#Germany #Rolex #Chrono24 #Karlsruhe #Fratello

Chrono24 and Fratello Release 2025 Trend Report

In an exciting collaboration between Chrono24, a leading online luxury watch marketplace based in Germany, and Fratello, a distinguished watch site from the Netherlands, the 2025 Half-Year Trend Report has been released. This comprehensive study sheds light on the ever-evolving dynamics of the luxury watch market, focusing particularly on the influence of Generation Z, which is quickly becoming a dominant force in the secondary watch market.

The Rise of Dress Watches Among Generation Z

The report highlights a notable uptick in the popularity of dress watches among Generation Z. Since 2018, the sales share of dress watches for this demographic has risen by an impressive 44%, showcasing a keen interest as they now make up 12% of the watches purchased by this age group. This contrasts with other age segments where dress watches account for only 29% of sales.

Interestingly, Cartier stands out as a significant player in this trend. Over the past seven years, Cartier's share among Generation Z has surged from 1.7% to 6.8%, a fourfold increase, vastly surpassing its overall market performance, which grew from 2.9% to 4.8%. This disparity clearly indicates that the younger collectors' enthusiasm is propelling Cartier's growing presence in the secondary market, especially for its iconic models like the Tank and Santos Dumont.

Rolex Maintains Stability in a Fluctuating Market

Rolex continues to showcase its remarkable stability, holding a market share of 33.7%. As demand driven by speculation diminishes, it is positioned as a guiding force in the luxury watch market recovery post-pandemic. The Daytona has recently eclipsed the Submariner to become the second most popular collection, just behind the timeless Datejust. This shift underlines the sustained demand for key models.

Broadening Demand for Dress Watches

But it's not just Cartier that is benefiting from this surge in dress watch popularity. The demand for dress watches has noticeably increased across other brands as well. The split in demand shows a clear preference for both entry-level models priced between €500 and €2,000 (approximately $800 to $3,500) and high-end pieces priced above €20,000 (around $35,000). Notably, there has been less movement in the mid-range models.

The Secondary Market's Resilience

The broader secondary market continues to show impressive resilience, with Omega also set to increase its market share to 11.3% by the second half of 2024. Supported by its dedicated fan base, Omega stands second overall. Tudor and IWC are also seeing significant growth, with increases of 6.8% and 4.8% respectively, outpacing previous periods due to their captivating lineups and expanded customer base.

Insights from the Chrono24 CEO

According to Jose Gastel, Chrono24’s Chief Business Growth Officer, “The evident increase in demand for dress watches, alongside the normalizing demand in previously inflated segments, reveals that this new generation is reshaping the secondary market. This collaborative report provides clear insights for brands, retailers, and collectors to confidently navigate the market.”

Timor Holz, the CEO of Fratello, adds that “Chrono24's data validates what we have seen in the community. The inclination of Generation Z towards dress watches is not just a passing trend; it reflects their unique taste and self-expression in watch collecting.”

Future Trends to Watch

As we move further into 2025, observations will be essential as the demand for dress watches recently saw a slight dip after soaring since 2023. Whether this signals temporary stability or hints at emerging trends led by Generation Z remains an area for keen market analysis. However, it is clear that there is a continuous shift towards designing sleek and elegant timepieces, which are expanding their market share beyond the conventional stainless steel sports watches.

Conclusion

In conclusion, the collaboration between Chrono24 and Fratello offers a profound reflection on the shifting landscape of the luxury watch market, highlighting the pivotal role Generation Z plays as they redefine not just fashion trends, but the very essence of watch collecting today. As they continue to explore and influence, all eyes will remain on how these trends develop leading into 2026 and beyond.

The data within this report originates from actual transactions on Chrono24, where market shares are derived from overall sales amounts, underscoring the importance of real-world implications in the watch industry's future landscape.