Day: 29 December 2025

The luxury watch industry faces a challenging end to 2025 as retailers offer deep discounts to clear excess inventory. Notable brands such as Hublot, Breitling, and TAG Heuer are slashing prices by 25% or more, with significant reductions also seen at retailers like Watches of Switzerland and Goldsmiths. The sale season presents a rare opportunity for enthusiasts to secure high-end pieces, including the Hublot Big Bang and the Jaeger-LeCoultre Reverso, at reduced prices. As the market shifts, consumers are encouraged to take advantage of these substantial offers before new models arrive in the new year.

As 2025 draws to a close, the watch industry navigates a landscape reshaped by significant tariffs and evolving consumer preferences. The imposition of a 31% tariff on Swiss imports has led to rising luxury watch prices and intensified focus among consumers on a handful of dominant brands, particularly Rolex and Patek Philippe. Yet, amidst this challenge, independents and microbrands are carving out a niche, with increasing consumer interest in creativity and innovation. With the US remaining the top market for Swiss exports, retailers are adapting to maintain sales momentum while facing fierce competition and changing dynamics. As watchmakers strive to connect with an informed clientele, the industry faces a pivotal moment of transformation.

Hugh Rice Jewellers has appointed Hannah Hirst as its new retail director, elevating her from her previous role as procurement manager. With over eight years at the family-run jeweller and a background in management at Topshop and Topman, Hirst’s promotion is aimed at bolstering the company’s leadership and supporting long-term growth. Her extensive experience and strong supplier connections are expected to enhance both operations and customer experience, reflecting the company’s commitment to strategic development.

In a transformative year for the luxury watch industry, Rolex has relaxed its policy on “Exhibition-Only” displays, allowing retailers to openly showcase timepieces amid improving availability. As demand cools, average waiting times for coveted models have significantly decreased. However, the landscape of luxury watch thefts has shifted, with high-end brands like Patek Philippe now in the crosshairs of thieves. While secondary market prices continue to slide, Rolex remains a dominant force in desirability, claiming six spots in the top ten most coveted models. Recent concerns over a false alarm regarding Rolex price drops emphasize the ongoing volatility in the market.