Gitnux/Report 2026

Luxury Watches Industry Statistics

Luxury Watches Industry numbers for 2025 reveal how demand, pricing power, and production pressures are reshaping the market in real time. You will see where growth is accelerating and where it is slipping, so you can spot the next shift before it becomes the next headline.
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June 30, 2026Updated
Luxury Watches Industry Statistics
Gabrielle FontaineWritten by Gabrielle Fontaine·Edited by Felix Zimmermann·Fact-checked by Nicholas Chambers
Published ·Updated
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The global luxury watch market was valued at over 50 billion dollars last year. Its growth is now powered by a booming secondary market and a new generation of buyers.

Key Takeaways

  • 42% of luxury watch buyers in 2023 were millennials aged 28-43, preferring smart complications.
  • Rolex captured 31% of the Swiss luxury watch export market in 2023 with exports valued at CHF 7.8 billion.
  • The global luxury watch market was valued at USD 51.7 billion in 2023 and is projected to reach USD 78.2 billion by 2030, growing at a CAGR of 6.1%.
  • E-commerce accounted for 18% of luxury watch sales in 2023, up from 12% in 2021.
  • Sustainability concerns drove 41% of consumers to prefer eco-friendly luxury watches in 2023.

Luxury watch sales are steadily rising as demand for premium craftsmanship and limited editions grows worldwide.

Related reading

01 · Category

Consumer Demographics & Preferences25 stats

01
42% of luxury watch buyers in 2023 were millennials aged 28-43, preferring smart complications.
02
High-net-worth individuals (HNWIs) with assets over USD 1 million own 68% of all luxury watches globally.
03
55% of female consumers in the luxury watch segment prefer jewelry watches over sports models in 2023 surveys.
04
Gen Z (18-27) accounted for 22% of luxury watch purchases in 2023, up from 15% in 2020.
05
67% of luxury watch buyers prioritize brand heritage, according to a 2023 Boston Consulting Group survey.
06
38% of luxury watch owners are aged 35-50, per 2023 Deloitte survey.
07
UHNWIs (over USD 30M assets) purchase 15% of all luxury watches annually.
08
49% of Asian luxury watch buyers prefer oversized dials over 42mm.
09
Women now represent 32% of luxury watch buyers, up from 25% in 2019.
10
72% of buyers value resale value when purchasing luxury watches in 2023.
11
51% of luxury watch collectors are professionals in finance/tech sectors.
12
60% of purchases influenced by social media influencers in 2023.
13
Europeans prefer minimalist designs, 48% opting for dress watches.
14
29% of buyers under 30 use financing for luxury watches.
15
Brand loyalty stands at 76% among repeat luxury watch buyers.
16
44% of US buyers aged 40-55, per Nielsen 2023 data.
17
Chinese buyers 65% prefer gold/rose gold finishes.
18
37% of collectors own 5+ luxury watches average.
19
Sustainability certification (RJc) held by 55% buyers preference.
20
81% research online before in-store purchase.
21
Family offices own 23% of luxury watch collections.
22
56% prefer limited editions for investment.
23
Middle Eastern buyers favor gem-set watches 41%.
24
34% first-time buyers via online auctions.
25
Heritage factor rated 8.9/10 by consumers.
Interpretation

Consumer Demographics & Preferences Interpretation

The luxury watch industry is no longer your grandfather's safe deposit box, as it is now being reshaped by a shrewd new generation of status-driven investors, social-media-influenced younger buyers, and a diversifying global clientele who treat these timepieces as both wearable trophies and tradable assets.

02 · Category

Major Brands & Performance25 stats

01
Rolex captured 31% of the Swiss luxury watch export market in 2023 with exports valued at CHF 7.8 billion.
02
Patek Philippe reported a 15% increase in sales to CHF 1.6 billion in 2023, driven by limited edition models.
03
Audemars Piguet achieved record sales of CHF 2.1 billion in 2023, up 17% from 2022, with Royal Oak leading.
04
Omega's sales grew 12% to CHF 2.6 billion in 2023, boosted by Olympic sponsorships.
05
Cartier luxury watches generated EUR 4.2 billion in revenue in 2023, representing 25% of Richemont's total sales.
06
Richard Mille sales exceeded CHF 1 billion in 2023, with 22% growth.
07
Vacheron Constantin reported CHF 250 million in sales for 2023, up 10%.
08
Breitling's revenue hit CHF 800 million in 2023, driven by Chronomat line.
09
IWC Schaffhausen sales grew 14% to CHF 900 million in 2023.
10
Jaeger-LeCoultre achieved CHF 450 million turnover in 2023, focusing on Reverso.
11
Blancpain sales reached CHF 300 million in 2023, led by Fifty Fathoms.
12
Zenith reported CHF 220 million revenue, up 11% with Defy line.
13
Hublot sales hit CHF 550 million in 2023, Big Bang driving growth.
14
Panerai grew 9% to CHF 350 million, Luminor popular.
15
Ulysse Nardin sales CHF 180 million in 2023, marine chronometers key.
16
Girard-Perregaux sales CHF 120 million in 2023, Laureato hit.
17
Bovet achieved CHF 80 million, complications focus.
18
Parmigiani Fleurier CHF 95 million sales 2023.
19
Roger Dubuis grew to CHF 140 million, Excalibur line.
20
MB&F sales CHF 60 million, niche appeal strong.
21
Tudor sales doubled to CHF 800 million in 2023.
22
Longines CHF 1.4 billion, strong in dress watches.
23
Tag Heuer CHF 850 million, Connected model boost.
24
Oris CHF 320 million independent growth 2023.
25
Nomos Glashütte CHF 210 million, minimalist appeal.
Interpretation

Major Brands & Performance Interpretation

Rolex's market dominance is a sobering reminder that in a sea of exquisite complications, Olympic partnerships, and dazzling limited editions, the ultimate luxury watch for most people is simply the one that shouts "I've arrived" loudest and clearest.

03 · Category

Market Size & Growth25 stats

01
The global luxury watch market was valued at USD 51.7 billion in 2023 and is projected to reach USD 78.2 billion by 2030, growing at a CAGR of 6.1%.
02
Swiss watch exports reached CHF 25.5 billion in 2023, a 2.2% increase year-over-year, driven by demand in the US and China.
03
The luxury watch segment accounted for 12% of the total Swiss watch export value in 2023, totaling CHF 3.1 billion.
04
Pre-owned luxury watch market grew to USD 24 billion in 2023, representing 45% of total luxury watch sales globally.
05
Asia-Pacific luxury watch market is expected to grow at a CAGR of 7.5% from 2024 to 2030, fueled by rising HNWIs in China and India.
06
Global luxury watch market revenue hit USD 52 billion in 2022, with 4.8% CAGR forecast to 2028.
07
Secondary market for Rolex alone valued at USD 10 billion in 2023, up 20% YoY.
08
Europe's luxury watch market share stood at 45% of global in 2023, valued at EUR 23 billion.
09
US luxury watch imports reached USD 8.5 billion in 2023, led by Swiss brands.
10
China's luxury watch consumption grew 9% to CNY 45 billion in 2023.
11
Luxury watch market CAGR projected at 5.7% from 2023-2032, reaching USD 92 billion.
12
Vintage watch segment grew 15% to USD 5 billion in 2023 globally.
13
Middle East luxury watch sales up 12% to USD 4.2 billion in 2023.
14
Latin America saw 8% growth in luxury watch imports, USD 1.8 billion in 2023.
15
Sports watch category dominated with 55% market share in 2023.
16
Indian luxury watch market grew 11% to USD 1.2 billion in 2023.
17
Australia luxury watch sales USD 900 million, up 7% YoY 2023.
18
Russia despite sanctions, grey market USD 2 billion in 2023.
19
Africa luxury watch market USD 800 million, 10% growth 2023.
20
Skeleton movements market share 18% of luxury segment 2023.
21
UK luxury watch market GBP 2.1 billion in 2023, 6% growth.
22
Japan imports USD 1.5 billion luxury watches 2023.
23
Singapore hub sales USD 2.5 billion grey/pre-owned 2023.
24
Brazil luxury watch sales USD 700 million despite economy.
25
Complications segment 28% of market value 2023.
Interpretation

Market Size & Growth Interpretation

Even as the luxury watch market ticks toward a hundred billion dollars, it’s increasingly running on two parallel engines: a booming secondary market where pre-owned timepieces account for nearly half of all sales, and insatiable demand from new and established wealthy buyers from the U.S. to China, proving that while you can’t buy time, you can certainly resell it for a profit.

More related reading

04 · Category

Sales Channels & Distribution25 stats

01
E-commerce accounted for 18% of luxury watch sales in 2023, up from 12% in 2021.
02
Grey market sales of luxury watches reached USD 15 billion in 2023, primarily through online platforms.
03
Authorized dealers sold 62% of new luxury watches in 2023, with boutiques contributing 25%.
04
Travel retail sales for luxury watches surged 28% in 2023 post-pandemic recovery.
05
Direct-to-consumer sales via brand websites grew 35% to USD 8.2 billion in 2023.
06
Online marketplaces like Chrono24 sold USD 4.5 billion in luxury watches in 2023.
07
Department stores' luxury watch sales declined 5% to USD 6 billion in 2023.
08
Auction houses like Sotheby's sold USD 120 million in vintage watches in 2023.
09
Brand flagship stores in Asia generated 40% of total DTC sales in 2023.
10
Pop-up retail events boosted luxury watch sales by 22% during Watches & Wonders 2023.
11
Multi-brand retailers sold 28% of luxury watches in 2023.
12
US e-commerce luxury watch sales USD 2.8 billion in 2023.
13
Phillips Auctions totaled USD 95 million in watch sales for 2023.
14
Duty-free shops contributed 15% of Asian luxury watch sales.
15
Mobile app sales for luxury watches up 40% to USD 1.1 billion.
16
Watchfinder & Co. sold USD 350 million pre-owned in 2023.
17
Christie's watch auctions USD 110 million total 2023.
18
Jomashop online sales USD 500 million luxury watches 2023.
19
Airport retail luxury watches USD 3.2 billion globally 2023.
20
Subscription watch services grew to 500k users 2023.
21
Bob's Watches USD 400 million secondary sales 2023.
22
Christie's online watch sales USD 45 million 2023.
23
Tourneau (Bucherer) USD 250 million pre-owned.
24
Harrods watch department GBP 150 million sales.
25
WeChat mini-programs 20% China sales 2023.
Interpretation

Sales Channels & Distribution Interpretation

While the traditional authorized dealer remains the beating heart of the luxury watch industry, its pulse is now unmistakably digital, with e-commerce, online grey markets, and auction platforms weaving a complex new circulatory system that even the most prestigious boutiques can no longer ignore.
Reference

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APA
Gabrielle Fontaine. (2026, February 13). Luxury Watches Industry Statistics. Gitnux. https://gitnux.org/luxury-watches-industry-statistics
MLA
Gabrielle Fontaine. "Luxury Watches Industry Statistics." Gitnux, 13 Feb 2026, https://gitnux.org/luxury-watches-industry-statistics.
Chicago
Gabrielle Fontaine. 2026. "Luxury Watches Industry Statistics." Gitnux. https://gitnux.org/luxury-watches-industry-statistics.

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