There is nothing quite like the feel and look of a magnificent watch on your wrist — reassuring you that you have been spending time in the best way possible. Last year was an outstanding year for luxury watches, which may or may not surprise you. Here are the trends, styles, designs, top performers, highest price increases, and more to sate the curiosity of watch lovers and horologists alike.
The bestselling watches last year, by brand:
The undisputed number 1 watch winner in 2024 was Rolex. No other brand has been able to surpass the worldwide popularity and stable value of Rolex. The Rolex GMT-Master II continued its dominating the luxury watch market, securing the title of the best-selling watch of the year, and it’s easy to see why. This watch is a thing of beauty!
The Speedmaster Professional Moonwatch is Omega‘s top model and is still rightly so a fan favorite. The 2021 edition is a steady improvement on the previous Speedmaster, and Omega offers sapphire crystal and Hesalit versions, each with their own distinctive advantages. The release of a thoroughly modern yet vintage-style watch under the same reference number was tantamount to a sales guarantee. A solid score for Omega.
Rumor has it that the excessive popularity of the Nautilus was a major reason for its discontinuation. While the hype surrounding the Patek Philippe Nautilus is finally slowing down. its cultural influence remains enormous and obvious. More affordable prices are attracting more potential buyers. Looking ahead this year, Patek hopes that a certain new model will become a much-coveted and sought-after watch. We know it undoubtedly will.
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The Best For Positive Performance
Last year demonstrated that watches are far more than just precise timepieces – they are wise investments and keepsakes. In addition to Rolex, these other brands whose models have risen in value and have proven to be trusted collector’s items:
Increase in value: 26.46 %
With a hefty increase in value of 26.46% in 2024, the Cartier Santos 100 achieved the status of a coveted vintage classic. Launched in 2004 to celebrate Cartier‘s 100th anniversary, this watch is not only functional, but also a stylish symbol beloved in fashion circles. The price range of $3,700 to $6,300 renders it an attractive investment for collectors who appreciate both design and long-term value development; it pairs well with haute couture and hand-tailored suits.
Increase in value: 22.86 %
Another watch brand renowned for brilliant designs is Jaeger-LeCoultre. Above all, the brand is known for its industry icon, the Reverso Grand Taille. The Reverso was designed in the early 1930s as a sports watch for polo players and has evolved over time into a stylish dress watch whose characteristic feature is a reversible case. With a price increase of 22.86%, this model remains a classic among dress watches. Even with prices starting at around $5,200, this watch is a sound investment and continues to be prized by collectors. It’s absolutely timeless (pun intended).
Increase in value: 19.78 %
Grand Seiko features a wide variety of fantastic options, and is noted for creating incredible watches that are characterized by high-precision movements and exceptional craftsmanship. The Grand Seiko SBGM221 has risen in price by almost 20% and is priced at around $3100 to $4,700 on the Chrono24 marketplace. This pairs well with everything from formal to semi-formal and casual. An all-purpose luxury watch is a great investment.
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The Most Popular Design Trends
Fascinating trends shaped the watch industry last year. Rectangular and tonneau-shaped cases became increasingly popular, driven by iconic models such as the Cartier Tank and the Omega Constellation.
Roman numerals also experienced a comeback, largely fueled by the success of Cartier. In terms of case materials, titanium, silver, and carbon became increasingly popular, especially with brands such as Tudor and Grand Seiko.
Manufacturers also ventured into bolder colors: pink and orange for example made a splash with the Tudor Miami Black Bay Chrono, setting fresh accents in the watch world.
Case Shapes: Rectangular Designs Are On the Upswing, With Cartier As A Trendsetter
Round cases remained dominant in 2024, while rectangular shapes increased significantly by 12.56% compared to the previous year – primarily due to the success of the Cartier Tank and Santos, which are dictating this trend. Tonneau-shaped case designs and elliptical cases are also gaining attention, showing an increasing variety in the market. Cartier remains a key driver of this development.
At the same time, Arabic numerals experienced a slight upswing, while Roman numerals, strongly influenced by Cartier, continued to gain in importance with a +9.54% increase. Despite a slight decline, watch dials featuring only indices remained very popular. Both trends illustrate the increasing diversity and influence of brands such as Cartier.
Material Trends 2024: Titanium and Silver On the Rise, Tudor Sets the Tone
Stainless steel remained the preferred case material with a share of 75.30%, while gold-steel combinations gained slightly in popularity. Titanium is developing particularly dynamically, with growth driven by brands such as Tudor, Grand Seiko, and Citizen.
Silver is also showing a strong upward trend at +14.91%, often in conjunction with the Cartier Tank Must de Cartier.
Watch Features: Moon Phases Inspire, Chronographs Lose Their Appeal
The classic time display remained the dominant watch function with 87.39%, showing slight growth.
Moon phase watches increased in sales enormously by 56.33% compared to 2023. Popular examples include the Jaeger-LeCoultre Master Ultra Thin Moon and the Omega Speedmaster Moonwatch, as well as the the Omega Speedmaster Moonwatch.
Chronographs, on the other hand, such as once-popular models like the Rolex Daytona, are becoming much less in-demand. Day-of-the-week displays and tachymeters are also attracting less interest, indicating a shift towards more specialized functions.
The watch market remains a dynamic space for collectors and investors. Once again, Rolex is setting the standard as the undisputed best-selling brand, particularly the true classics, such as Cartier, Jaeger-LeCoultre, and Grand Seiko. Also, the market has far more to offer than just the best-known watch brands.
Design trends reflected a return to minimalist elegance. The dynamic market offered numerous opportunities to benefit from the increase in value and the timeless style of watches.
However the trends develop into 2025, one thing is certain: the value of watches will continue to be determined not only by their popularity, but by their inherent long-term quality and clear investment potential. Stay tuned for new watch trends and innovations in store for the future, since watches are truly timeless.
