Luxury watch market shows growth in exports and vintage asset value

The luxury watch industry is experiencing a period of growth and diversification. Swiss watch exports rose 9.6 percent by value year over year in July, according to recent industry data. The market is seeing a wider variety of styles, ranging from 35-millimeter integrated-bracelet models to solar chronographs and automatic perpetual calendars. While high-end complications remain popular, there is a notable trend toward more accessible luxury, such as hourly chimes priced below $5,000.

In the secondary market, vintage timepieces from brands like Rolex, Patek Philippe, and Cartier continue to perform as high-value assets. Experts note that certain models, such as the Patek Philippe Nautilus, have seen significant appreciation. For example, a Rolex Pulsometer that sold for $1 million in Geneva six years ago is estimated to be worth 30 percent more today. Collectors often treat these timepieces similarly to financial shares, noting that while they can be high-performing assets, they also carry investment risks.