Rolex Prices Normalize, Brand Continues to Lead the Market

Luxury shoppers are changing the way they buy high-end watches, and the current prices of Rolex watches are beginning to reflect that change. After several years of record-breaking demand, soaring resale values, and fierce competition for the world’s most coveted timepieces, the secondary watch market is entering a more balanced era. The Swiss watchmaker, which defined the pandemic watch boom, continues to set the benchmark for luxury timepieces worldwide even as the market returns to more sustainable conditions.

A new report from leading pre-owned watch marketplace Chrono24 shows that Rolex remains the dominant force in the resale market, but its grip is no longer as overwhelming as it was just a few years ago. While the Swiss watchmaker still makes up nearly one-third of all sales on the platform, its market share has gradually returned to pre-COVID levels as buyers diversify their collections and explore other prestigious brands. The shift shows that today’s collectors are making more measured purchasing decisions rather than chasing the speculative frenzy that defined the early 2020s.

Rolex Still Leads the Secondary Market

Rolex’s share of sales on Chrono24 has dropped from its pandemic-era boom, now sitting at 30.5 percent compared to 44 percent in 2022. https://t.co/Y07sc603sf

— RobbReport (@RobbReport) August 5, 2026

According to Chrono24’s latest market report, Rolex currently represents 30.5 percent of sales on its platform, a clear decline from the 44 percent recorded during the height of the luxury watch boom in 2022.

Although the figure may appear significant, it does not signal weakness. Instead, it shows a normalization of the market following several years of extraordinary demand driven by limited supply, investment buying, and pandemic-era spending.

Rolex remains comfortably ahead of…