Christie’s delivers verdict on 2025 and projections for this year

Christie’s auction house has put together a report that summarises its key findings from 2025 and its main predictions for this year.

According to the report, the watch department is in rude health and now leads the company in attracting new collectors, with 15% of all new bidders and buyers entering the house through this category.

Following a year that saw luxury sales surpass $1 billion, the appetite for high-end horology clearly shows no signs of slowing down. Here are the key trends and insights shaping the watch market for the year ahead.

The rise of private sales and independents

2025 marked a record-breaking year for private sales, characterised by multiple high-value transactions exceeding $10 million. This shift reflects a growing preference among major collectors for tailored, confidential “white-glove” service.

While the usual suspects like Patek Philippe, Rolex, and Cartier remain the strongest performers, independent watchmakers have been seeing exceptional demand. F.P. Journe, in particular, has emerged as a standout performer, with the expectation that demand will be sustained across its key models throughout 2026.

The “neo-vintage” boom

One of the most significant shifts in the market is the entry of a younger generation of collectors. Millennials and Gen Z now account for 44% of all luxury buyers and bidders at Christie’s, and their love of ‘neo-vintage’ watches — those produced in the 1990s and early 2000s — has led to these timepieces appreciating as these younger collectors enter the category. This demographic is also driving a surge in digital engagement, with 85% of all luxury bids now placed online.

Market outlook for 2026

Looking forward, the market is expected to be dominated by buyers from the US and Middle East (albeit this report was put together before the recent events in Iran). 

Unsurprisingly, Patek Philippe and Rolex are expected to continue to dominate, with their vintage masterpieces projected to hit new record prices.

To continue a theme that’s been noticeable for some time now, Christie’s expects that provenance and rarity will continue to be a key priority for collectors, who are increasingly desiring watches with a unique history and verifiable pedigree.