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<p>In 2019, if you walked into an authorised Rolex dealer in London and asked for a Submariner, you would walk out wearing one the same day, at retail price. In 2024, the same watch commands a premium of 40-60% on the secondary market, with waiting lists of two to three years at official dealers. The intervening period transformed luxury watches from expensive accessories into serious investment assets in the minds of a significant portion of the British public.</p><h2>The Market Data</h2><p>The secondary watch market in the UK has grown to an estimated £1.8 billion annually, with platforms including Chrono24, Watchfinder, and Bobswatches handling ever-increasing transaction volumes. The market is dominated by steel sports watches from Rolex — particularly the Submariner, GMT-Master II, and Daytona — but has expanded to include sought-after pieces from Patek Philippe, Audemars Piguet, and AP Concept.</p><h2>Who Is Buying</h2><p>The buyer profile has broadened dramatically. A decade ago, luxury watches above £10,000 were the preserve of City professionals, established entrepreneurs, and collectors with decades of horological knowledge. Today, the buyer base includes young professionals who see watches as a combination of personal luxury and investment; e-commerce entrepreneurs who have generated significant disposable income online; and footballers and entertainers for whom luxury watches have become the defining status symbol of their wealth tier.</p><h2>The Investment Debate</h2><p>Whether luxury watches represent sound investment remains contested. The period of extraordinary appreciation — during which certain Rolex models doubled or tripled in value over three to four years — has moderated significantly. Secondary market prices have declined 15-25% from their 2022 peaks, leaving those who bought at the top nursing paper losses. Long-term holders who acquired at pre-2019 prices remain substantially in profit.</p>

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The Rolex Effect: Britain's Luxury Watch Investment Craze | TGBN | The Great British News

tgbnews.co.uk › article › the-rolex-effect-how-luxury-watches-became-britains-most-popular-alternative-ass

Luxury watches have become Britain's most popular alternative asset. We examine the Rolex effect, the secondary market, and whether watch investing still makes financial sense.