World
Rolex Loses Ground in the Luxury Watch Secondary Market
Rolex's market share on Chrono24—a platform claiming to be the world's largest digital marketplace for luxury watches—has plummeted from nearly one watch in every two to fewer than one in three over four years, according to a study published on August 6, 2026, by Handelsblatt. Cartier and Omega are the principal beneficiaries, driven by younger buyers' appetite for dress watches. Notably, the GMT-Master II "Pepsi" surged 24% year-over-year to approximately €23,000.