The Luxury Watch Market
A data-driven overview of the watches resale market, based on 125,643 verified auction sales across 145 brands from 15+ sources.
Watches Market at a Glance
As of 2026, the watches resale market includes 145 brands with 125,643 verified sales tracked by Alt/Finance. The average resale price is $29,954. Market prices have increased 81.7% year-over-year on average. The most traded brand is Patek Philippe with 16,985 recorded sales.
Market Overview
The luxury watch resale market is one of the most active segments in the alternative assets space. With 145 brands tracked by Alt/Finance and 125,643 verified auction sales, the market offers deep liquidity and robust price discovery. Major auction houses including Christie's, Sotheby's, and Phillips host dedicated watch sales multiple times per year, and the secondary market has grown significantly with the rise of online auction platforms. The average resale price across all tracked watches is $29,954, reflecting a market that spans from accessible entry-level collectibles to six-figure rarities.
Top Watches Brands by Sales Volume
| # | Brand | Total Sales | Avg Price | YoY Change |
|---|---|---|---|---|
| 1 | Patek Philippe | 16,985 | $66,939 | -19.0% |
| 2 | Rolex | 16,038 | $22,955 | -16.8% |
| 3 | Breguet | 8,183 | $35,982 | -46.9% |
| 4 | Omega | 7,578 | $6,826 | -24.1% |
| 5 | Cartier | 7,114 | $25,766 | -40.7% |
| 6 | Rolex | 6,465 | $52,587 | -25.7% |
| 7 | Jaeger-LeCoultre | 5,322 | $13,727 | -8.8% |
| 8 | Vacheron Constantin | 5,237 | $21,895 | -12.7% |
| 9 | Audemars Piguet | 5,134 | $37,124 | -51.3% |
| 10 | IWC | 2,818 | $12,197 | -5.1% |
Watches by Price Range
Brands are grouped by their average auction sale price to help you identify options at every price point.
$1,000 - $5,000
37 brands
- Breitling ($4,622)
- Baume & Mercier ($2,789)
- Waltham ($2,961)
- Eterna ($3,489)
- Montblanc ($3,516)
- +32 more
$5,000 - $25,000
63 brands
- Rolex ($22,955)
- Omega ($6,826)
- Jaeger-LeCoultre ($13,727)
- Vacheron Constantin ($21,895)
- IWC ($12,197)
- +58 more
$25,000 - $100,000
36 brands
- Patek Philippe ($66,939)
- Breguet ($35,982)
- Cartier ($25,766)
- Rolex ($52,587)
- Audemars Piguet ($37,124)
- +31 more
Over $100,000
6 brands
- F.P. Journe ($155,407)
- Richard Mille ($244,532)
- Tavernier ($136,834)
- Henry Capt ($157,820)
- Guinand ($117,566)
- +1 more
Watches Market Trends
The average year-over-year price change across all watches brands is +81.7%. Below are the brands with the largest price movements.
Frequently Asked Questions
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