Rolex Secondary Market Prices Return to Pre-Pandemic Levels, Report Finds
Rolex's market share on Chrono24 has decreased to 30.5 percent, a decline from 44 percent in 2022, reverting to levels seen before the pandemic. Despite this drop, it remains the leading brand, making up 31 percent of sales volume in Q2, while Omega and Patek Philippe represent 11 percent and 6 percent, respectively. In the $10,000–$20,000 segment, Rolex commands 61.4 percent of sales and holds 38.6 percent in the over $20,000 range, reflecting a 5.8 percent reduction over the past three years. The Datejust is the brand's highest revenue contributor at 28 percent. Younger consumers are broadening their buying habits, leading to a 30 percent decrease in their spending on pre-owned Rolexes, now at 34 percent of their budgets.
Key facts
- Rolex's share of sales on Chrono24 dropped to 30.5% from 44% in 2022.
- Rolex accounts for 31% of sales volume in Q2, with Omega at 11% and Patek Philippe at 6%.
- Rolex holds 61.4% of sales in the $10,000–$20,000 range.
- In the over $20,000 category, Rolex's share is 38.6%, down 5.8% over three years.
- Patek Philippe (23.1%), Audemars Piguet (13.8%), and Vacheron Constantin (5.6%) are gaining in the over $20,000 segment.
- The Datejust is now Rolex's largest revenue earner on Chrono24, at 28% of revenue.
- Buyers under 30 spend about 34% of their watch budget on Rolex, down 30% from 2022.
- The discontinued GMT-Master 'Pepsi' saw a 23% year-over-year price increase on Chrono24.
Entities
Institutions
- Chrono24
- Robb Report
- Bob's Watches