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WWD: Other than the big three (Rolex, Audemars Piguet, Patek Philippe), which watch brands hold their value in the second hand market and are top sellers? Joshua Ganjei, chief executive officer, European Watch Company Here, WWD speaks with several tastemakers and specialists on the current state of the pre-owned watch market. Many continue to wonder how long it will be before the bubble bursts on the watch market. The secondhand luxury watch market is growing so fast that soon the market for new watches could begin to shrink, especially with the boom of a new breed of upscale pre-owned retailers such as WatchBox, WatchFinder and Chronext. Social media content and editorial content focusing on watches have become much broader factors that make it more approachable, including for younger generations, as luxury watch-related content generating more than 173 million views on TikTok alone.Īnother key factor has been the surge in pricing controlled by dealers, which has caused watch brands to sit up and take notice, with several brands opting to reduce their number of authorized dealers and shift to a boutique model, allowing them to keep better track of their stock. Issey Miyake Dies at 84: A Look Back at the Designer’s Careerīut scarcity isn’t the only factor driving the watch gold rush.