WatchesOct 05, 2023
Why Retailers Should (and Shouldn’t) Be Concerned About Rolex’s Bucherer AcquisitionWatchesDec 04, 2023
Chrono24 Debuts the ‘Dow Jones’ for Luxury Watches
The watch seller’s new index tracks sales data from 14 brands, including Rolex and Patek Philippe.
Chrono24 has introduced “ChronoPulse,” a luxury watch market index.
Karlsruhe, Germany—Watch marketplace Chrono24 has unveiled a luxury watch market index.
Dubbed “ChronoPulse,” the proprietary tool uses the platform’s anonymous first-party real-time sales data.
Chrono24 introduced the index at an event in New York City in late October, when WatchTime New York brought collectors and enthusiasts into town, while also celebrating its 20th anniversary.
CEO Tim Stracke gave a presentation on ChronoPulse, which he called the “Dow Jones for the watch industry," explaining the methodology behind it.
A unique feature of this index, said Stracke, is that it tracks final sale prices rather than list prices.
“In today’s time, where watch prices are very volatile, asking prices are no longer the final truth. We see a lot of prices being negotiated down,” he said.
Another differentiator is the breadth of brands included in the index.
There’s a lot of focus on the “big three,” which includes Rolex, Patek Philippe, and Audemars Piguet, but the watch industry is broader than that, noted Stracke.
To create the index, Chrono24’s team of data scientists and industry veterans looked at the top 14 brands by trade volume with the goal of covering 80 percent or more of the watch market.
The top 14 are: Rolex, Omega, Patek Philippe, Audemars Piguet, Breitling, Cartier, IWC, Panerai, TAG Heuer, Tudor, Jaeger LeCoultre, Grand Seiko, Hublot, and Vacheron Constantin.
The index includes the top 10 best-selling and most important models from each manufacturer, so 140 in total currently.
“ChronoPulse incorporates more brands, more models per brand, and more watches in general than any existing competitive service,” said the company in a statement.
“This reduces the number of blind spots possible in a massive data set and makes the ChronoPulse model less vulnerable to bubbles/crashes, and, therefore, most reflective of the actual market.”
Related stories will be right here …
Dubbed “ChronoPulse,” the proprietary tool uses the platform’s anonymous first-party real-time sales data.
Chrono24 introduced the index at an event in New York City in late October, when WatchTime New York brought collectors and enthusiasts into town, while also celebrating its 20th anniversary.
CEO Tim Stracke gave a presentation on ChronoPulse, which he called the “Dow Jones for the watch industry," explaining the methodology behind it.
A unique feature of this index, said Stracke, is that it tracks final sale prices rather than list prices.
“In today’s time, where watch prices are very volatile, asking prices are no longer the final truth. We see a lot of prices being negotiated down,” he said.
Another differentiator is the breadth of brands included in the index.
There’s a lot of focus on the “big three,” which includes Rolex, Patek Philippe, and Audemars Piguet, but the watch industry is broader than that, noted Stracke.
To create the index, Chrono24’s team of data scientists and industry veterans looked at the top 14 brands by trade volume with the goal of covering 80 percent or more of the watch market.
The top 14 are: Rolex, Omega, Patek Philippe, Audemars Piguet, Breitling, Cartier, IWC, Panerai, TAG Heuer, Tudor, Jaeger LeCoultre, Grand Seiko, Hublot, and Vacheron Constantin.
The index includes the top 10 best-selling and most important models from each manufacturer, so 140 in total currently.
“ChronoPulse incorporates more brands, more models per brand, and more watches in general than any existing competitive service,” said the company in a statement.
“This reduces the number of blind spots possible in a massive data set and makes the ChronoPulse model less vulnerable to bubbles/crashes, and, therefore, most reflective of the actual market.”
ChronoPulse utilizes about 4.6 million data points in total, stemming from more than one million sales since Chrono24’s founding, or about 30,000 sales per month.
The company also offers users a “Watch Collection” tool, which tracks the value trajectories of more than 3.7 million owned watches. The tool tracks value using the purchase price, whether or not the user bought the watch from Chrono24.
The value of all watch collections tracked using Chrono24's tool totals more than $49.7 billion, said the company, adding that makes up almost 7 percent of the estimated $748 billion value of all the watches in the world.
While data is a useful tool, watch collectors’ preferences can be subjective, so Chrono24 turned to industry experts for their input, including Denmark-based watch journalist Kristian Haagen, Eric Wind of Florida-based Wind Vintage, Singapore-based watch collector and banker Jack Wong, and Brendan Cunningham, who runs the “Horolonomics” blog and is a professor of economics at Eastern Connecticut State University.
The ChronoPulse index data is updated daily, and the selection and weighting of the manufacturers and watch models are updated and adjusted every six months.
There are also indices available for the 14 top brands, with independent brand-specific indices set to roll out in the coming months, said Chrono24.
Editors' Picks
Sponsored by
More on Watches
The Latest
IndependentsMar 06, 2025
Wixon Jewelers to Close After 37 YearsFirst-generation jewelers Dan and Hope Wixon are retiring and will close their Minneapolis-area jewelry store in May.
CollectionsMar 06, 2025
Guzema, 3.1 Phillip Lim Collab on New ‘Snake’ DesignsThe limited-edition collection, a nod to the Year of the Snake, is Ukrainian brand Guzema’s first partnership with a U.S. brand.
IndependentsMar 06, 2025
Stephen Barnes Is the New Owner of IJOAfter more than 50 years, Jeff Roberts is handing over ownership of the organization to IJO President Stephen Barnes.
Brought to you by
Have a Plan for EmergenciesEmergencies can happen anytime, anywhere , and Jewelers of America has what you need to be prepared for it all.
Events & AwardsMar 06, 2025
Borsheims’ ‘Ike-It’ Award Goes to JewelerSenior Jeweler Jay Wolff was named employee of the year.
Weekly QuizMar 06, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
MajorsMar 05, 2025
Neiman Marcus’ Dallas Flagship Store to Close, Confirms Saks GlobalThe 111-year-old store will close following a dispute among Saks Global, a landlord, and the City of Dallas over a small piece of land.
AuctionsMar 05, 2025
Sotheby's To Auction 51 ‘Alien’ WatchesThe upcoming “Area_51” watch sale is a collaboration with heist-out, featuring vintage and modern timepieces with futuristic designs.
Brought to you by
A Diamond ETF is the Way to Reinvigorate Natural Diamond SalesThe jewelry industry faces challenges from lab-grown diamonds. A diamond ETF can restore natural diamonds' value and drive investor demand.
MajorsMar 05, 2025
Jewelers of America Unveils 3-Year Strategic Plan The trade organization, which will mark 120 years of service next year, has a refined focus and a new mission statement.
Events & AwardsMar 05, 2025
92NY Accepting 2025 Jewelry Artist Residency ApplicationsThe application period is now open for established and emerging jewelers and metalsmiths to apply to the month-long residency program.
CrimeMar 04, 2025
4 Suspects Arrested in Fatal Armed Robbery of California Jewelry Store Uc Thí Vo, who co-owned Kim Tin Jewelry in Sacramento with her husband of 40 years, was killed during the November 2024 robbery.
CrimeMar 04, 2025
NYC Diamond Dealer Pleads Guilty to Lab-Grown Diamond SwapsManashe Sezanayev pleaded guilty to grand larceny and is expected to receive five years’ probation when he’s sentenced in May.
TrendsMar 04, 2025
Amanda’s Style File: Peaceful and Powerful AquamarineThe March birthstone pairs perfectly with hues of Mocha Mousse, Pantone’s Color of the Year for 2025.
ColumnistsMar 04, 2025
The Smart Lab: Using Online Events to Supercharge Sales Emmanuel Raheb shares strategies to prepare for, publicize, and engage the audience during events on platforms like TikTok and Zoom.
EditorsMar 03, 2025
Drop Necklaces, Archival Pieces Take Over at the 2025 OscarsFrom Doja Cat to Mikey Madison and Selena Gomez, many of this year’s Academy Awards attendees donned drop necklaces.
Policies & IssuesMar 03, 2025
Customs Indefinitely Postpones Requirement to Disclose Country of MiningOriginally slated to take effect in April, official U.S. Customs and Border Protection documents now show the implementation date as “TBD.”
SurveysMar 03, 2025
Consumer Confidence Fell in February Amid Concerns About the FutureThe recent jump in the prices of household staples, like eggs, and the potential impact of tariffs worried consumers.
Events & AwardsMar 03, 2025
AGA Now Accepting Applications for Its Gemological Education Scholarship The application period for the program is now open for aspiring gemologists around the world.
CollectionsFeb 28, 2025
Piece of the Week: Ironhorse Quillwork EarringsThe work of Indigenous designer Joe Big Mountain, these earrings are similar to the pair Lily Gladstone just wore to the SAG Awards.
AuctionsFeb 28, 2025
300-Year-Old Ring With Ties to Witch Trial Judge Up for Auction A metal detectorist uncovered the ring created in memory of Sir Richard Rainsford, who presided over some of England’s last witch trials.
Recorded WebinarsFeb 28, 2025
Watch: 2025 Jewelry Trends ForecastFine jewelry consultant and publicist Francesca Simons joins Amanda Gizzi and Natalie Francisco to discuss the trends set to rise this year.
TrendsFeb 27, 2025
Model Winnie Harlow Says ‘Yes’ to 3-Stone Engagement RingHarlow’s partner, NBA player Kyle Kuzma, worked with Vobara to design the ring, which features oval and pear-shaped diamonds.
MajorsFeb 27, 2025
Winona Ryder, Iman Star in New Pandora CampaignThe Danish jeweler released the next chapter of its “Be Love” campaign, which celebrates love in all its forms.
SourcingFeb 27, 2025
Gemfields Holds Mini Auction for Higher-Quality EmeraldsThe 13 lots on offer were comprised of material that previously went unsold at the miner’s November auction.
Events & AwardsFeb 27, 2025
JA to Host Workshop During Alabama Jewelers Association ConventionThe learning workshop and the convention are both scheduled to take place April 26 and 27 in Montgomery, Alabama.
Policies & IssuesFeb 26, 2025
EU Once Again Pushes Back Deadline on Diamond Traceability The EU, like the U.S., also now will require diamond importers to provide information about where exactly the diamonds were mined.
SourcingFeb 26, 2025
De Beers, Botswana Make New Diamond Sales Deal OfficialThe formal signing of the agreement comes nearly two years after De Beers and Botswana initially announced they had reached a new deal.
