Why Collectors Are Falling in Love with Pre-Owned Luxury All Over Again
The Shift in What Luxury Means Today Once upon a time, luxury meant new. It meant being the first to unbox, to peel off the sticker, to feel untouched perfection. But in recent years, something remarkable has happened: the world of luxury has taken a reflective turn. Collectors and enthusiasts across the globe, especially in watchmaking, are finding a deeper connection not in what’s new , but in what’s endured. And nowhere is that transformation more visible than in the booming pre-owned luxury watch market. 1. A Market Redefined by Meaning, Not Just Money According to a Boston Consulting Group (BCG) report , the global pre-owned luxury watch market is estimated to surpass USD 45 billion by 2030 , nearly doubling in size within a decade. Even after the post-2022 market correction, average prices for Rolex, Patek Philippe, and Audemars Piguet have remained significantly higher than pre-pandemic levels. This isn’t speculation it’s a signal. Collectors aren’t buying watches bec...