Over the last few years, the luxury watch resale market focused on the top three Swiss brands, Audemars Piguet, Patek Philippe, and of course,In particular, demand for Audemars Piguet's Royal Oaks, Patek Philippe's Aquanauts, and Rolex's Daytonas has outpaced the supply of new watches and sent prices soaring.
Now, as the overall watch resale market is coming back down to earth, the big three brands still command a premium on the pre-owned market over retail, per a new report from Morgan Stanley using WatchCharts data. On average, pre-owned Rolex watches cost 24% more than retail, less of a markup than pre-owned Patek Philippe, and more than that of Audemars Piguet.
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