Part fashion, part mechanical art, and a whole lot of money: preowned luxury watches are growing in recognition as an alternative investment. This has led to a boom in the secondhand market, with buyers paying premiums for hard-to-find models.
It’s safer than ever to buy online—just make sure you choose trusted sellers and know their return policies.
Our Mission
If you’re in the market for a watch, and aren’t quite ready to shell out for one at retail price, it’s never been easier or more secure to buy a luxury watch online. Many third-party digital platforms now guarantee certification, host authorized dealers, and allow Big Watch Buyers to try watches on for size before making a purchase. And of course, online sales have now eclipsed brick-and-mortar and auction sales, meaning there are more options for finding a great watch at an even better price.
But not every online seller is created equal. Some, like eBay and Craigslist, have a reputation for shady practices. Other sites are more professional, offering services such as authentication, appraisal pricing, and customer service, which can help build trust with discerning buyers and provide an experience that is safe for everyone involved.
The secondhand watch marketplace is thriving, with millennial and Generation Z consumers leading the way. Boston Consulting Group’s research shows that these consumers are highly engaged in the secondhand market, purchasing watches with moderate frequency and spending on average more than twice as much as other buyer types. They also value the sustainability benefits, longevity, portability and personal enjoyment of a luxury timepiece.
Many of these new buyers are interacting with the market in unique ways, with some buying directly from manufacturers. The growth of this segment has encouraged more traditional luxury brands to invest in the market, with Rolex launching its own Certified Pre-Owned program in 2022. The company’s strategy aims to bring transparency and credibility to the space, while supporting its existing brand loyalists.
Regardless of how you choose to purchase your watch, it’s important to find a trustworthy buyer that will give you the value you deserve. NY Watch Buyers is a great choice, with professionals who have the skills and expertise to pay you for your watch. They also have an easy-to-use website where you can sell your luxury watch quickly and easily.
Another great option is TheRealReal, a brick-and-mortar and online retailer that’s basically an internet consignment shop for high-end goods, including watches. They have a team of specialists on staff to authenticate and price the watches they sell, many of whom have worked in the billion-dollar auction and fine art industries for years. This means that you can trust the experts behind a Rolex sold on TheRealReal, as well as their warranty and money-back guarantees.
Our Values
Watch buyers are looking for more than just a stylish accessory. Increasingly, luxury watches are being used as alternative investments by sophisticated investors, especially newer generations of watch fans in the millennial and Generation Z demographics. These buyers are driving demand, but they’re also leveraging the secondhand market to avoid high retail prices and long wait times for new models.
As a result, the resale value of luxury watches is growing at a faster rate than the market for new timepieces. This is largely because of the burgeoning secondhand market and its integration with online sales platforms. Online retailers like Chrono24 and the RealReal have helped drive this growth by educating buyers, promoting price transparency, and facilitating sales between sellers and buyers.
This trend is a big opportunity for brands to build brand awareness and generate engagement with buyers in the secondary market. They can do so by providing authenticated pre-owned options and enabling buyers to track their purchase’s provenance through blockchain technology. They can also invest in customer service, appraisal pricing, and authentication services to encourage buyer loyalty and help protect their reputations.
It’s important for watch companies to engage with the secondary market in a meaningful way, because it provides an opportunity to educate buyers about the quality and authenticity of their products. It’s also an opportunity to promote the rich heritage and history of their brands, and to build a sense of community among their consumers.
One of the best ways to do this is by promoting their own secondhand programs on popular social media platforms like TikTok, where popular YouTubers and influencers are helping to drive demand for particular watch models. This strategy can also support a company’s brand image, and it can help them to establish themselves as industry leaders by encouraging a healthy secondary market for their products.
Our Services
As luxury watches become more and more difficult to acquire through traditional retail channels — owing in part to higher demand and reduced capacity following the COVID-19 pandemic — many of these watches are finding their way onto secondhand markets. As such, third-party online platforms such as WatchBox, Chrono24, and Watchfinder have become a driving force behind the growth of this market, promoting the availability of newer, high-quality models while helping to educate buyers, encouraging price transparency, and connecting sellers and buyers.
Some of the most well-established brands even have their own secondhand platforms, allowing them to better control their brand image and customer relationships. For example, Rolex’s “Certified Pre-Owned” program was launched in 2022. These platforms help to create trust among buyers and ensure that resale values are kept up for both parties.
It can still feel risky to buy a watch, particularly a rare one, over the Internet. However, it’s becoming safer and easier than ever to buy watches online when you know which websites to go to. Many of these websites guarantee certification, host authorized dealers, and have try-before-you-buy options.
These online platforms are also helping to expand the market for vintage watches. They offer a large selection of watches that are both rare and hard to find at physical stores. They also provide a convenient way for customers to avoid the crowds at auction houses and boutiques.
In addition to e-commerce platforms, there are also a number of brick-and-mortar shops that sell pre-owned luxury watches. WatchBox, for instance, has an extensive inventory that includes both vintage and contemporary pieces. They also have a wide selection of Rolexes and Patek Philippes.
Other sites that sell used luxury watches include TheRealReal, a brick-and-mortar retailer and an online marketplace for fine jewelry, rare art, and other collectibles. They have a very strong focus on luxury goods and have experts that specialize in specific categories, like watches. The experts at this site have experience in the billion-dollar art and auction industries, ensuring that they have an expert eye for each piece of merchandise they sell.
Contact Us
When selling a luxury watch it is important to sell to an experienced buyer who can give you the best price. We are one of the leading pre-owned watch buyers in the nation with many satisfied customers and a commitment to delivering exceptional services. We buy all luxury watches including Rolex, Cartier, Panerai, and Omega.
The secondhand market is growing fast as more millennial and Gen Z consumers enter the market for luxury watches. Third-party online platforms have played a big role in boosting the market by helping educate buyers, encouraging price transparency, and bringing buyers and sellers together. Online sales already outpace auction and store sales, and are projected to account for close to 60% of the secondhand luxury watch market by 2026.
A watch’s value is based on the condition, authenticity, year of production, materials and movement. The age of the watch is especially important because some brands have serial numbers that can be keyed in to determine the year of manufacture. For example, some older Cartier, Rolex, Audemars Piguet, and Patek Philippe watches can be valued based on their serial number as well as the date of purchase.
It is also a good idea to keep the original box, papers, and manuals when selling a luxury watch to ensure that you receive a fair and accurate appraisal of the watch. Some reputable luxury watch buyers can offer a higher price for the watch when all of the original pieces are present.
Luxury watch brands are stepping up their efforts to monitor and participate in the secondhand market. For example, some watch companies are investing in authentication services, blockchain technology, and appraisal pricing to strengthen their reputation and brand image in the secondary market. Others are expanding their sales channels to include online marketplaces and brick-and-mortar retail locations that provide a more convenient and consistent buying experience for consumers.
The luxury watch industry has become increasingly more interested in engaging with secondhand watch buyers. They are recognizing that the secondhand watch market represents an important source of revenue and a valuable opportunity for building brand loyalty, particularly with younger generations. The company’s long-term success will depend on its ability to adapt and evolve as the needs of its target audience change.
