Global watch trading platform Chrono24, following the release of its first watch collector’s report in April this year, recently published the second part of the report. Based on the personal collection data of 1.3 million active users on the platform, this report analyzes the performance and value of watch brands, and lists the probability of buyers purchasing different brand watches, reflecting the process of collectors building their collections.
Among the many luxury brands, Rolex has consistently maintained a stable performance. From the first watch purchased by collectors to the twentieth, the probability of buying a Rolex has always been between 34% and 38%, occupying the largest market share and brand recognition among all brands. 34% of collectors start their collection journey with their most coveted Rolex watch.
Patek Philippe and Audemars Piguet are highly favored by seasoned collectors, possibly because these brands have higher prices. According to the report data, the median value of PP watches is 41,000 euros, while the median value of AP watches is 27,000 euros. Only 2% of collectors start their collection journey with these two brands, but the number of AP collectors doubles by the time they reach their “tenth watch” in their collection. Similarly, the proportion of PP collectors doubles at the “twelfth watch” and reaches 7.5% at the “twentieth watch,” ranking third among all brands, only behind Rolex and Omega.
