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Scan for outdated or missing drivers - takes under a minuteDriver Scan →Repair Windows errors before they cause bigger problemsFix Now →Fix the driver behind crashes, sound loss and screen glitchesFind Drivers →In a January 2022 interview, WatchBox CEO Justin Reis said demand for pre-owned luxury watches was being driven by limited access to sought-after new watches, the chance to find scarce or discontinued models, more visible secondary-market prices, and a growing resale culture. His comments offer a useful historical view of the category—not a current market forecast. For buyers, his central point was that trust in the seller matters as much as interest in the watch.
What did Justin Reis say about the pre-owned watch market?
Reis discussed the market with Xavier Markl of MONOCHROME Watches in an interview published on 13 January 2022. He described the pandemic period as accelerating collector interest and argued that demand for pre-owned watches would continue to exceed the supply of desirable new watches. That was his outlook at the time, not a verified assessment of conditions today. Read the interview.
Why buyers were turning to pre-owned
Reis pointed to several reasons: sought-after watches could be difficult to obtain through primary retail; the secondary market could offer access to rare, discontinued, or otherwise unavailable references; prices in that market were becoming more transparent; and consumers were increasingly comfortable reselling possessions. These are Reis’s explanations from the interview, not independently measured causes of market growth.
What WatchBox said about its business
Reis described WatchBox as an inventory-based seller: it owned and authenticated the watches it offered, and aimed to sell pieces in close-to-mint condition while preserving value. He also said a trustworthy dealer should provide authenticity, accurate condition descriptions, a warranty against mechanical defects, and transparency about market value. Those are his descriptions of the company and his view of what buyers should expect; they are not independent audits of individual listings or company processes.
#1 Best Overall
- Imported
- Pre-Loved Condition: Very Good; Minor scratches and wear on case and band.
- Case Size/Width: 36mm, Watch Height: 12mm, Band Width: 20mm, Wrist circumference: 7.0"
- Band material: Stainless steel with 18k yellow gold.
- Case material: Stainless Steel
WatchPro reported in November 2021 that Reis/WatchBox said cumulative sales had reached $1 billion over five years, annual sales were $300 million, and the company’s average selling price had risen from about $8,500 at launch to close to $20,000. These are historical figures attributed to the company, not audited current performance data. WatchPro’s 2021 interview.
Is it safe to buy a pre-owned luxury watch?
It can be, but “pre-owned” alone does not establish authenticity, condition, or value. The practical question is whether the seller gives you enough verifiable information and recourse to make an informed purchase. Reis emphasized the importance of trust between collector and dealer, saying, “A trusting relationship with the seller or dealer is among the most important factors in collecting, whether you are a novice or experienced collector.”
Rank #2
- Pre-Loved Condition: Excellent; Faint scratching throughout hardware
- 31mm
- Made in Switzerland
- Hidden Crown Clasp
- Signature upon delivery required
What to check before committing
- Seller and authentication: Check the seller’s track record and ask who inspected the watch, what authentication covers, and what happens if the watch is later found not to be genuine.
- Condition and originality: Look for a specific description of wear, replaced parts, refinishing or polishing, and any known defects. Ask for clear photographs of the actual watch rather than relying only on stock images.
- Warranty and returns: Read the terms for mechanical defects, the length and scope of warranty coverage, exclusions, and the return window. A warranty is only useful if its terms and provider are clear.
- Price comparison: Compare the asking price with recent listings or sales for the same reference, approximate condition, included accessories, and documentation. A broad brand-level comparison can conceal meaningful differences.
- Service records and paperwork: Ask what service history, receipts, box, papers, or provenance documentation are included. Missing paperwork does not by itself prove a watch is inauthentic, but it affects what you can verify and may affect resale.
How can you assess authenticity?
No single box, paper, serial number, or photograph proves authenticity on its own. Ask the seller to explain the authentication process and identify what it does—and does not—cover. For a high-value purchase, consider an independent inspection by a qualified watchmaker or specialist who is not financially tied to the sale. Confirm that any serial or reference information and included documentation are consistent, while recognizing that paperwork can be separated from a watch.
Before paying, get the watch’s condition, included items, warranty, return terms, and any material disclosures in writing. If the seller will not answer reasonable questions or provide meaningful recourse, treat that as a reason to pause rather than as a detail to resolve after purchase.
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Rank #3
- Pre-Loved Condition: Excellent; Faint scratching to hardware
- 28mm
- Made in Switzerland
- Hidden crown clasp
- Signature upon delivery required
What did Reis advise collectors to buy?
Reis’s advice was personal rather than investment-focused: buy watches that genuinely interest you, understand what appeals to you about them, and trade pieces that no longer bring enjoyment or serve as steppingstones to something else. As he put it, “Have the confidence to collect eclectically, buying watches you truly like, and trading pieces that no longer bring you enjoyment or that serve as steppingstones to something else.”
That approach matters financially because resale prices are uncertain and transaction costs can reduce what a seller receives. A watch should not be treated as a guaranteed investment simply because it is scarce, costly, or associated with a popular brand.
Rank #4
- 42mm Stainless Steel Case
- Stainless Steel Bracelet
- Blue Sunray Dial
- 5 ATM
- MSRP: 1250.00
What later data says—and does not say
Deloitte Switzerland’s 2024 analysis found that survey respondents’ stated likelihood of buying a pre-owned watch in the next 12 months doubled between 2020 and 2024, while the share who said they were not interested almost halved. Deloitte’s 2025 study announcement characterized Generation Z as driving demand. These findings indicate changing stated consumer interest; they do not establish completed transaction volumes or a current global market valuation. Deloitte Switzerland, Swiss Watch Industry Insights 2024; Deloitte Switzerland, 8 October 2025.
The available figures therefore support a careful conclusion: Reis saw structural reasons for consumer interest in pre-owned watches, and later Deloitte surveys found increased stated interest. They do not establish how large the global market is now or how much it has grown in sales value.
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Best Value
- Excellent condition - Minimal signs of wear consistent with pre-owned use.
- Wrist Size (in): 7.25, Case Height (mm): 14.00, Case Width (mm): 43.00
- This item is pre-owned and may show light signs of wear. Please refer to the condition and photos.
- Comes with a myGemma Certificate Of Authenticity.
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