The pre-owned watch market appears to be on firmer footing in 2026, with fresh data suggesting that prices are continuing to improve across many of the industry’s most in-demand brands. According to a report published by Watch Insider, based on February 2026 data from WatchCharts, the wider secondary watch market continued its recent upward trend, with particular strength seen in Rolex, Patek Philippe, Audemars Piguet and several key mid-tier brands. (Watch Insider)

The WatchCharts Overall Market Index rose by 0.6% in February 2026, while Rolex increased by 0.6%, Patek Philippe by 0.7%, and Audemars Piguet by 0.6%. More notably, Patek Philippe has now remained in positive territory for twelve consecutive months, reinforcing the idea that the upper end of the pre-owned market is enjoying sustained momentum rather than a short-term spike. (Watch Insider)

One of the more interesting themes in the latest figures is that the recovery is no longer limited purely to the traditional “Big Three”. Cartier rose by 1.6% in February, while Omega and Tudor each increased by 1.3%. Panerai and Zenith also posted gains of 1.0%. At the other end of the scale, Breitling was reported as the weakest performer for the month, declining by 1.1%. (Watch Insider)

Looking over a longer period, the standout performer was Patek Philippe, which was up 16.2% year on year, driven in large part by strong momentum in the Aquanaut and Nautilus collections. Rolex gained 7.9% over the same period, while Audemars Piguet rose 3.4%. Tudor was another notable winner, climbing 11.4% from February 2025 to February 2026. (Watch Insider)

So why is the market improving? According to the report, the answer is a mix of macroeconomic pressure and genuine collector demand. WatchCharts points to rising gold prices, tariff uncertainty and repeated retail price increases as contributing factors. However, the more important signal may be that demand in the secondary market has continued to expand. In 2025, brands including Patek Philippe, Omega, Cartier, Vacheron Constantin and Tudor all saw their secondary transaction values grow by more than 20%, indicating that more buyers are actively participating in the pre-owned space. (Watch Insider)

Supply constraints are also helping to support prices. WatchCharts highlighted tightening supply in some of the market’s most sought-after references, particularly Patek Philippe’s Aquanaut and Nautilus models. Rolex Daytona references have also seen supply levels fall across the latest four stainless steel generations, including references 16520, 116520, 116500 and 126500. As demand continues to outpace supply on these highly desirable pieces, prices have naturally responded upwards. (Watch Insider)

Perhaps the most encouraging point for collectors and dealers alike is that this recovery appears more stable than the speculative surge seen in the early 2020s. The report argues that while there are still moments of hype, such as renewed rumours around the Rolex GMT-Master II “Pepsi”, the current market feels more organic overall. That suggests a healthier environment, driven more by long-term interest from genuine buyers than by short-term speculation. (Watch Insider)

For anyone buying, selling or collecting pre-owned watches, this matters. A stronger and more balanced secondary market creates greater confidence, especially around established references with enduring demand. At the same time, the report also notes that strength is still concentrated among a relatively narrow group of brands and models, so selectivity remains important. (Watch Insider)

At Kings Hill Jewellery, we continue to watch the pre-owned market closely. For collectors, the latest figures are a reminder that the best watches remain highly desirable — and that rarity, brand strength and long-term collectability still matter.

Source and credit: This article is based on reporting by Daniel Malins for Watch Insider, published on 24 March 2026, summarising February 2026 data provided by WatchCharts. Original article: “Market healthy but Breitling struggling in latest WatchCharts report.” (Watch Insider)