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In recent years, the luxury watch market has been a spectacle of skyrocketing demand and equally high prices. Iconic brands like Rolex, Audemars Piguet (AP), and Patek Philippe have dominated headlines with watches fetching upto five times their retail values on certain pieces. But as the winds of the market shift, a pressing question arises: Is the party over for the luxury watch market?

The Current Scenario

Contrary to the buzz in press circles, suggesting a waning demand for luxury watches, the reality paints a different picture. It’s true that the explosive hype we witnessed in the last two years has calmed. The market is indeed flush with products, leading some to prematurely declare the end of the luxury watch era. However, this view is myopic.

The ‘hard to get’ pieces from powerhouses like Rolex, AP, and Patek Philippe are still commanding prices double their retail value. This indicates a market that is very much alive and kicking. The demand for these prestigious timepieces hasn’t vanished; it has merely evolved.

The Myth of the Dying Demand

The idea that the party is over is based on the assumption that an influx of available products equates to a drop in demand. This is a simplistic view of a complex market. The true barometer of this party’s longevity will be when the most sought-after watches begin trading at or below their retail prices in the secondary market. We are far from this scenario.

Key Factors to Consider

Several variables could potentially signal the end of this golden era for luxury watches. These include:

  1. Economic Collapse: A significant downturn in the global economy could diminish the purchasing power of potential buyers, impacting the luxury market as a whole.
  2. Market Saturation: If the market becomes overly saturated with luxury watches, the exclusivity and allure that drive their high prices could diminish.
  3. Supply Chain Issues: Problems in the supply chain could either inflate prices due to scarcity or decrease them if an oversupply occurs.

Each of these factors can significantly impact the luxury watch market, yet none have manifested to a degree that signals an imminent ‘party over’ scenario.


The luxury watch market, particularly for brands like Rolex, AP, and Patek Philippe, is still robust. The ongoing high prices in the secondary market for their most coveted pieces are a testament to this. While the frenzied pace of the past couple of years might have slowed, the demand remains strong. The end of this ‘party’ is not as near as some might think. It will take a confluence of significant economic and market shifts to see the most sought-after luxury watches trading for retail or less. Until then, the hands of time continue to tick favorably for the luxury watch market!

Due to the unpredictable and volatile market on certain Rolex, Patek Philippe and Audemars Piguet watches, prices are subject to change.