Article: The Watch Market Update: September 2025
The Watch Market Update: September 2025
What is happening in the world of luxury pre-owned timepieces?
The pre-owned luxury watch market in September 2025 has shown a stabilising trend, with Rolex maintaining its status as the leading brand for collectors and investors. Resale prices for Rolex watches have edged upward this year, and the market is now seeing renewed buyer confidence, making it an attractive period for both buyers and sellers in the UK.
UK Market Conditions September 2025
The market correction that began after the highs of 2022 has settled the sector, with prices for most traded models levelling out to their mid-2021 values. This "cooling off" has weeded out excessive speculation and rebalanced prices, benefitting true collectors. While there was a minor uptick in January, Rolex remains among the very few luxury brands posting gains through 2025, with an average year-to-date price increase of approximately 1.6%.
Rolex: Demand and Pricing Trends
- Pre-owned Rolex models remain highly sought-after, particularly iconic references such as the Submariner, Daytona, and GMT-Master series. These references continue to command substantial premiums over their original retail prices due to enduring demand and limited availability.
- Recent retail price increases by Rolex have contributed to this trend, raising entry-level costs and pushing more buyers toward the second-hand market. In 2025, new Rolex prices in the UK have risen by an average of 4%, with some models seeing up to 8% increases.
- Vintage and discontinued Rolex models — especially those with boxes, papers, and documented service histories — are enjoying elevated valuations, often increasing in value as more buyers seek investment-grade watches. Models such as the "Kermit" Submariner and the vintage Explorer II continue to command strong premiums.
- Demand from younger buyers, especially those valuing sustainability, has affected liquidity and supported robust pricing in the pre-owned segment.
Key Factors Driving Value
· Model rarity and desirability are crucial, with steel models often outperforming steel-and-gold variants in 2025.
· Complete sets (box and papers) attract 10–20% valuation premiums.
· Recent service history and overall condition remain major determinants of realised prices.
· Market activity remains high for authenticated, well-documented Rolex pieces, especially at auction and with reputable dealers, allowing both competitive pricing for sellers and investment opportunities for buyers.
Summary
In summary, the September 2025 UK pre-owned luxury watch market is defined by stabilised prices, increasing demand for Rolex, and favourable selling conditions, particularly for those holding rare, vintage, or well-documented examples. The sector remains attractive for new buyers, investment-focused collectors, and those seeking to realise the value of their Rolex in a confident and liquid marketplace.
