$17 billion secondary market juggernaut shows no sign of stopping
According to a comprehensive 2025 report by secondary market and auction data specialists EveryWatch, secondary market sales were up 36.4% last year to an eye-watering $16.73 billion.
‘The Secondary Market Movements Report — Year 2025’ was based on data from 1,100 watch dealers and marketplaces and 500 auction houses globally.
Of the $16.73 billion, the report estimates that dealer pre-owned sales made up $15.65B (+38.3%), while auctions accounted for $1.09B (+14%).
One of the many interesting takes from the report is the reaffirmation of the success of the rollout of the Rolex Certified Pre-Owned programme, which it estimates to have had sales totalling $590M total sales (+204% YoY).
The top three performing sellers globally were, in order: Bucherer/Tourneau, with $127 million; Watches of Switzerland with $80 million; and The 1916 Company with $63 million.
The predictable top three performing brands were, in order: Rolex with sales of $5.67 billion; Patek Philippe with $2.24 billion; and Audemars Piguet with $1.56 billion.
