana Lenha look back on the last decade and discuss the Ukrainian brand’s first U.S. store.
SourcingJul 16, 2026
Ekati to Close, Leaving Canada With One Diamond Mine The diamond mine, which opened nearly 30 years ago in Canada’s Northwest Territories, is expected to shut down by mid-August.
