Three Swiss watchmakers gained market share in 2025 as shifting demand, pricing resets, and supply changes reshaped the luxury watch market, according to a new report from Chrono24. The finding points to a reordering among top makers in a year marked by uneven growth, strong interest in icons, and more cautious buyers. It also signals how online resale data now serves as an early guide to brand momentum worldwide.
“Three Swiss watchmakers gained market share in 2025 as luxury watch market dynamics evolved, per a new Chrono24 report.”
A Market in Flux
Luxury watches have ridden a wave of demand over the past few years. After a surge in prices and waitlists, the market cooled as supply improved and buyers focused on value. Brands that managed output, pricing, and product freshness held up better than peers.
Chrono24, a large online marketplace for new and pre-owned watches, tracks listings, prices, and time-to-sale. Its data often reflects shifts before they appear in wholesale or retail figures. A gain in market share suggests stronger buyer interest relative to competitors, either through rising transactions, improved resale values, or both.
Analysts say the market now rewards clarity. Clear pricing, steady availability, and recognizable designs tend to sell fastest. Collectors still chase limited pieces, but everyday models with strong heritage see steady demand.
Drivers of the 2025 Shift
Several forces likely supported the three gainers this year. Price stability on the secondary market helped buyers regain confidence. Broader product ranges gave newcomers more entry points without diluting brand identity. Marketing focused on heritage and craft resonated with both first-time buyers and seasoned collectors.
- More transparent pricing and shorter delivery times.
- Sustained interest in core models and classic designs.
- Greater use of online channels to reach global buyers.
Currency moves and travel recovery also played a role. Tourists returned to key shopping cities, which lifted retail traffic. At the same time, many buyers compared store prices to online listings, pressuring brands to keep offers aligned across channels.
Reading the Secondary Market
Resale prices act as a health check for any brand. Models that hold value tend to attract repeat buyers and new customers alike. Chrono24 data, while focused on secondary transactions, can hint at future retail performance.
Rising share on the platform can come from more listings converting to sales, faster sell-through, or tighter bid-ask spreads. Each points to deeper liquidity and stronger trust. Brands that communicate wait times, service policies, and warranty terms clearly often see fewer returns and quicker sales.
Watch dealers report that buyers are more careful than during the boom. They compare references, movements, and service histories. This favors brands with consistent quality control and reliable after-sales support.
Industry Response and Risks
Competitors face a choice: protect pricing with tighter supply or chase volume to keep market share. Either path can backfire if execution slips. Overproduction risks discounting. Underproduction can push buyers to the secondary market and feed price swings.
Retailers are trimming orders for slower models and leaning into proven references. Multi-brand stores say education matters. Staff who can explain differences in movements, materials, and maintenance help close sales without heavy discounting.
Risks remain. Global growth is uneven. Currency swings can distort pricing across regions. Rising service costs and longer repair times can sap buyer confidence if not managed well.
What to Watch Next
New product launches in the first half of the year will test demand. If prices hold and sell-through improves, the three gainers could extend their lead. If macro conditions weaken, buyers may retreat to the safest choices and delay purchases.
Digital channels will stay central. Transparent listings, verified condition reports, and faster escrow payouts are becoming standard. Brands that partner closely with authorized dealers and credible platforms may see steadier results.
The latest Chrono24 findings suggest a market that rewards discipline. Three Swiss makers have pulled ahead by aligning product, pricing, and service with buyer expectations. Others are adjusting strategies to catch up. The next few quarters will show whether those gains are durable or fleeting, and whether cautious buyers keep rewarding the brands that offer the clearest value proposition.
