Why Pre-Owned Watches Are Outselling New Ones

Why Pre-Owned Watches Are Outselling New Ones

For over two decades, we’ve had a front-row seat to the evolution of the luxury watch market. Trends come and go, but every so often, a shift happens that permanently changes the way collectors buy timepieces.

That shift is happening right now—and it’s clear: pre-owned luxury watches are outselling new ones.

At The Watch Aficionado, we don’t see this as a trend. We see it as a return to informed buying.

Availability Has Changed the Game

Walk into any authorized boutique today and you’ll likely hear the same thing: waitlist. Iconic models from Rolex, Patek Philippe, and Audemars Piguet are increasingly difficult—if not impossible—to purchase new without months or years of waiting.

Pre-owned watches eliminate that barrier. Collectors can acquire the exact reference they want, when they want it, without uncertainty. For many clients, access matters more than the idea of “brand new.”

Value Retention Matters More Than Ever

Luxury watch buyers today are smarter than ever. They understand depreciation, market demand, and long-term value.

A new watch often takes its biggest depreciation the moment it leaves the store. A well-priced pre-owned watch, on the other hand, has already absorbed that initial drop—making it a more stable and, in many cases, smarter purchase.

We regularly see pre-owned watches that hold their value exceptionally well and in some cases appreciate over time.

Condition Is No Longer a Compromise

The stigma around pre-owned luxury watches is long gone. Modern authentication standards, professional servicing, and expert refinishing mean today’s pre-owned watches can look—and perform—like new.

At The Watch Aficionado, every pre-owned watch we sell is:

• Professionally authenticated

• Thoroughly inspected

• Fully serviced when necessary

• Presented with transparency and confidence

Our clients aren’t settling—they’re upgrading.

Access to Discontinued & Hard-to-Find Models

Some of the most desirable watches on the market are no longer in production. Pre-owned buying opens the door to:

• Discontinued references

• Vintage classics

• Rare dial variations

• Hard-to-source configurations

For true collectors, pre-owned isn’t an alternative—it’s the only way.

A More Personalized Buying Experience

Buying pre-owned allows clients to choose based on character, history, and individuality rather than current production cycles. Every piece tells a story, and no two collections are the same.

It’s a more curated, intentional approach to luxury.

Our Commitment to Pre-Owned Excellence

Pre-owned watches have always been a cornerstone of what we do. We specialize in high-end pre-owned luxury watches, offering a carefully selected inventory that reflects our standards—not just market demand.

Whether you’re searching for a modern icon or a timeless classic, our goal is simple:
to deliver confidence, value, and authenticity—every time.

The New Luxury Is Knowledge

Today’s watch buyers aren’t chasing labels. They’re chasing quality, value, and access. That’s why pre-owned watches continue to outsell new ones—and why they’re here to stay.

At The Watch Aficionado, we’re proud to guide our clients through this evolving market with the same expertise we’ve built over the last 20 years.