3 luxury watch brands gaining ground on the pre-owned market — that aren't a Rolex

Vacheron Constantin is one of the oldest watch makers still operating today.

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• Luxury watch brand Vacheron Constantin's market share soared in the pre-owned market in 2025.
• Rolex's market share dipped as rival brands gained traction.
• IWC and Tudor also saw significant growth in 2025.

Luxury watches are often treated as timeless objects, but the market around them is anything but static.

Shifting buyer preferences, price changes...