Many luxury-watch brands raised official retail prices in 2023, even as prices for sought-after watches on the secondary market continued to fall from their 2022 highs. Both trends can be true at once: a brand’s list price is not the same as a seller’s asking price or a watch’s completed-sale value.
What rose in 2023—and what did not
Chrono24’s August 2023 overview said most brands raised retail prices by 2% to 10% that year. It also described typical annual luxury-watch retail increases as roughly 5% to 10%. These are broad characterizations in Chrono24’s article, not a measured global average for every brand or reference; the size and timing of adjustments varied by model and region. Chrono24’s August 23, 2023 price overview gives the historical context and examples.
At the same time, Chrono24 described secondary-market prices for sought-after watches as declining after a broad market peak in April 2022. Some peak prices had reached two or three times retail, according to its account, but that was not true of every watch. Its later ChronoPulse index reported declines of 2.23% in Q1 2023 and 0.97% in Q4 2023. Those are index results for the periods stated, not changes that can be applied to every model.
Retail, asking prices, and resale values are different measures
An official retail price is the price set by a brand for a new watch. A marketplace listing average reflects sellers’ asking prices, which are not necessarily the prices buyers ultimately pay. A pre-owned average depends on condition and the data used to calculate it. A transaction-based index instead aims to track completed sales under its own methodology.
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Chrono24 says its ChronoPulse index uses sales data rather than listing data, drawing on more than 600,000 transactions and tracking more than 14 brands and 140 models. That makes it a different measure from the marketplace averages in Chrono24’s 2023 article. Neither figure should be treated as a guaranteed price for a particular watch. Chrono24’s April 30, 2024 ChronoPulse release explains the index and its reported Q1 2024 context.
Four examples show why the model and measure matter
The prices below are historical comparisons reported by Chrono24 on August 23, 2023. Its marketplace figures are average prices for new or unworn examples as described in the article, not verified completed-sale values or current offers. Retail and marketplace prices are in euros.
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| Watch | Retail or list price reported in 2023 | Chrono24 marketplace example reported in 2023 | Earlier price context reported by Chrono24 |
|---|---|---|---|
| Rolex Submariner 124060 | €9,100 retail | €12,400 average for a new example | Retail was €7,700 at its 2020 introduction; Chrono24 described the increase to €9,100 as about 18% over a little more than three years. |
| Omega Speedmaster Moonwatch 310.30.42.50.01.001 | €7,500 retail | €6,000 average for a new example | Retail was €6,100 at introduction; Chrono24 described the increase to €7,500 as about 22% over roughly two and a half years. |
| Audemars Piguet Royal Oak Jumbo 16202 | €34,800 list price | €95,000 average for a new example | Chrono24 said the reference was introduced at €32,400 in early 2022. |
| Patek Philippe Nautilus 5711 | Final retail price just above €30,000 | New or unworn examples averaged €130,000; very-good-condition pre-owned examples averaged €108,000 | Chrono24 reported that the discontinued steel model’s new or unworn average peaked at €220,000 in February 2022. |
The Submariner and Royal Oak examples were above the reported retail or list price in Chrono24’s marketplace comparison; the Speedmaster example was below retail. The Nautilus comparison shows how sharply condition and the selected date can affect a reported secondary-market figure. These examples demonstrate different outcomes rather than a universal rule that luxury sports watches gained or lost value.
Price increases varied by country
Retail adjustments can differ in both timing and amount across regions. A separate WatchCharts comparison published January 18, 2024 reported new-year changes in Rolex catalog retail prices for currently produced watches in several markets. It is a 2024 country comparison, not a record of all 2023 increases and not a change applicable to every Rolex reference.
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| Market | Rolex catalog change reported for the new year |
|---|---|
| Japan | +10.2% |
| Australia | +8.2% |
| Canada | +8.2% |
| China | +7.2% |
| Germany | +4.2% |
| United Kingdom | +4.0% |
| Switzerland | +0.2% |
| United States | +0.0% |
The percentages describe WatchCharts’ comparison across the listed countries and currencies. They should not be applied to other markets or interpreted as a universal annual Rolex increase. WatchCharts’ January 18, 2024 market update reports the country comparison.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.What the figures can—and cannot—tell a buyer
A rising retail price does not establish that a watch has become more valuable on resale. Nor does a historical marketplace premium show what a buyer could sell a watch for: asking prices and completed sales are different evidence, and a watch’s reference, date, geography, currency and condition all matter. To compare prices meaningfully, identify those details and keep official retail, seller listings, condition-specific pre-owned averages and transaction-based indexes separate.
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The cited price histories document market movements; they do not establish that a watch is a reliable investment or predict future resale proceeds. Chrono24’s August 2023 author mentioned inflation and strong demand as context for retail rises, but did not quantify how much any increase came from inflation, currency movements, materials, labor, brand positioning or demand. The historical figures here therefore explain what was reported—not today’s prices, current availability or a forecast.
Quick Recap
Best Value
- Multifunctional: Digital display, LED Back light, Date, Alarm, Shock Resistant, Stopwatch. Perfect for both outdoor and indoor sports, such as running, climbing, fishing, ect.
- Simple and Sporty Design: Sporty dial, stylish look. Large dial and numbers with LED back light, show time clear in the dark,easy to read. Accurate time, long service life.
- High Quality Silicone Band: Pin buckle, easily to adjust the size.Flexible, comfortable and environmentally friendly.
- Waterproof: Daily life level waterproof, only supports a small amount of water splash caused by hand washing and rain, and does not support wearing in swimming, showering and sauna.
- After sales service: If you have any questions about the product, please feel free to contact seller, we will give you a satisfactory solution.
Product prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on Amazon at the time of purchase will apply.
