Story Highlight
– Bezel surpasses $1 billion in listed watches.
– Secondary market sales projected at $17 billion by 2025.
– Seller numbers rose 140%, average sales over $10,000.
– Trust and authenticity vital in online watch resale.
– Brands likely to expand certified pre-owned programs.
Full Story
Luxury watch marketplace Bezel has achieved a significant milestone, surpassing $1 billion in listed timepieces, highlighting the swift evolution of the secondary watch market and changing consumer behaviour among collectors.
This achievement coincides with the ongoing growth of the global pre-owned watch market. According to a recent analysis by WatchPro, the value of sales in the secondary market is expected to reach $17 billion by 2025, with Rolex alone accounting for an impressive $5.7 billion. These figures underscore not only the vast potential within this sector but also the prevailing strength of prominent brands in the resale marketplace.
For Bezel, reaching the billion-dollar marker is indicative of both an increase in supply and heightened consumer confidence for online purchases. The platform reports that it has retained over 99% of its sellers, with the average seller completing approximately 11 transactions, totalling around $118,000.
The number of sellers on Bezel surged by 140% in 2025, and the average transaction price surpassed $10,000, further demonstrating the platform’s appeal.
CEO Quaid Walker asserts that these developments indicate a major transformation within the industry. “We’re seeing more demand in the secondary market than ever,” he states, noting that customers are increasingly bypassing primary markets, opting instead for platforms like Bezel.
The trend is partly attributed to greater accessibility; the limited stock available at authorised dealers has traditionally driven collectors to the secondary market. Digital platforms now facilitate this process, allowing users to access a broader inventory without the constraints of physical stock, fostering a global network of buyers and sellers.
Historically, trust has been a significant hurdle in the online resale landscape, which Bezel aims to mitigate with its managed marketplace model. Each watch sold is authenticated in-house prior to sale, and in the latter half of 2025, 38% of submitted watches failed to meet Bezel’s quality standards.
“Trust is everything in this category,” adds Walker. He believes that the platforms that succeed in the long term will be those that can cultivate and uphold trust at scale.
The expansive inventory available on Bezel also indicates a diverse and expanding collector demographic. In 2025, sale prices ranged from $750 to $1.6 million, reflecting an increase in both accessibility and demand for high-end timepieces.
Walker emphasised the importance of inclusivity in the secondary market: “Watch collecting shouldn’t feel intimidating. Our job is to ensure that collectors are receiving an authentic and high-quality example of whatever they’re interested in.”
Looking to the future, Walker forecasts three key trends that will shape the next stage of market growth: “Firstly, continuous digital adoption — collectors expect an exceptional experience, transparency, and global access. Secondly, there will be a demand for enhanced price transparency and data-driven choices, similar to trends observed in other collectible arenas. Finally, a more educated and varied collector base is entering the market. Watches are increasingly resonating within cultural moments, which I believe will attract more inspired enthusiasts.”
For established brands, the emergence of platforms like Bezel poses both challenges and opportunities. As more consumers prioritise the secondary market, watchmakers may expand their certified pre-owned initiatives to maintain control over pricing, authentication, and brand integrity.
Rolex is already at the forefront of this movement, with brands like Patek Philippe expected to follow suit as the understanding grows that the secondary market is a fundamental aspect of the modern watch industry, rather than merely an auxiliary to primary sales.
