Watch industry trends: Hamilton new releases and Rolex secondary market growth

The luxury watch market is seeing distinct movements in both new releases and the secondary market. Hamilton, a brand under the Swatch Group, has unveiled its selection for the 2026 autumn season. The lineup features three primary collections: the elegant Jazzmaster, the military-inspired Khaki Field, and the distinctive triangular Ventura. Prices for these new models range from approximately €460 to nearly €2,000, aiming to attract a diverse range of customers from first-time buyers to collectors.

Simultaneously, the secondary market for Rolex remains a significant alternative for consumers due to rising retail prices and long wait times for new models. Following price adjustments in early and mid-2026, many buyers are turning to pre-owned options. While highly sought-after sports models like the Submariner and Daytona remain well above €5,000, collections such as the Datejust, Oyster Perpetual, Air-King, Precision, and Cellini offer more accessible entry points for collectors on platforms like Chrono24.