2024 Luxury Watch Market Review: The Trends, Best-Sellers & Investment Pieces

The luxury watch market has always been an evolving landscape where tradition meets innovation and collectors seek both style and investment potential. In 2024, the watch industry saw remarkable shifts, with certain brands continuing to dominate while new design trends emerged.

Let’s take a deep dive into the biggest trends, best-selling models, and most valuable investments of the past year.

The Best-Selling Watches of 2024

Rolex GMT-Master II 126710BLNR

Unsurprisingly, Rolex retained its top spot as the most sought-after luxury watch brand, with the GMT-Master II 126710BLNR leading sales globally.

This model, known for its distinctive blue and black bezel, continues to be a must-have for collectors and investors alike.

Omega Speedmaster Professional Moonwatch 310.30.42.50.01.002

A timeless classic, the Speedmaster Professional Moonwatch remains Omega’s top performer.

The 2021 edition of this model, available with sapphire crystal and Hesalite options, captivated enthusiasts with its blend of modern enhancements and vintage appeal.

Patek Philippe Nautilus 5711/1A-010

Despite rumors of its discontinuation, the Patek Philippe Nautilus remains a cultural icon in the watch world.

While the initial hype has settled, its influence is still undeniable, and prices have become more accessible to a broader audience.

Top Performing Investment Watches

Luxury watches are more than just elegant timepieces—they are valuable assets. In 2024, several models saw a significant increase in value:

Cartier Santos 100 Ref. 2656

Value increase: 26.46%

Originally launched in 2004 for Cartier’s 100th anniversary, the Santos 100 has solidified itself as a coveted vintage classic.

Priced between $3,700 and $6,300, it remains a stylish and reliable investment.

Jaeger-LeCoultre Reverso Grand Taille Ref. 270.8.62

Value increase: 22.86%

With its origins dating back to the 1930s as a sports watch for polo players, the Reverso has evolved into an elegant dress watch.

Its reversible case and timeless design keep it in high demand, with prices starting at around $5,200.

Grand Seiko SBGM221

Value increase: 19.78%

Grand Seiko continues to earn respect among collectors, and the SBGM221 is a prime example.

With exceptional craftsmanship and a price range of $3,100 to $4,700, this model has seen a steady increase in value.

Case Shapes: A Shift Towards Rectangular Designs

While round cases still dominate the market, rectangular and tonneau-shaped cases gained significant popularity, largely influenced by the success of the Cartier Tank and Santos.

Rectangular watch sales increased by 12.56% compared to 2023, reflecting a growing trend towards geometric aesthetics.

Numerals: Roman Revival and Arabic Accents

Cartier played a significant role in the resurgence of Roman numerals, which saw a 9.54% increase in popularity. Meanwhile, Arabic numerals experienced a modest rise, demonstrating a broader diversification of dial designs.

Stainless steel remained the dominant case material (75.30% market share), while titanium gained significant traction, particularly with brands like Tudor, Grand Seiko and Citizen pushing it hard.

Silver watches also experienced a 14.91% increase in demand, with models like the Cartier Tank Must de Cartier leading the charge.

Watch Features: Moon Phase Watches Shine

Moon phase complications saw a surge in popularity, increasing by 56.33% compared to 2023. Notable examples include the Jaeger-LeCoultre Master Ultra Thin Moon and the Omega Speedmaster Moonwatch.

Meanwhile, the classic chronograph declined in demand, signaling a shift towards more specialised functions.

What Can We Expect In 2025?

The luxury watch market in 2024 demonstrated that collectors and investors are looking beyond the usual suspects. While Rolex continues to dominate, brands like Cartier, Jaeger-LeCoultre and Grand Seiko are proving their long-term value. Meanwhile, changing design trends reflect a preference for minimalism and refined elegance.

As we look ahead to 2025, which brands will take the lead? Will new models redefine investment strategies in the watch world? One thing is certain: luxury watches remain a blend of craftsmanship, heritage and financial potential. Stay tuned for the next chapter in horological evolution.