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.”

Lenore Fedowis the senior editor, news at National Jeweler, covering the retail beat and the business side of jewelry.

The Latest

Gold jewelry on a scale
MajorsSep 10, 2025
Stuller to Swap Gold Scrap for Full Credit to Account

As the gold price rises, the manufacturer is offering a 100 percent payout through Sept. 30 for gold clean scrap.

Jacob and Co Loewe headphones
SourcingSep 10, 2025
Tech Meets Style in the New Loewe x Jacob & Co. Headphones

Jacob & Co. partnered with the German technology company on two pairs of headphones, one set with diamonds and the other with sapphires.

Tiffany & Co Favrile Beetle Necklace in Frankenstein
TrendsSep 10, 2025
Tiffany & Co. Archival Jewels Bring Life to ‘Frankenstein’

Guillermo del Toro’s 2025 “Frankenstein” will feature 27 jewels and objects from the storied brand, including pieces from its archives.

reDollar-fine-jewelry-department.jpg
Brought to you by
reDollar.com Is Rolling Out the Next Level Jewelry, Diamond & Watch Consignment Program

With their unmatched services and low fees, reDollar.com is challenging some big names in the online consignment world.

24 Karat Club banquet
MajorsSep 10, 2025
24 Karat Club of New York’s Banquet to Return to Waldorf Astoria

The Waldorf Astoria New York’s grand reopening this past summer means a homecoming for the industry group’s annual event.

Weekly QuizSep 04, 2025
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
Anglo American’s Quellaveco copper mine in Peru
SourcingSep 09, 2025
Anglo American to Merge With Canadian Copper Miner

Anglo plans to merge with Teck Resources Ltd. to form Anglo Teck. The deal changes nothing about its plans to offload De Beers.

The Mellon Blue diamond
AuctionsSep 09, 2025
‘The Mellon Blue’ to Return to Auction, This Time at Christie’s

The 9.51-carat fancy vivid blue diamond, which set two world auction records at Sotheby’s in 2014, is estimated to fetch up to $30 million.

japac-btyb.png
Brought to you by
Rallying Call for the Jewelry Industry on Tariffs and Other Key Issues

Jewelers of America is leading the charge to protect the industry amidst rising economic threats.

Dianne Batista Phillips Auctions
AuctionsSep 09, 2025
Phillips Names Dianne Batista Head of Jewels, New York

The industry veteran joins the auction house as it looks to solidify its footprint in the jewelry market.

Anastacia Lauren, Elle Jerge, Logan Nye
MajorsSep 09, 2025
MJSA Education Foundation Announces 2025 Scholarship Winners

The nonprofit awarded four students pursuing a professional career in jewelry making and design with $2,250 each.

Korman jewelry store Austin
IndependentsSep 08, 2025
Take a Look Inside the New Korman Store in Austin

The Texas-based jeweler has also undergone a brand refresh, debuting a new website and logo.

Logos for Manufacturing Jewelers & Suppliers of America and Jewelers of America
MajorsSep 08, 2025
MJSA Is Officially Now Under JA’s Umbrella

The two organizations have finalized and signed the affiliation agreement announced in May.

Sothebys JAR and Suzanne Belperron jewels
AuctionsSep 08, 2025
Sotheby’s To Auction ‘Exceptional’ Collection of JAR, Suzanne Belperron Jewels

The single-owner sale will headline Sotheby's inaugural jewelry auction at the Breuer building, its new global headquarters, this December.

A street in Carlsbad California
Events & AwardsSep 08, 2025
27 Can’t-Miss Converge Sessions, Events

From sunrise yoga to tariffs talks, these are some events to check out at the upcoming inaugural event.

National Jeweler columnist Peter Smith
ColumnistsSep 05, 2025
Peter Smith: A Lasting Lesson From Maurice Tempelsman

Smith recalls a bit of wisdom the industry leader, who died last week, shared at a diamond conference years ago.

Jamie Turner Victoria Labradorite Necklace
CollectionsSep 05, 2025
Piece of the Week: Jamie Turner’s ‘Victoria’ Necklace

The “Victoria” necklace features a labradorite hugged by diamond accents in 18-karat yellow gold.

Stock image of the U.S. Supreme Court
Policies & IssuesSep 05, 2025
Trump Takes Tariffs Case to the Supreme Court

Two lower courts have moved to block the import taxes, which will remain in place as the legal battle continues.

gia-edu main image.png
Supplier BulletinSep 04, 2025
A Brilliant Future Is Here

Sponsored by GIA

Lucara pink diamond
SourcingSep 04, 2025
Lucara Unveils Unusual 37-Carat Pink Diamond

The Type IIa stone, recovered from Botswana’s Karowe diamond mine last month, features unique coloration.

NYC Jewelry, Antique, & Object Show Autumn 2025
Events & AwardsSep 04, 2025
The NYC Jewelry, Antique, & Object Show Returns in November

NYCJAOS is set for Nov. 21-23 in New York City’s Chelsea neighborhood.

Fabergé x Gemfields Malaika Egg
SourcingSep 03, 2025
Gemfields Confirms Completion of Fabergé Sale

U.S.-based investment company SMG Capital LLC is the new owner of the luxury brand.

Claire’s storefront
MajorsSep 03, 2025
These Are the Nearly 300 Claire’s Stores Set to Close

A new court filing details the locations of the stores that will close, as well as the 830 that will remain open.

Stuller’s Tools, Equipment, & Metals and Findings & Metals Catalogs
MajorsSep 03, 2025
Stuller Releases 2 New Catalogs

The new catalogs are “Tools, Equipment, & Metals” and “Findings & Metals.”

Effy Jewelry Multicolor Sapphire Bangle
TrendsSep 03, 2025
Amanda’s Style File: A Perfect Birthstone

Sapphire’s variety of colors make it the perfect birthstone for September.

Woman with hands crossed wearing jewelry
FinancialsSep 02, 2025
Lab-Grown Diamonds, Lower-Priced Fashion Jewelry Drive Signet Jewelers’ Q2 Sales

The retailer has raised its guidance after seeing total sales increase 3 percent in the second quarter, beating expectations.

Jean-Christophe Bédos Birks
MajorsSep 02, 2025
Birks CEO Jean-Christophe Bédos Steps Down

Niccolò Rossi di Montelera, executive chairman of the board, was appointed as interim CEO.

Harry Winston Ginza Flagship Exterior, Interior
MajorsSep 02, 2025
Harry Winston Opens Its Largest Flagship in Japan

The three-floor space also features the jeweler’s largest VIP salon in Japan and offers an exclusive diamond pendant.

×

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