Luxury sports-watch retail prices generally rose in 2023, but many sought-after watches were still losing value on the secondary market after their 2022 peaks. Both trends can be true at once: a brand’s list price is not the same as a seller’s asking price or a completed-sale price.
What rose in price in 2023?
Chrono24’s August 2023 overview reported that most brands raised retail prices by 2% to 10% that year. The range is a broad account, not a global measure of every brand or watch reference: the size and timing of adjustments varied by model and region. Some individual models had larger increases.
At the same time, Chrono24 described secondary-market prices for sought-after watches as having fallen from their April 2022 peak. Some prices at the peak had reached two or three times retail, but that was not true of every luxury watch. Chrono24’s account is about a market trend, not a universal result for every model. Chrono24’s August 2023 watch-price overview sets out the retail and model examples.
Retail prices and secondary-market prices are different
A retail price is the price stated by a brand or its authorized retail channel. A marketplace price may be a seller’s asking price, while a pre-owned price may depend on condition. A transaction-based index instead aims to reflect completed sales under its own methodology. These figures answer different questions and should not be treated as interchangeable.
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Chrono24’s ChronoPulse index recorded secondary-market declines of 2.23% in Q1 2023 and 0.97% in Q4 2023. Chrono24 says the index draws on more than 600,000 transactions and tracks more than 14 brands and 140 models; it is based on sales data rather than listings. The index does not establish the price of a particular watch or predict what one will sell for. Chrono24’s April 2024 ChronoPulse release describes the index and its coverage.
How the trend differed by watch
Chrono24’s August 23, 2023 figures below are historical examples. “Marketplace average” refers to the average price it reported for new or unworn examples on its marketplace, not a confirmed completed-sale price. Retail and marketplace figures are shown as reported in euros.
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| Watch | Retail or list price reported | Marketplace figure reported | What the comparison shows |
|---|---|---|---|
| Rolex Submariner 124060 | €9,100; Chrono24 said it was €7,700 at the model’s 2020 introduction, an increase of about 18% by the 2023 article. | €12,400 average for a new example. | The reported marketplace average was above the stated retail price. |
| Omega Speedmaster Moonwatch 310.30.42.50.01.001 | €7,500; Chrono24 said it was €6,100 at introduction, an increase of about 22% by the 2023 article, roughly two and a half years later. | €6,000 average for a new example. | The reported marketplace average was below the stated retail price. |
| Audemars Piguet Royal Oak Jumbo 16202 | €34,800 list price; Chrono24 said the reference was introduced at €32,400 in early 2022. | €95,000 average for a new example. | The reported marketplace average was well above the list price. |
| Patek Philippe Nautilus 5711 | Final retail price just above €30,000; the model was discontinued. | New or unworn examples averaged €130,000 in August 2023, down from a €220,000 average peak in February 2022. Very-good-condition pre-owned examples averaged €108,000. | Condition and date matter: the new/unworn and pre-owned figures are separate averages, and both were below the cited peak. |
These snapshots show why “luxury sports watches rose in price” needs qualification. Retail prices rose for the cited Submariner and Speedmaster, while their reported marketplace averages landed on opposite sides of retail. The Nautilus example also shows that a high resale price can fall substantially from a peak without returning to retail. None of these historical marketplace averages guarantees the amount a buyer or seller would receive in a transaction.
Why country and timing matter
Retail adjustments can differ across regions, and a price change in one country should not be applied to another. As a separate, later comparison, WatchCharts’ January 18, 2024 update reported new-year retail catalog changes for currently produced Rolex watches across currencies: Japan +10.2%, Australia +8.2%, Canada +8.2%, China +7.2%, Germany +4.2%, the United Kingdom +4.0%, Switzerland +0.2%, and the United States +0.0%. These are WatchCharts’ country-level comparisons for the new year, not 2023 increases and not changes for every Rolex reference. WatchCharts’ January 2024 market update gives the country comparisons.
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How to read a watch-price comparison
- Identify the reference. A brand-wide or model-family claim may hide differences between individual references.
- Check the date and geography. A historical euro price or a country-specific retail adjustment is not a current global price.
- Name the price type. Separate official retail, a marketplace asking-price average, condition-specific pre-owned prices, and transaction-based index data.
- Match condition. New or unworn and pre-owned examples are not directly interchangeable.
- Do not treat a premium as a forecast. Past market prices do not guarantee future value, availability, or resale proceeds.
What the figures do—and do not—say about causes
Chrono24’s 2023 article mentioned inflation and strong demand as general context for retail increases, but did not quantify how much either factor contributed. The figures cited here do not establish how much of a specific adjustment came from inflation, exchange rates, materials, labor, brand positioning, or demand. They document prices and market measures, not a causal breakdown.
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- Multifunctional: Digital display, LED Back light, Date, Alarm, Shock Resistant, Stopwatch. Perfect for both outdoor and indoor sports, such as running, climbing, fishing, ect.
- Simple and Sporty Design: Sporty dial, stylish look. Large dial and numbers with LED back light, show time clear in the dark,easy to read. Accurate time, long service life.
- High Quality Silicone Band: Pin buckle, easily to adjust the size.Flexible, comfortable and environmentally friendly.
- Waterproof: Daily life level waterproof, only supports a small amount of water splash caused by hand washing and rain, and does not support wearing in swimming, showering and sauna.
- After sales service: If you have any questions about the product, please feel free to contact seller, we will give you a satisfactory solution.
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Product prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on Amazon at the time of purchase will apply.
