The luxury watch market is undergoing a structural shift, with demand broadening beyond traditional investment-grade models.
According to an investigation by Chrono24, shared exclusively with Handelsblatt, collectors and investors are increasingly turning to filigree and less conventional designs, eroding the market dominance previously held by brands like Rolex.
This diversification in taste reflects a wider recalibration of alternative asset portfolios.
As traditional safe havens and blue-chip luxury goods face scrutiny, buyers are seeking value in niche segments.
The move away from monolithic brand loyalty suggests that the secondary market for luxury watches is maturing, with price discovery becoming more granular and less dependent on a single manufacturer's output.
The trend emerges against a backdrop of significant pressure on the broader luxury sector.