Luxury watches have always been valued for their craftsmanship and status. They’re status symbols and investments. This year, the pre-owned market is showing major growth and leading the industry.
Once a niche for collectors, it has become the go-to option for buyers who want quality and character without waiting years for a new release.
If you’re thinking of getting into pre-owned watches – now is the time.
The Demand is Unmatched
The pre-owned watch market has surged in value. Why? Because pre-owned watches offer immediate availability and proven value and individuality which new releases mostly lack.
Take Rolex, for example. Models like the Submariner and GMT-Master II have notoriously long waitlists at authorized dealers, but on the secondary market, they’re available instantly.
Many buyers prefer a well-maintained pre-owned piece over waiting years for a brand-new one.
Vintage Watches Gain Popularity
There’s something special about vintage watches, and buyers are taking notice. Timepieces from the ‘60s, ‘70s, and ‘80s with special dials and classic designs are commanding high prices. Collectors are drawn to pieces with patina, faded lume, and small imperfections that tell a story.
A vintage Omega Speedmaster from the moon-landing era or a Rolex “Paul Newman” Daytona carries a history that no new model can come close to replicating.
The appeal lies in rarity, i.e., these watches aren’t made anymore, and well-preserved examples are hard to find. A vintage watch makes you happy about how it looks, but it also means wearing a special piece of history on your wrist.
Women’s Watches Gain Traction
Historically speaking, men’s watches dominated the pre-owned market, but that’s changing.
Women’s luxury watches are becoming a major category. There's an increasing demand for Rolex Datejusts in 26mm and 31mm sizes, as well as Cartier Panthères and Patek Philippe Twenty~4s.
More women are buying for themselves instead of waiting for gifts, and pre-owned prices make luxury more accessible. A Rolex Datejust from the ‘90s might cost $5,000 pre-owned compared to $10,000 new.
Unisex designs are also growing in popularity, and these watches also have resale value, making them a smart buy.
Authentication is a Priority
As pre-owned watch prices rise, so does the risk of counterfeits. Buyers want guarantees, and the industry is responding in various ways:
● trusted sellers now help with in-house authentication
● auction houses verify every piece before listing
● blockchain technology helps to track ownership history
A pre-owned Breitling Navitimer with full documentation and original box commands a premium over one without papers.
Buyers are willing to pay more for their peace of mind, knowing their investment is authentic. Transparency is no longer optional – it’s expected.
Why Pre-Owned Watches Are Winning in 2025
The pre-owned boom goes steps above availability and price and focuses on shifting perceptions.
New luxury watches are harder to obtain, and secondary market prices mostly offer better deals. With economic uncertainty, buyers see watches as stable assets. This makes pre-owned pieces even more attractive.
In the past, secondhand items had a stigma. Now, they’re curated and desirable and smart investments. If you're looking for a steel sports model, a vintage watch, or a refined women's piece, the pre-owned market can give you plenty of great options.
Where to Start Your Search
Pre-owned luxury watches are here to stay. In 2025, these timepieces will maintain their worth and represent personal taste. Why wait years for a new watch when the perfect one already exists?
The pre-owned market is booming, and now is the time to be part of it. At ECI Jewelers, we have an excellent, authentic collection you shouldn't miss out on. Check it out and contact us for more details.