Luxury watch market sees celebrity influence amid investment correction

The luxury watch market is experiencing significant shifts in both celebrity influence and investment value. Leonardo DiCaprio, a Rolex testimonial as of 2025, has drawn intense attention from collectors after being seen wearing the Rolex Cosmograph Daytona Le Mans. This specific model, created to commemorate the centenary of the 24 Hours of Le Mans, features a visible gold rotor and commands prices exceeding 200,000 euros on the secondary market.

However, the broader luxury watch sector is navigating a period of correction following a speculative bubble. Between 2020 and early 2022, high interest rates and fiscal stimuli drove prices for brands like Patek Philippe and Audemars Piguet to unprecedented levels. For example, the Patek Philippe Nautilus 5711 saw secondary market prices soar far beyond its original retail value.

Since mid-2022, the market has faced a downturn, with some secondary market values dropping between 20% and 60%. While brands like Patek Philippe are leading a recent recovery, data suggests that when adjusted for inflation, luxury watches have lost value as an investment over the last five years.