The timeless charm of vintage continues to attract watch enthusiasts. More than a passing fad, it’s a solid trend. Once criticized for their lack of innovation, icons of the past are now at the heart of the most sought-after collections.
Vintage continues to seduce watch lovers. More than just a trend, it’s an enduring phenomenon. While some once criticized watchmakers’ lack of innovation, it’s clear that yesterday’s icons have become today’s masterpieces.
Manufacturers are capitalizing on their iconic models to attract collectors and watch enthusiasts. This strategy is part of a dynamic in which historic design is brought to the fore, and history is transformed into a captivating narrative by marketing experts.
In a market disrupted by the pandemic, where consumption has evolved, a return to safe, timeless values is essential. Buying a pre-owned luxury watch is now seen as a wise and strategic choice, combining a passion for watchmaking with an intelligent financial investment.
“Novelty at any price is no longer in the air,” explains Cyrille Vigneron, CEO of Cartier. “When a House is lucky enough to have in its collection historic watches with such strong designs that they stand the test of time with the same desirability, it would be wrong to deprive itself of them. However, it’s important to know how to anchor them in the modernity and desirability of the moment”.
Second-hand in full expansion
The market for authentic vintage watches also continues to grow. Connoisseurs seek out restored or overhauled timepieces in specialized boutiques or on online platforms. Brands such as Bucherer have even set up areas dedicated to second-hand watches, offering a collector-friendly experience.
Faced with this growing demand, several major watch brands have launched their own programs to restore and resell vintage watches. Initiatives such as Cartier Vintage, Zenith Icons and Vacheron Constantin Les Collectionneurs aim to offer restored historic timepieces directly in their boutiques.
For its part, Rolex, often seen as a model of success in the sector, has long relied on continuity and progressive improvement of its iconic models, rather than constant innovation. This strategy of neo-vintage before its time seems to be paying off, guaranteeing the desirability and timeless value of its watches.
A prized investment
The market for pre-owned luxury watches has a bright future. The pandemic has heightened interest in luxury watches as a safe investment. Although prices have fluctuated, particularly for models from Rolex, Patek Philippe and Audemars Piguet, the market remains robust.
According to a Deloitte study, this market is set to grow by 75% by the end of the decade, reaching almost half of the global market. This growth will be driven primarily by younger buyers, who are more inclined to purchase pre-owned watches online. Annual sales of pre-owned watches are expected to rise from 20 billion to 35 billion Swiss francs ($22.3 billion to $39.1 billion) by 2030.
Resale platforms such as David Watches are also set to expand, offering collectors ever-increasing opportunities. Operating mainly in France and Belgium, David Watches offers its customers exceptional pre-owned watches by Rolex, Omega, Breitling and Cartier.
The market for vintage and pre-owned watches is booming, driven by a quest for authenticity and timelessness. Collectors and watch enthusiasts have many years ahead of them, with timepieces that continue to increase in value and prestige.
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