Winding up

After a pronounced post-pandemic correction, the luxury watch market is exhibiting a broad-based recovery since summer 2025. Both entry-level and high-end price segments have trended upward, reflecting increased demand. Major luxury groups including LVMH and Richemont have reported improving watch sales. As financial markets have strengthened, wealth effects support spending on luxury goods. Secondary-market liquidity has also improved as buyers re-enter the market with a focus on established high-retention brands such as Cartier and Patek Phillipe rather than speculative purchases. Another interesting trend is taking place in the watch market, consumers increasingly favor dress watches over sports watches, the latter was made big by Rolex.

Source: Bloomberg, Subdial, February 2026.