Community Stories

Rolex Market Trends 2026. Interesting demographics...

DoctorEvil
Posts
1,818
Likes
3,538
Yes, yes I know that Chrono24 may not be the most authoritative source of market data but please bear with me. This popped up on my Facebook feed today:
FB_IMG_1786169211148.webp FB_IMG_1786169217551.webp FB_IMG_1786169224068.webp FB_IMG_1786169231942.webp FB_IMG_1786169239795.webp FB_IMG_1786169250509.webp FB_IMG_1786169264190.webp FB_IMG_1786169270841.webp FB_IMG_1786169277723.webp FB_IMG_1786169285832.webp

What I find particularly interesting is the chart that shows the age breakdown of Rolex buyers vs time.

The largest group of Rolex buyers is those aged under 30. This surprised me as I thought that this group would have the least disposable income to devote to buying luxury watches (because they would be spending most of their income on rent, servicing mortgages, raising young families whilst building a career etc). As expected, the chart has a hump at the peak of the watch market in 2022, but then the proportion of buyers aged under 30 drops off markedly.

So, can we infer from this that most of the buyers during the peak of the Rolex bubble were young people getting into watches for the first time? Or were most of the flippers aged under 30 (kinda makes sense as young people are more likely to be entrepreneurial)? Or does this reflect a "one and done" mindset in those aged under 30? I note that the proportion of buyers aged in their 50s and 60s was pretty stable, which suggests that this age group had already acquired all the Rolex that they need and didn't contribute to the bubble.

Interested to hear your thoughts...
 
Ron_W
Posts
1,873
Likes
3,622
This is a "Bombshell" report ;

  • Datejust is the Labrador of watches !
  • X gender has a substantial portion of the market, Kudos to Rolex for inclusivity !
  • Over 50 `s have found Rolex to be just another watch brand !
  • Asians have better taste !
  • Rolex is #1 in surplus stock listed on Chrono24 !
 
Dash1
Posts
1,911
Likes
3,927
Interesting. What surprised me is that the Submariner accounted for only 12% of sales, I would have guessed at much more.
Also surprising (as you said) that the under 30’s is the largest group of buyers - could that be linked to higher social media use?
 
DoctorEvil
Posts
1,818
Likes
3,538
Dash1 Dash1
Interesting. What surprised me is that the Submariner accounted for only 12% of sales, I would have guessed at much more.
Also surprising (as you said) that the under 30’s is the largest group of buyers - could that be linked to higher social media use?
I'm actually not all that surprised by this as I've read elsewhere that the hot stainless steel sports models only make up a small portion of the fabled 1 million watches that Rolex makes each year.

What's also interesting is that the Daytona (a much rarer model) also makes up 12% of sales. I'm guessing this is on the secondary market, rather than sales of brand new watches. I'd also be interested to see which models sell best in each region (e.g. are Datejusts more popular in Asia than North America compared to the sports models?)
 
gbesq
Posts
10,060
Likes
57,292
I'm not surprised that the Datejust is the best selling model for Rolex. I don't generally find Rolex to be very attractive, but the Datejust is a classic and a very attractive watch. I will never figure out the demand for the Daytona -- just not attractive and the dial gives me a headache.
Edited:
 
DoctorEvil
Posts
1,818
Likes
3,538
gbesq gbesq
I'm not surprised that the Datejust is the best selling model for Rolex. I don't generally find Rolex to be very attractive, but the Datejust is a classic and a very attractive watch. I will never figure out the demand for the Daytona -- just not attractive and the dial gives me a headache.
Agree that the Datejust and plain Oyster Perpetual are classics and great GADA watches. If given the choice of a sports model, I'd go for an Explorer 36mm. Beautiful, elegant simplicity. A basic black Sub is a classic also. Especially the neo vintage models with aluminium bezels.
 
Felix_La_PuBelle
Posts
915
Likes
5,298
Having spent time at a mall in Sillicone Valley and seen the line to get into the Rolex boutique (like waiting in line at a nightclub). I’m not surprised by the age group. When you’re making what the 30 something techies are making and realize that they’re trying to emulate their boss’s boss’s boss’s boss who’s showing off his F.P.Journes and unobtainable watches, then that age demographic could easily be people working for a handful of companies highly concentrated in just a few cities.
 
gbesq
Posts
10,060
Likes
57,292
Whether it's a new Rolex, Omega or any other luxury brand, why would you even bother when you can find a nice vintage watch for the 1950's or early 1960's. These are the really classics.
 
Lu..
Posts
212
Likes
618
pretty cool....wonder is there is a report on just Omega....for example is the Speedmaster the best selling and if so which model?
 
Felix_La_PuBelle
Posts
915
Likes
5,298
DoctorEvil DoctorEvil
Yes, yes I know that Chrono24 may not be the most authoritative source of market data but please bear with me

Don’t be silly. To work out the right value of any reference on Chrono, all you have to do is ignore the top 20th percentile of prices and reduce what’s left by about 25%. Fifty percent of the time it works every time.
 
DoctorEvil
Posts
1,818
Likes
3,538
Felix_La_PuBelle Felix_La_PuBelle
Don’t be silly. To work out the right value of any reference on Chrono, all you have to do is ignore the top 20th percentile of prices and reduce what’s left by about 25%. Fifty percent of the time it works every time.
Haha. Yes, I'm guessing that the prices on Chrono24 are higher than what you find on watch forums because of seller's fees. Wonder how Chrono24 compares to the prices in "bricks and mortar" shop? Anyone have any experience?
 
DoctorEvil
Posts
1,818
Likes
3,538
Lu.. Lu..
pretty cool....wonder is there is a report on just Omega....for example is the Speedmaster the best selling and if so which model?
So far I haven't seen one but it would be great if Chrono24 produced it. Rolex is the obvious choice though because it's a major driver of the secondary market and the "canary in the coalmine" with regards to that market's health.
 
Waltesefalcon
Posts
4,314
Likes
12,610
Rolex buyers trending younger doesn't surprise me. Rolex is primarily bought by people who want to be seen as successful by their peers, so young up and comers with more money than sense.
 
redpcar
Posts
4,492
Likes
10,960
Waltesefalcon Waltesefalcon
Rolex buyers trending younger doesn't surprise me. Rolex is primarily bought by people who want to be seen as successful by their peers, so young up and comers with more money than sense.
Nothing new. They do it with cars, too.
 
DoctorEvil
Posts
1,818
Likes
3,538
redpcar redpcar
Nothing new. They do it with cars, too.
I've often wondered if Porsche is the Rolex of the automotive world. The most recognisable brand and the one most people gravitate to when purchasing their first "nice" sports car.
 
vbrad26
Posts
4,859
Likes
24,753
Most of the GT (991/2) Porsche drivers I see around me are pretty "young".
And no surprise, they are always PDK with sofas - usually in a subjectively stupid color.
Same with the Rolex's. DJ's, Sub's, GMT's...any SS sports model.
For context - I'm 38 and it seems like my demographic and even those a good 10 years under are just trying to one up the next guy.
In this age of social media and the "look at me and what I have/can do" attitude - it is just a bad recipe.
Or maybe I'm just an unusually grumpy millennial lol
 
B
Posts
91
Likes
135
gbesq gbesq
Whether it's a new Rolex, Omega or any other luxury brand, why would you even bother when you can find a nice vintage watch for the 1950's or early 1960's. These are the really classics.
What’s considered classic these days weren’t classic when they were initially sold in the 40’s/50’s/60’s. Back then they were just the current crop of new releases. It’s the same today. Today’s new releases are the future classics.

I prefer buying new watches and building my classic collection over time by hanging on to them but to each his own.
 
Tet
Posts
1,720
Likes
5,338
Quite an interesting read. I've never really been into Rolex(I do own my dads kld Air King Date and that's enough for me) nor do I keep up with current trends, so I was really suprised tk see how far from the number 1 seller the Sub has become. I assumed that would be at the top still.

I guess the Datejust offers a lot more variation in designs etc. so shouldn't be surprising really.
 
noelekal
Posts
7,064
Likes
56,525
redpcar redpcar
Nothing new. They do it with cars, too.

Yeah. Even more so than with snob watches.
Edited:
 
31 More Posts...
Sign up or log in to reply...

Similar threads

gbesq

Interesting Video On The Current State Of The Rolex Market

gbesq Open Discussion
gbesq
gbesq
Posts
0
Views
801
subregister

UG Clapton 881101/01 market trends

subregister Universal Genève Watches
subregister
subregister
Posts
22
Views
4K