Rolex Faces Tough Competition: Prices Drop as Affordable Alternatives Shine — Retail Bum

The secondary market for pre-owned Rolex watches saw a sustained drop in prices last month, whereas less expensive brands, like Cartier and Omega, exhibited relatively strong performance.

In September 2023, the Bloomberg Subdial Watch Index reported a 2.2% decline for Rolex timepieces, while the index for 100 entry-level watches, typically priced under £7,500 ($9,120), experienced a 0.8% decline over the same period.

These findings suggest that collectors and enthusiasts are continuing to exercise caution when considering investments in highly marketed models from top Swiss brands. This cautious behavior follows a period of significant price escalation in 2021 and early 2022 when pre-owned Rolex, Patek, and other high-end models achieved unprecedented highs on the secondary market.

Nevertheless, beginning in April 2022, prices began a notable descent, coinciding with the uptick in interest rates and the unraveling of numerous cryptocurrencies.

Among the assortment of watch brands, Cartier, best known for iconic models such as the Tank and Santos, exhibited the most favorable performance, with its brand index experiencing only a 0.4% decrease. On the other hand, the index for Omega models, which encompasses the…