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.
More on Watches
The Latest
TechnologyJul 10, 2026
There’s a New Blind Box for Luxury Watches Collectibles platform Arena Club’s new Time Boxes could contain a Rolex or Patek Philippe watch.
TrendsJul 10, 2026
Jade Trau Creates a Constellation of DiamondsThe “Constellation Plié” collar, our Piece of the Week, features diamonds arranged in a constellation of shining stars.
SourcingJul 10, 2026
CFO of De Beers’ Consumer-Facing Division Leaves Company Shaun Wills joined the company in 2024 and was chief financial officer of the De Beers Brands and Consumer Markets division.
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.
CollectionsJul 09, 2026
Boucheron’s New High Jewelry Collection Is an Ode to the Human Touch“Human Being” highlights the similarities and differences between us through five sets of jewelry that celebrate fine craftsmanship.
Weekly QuizJul 09, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
AuctionsJul 09, 2026
Pharrell Williams’ Joopiter Hires Former Bonhams Exec to Head New Watch DivisionNate Borgelt will lead the digital auction house and content platform’s new division as head of watches.
Events & AwardsJul 09, 2026
Halstead Names 2026 Grant WinnerEnoch Platero, founder and designer behind Enoch Michael, is the first Native American jeweler to win the award.
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.
Events & AwardsJul 09, 2026
AGS, GIA Name 2026 Beatrice Shipley Scholarship WinnerAGS also announced the recipient of its “Women in Leadership” scholarship.
MajorsJul 08, 2026
Kendra Scott Joins ‘Shark Tank’ As Permanent Investor The founder of the billion-dollar jewelry and lifestyle brand will debut as a full-time “Shark” on the upcoming season of the show.
SurveysJul 08, 2026
Signet Jewelers Falls 5 Spots on NRF’s ‘Top 100’ Retailers ListPlus, why retailers should be ready to adjust as the U.S. population may decline this year for the first time since the Great Depression.
CrimeJul 08, 2026
Here’s What Thieves Stole From the Lalique Museum René Lalique’s “Woman Dragonfly With Open Wings” pendant, the first piece the museum acquired, was one of the jewels taken.
MajorsJul 08, 2026
Richline Group Promotes 2 ExecsArien Gessner and Moss Makhoulian have been elevated into newly created roles.
ColumnistsJul 07, 2026
Peter Smith: Diamond Branding and the Origin ParadoxA podcast prompted Smith to share his views on where origin fits into the natural diamond story and the viability of branded diamonds.
Events & AwardsJul 07, 2026
JA Announces 2026 Impact Initiative RecipientsThe association selected eight recipients for the funding program, which is in its second year.
TrendsJul 07, 2026
Amanda’s Style File: Ruby, White and Blue Whether celebrating America’s 250th birthday or the USA’s World Cup run, July birthstone jewelry can double as a patriotic accessory.
CrimeJul 07, 2026
Thieves Steal Millions in Jewels From France’s Musée LaliqueAround 20 pieces of jewelry were stolen from the museum dedicated to French jeweler and glassmaker René Lalique.
CollectionsJul 07, 2026
Robinson Pelham Is Partying Like It’s 1996The “Summer of ’96” campaign and collection celebrate the year the brand was founded for its 30th anniversary.
SourcingJul 06, 2026
Gemfields CEO Sean Gilbertson Steps DownAfter eight years, Gilbertson is leaving his post at the mining company, which is currently facing a slew of operational challenges.
IndependentsJul 06, 2026
Bachendorf’s To Open Fifth Store In DallasThe new location is set to open this winter, featuring the retailer’s first rotating jewelry designer residency.
MajorsJul 06, 2026
Graff Names BTS Star Jung Kook as New AmbassadorThe pop artist appears in the latest campaign for the “Laurence Graff Signature” collection.
CollectionsJul 06, 2026
Pandora’s New Baroque Pearl Collection Is a Whimsical ‘Wonder’One-of-a-kind pearls take the shape of ice cream cones, frogs, submarines, and other imaginative charms.
SourcingJul 02, 2026
London Diamond Bourse Elects First Female PresidentCharlotte Rose said her election is “a sign that this is an industry capable of change.”
Supplier BulletinJul 02, 2026
Elevating Retail Showcases with Today's Necklace & Bracelet TrendsSponsored by Rio Grande Jewelry Supply
TrendsJul 02, 2026
Oscar Heyman’s Flag Brooch Celebrates AmericaThe American jewelry house, founded by Latvian immigrants, has been creating American flag brooches since 1917.
IndependentsJul 02, 2026
D. Geller & Son Partners with KSU Art Students on Store MuralThe artwork celebrates the Atlanta jeweler’s legacy and symbolizes its commitment to supporting local artists and its community.
Events & AwardsJul 02, 2026
Stratus Estate Buyers Offers Jewelers Turnkey Buying EventsIts team can evaluate jewelry and watches, as well as luxury handbags, artwork, and collectibles.
