{"id":66362,"date":"2025-03-04T14:25:38","date_gmt":"2025-03-04T22:25:38","guid":{"rendered":"https:\/\/www.bobswatches.com\/rolex-blog\/?p=66362"},"modified":"2025-03-04T14:25:38","modified_gmt":"2025-03-04T22:25:38","slug":"luxury-watch-sales","status":"publish","type":"post","link":"https:\/\/www.bobswatches.com\/rolex-blog\/editorial\/luxury-watch-sales.html","title":{"rendered":"Luxury Watch Sales in 2024: Here&#8217;s How Rolex Dominated the Pre-Owned Market"},"content":{"rendered":"\n<p>A <a href=\"https:\/\/monochrome-watches.com\/morgan-stanleys-top-50-watch-brands-for-2024-rolex-still-by-far-the-leader-overall-market-suffered\/\" target=\"_blank\" title=\"recent report\" rel=\"noopener\">recent report<\/a> from Morgan Stanley and Luxe Consult on the world&#8217;s top 50 watch brands found that Rolex now has a 32.1% market share &#8211; 300% more than its closest competitor, Cartier, with 8%. Impressive figures to be sure, but we wondered how that translated to sales in the pre-owned and vintage market. Since we happen to be the world\u2019s largest, most reputable and most transparent online <a href=\"https:\/\/www.bobswatches.com\/luxury-watches\/\" title=\"luxury-watch retailer\">luxury-watch retailer<\/a>, we&#8217;re able to answer the question more completely and accurately than any else.<\/p>\n\n\n\n<p>Thus according to our own data, Rolex&#8217;s share of the pre-owned luxury market is actually much bigger than it&#8217;s overall market share, at 73.8%. Granted, we are the world&#8217;s foremost experts and top single-source seller of <a href=\"https:\/\/www.bobswatches.com\/vintage-rolex-1.html\" title=\"vintage Rolex\">vintage Rolex<\/a>, so naturally the iconic luxury brand will always account for a major portion of our sales; but since Bob&#8217;s Watches&#8217; own market share is impressively large, this is unquestionably a leading and dependable market indicator.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">The Bob&#8217;s Best-Selling Luxury Watch Brands of 2024<\/h2>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"781\" src=\"https:\/\/www.bobswatches.com\/rolex-blog\/wp-content\/uploads\/2024\/07\/rolex-daytona-126500-stainless-steel-black-dial-1024x781.jpg\" alt=\"Best-Selling Luxury Watch Brand Rolex Daytona\" class=\"wp-image-62748\" title=\"Best-Selling Luxury Watch Brand Rolex Daytona\" srcset=\"https:\/\/www.bobswatches.com\/rolex-blog\/wp-content\/uploads\/2024\/07\/rolex-daytona-126500-stainless-steel-black-dial-1024x781.jpg 1024w, https:\/\/www.bobswatches.com\/rolex-blog\/wp-content\/uploads\/2024\/07\/rolex-daytona-126500-stainless-steel-black-dial-300x229.jpg 300w, https:\/\/www.bobswatches.com\/rolex-blog\/wp-content\/uploads\/2024\/07\/rolex-daytona-126500-stainless-steel-black-dial-768x586.jpg 768w, https:\/\/www.bobswatches.com\/rolex-blog\/wp-content\/uploads\/2024\/07\/rolex-daytona-126500-stainless-steel-black-dial-1536x1172.jpg 1536w, https:\/\/www.bobswatches.com\/rolex-blog\/wp-content\/uploads\/2024\/07\/rolex-daytona-126500-stainless-steel-black-dial.jpg 1800w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>In terms of brand market-share, Rolex as we noted accounts for 73.8% of all Bob\u2019s Watches sales, while the next biggest is <a href=\"https:\/\/www.bobswatches.com\/omega\/\">OMEGA watches<\/a> at 7.2% followed by Tudor watches with 3.9%, <a href=\"https:\/\/www.bobswatches.com\/oris\/\">Oris<\/a> with 2.2%, and <a href=\"https:\/\/www.bobswatches.com\/cartier\/\">Cartier<\/a> at 1.9%. Other brands that didn\u2019t rack up significant sales on their own, such as <a href=\"https:\/\/www.bobswatches.com\/patek-philippe\/\">Patek Philippe<\/a> and <a href=\"https:\/\/www.bobswatches.com\/breitling\/\">Breitling<\/a>, when banded together accounted for 11% of total sales. Thus the top three brands &#8211; Rolex, OMEGA and Tudor &#8211; account for nearly 85% of the market. The highest-selling watch model overall was the famed Rolex Submariner, with Datejust models coming in second, while the OMEGA Seamaster and Tudor Black Bay also made a showing, albeit much lower down on the list.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">The Most Popular Pre-Owned Watch Models of 2024<\/h2>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"683\" src=\"https:\/\/www.bobswatches.com\/rolex-blog\/wp-content\/uploads\/2020\/02\/Rolex_Submariner_16610_5D3_1087-3-Edit-1024x683.jpg\" alt=\"Most Popular Pre-Owned Watch Rolex Submariner\" class=\"wp-image-48275\" title=\"Most Popular Pre-Owned Watch Rolex Submariner\" srcset=\"https:\/\/www.bobswatches.com\/rolex-blog\/wp-content\/uploads\/2020\/02\/Rolex_Submariner_16610_5D3_1087-3-Edit-1024x683.jpg 1024w, https:\/\/www.bobswatches.com\/rolex-blog\/wp-content\/uploads\/2020\/02\/Rolex_Submariner_16610_5D3_1087-3-Edit-300x200.jpg 300w, https:\/\/www.bobswatches.com\/rolex-blog\/wp-content\/uploads\/2020\/02\/Rolex_Submariner_16610_5D3_1087-3-Edit-768x512.jpg 768w, https:\/\/www.bobswatches.com\/rolex-blog\/wp-content\/uploads\/2020\/02\/Rolex_Submariner_16610_5D3_1087-3-Edit-570x380.jpg 570w, https:\/\/www.bobswatches.com\/rolex-blog\/wp-content\/uploads\/2020\/02\/Rolex_Submariner_16610_5D3_1087-3-Edit.jpg 1180w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>Regarding the most popular models sold on Bob\u2019s Watches in 2024, Rolex again dominates the field with OMEGA and <a href=\"https:\/\/www.bobswatches.com\/tudor\/\" title=\"Tudor watches\">Tudor watches<\/a> also putting in appearances. Our top 10 most popular watches list reads as follows:<\/p>\n\n\n\n<ol>\n<li>Rolex Submariner<\/li>\n\n\n\n<li>Rolex Datejust 36<\/li>\n\n\n\n<li>Rolex Datejust<\/li>\n\n\n\n<li>Rolex GMT-Master II<\/li>\n\n\n\n<li>OMEGA Seamaster<\/li>\n\n\n\n<li>Rolex Daytona<\/li>\n\n\n\n<li>Rolex Lady Datejust<\/li>\n\n\n\n<li>Rolex Date [Oysterdate]<\/li>\n\n\n\n<li>Tudor Black Bay<\/li>\n\n\n\n<li>OMEGA Speedmaster.&nbsp;<\/li>\n<\/ol>\n\n\n\n<p>We&#8217;d say that the position of the <a href=\"https:\/\/www.bobswatches.com\/rolex-daytona-1.html\" title=\"Rolex Daytona\">Rolex Daytona<\/a> on the list reflects the higher prices for those models, while the impressive showing of the <a href=\"https:\/\/www.bobswatches.com\/omega\/seamaster-1.html\" title=\"OMEGA Seamaster\">OMEGA Seamaster<\/a> is no doubt down to popular marketing efforts involving ex-007 Daniel Craig.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">The Best-Selling Vintage Watches of 2024<\/h2>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"683\" src=\"https:\/\/www.bobswatches.com\/rolex-blog\/wp-content\/uploads\/2020\/09\/Tudor_HeritageBlackBay_79030N_20JM4092-Edit-1-1024x683.jpg\" alt=\" Best-Selling Vintage Watch Tudor Black Bay\" class=\"wp-image-44088\" title=\" Best-Selling Vintage Watch Tudor Black Bay\" srcset=\"https:\/\/www.bobswatches.com\/rolex-blog\/wp-content\/uploads\/2020\/09\/Tudor_HeritageBlackBay_79030N_20JM4092-Edit-1-1024x683.jpg 1024w, https:\/\/www.bobswatches.com\/rolex-blog\/wp-content\/uploads\/2020\/09\/Tudor_HeritageBlackBay_79030N_20JM4092-Edit-1-300x200.jpg 300w, https:\/\/www.bobswatches.com\/rolex-blog\/wp-content\/uploads\/2020\/09\/Tudor_HeritageBlackBay_79030N_20JM4092-Edit-1-768x512.jpg 768w, https:\/\/www.bobswatches.com\/rolex-blog\/wp-content\/uploads\/2020\/09\/Tudor_HeritageBlackBay_79030N_20JM4092-Edit-1-570x380.jpg 570w, https:\/\/www.bobswatches.com\/rolex-blog\/wp-content\/uploads\/2020\/09\/Tudor_HeritageBlackBay_79030N_20JM4092-Edit-1.jpg 1200w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>Dialing in on vintage models only, of course, Rolex crushes the competition here as well, with the attractively priced <a href=\"https:\/\/www.bobswatches.com\/rolex-datejust-36-1.html\" title=\"Datejust 36\">Datejust 36<\/a> leading the pack. The complete list reads as follows:&nbsp;<\/p>\n\n\n\n<ol>\n<li>Rolex Datejust 36<\/li>\n\n\n\n<li>Rolex Submariner<\/li>\n\n\n\n<li>Rolex Datejust [any size]<\/li>\n\n\n\n<li>Rolex Date [Oysterdate]<\/li>\n\n\n\n<li>Tudor Black Bay<\/li>\n\n\n\n<li>Rolex Lady Datejust<\/li>\n\n\n\n<li>Rolex Day-Date [President]<\/li>\n\n\n\n<li>Rolex GMT-Master II<\/li>\n\n\n\n<li>Rolex GMT-Master<\/li>\n\n\n\n<li>Rolex Oyster Perpetual<\/li>\n<\/ol>\n\n\n\n<p>Once again, the Tudor Black Bay&#8217;s result shows that this is one of the most sought-after non-Rolex models on the market. It&#8217;s also worth noting that among vintage models, the <a href=\"https:\/\/www.bobswatches.com\/rolex-day-date-1.html\" title=\"Day-Date\">Day-Date<\/a>, aka &#8220;President,&#8221; commands the highest average price.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Key Trends in Pre-Owned Watch Preferences<\/h2>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"683\" src=\"https:\/\/www.bobswatches.com\/rolex-blog\/wp-content\/uploads\/2023\/05\/Rolex_Datejust_116234_36mm-1024x683.jpg\" alt=\"Key Trends in Pre-Owned Watch Rolex Datejust\" class=\"wp-image-57427\" title=\"Key Trends in Pre-Owned Watch Rolex Datejust\" srcset=\"https:\/\/www.bobswatches.com\/rolex-blog\/wp-content\/uploads\/2023\/05\/Rolex_Datejust_116234_36mm-1024x683.jpg 1024w, https:\/\/www.bobswatches.com\/rolex-blog\/wp-content\/uploads\/2023\/05\/Rolex_Datejust_116234_36mm-300x200.jpg 300w, https:\/\/www.bobswatches.com\/rolex-blog\/wp-content\/uploads\/2023\/05\/Rolex_Datejust_116234_36mm-768x512.jpg 768w, https:\/\/www.bobswatches.com\/rolex-blog\/wp-content\/uploads\/2023\/05\/Rolex_Datejust_116234_36mm-1536x1024.jpg 1536w, https:\/\/www.bobswatches.com\/rolex-blog\/wp-content\/uploads\/2023\/05\/Rolex_Datejust_116234_36mm-2048x1365.jpg 2048w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>Most retailers&#8217; data stops well before this point, but we have a lot more market insights to share with you, starting off with the breakdown of the most popular case sizes, dial colors, and metal types. For case sizes, 40mm is the reigning champ at 32%, followed by 36mm at 26%, while the once-standard 42mm is lagging a bit at 12%. Black is still the most favored dial color at 37%, with silver clocking in at 22% in the next most prominent position, though blue is gaining at 18%. And regarding metal types, stainless steel is overwhelmingly preferred at 62%, with two-tone options at 18% gaining in popularity, ahead of gold at 13%.\u00a0<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">The Most Iconic Rolex Nicknamed Watches of 2024<\/h2>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"683\" src=\"https:\/\/www.bobswatches.com\/rolex-blog\/wp-content\/uploads\/2019\/07\/GMT_Pepsi_1675_5D3_8824-2-Edit-copy-1-1024x683.jpg\" alt=\"Most Iconic Rolex Nicknamed Rolex Pepsi\" class=\"wp-image-35493\" title=\"Most Iconic Rolex Nicknamed Rolex Pepsi\" srcset=\"https:\/\/www.bobswatches.com\/rolex-blog\/wp-content\/uploads\/2019\/07\/GMT_Pepsi_1675_5D3_8824-2-Edit-copy-1-1024x683.jpg 1024w, https:\/\/www.bobswatches.com\/rolex-blog\/wp-content\/uploads\/2019\/07\/GMT_Pepsi_1675_5D3_8824-2-Edit-copy-1-300x200.jpg 300w, https:\/\/www.bobswatches.com\/rolex-blog\/wp-content\/uploads\/2019\/07\/GMT_Pepsi_1675_5D3_8824-2-Edit-copy-1-768x512.jpg 768w, https:\/\/www.bobswatches.com\/rolex-blog\/wp-content\/uploads\/2019\/07\/GMT_Pepsi_1675_5D3_8824-2-Edit-copy-1-570x380.jpg 570w, https:\/\/www.bobswatches.com\/rolex-blog\/wp-content\/uploads\/2019\/07\/GMT_Pepsi_1675_5D3_8824-2-Edit-copy-1.jpg 1440w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>And we\u2019ll leave you with one of our favorite statistics of all, our best-selling nicknamed watch models in 2024. Of course, these are all from the most desirable brand in the world. The full list reads as follows:<\/p>\n\n\n\n<ol>\n<li>Rolex &#8220;Pepsi&#8221; [GMT-Master II]<\/li>\n\n\n\n<li>Rolex &#8220;Root Beer&#8221; [GMT-Master]<\/li>\n\n\n\n<li>Rolex &#8220;Wimbledon&#8221; [Datejust]<\/li>\n\n\n\n<li>Rolex &#8220;Polar&#8221; [Explorer II]<\/li>\n\n\n\n<li>Rolex &#8220;Kermit&#8221; [Submariner]<\/li>\n\n\n\n<li>Rolex &#8220;Panda&#8221; [Daytona]<\/li>\n\n\n\n<li>Rolex &#8220;Batman&#8221; [GMT-Master II]<\/li>\n\n\n\n<li>Rolex &#8220;Paul Newman&#8221; [Daytona]<\/li>\n<\/ol>\n\n\n\n<p>Icons of beauty, precision and prestige, one and all.\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"<p>A recent report from Morgan Stanley and Luxe Consult on the world&#8217;s top 50 watch brands found that Rolex now [&hellip;]<\/p>\n","protected":false},"author":80,"featured_media":66381,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"ep_exclude_from_search":false,"footnotes":""},"categories":[2374],"tags":[],"ppma_author":[2307],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.0 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Luxury Watch Sales 2024: How Rolex Dominated the Used Market<\/title>\n<meta name=\"description\" content=\"Explore how Rolex led the pre-owned luxury watch market in 2024, setting trends and driving sales with its enduring popularity.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.bobswatches.com\/rolex-blog\/editorial\/luxury-watch-sales.html\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" 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With a passion for horology and over two decades of experience, Bob's Watches has established itself as a go-to resource for buying, selling, and trading luxury watches. They offer an extensive selection of pre-owned timepieces from renowned brands such as Rolex, OMEGA, Patek Philippe, Panerai, and more. At Bob's Watches, authenticity and quality are of utmost importance. Each watch listed on their platform undergoes a meticulous inspection and authentication process by expert professionals, ensuring that customers can purchase with confidence, knowing they are acquiring genuine and top-notch timepieces. With a focus on exceptional customer service, Bob's Watches strives to provide a seamless and secure buying experience. Their user-friendly website allows customers to explore their diverse inventory, complete with detailed descriptions and high-resolution images. They also offer free overnight shipping and hassle-free returns to enhance customer convenience. Bob's Watches is not only a marketplace but also a valuable resource for watch enthusiasts. Their blog features insightful articles, industry news, buying guides, and educational content to help customers make informed decisions. With a strong BBB A+ rating and recognition from reputable news publications, Bob's Watches continues to be a trusted name in the luxury watch industry. 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