The
RESALE Report

Which watch brands and models are the most likely to appear on resale sites?

It’s no secret that building your own luxury watch collection can be an expensive hobby. Fortunately, resale sites mean luxury watches don’t have to come with a luxury price tag.

The global pre-owned luxury watch market is worth over £17 billion, showing just how many people take advantage of resellers. Whether you’re looking for iconic men’s watches , such as the Montblanc Villeret or Patek Philippe Calatrava, or you’re searching for classic women’s watches, like the Cartier Panthère or Bvlgari Serpenti, there’s a whole range of Luxury watch brands to choose from.

Some of the rarest commercially available timepieces like the Patek Philippe 1518 or the Paul Newman Rolex Daytona can fetch hundreds of thousands on the resale market thanks to their scarcity, making them very profitable investment opportunities. But which watch brands and models are the most likely to appear on resale sites?

As well as revealing what the most commonly listed watches are, we will also showcase the most-wanted pre-owned watch brands by comparing Google search data to understand what watch lovers are really searching for.

We’ll also be offering some expert commentary on how to choose the perfect pieces for investing and resale ambitions, for those who are wanting to either start or develop their luxury watch collection.

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Rolex is the Most Commonly Listed Watch Brand on Resale Sites

1. Rolex

Storming to the top spot of the most commonly listed watch brands on resale sites is Rolex, with over 62,000 listings. The company was founded in 1905 by Hans Wilsdorf and Alfred Davis, before officially becoming Rolex in 1908, and is now possibly the most iconic watch brand of all time. Rolex has been the official timekeeper for the Le Mans 24 Hours motor race since 2001 and has been advertised by the former Formula 1 driver Jackie Stewart since 1968.

62,215
Listings on resale sites

2. Omega

In second place is Omega, which has over 22,000 listings on resale sites. The Swiss luxury watchmaker was founded in 1848 by Louis Brandt and previously operated under the name La Generale Watch Co., before incorporating the name Omega in 1903. The company has been the official timekeeper of the Olympics since 1932 and was the main partner of the 2022 Winter Olympics.

22,209
Listings on resale sites

3. Cartier

The third most commonly listed watch brand on resale sites is Cartier, with almost 13,000 listings. The company, which was founded in 1847 by Louis-François Cartier, is known for selling various luxury items such as watches, jewellery and leather goods. In 1904, Brazilian aeronaut Alberto Santos-Dumont requested a watch from Louis Cartier, which led to the creation of the first men’s wristwatch, the Santos de Cartier.

12,806
Listings on resale sites

KEY:
TW = Total no. of watches across 3 resale sites

	Watch Brand	TW
1	Rolex	62,215
2	Omega	22,209
3	Cartier	12,806
4	Breitling	8,968
5	Audemars Piguet	7,590
6	Patek Philippe	7,011
7	Seiko	6,478
8	IWC	6,452
9	Tag Heuer	6,312
10	Tudor	5,749
11	Panerai	4,493
12	Longines	42,45
13	Jaeger-LeCoultre	3,926
14	Hublot	3,501
15	Zenith	3,480
16	Bvlgari	3,159
17	Chopard	2,738
18	Tissot	1,763
19	Baume & Mercier	1,652
20	Girard-Perregaux	1,613
21	Piaget	1,426
22	Breguet	1,373
23	Hamilton	1,346
24	Chanel	1,320
25	Oris	1,255

The Rolex Datejust is the Most Commonly Listed Watch Model on Resale Sites

1. Rolex Datejust

Storming to the top spot yet again is the iconic Rolex brand, whose Datejust model has almost 21,500 listings on resale sites and sells for between £3,510 and £41,970 on average.

Rolex’s Datejust model was created in 1945 and made history within the watchmaking world by becoming the first self-winding waterproof chronometer wristwatch to feature a date window. During the same year, a special Jubilee bracelet for the Datejust was created to commemorate Rolex’s Jubilee (40-year) anniversary. Over the years, the model has also been spotted on the wrists of major historical figures including former British Prime Minister Winston Churchill, the 34th U.S. President Dwight D. Eisenhower, and civil rights activist Martin Luther King.

21,478
Listings on resale sites

2. Omega Seamaster

The watch model with the second highest number of listings on resale sites is the Omega Seamaster, with 8,263 listings and sells for between £2,820 and £53,410 on average.

Omega first introduced the Seamaster model back in 1948, with its design enabling divers to explore safely and accurately. The model is extremely water resistant and can withstand deep water pressure, meaning that divers can be sure that their watch will be durable underwater. In addition to this, the luminescent watch face makes it easy for the divers to read when conditions shift. Omega’s Seamaster model has also been dubbed the ‘James Bond watch’, as they have been worn by the character in all films since 1995.

8,263
Listings on resale sites

3. Rolex Submariner

Making another appearance on the list is Rolex, this time with their Submariner watch model, which has 6,686 listings across three popular resale sites and will set collectors back by between £7,480 and £83,940 on average.

Rolex’s Submariner model was launched back in 1953 and was the first divers' wristwatch to be waterproof to a depth of 100 metres. As the model has been developed over the years, it is now waterproof to a depth of 300 metres. The unidirectional and rotatable bezel of the Submariner model helps divers to monitor their time underwater and is made from a corrosion-resistant ceramic. This means that it is virtually scratchproof and the colour of the watch is unaffected by ultraviolet rays, seawater or chlorinated water.

6,686
Listings on resale sites

KEY:
LP = Lowest model price
HP = Highest model price
TW = Total no. of watches on resale sites

	Watch Brand/Model	LP	HP	TW
1	Rolex / Datejust	£3,510	£41,970	21,478
2	Omega / Seamaster	£2,820	£53,410	8,263
3	Rolex / Submariner	£7,480	£83,940	6,686
4	Rolex / Daytona	£11,520	£457,830	6,049
5	Omega / Speedmaster	£2,290	£53,800	5,813
6	Audemars Piguet / Royal Oak	£21,370	£579,920	4,080
7	Rolex / Day-Date	£13,350	£135,440	3,759
8	Cartier / Tank	£2,980	£166,350	2,914
9	Omega / Constellation	£2,590	£18,310	2,453
10	Cartier / Santos	£2,670	£40,060	2,308
11	Tudor / Black Bay	£1,680	£3,280	2,285
12	Tag Heuer / Carrera	£1,830	£18,310	1,828
13	Omega / De Ville	£1,520	£147,270	1,761
14	IWC / Pilot's Watch	£3,430	£213,660	1,612
15	Hublot / Big Bang	£6,710	£71,350	1,595
16	Patek Philippe / Nautilus	£30,520	£2,594,390	1,592
17	Breitling / Chronomat	£1,520	£165,100	1,560
18	Panerai / Luminor	£5,620	£107,590	1,535
19	Patek Philippe / Calatrava	£4,430	£107,590	1,408
20	IWC / Portugieser	£5,420	£154,900	1,232