Smaller Cases and Lots of Cartier: The Watches Selling Right Now, According to America’s Biggest Dealers

The luxury watch industry looks very different today than it did two years ago, but perhaps not in the way you might think. Sure, the, and some buyers and sellers are stuck with watches worth much less than what they paid for them in 2022.

“There’s been a big flood of pre-owned watches coming back to market, suppressing price points,” Chiappelloni says. “It’s not that I like it better this way. Of course, we like the exuberance, even if it’s a silly exuberance. But it’s nice that we see clients comparing and contrasting different watches.

Even Rolex specialists like Fourtané report that clients are diversifying their interests. “We’re seeing a nice evolution of our clientele base where people are being really authentic to what they like,” he says. “Part of that would be looking at other models that maybe weren’t on their radar. And so we do a lot of work, especially because certain things aren’t available, to introduce new products.

“People are collecting for joy, not necessarily for hype — they want a piece that shows their personality,” she says. “Rather than having a checklist, people are expressing their individuality through their timepieces.”

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