#Japan #luxury watches #Shibuya #Junior #OURO

Overview of the Luxury Watch Buyback Trends in 2025

In a compelling analysis of the luxury watch buyback landscape for 2025, OURO, a prominent brand watch buyback service operated by JUNIOR Co., Ltd., has released significant data covering the period from January 1 to December 31, 2025. Utilizing extensive market insights derived from its sales operations across more than 20 countries, the company has detailed the performance of various luxury watch brands through a dual ranking system: the number of buybacks and the average buyback price.

Top 10 Brands by Buyback Volume

1. ROLEX
2. PATEK PHILIPPE
3. AUDEMARS PIGUET
4. Cartier
5. OMEGA
6. Vacheron Constantin
7. Richard Mille
8. PIAGET
9. HERMES
10. A. Lange & Söhne

The rankings highlight the dominance of brands like Rolex, known for its both asset value and market availability. Following closely are classic high-end brands like Patek Philippe and Audemars Piguet, reflecting a stable turnover due to their esteemed reputation. Brands such as Cartier and Omega remain well-trafficked thanks to their broad range and high recognition, while Vacheron Constantin and A. Lange & Söhne attract buyers due to their rarity and intricate manufacturing histories.

Key Features of the Leading Brands

• - ROLEX: Stands out with its strong brand recognition, high circulation, and a diverse demand ranging from sporty to more formal models. Value varies significantly based on condition, included accessories, reference numbers, and year of manufacture.

• - PATEK PHILIPPE: Esteemed for its long-term asset value and collectibility; intricate mechanisms and rare references significantly influence market prices. Complete sets, including warranty cards and boxes, are crucial for valuation.

• - AUDEMARS PIGUET: A staple in sports luxury, its popular models are often sensitive to supply-demand dynamics. The condition of the case and its integrity are heavily weighed in evaluations.

• - Cartier: The design intensity and brand recognition make it appealing to a wide demographic, though prices are highly dependent on model and materials used.

• - OMEGA: With a robust range of staple models, it remains a reliable choice due to a balanced combination of practicality and brand power. Its valuation is often affected by the completeness of accessories and maintenance history.

• - Vacheron Constantin: Highly valued for its history and craftsmanship, it boasts a range from dressy to complex watches. Assessments often hinge on individual details, included items, and provenance.

• - Richard Mille: Symbolic of high-value segments, it relies on exclusivity, unique features, and materials for pricing. Authentication, service history, and completeness of paperwork are critical in the evaluation process.

• - PIAGET: Distinguished for its elegance, especially with its slim designs and jewelry elements. The valuation can differ widely based on materials and diamond features.

• - HERMES: Has a unique fashion-oriented appeal, and its design works well with leather and jewelry. Evaluations can vary based on model popularity and overall condition.

• - A. Lange & Söhne: Known for its superior finish and distinct design, it garners a dedicated following among watch enthusiasts. Manufacturing year, specifications, and maintenance history significantly influence the assessments.

Top 10 Brands by Average Buyback Price

1. Richard Mille: ¥42,235,736
2. GREUBEL FORSEY: ¥33,000,000
3. F.P. Journe: ¥22,857,489
4. PATEK PHILIPPE: ¥18,403,325
5. Urwerk: ¥11,700,000
6. AUDEMARS PIGUET: ¥8,813,678
7. PIERRE KUNZ: ¥7,000,000
8. MB&F: ¥6,400,000
9. A. Lange & Söhne: ¥6,073,958
10. Vacheron Constantin: ¥5,205,649

The top rankings in average buyback price amplify the appeal of niche and independent brands, with Richard Mille leading due to its limited production and unique mechanisms. Brands such as Patek Philippe and Audemars Piguet maintain presence, showcasing that rarity, specifications, condition, and completeness of documentation drive higher average prices in the luxury watch sector. Notably, A. Lange & Söhne and Vacheron Constantin also command high prices, reflecting the quality and brand value built over years.

Market Trends and Observations

2025 saw a clear lean towards valuations based on rarity, condition, and the completeness of watch documentation within the high-end market. Several independent luxury brands earning international acclaim for limited production and innovative mechanics made it to the average price rankings, indicating a market keen to attribute value not just on liquidity but also on artistry and craftsmanship.

Selling strategies are crucial; popular models tend to fluctuate in value during market shifts regarding supply, discontinuation, and price adjustments. Conversely, rare models should be sold at optimal times, especially maintaining a condition before wear or regular maintenance to maximize valuation.