Watches

These Were 2022’s Top-Selling Watch Brands, Chrono24 Says

WatchesJan 25, 2023

These Were 2022’s Top-Selling Watch Brands, Chrono24 Says

Rolex remained No. 1 while a brand known for its pilot watches slipped into the No. 5 spot.

20230125_Chrono24.jpg
Direct-to-consumer luxury watch marketplace Chrono24 recapped the year in watches in a recent report, including the best-selling brands.
Karlsruhe, Germany—Last year was an interesting one for luxury watches as supply chain issues sent prices for Rolex and Patek Philippe soaring and gave less popular brands a chance to shine.

Luxury watch online marketplace Chrono24 looked back on the year in a new report, highlighting the most popular brands and styles while also providing an update on where the market stands now.

Here are five key takeaways from its new report.

Rolex reigns supreme.

Rolex once again claimed the top spot on Chrono24’s list of the five best-selling brands.

Next up is Omega, which retained its No. 2 spot, followed by Patek Philippe and Audemars Piguet.

Retailer Watches of Switzerland recently placed Rolex, Patek Philippe, and Audemars Piguet watches in its “super high demand” category.

Breitling, which is rumored to have an IPO in the works, beat out other competitive brands for the No. 5 spot, including Cartier, Jaeger-LeCoultre, TAG Heuer, and Zenith.

Other watch brands are also gaining market share.

Rolex, Patek Philippe, and Audemars Piguet are some of the best known names in luxury watches, but they’re not the only brands that are growing.

Swatch saw its market share surge 1,344 percent, said Chrono24, due to high demand for its “Moonswatch” collaboration with Omega.

The sold-out Moonswatch is an affordable take on Omega’s “Moonwatch” and was named Hodinkee’s 2022 Watch of the Year.

Priced at $260, rather than around $6,000 for the Omega version, it was available only in-store at select Swatch locations and drew large crowds.

Laurent Ferrier saw its market share grow 155 percent year-over-year while Grand Seiko was up 150 percent.

However, not all moderately priced brands experienced a boom in demand. Eberhard (down 31 percent), Maurice Lacroix (down 28 percent), and Nomos (down 25 percent) all saw declines.

 Related stories will be right here … 

Steel and two-tone watches were among the most popular styles.

In addition to what brands are selling, Chrono24 also took a look at consumers’ aesthetic choices.

Steel watches made up more than 60 percent of sales in 2022. Two-tone watches grew in popularity, up 9 percent year-over-year.

Yellow gold cases hit their height in 2021, but sales fell 9 percent in 2022. Rose and red gold watches also peaked in 2021.

This year, Chrono24 noted a “significant uptick” in ceramic watch sales.

Black dials were more than twice as popular as blue dials, making up 39 percent of sales in 2022, compared with 16 percent for blue dials.

Next in popularity was white, followed by silver and then gray.

Though they make up a small percentage of overall sales, watches with orange dials saw sales grow 37 percent year-over-year.

“Chrono24 notes a site-wide trend of a larger variety of case sizes offered and purchased and expects this consumer preference to continue to gain popularity as the demand for gender-neutral watch models grows,” said the company.

As for specific models, the Rolex Datejust was the most popular model on the website, with 2022 sales growing year-over-year and accounting for 11 percent of market share.

The Grand Seiko “Heritage” and “Elegance” collections also grew in popularity.

Chrono24 clocked “explosive growth” in the U.S. market.

The luxury watch platform has an average of 25 million users per month across 120 countries, but it was the U.S. market that stood out in 2022.

The company posted a 62 percent increase year-over-year in gross merchandise volume.

The U.S. now leads with the highest number of sales per country on the platform, taking the top spot from Germany, with the American market accounting for 13 to 15 percent of unique user sessions.

Chrono24, based in Germany, had previously performed best in its home country where it was more established, said a spokesperson, but the company has since increased market share in the U.S., noting a contributing factor is the rise of watch-focused social media content.

Prices of “hype watches” fell due to market price corrections.

The prices of select models of Rolex, Patek Philippe, and Audemars Piguet skyrocketed last year amid supply chain issues.

Certain models were selling for four or five times the market price, particularly the Rolex Daytona, the Patek Phillipe Nautilus, and the Audemars Piguet Royal Oak, a trio Chrono24 calls the “Glorious 3.”

There has since been a market correction, said the company.

Inflation, the crypto crash, and other contributing factors have lowered prices to only two to three times above the market price.

Rolex saw the biggest declines in the Daytona model, with more subtle declines in the GMT-Master II and Submariner models.

Mid-tier brands like Omega, Cartier, and IWC retained their values, said Chrono24, and remained consistent throughout the year.

While many media outlets reported on the rise in prices, Chrono24 publicly stated it felt the headlines were not representative of the overall second-hand luxury watch market but instead were specific to the “Glorious 3.”

“2022 was an interesting year as we really saw the luxury watch marketplace entering mainstream conversation in a bigger way than ever before,” said Chrono24 CEO Tim Stracke. 

“But as with any market, it’s more accurate to examine the data closely without overgeneralization. The value trajectories of luxury timepieces can certainly be a proven indicator of broader economic things to come, but it’s ultra-important to assess trends not only brand-to-brand, but model-to-model.”

The Latest

LIM-401 2024 National Jeweler Supplier Bulletin- iD100 Web and Eblast FINAL (1).jpg
Supplier BulletinApr 24, 2025
Protect Your Customers and Your Business

Sponsored by the Gemological Institute of America

Wolf CEO Simon Wolf
EditorsApr 24, 2025
Q&A: Wolf’s CEO Talks U.S. Expansion

Simon Wolf shares why the time was right to open a new office here, what he looks for in a retail partner, and why he loves U.S. consumers.

Iowa jeweler Herman Ginsberg
IndependentsApr 24, 2025
Longtime Iowa Jeweler Herman Ginsberg Dies at 99

A third-generation jeweler, Ginsberg worked at his family’s store, Ginsberg Jewelers, from 1948 until his retirement in 2019.

gia1d100 btyb.jpg
Brought to you by
Protect Your Customers and Your Business

The risk of laboratory-grown diamonds being falsely presented as natural diamonds presents a very significant danger to consumer trust.

Charles & Colvard moissanite ring
FinancialsApr 24, 2025
Charles & Colvard Delisted From Nasdaq Due to Noncompliance

The company failed to file its quarterly reports in a timely manner.

Weekly QuizApr 18, 2025
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
Young Diamantaires
SourcingApr 24, 2025
Young Diamantaires Transition to Nonprofit

The organization also announced its board of directors.

Mined + Found "Hope" Matchbox Locket
TrendsApr 24, 2025
Amanda’s Style File: So Charming

Charms may be tiny but with their small size comes endless layering possibilities, from bracelets to necklaces and earrings.

gia-topimage 0325.jpg
Brought to you by
A Brilliant Future Is Here

Get online education from GIA experts.

Bulgari’s expanded factory in Valenza, Italy
MajorsApr 23, 2025
Bulgari Doubles Size of Jewelry Factory in Italy

Located in Valenza, the now 355,000-square-foot facility includes a new jewelry school that’s open to the public, Scuola Bulgari.

Jason McNary accepting FGI Fine Jewelry Rising Star award for Paola Sasplugas
Events & AwardsApr 23, 2025
PDPaola Creative Director Wins FGI’s ‘Rising Star’ Award

Paola Sasplugas, co-founder of the Barcelona-based jewelry brand, received the Fine Jewelry Award.

1999 Cosmograph Daytona, Ref.16516
AuctionsApr 23, 2025
Rare Custom Rolex Daytona Heads to Auction

A platinum Zenith-powered Daytona commissioned in the late ‘90s will headline Sotheby’s Important Watches sale in Geneva next month.

Carmelo Anthony and Jaylen Brown David Yurman campaign
MajorsApr 23, 2025
David Yurman’s New Campaign Stars Carmelo Anthony, Jaylen Brown

The basketball stars wear men’s jewelry from the “Curb Chain” collection.

Woman wearing Zales jewelry
MajorsApr 22, 2025
Zales’ Rebrand Takes Playful Approach to Fine Jewelry

The Signet Jewelers-owned retailer wants to encourage younger shoppers to wear fine jewelry every day, not just on special occasions.

JAR Apricot Blossom bracelet
AuctionsApr 22, 2025
Christie’s to Auction JAR Jewelry Collection

The 21 pieces, all from a private collector, will be offered at its Magnificent Jewels auction next month.

National Jeweler columnist Lilian Raji
ColumnistsApr 22, 2025
The PR Adviser: Building Buzz Through Word of Mouth

Lilian Raji answers a question from a reader who is looking to grow her jewelry business but has a limited marketing budget.

Avi Levy
GradingApr 22, 2025
Avi Levy Is GCAL By Sarine’s New Chief Growth Officer

GCAL by Sarine created the new role to sharpen the company’s focus on strategic partnerships and scalable expansion.

Scottsdale Fine Jewelers store exterior
IndependentsApr 22, 2025
Brinker’s Jewelers Acquires Fellow Independent

The Indiana jeweler has acquired Scottsdale Fine Jewelers in Scottsdale, Arizona.

Cartier Exhibition Installation at Victoria & Albert Museum
Events & AwardsApr 21, 2025
An Exhibition Exploring the History of Cartier Is Now on Display

“Cartier: Design, Craft, and Legacy” opened earlier this month at the Victoria and Albert Museum in London.

Bill and Birdie Levine of Van Cott Jewelers
IndependentsApr 21, 2025
New York Jeweler to Close After 111 Years

Van Cott Jewelers in Vestal, New York, is hosting a going-out-of-business sale.

IJO Director Samantha Larson
IndependentsApr 21, 2025
IJO Names New Director of Vendor Relations, Merchandise Strategy

Industry veteran Samantha Larson has held leadership roles at Borsheims, McTeigue & McClelland, Stuller, and Long’s Jewelers.

Events & AwardsApr 21, 2025
Jewelers of Louisiana, Mississippi Jewelers Association to Co-Host Convention

The two organizations will hold the educational event together this fall in Mississippi.

Daymond John
Events & AwardsApr 18, 2025
Daymond John to Give Keynote at JCK Las Vegas

The entrepreneur and “Shark Tank” star will share his top tips for success.

Dukachi Easter Bread Pendant
CollectionsApr 18, 2025
Piece of the Week: Dukachi’s ‘Easter Bread’ Pendant

The Ukrainian brand’s new pendant is modeled after a traditional paska, a pastry often baked for Easter in Eastern European cultures.

Bremer Jewelry
IndependentsApr 18, 2025
Bremer Jewelry to Reveal Renovated Store

The jeweler has announced a grand reopening for its recently remodeled location in Peoria, Illinois.

Tiffany & Co. Strong Like Mom campaign
MajorsApr 18, 2025
Tiffany & Co. Employees Star in Mother’s Day Campaign

The “Strong Like Mom” campaign features moms who work at Tiffany & Co. and their children.

Athena Calderone x John Hardy Collection
CollectionsApr 17, 2025
John Hardy, Athena Calderone Partner on Art Deco Decor-Inspired Collection

Interior designer Athena Calderone looked to decor from the 1920s and 1930s when crafting her first fine jewelry collection.

Movado Connect 2.0 watches
FinancialsApr 17, 2025
Movado Group to Increase Prices to Offset Tariffs Impact

During a call about its full-year results, CEO Efraim Grinberg discussed how the company is approaching the uncertainty surrounding tariffs.

×

This site uses cookies to give you the best online experience. By continuing to use & browse this site, we assume you agree to our Privacy Policy