05.06.2026 - News

Why more collectors are choosing pre-owned watches in 2026

For years, buying a pre-owned luxury watch was often seen as ‘second best’.

If you couldn’t get the watch you wanted from a boutique or weren’t willing to pay full retail price, the pre-owned market was where you popped to instead.

Fast forward to 2026, and well, things have changed a little.

Whether collectors are after discontinued references or simply trying to avoid lengthy waiting lists, buying pre-owned has become a smart way to build a luxury watch collection.

But for many enthusiasts, pre-owned isn’t a compromise at all – it’s their preferred choice.

Why the pre-owned market is thriving

Retail prices continue to rise, demand remains high for many sought-after models and collectors are becoming increasingly savvy about where they spend their money.

Rather than focusing on buying new, many buyers are now looking at the bigger picture.

A pre-owned watch can actually offer exceptional value compared to a brand-new equivalent if you consider that the first owner has already absorbed the initial depreciation.

Then along comes the next buyer finding said watch at much more attractive price.

Anyone who has attempted to buy a luxury stainless steel sports watch lately has probably groaned at the waiting lists. The pre-owned market allows collectors to bypass the queue and secure the watch they want without months – or even years – of uncertainty.

The appeal of watches with a history

One of the most exciting aspects of buying pre-owned is access to references that are no longer available through authorised retailers.

Some collectors are actively searching for older case sizes and limited editions that can’t easily be found in the brand stores.

There’s also something rather appealing about owning a watch with a story behind it. Unlike a timepiece fresh from the factory, a pre-owned watch carries a bit of history, adding to its charm.

Sustainability meets luxury

Younger buyers are increasingly embracing the idea of circular luxury, where high-quality products are bought and passed on rather than continually replaced.

Look at Vinted and ebay – those platforms are booming for fashionistas looking for half price what they see in shops.

For many collectors, purchasing pre-owned is not only a financially sensible decision but also a sustainable one.

A luxury timepiece is designed to last for generations, making it one of the few products that can genuinely be considered a long-term investment in craftsmanship.

Which pre-owned watches to buy this year

If you’re considering your next purchase, these models are up there with our stand-out choices.

Overall value: Few watches can rival the history and reputation of the Omega Speedmaster Professional or ‘Moonwatch’.

Thanks to its connection with NASA’s lunar missions, the Speedmaster offers an incredible blend of heritage and the ability to be worn every day.

Value retention: The Rolex Submariner remains one of the most recognisable watches ever produced.

With a timeless design and robust construction, the demand for this one has been strong for decades.

The Submariner continues to demonstrate impressive value retention, making it a favourite among collectors worldwide.

Dress watch: The Cartier Santos is elegant and instantly recognisable – one of the most sought-after luxury watches in recent years.

Equally comfortable in the boardroom or on the beach, the Santos offers a distinctive alternative to more traditional sports watches.

The growing popularity of Cartier among younger collectors has strengthened its appeal on the secondary market.

Under £5,000 – If you’re trying to avoid breaking the bank, the Tudor Black Bay Fifty-Eight is a great value proposition.

With its vintage-inspired styling, excellent proportions and impressive build quality, it’s easy to understand why the model has become such a success.

Time to choose

The biggest trend in luxury watches for 2026 isn’t a new complication. It’s the changing perception of ownership itself.

Collectors are more willing to explore opportunities – and that means that pre-owned watches have gone from an alternative option to an exciting area of modern watch collecting.