Secondary Watch Market Report H1 2026
A report analyzing the secondary watch market for the first half of 2026 indicates significant growth, with a total sold value of US$10.5 billion, a 37.2% increase from the previous year. This surge is largely driven by high-value lots, with 73 watches selling for over US$1 million at auction, nearly tripling from the prior year, and three lots exceeding US$10 million.
- Total sold value: US$10.5 billion
- Growth: 37.2% year-over-year
- Median watch price increase: 19% to US$5,900
- Watches sold over US$1M: 73
- Lots sold over US$10M: 3
- Average time to sell a watch: 43 days (up from 39 days last year)
The Everywatch report, which forms the basis of this analysis, draws data from 650 dealers and 472 auction houses, using sold figures rather than asking prices.
F.P. Journe saw the largest sales increase at 196.9% to US$201.6 million, placing it seventh overall in brand sales totals.
Rolex remains the most commercially viable brand on the secondary market, leading in sales with US$4.31 billion, followed by Patek Philippe at US$1.5 billion.
The increase in the median watch price may be contributing to the longer average time it takes to sell a watch, potentially causing buyers to hesitate.
While F.P. Journe is capturing attention, Rolex, Tudor, Omega, Patek Philippe, and Cartier are identified as the brands that drive the market due to their high sales volume.