3 luxury watch brands gaining ground on the pre-owned market — that aren’t a Rolex

• Luxury watch brand Vacheron Constantin’s market share soared in the pre-owned market in 2025.
• Rolex’s market share dipped as rival brands gained traction.
• IWC and Tudor also saw significant growth in 2025.

Luxury watches are often treated as timeless objects, but the market around them is anything but static.

Shifting buyer preferences, price changes, and renewed interest in heritage and engineering are reshaping which brands are gaining ground. Despite industry-wide movement, volatility slowed in 2025, according to a report from online watch marketplace Chrono24, which analyzed millions of transactions on its platform.

Average transaction prices on the platform in the US market rose 8.4% from the fourth quarter of 2024 to Q4 2025.

While Rolex continued to dominate by volume, its market share dipped 3.3% year over year in 2025. Chrono24 described the dip as a correction from the resale frenzy of years prior.

Three other watch brands were the big winners of 2025.

From high-end to entry-level luxury, these luxury brands made significant gains in market share in 2025, according to Chrono24’s data.

Vacheron Constantin

Vacheron Constantin is a high-end luxury brand considered part of the “Holy Trinity” of watches, alongside Audemars Piguet and Patek Philippe, Chrono24 said. It was founded in 1755, making it one of the world’s oldest watch manufacturers still operating.

The watch brand outperformed its rivals, growing its market share by 13.4% in 2025, according to Chrono24. The growth was led by its Overseas collection, which is the brand’s luxury sports line.

Vacheron Constantin’s entry-level watches start around $12,000, with its most complex pieces topping $100,000.

IWC

IWC — short for International Watch Company — is a Swiss luxury watchmaker best known for its engineering-driven approach, clean designs, and strong ties to aviation and motorsports. Its market share grew by 14.4% last year, which Chrono24 said demonstrated a renewed interest in engineering-focused brands

The growth was driven by the brand’s Pilot and Ingenieur collections, which can range from $5,200 to over $100,000 depending on the model.

Tudor

Tudor is a Rolex sister brand that offers similar styles to its older sibling at a lower price point. The brand demonstrated consistency in 2025, with 8.7% growth in market share.

The Black Bay models, which were a go-to option for entry-level watches on Chrono24, range in price from $4,750 to $7,600.