Luxury watch purchasers in Switzerland are shifting towards pre-owned timepieces, specifically favoring four Rolex models, according to recent customs data.

In the world of luxury watches, Rolex models continue to dominate the market, with collectors scrambling to acquire their favourite timepieces before anticipated price increases take effect.

The GMT-Master II, known for its versatility and functionality, has become both a practical choice and a collectible, thanks to the rise of international travel. The Rolex Submariner, a cult favourite among collectors, is renowned for its rarity and strong vintage feel. Both models, particularly the stainless steel variants, have seen a significant surge in demand on the used market.

The Rolex Daytona, a true collector's item, is rooted in its connection to motorsports and limited production. Its demand remains high, with many collectors buying these models before anticipated price increases.

The Rolex Datejust, often the entry point into the luxury watch market, appeals to both new and experienced collectors. Its timeless design and versatility have earned it the nickname "eternal watch."

Recent tariff increases have had a significant impact on the luxury watch market. With U.S. tariffs on Swiss imports, including luxury watches, rising to 39 percent in August, manufacturers like Rolex, Patek Philippe, and Omega have been forced to raise their prices, driving buyers to the used market.

Bob's Watches, a major marketplace for luxury watches, reported a 36 percent increase in transactions of used luxury watches in July compared to the same month last year. The company saw a similar 20 percent growth in the second quarter.

Swiss Watch Expo, another major marketplace, expects significant price increases, with potential increases of up to 35 percent in the next six months. This prediction is based on the increased costs resulting from the tariffs.

Some buyers are seeing an opportunity to diversify their portfolios with luxury watches, an asset class that correlates little with the stock market. The luxury watch market offers a safe haven for investors seeking to protect their wealth during economic uncertainty.

In conclusion, the luxury watch market, especially for Rolex models, is experiencing a boom amidst tariff increases. Collectors and investors are seizing the opportunity to acquire their favourite timepieces before anticipated price hikes, making the used market a dynamic and exciting space to watch.

Luxury watch purchasers in Switzerland are shifting towards pre-owned timepieces, specifically favoring four Rolex models, according to recent customs data.