The Luxury Watch Market in 2025

**Luxury Watches in 2025: **** Tariffs, Tiny Royal Oaks, Solar Time, and Rising Pre-Owned Demand

1. Trade Turbulence: Swiss Tariffs Shake the Industry Swiss watch brands are facing a sharp 39% U.S. tariff as of August 7, 2025—up from the previous 10% rate. The result? Retail prices could rise between 12% to 35%, pushing more buyers to the secondary market for better deals. Some heritage brands even rushed shipments to beat the tariff deadline. Interestingly, despite the higher costs, demand remains strong—proving that in the luxury world, scarcity and price hikes can make a watch even more desirable.

**2. Stable Yet Cautious: ** The Pre-Owned Market Holds Ground The secondary watch market has steadied. Pre-owned Swiss timepieces saw only a 0.3% drop in Q2 2025—the slowest decline in years. Rolex, Cartier, Omega, and Patek Philippe continue to dominate. With new-watch prices climbing, collectors are increasingly turning to pre-owned models as smart investments.

3. Innovation Meets Heritage: Watches & Wonders 2025 This year’s Watches & Wonders fair was a showcase of creativity and technical brilliance. Standout trends included: High-frequency 5 Hz movements More compact case sizes Playful and artistic designs Jaw-dropping high complications Rolex unveiled the Land-Dweller, TAG Heuer and Chopard leaned into smaller models, Hermès surprised with a tongue-out horse dial, and Chanel introduced lipstick-inspired secret watches. Patek Philippe’s Quadruple Complication and Vacheron Constantin’s Solaria Ultra Grand Complication were the ultimate crowd-pleasers.

4. Solar Power Meets Style Luxury brands are giving solar technology a glamorous twist. Tiffany’s Rope watch offers an eight-month reserve, Tissot’s PRC 100 Solar boasts a 14-month power reserve, and Seiko and TAG Heuer have rolled out solar chronographs with up to ten months of runtime. The result is a marriage of sustainability and low-maintenance luxury.

**5. Capturing Trends: ** Size, Gender, and Style Evolve Mini Royal Oak: Audemars Piguet’s 23 mm Royal Oak Mini, in frosted gold and limited to about 50 units a year, is quickly becoming a celebrity favorite—and nearly impossible to get. Omega’s 30 mm Aqua Terra: The brand’s first-ever 30 mm model comes in Moonshine gold with diamonds and is powered by its smallest Master Chronometer movement. The launch embraces inclusivity and modern style. Timex Intrepid Dimepiece: A 36 mm revival of JFK Jr.’s sailing watch from the ‘90s, offering gender-neutral design at an accessible price point.

**The Takeaway 2025’s luxury watch market is a mix of resilience, creativity, and shifting consumer habits. Tariffs may push prices higher, but they’re also fueling demand in the pre-owned sector. Innovation—whether in solar-powered movements or playful high complications—proves that even the most traditional brands are willing to evolve. From ultra-rare celebrity favorites to accessible design icons, there’s never been a more exciting time to be part of the watch world.