Story Highlight
– Cartier’s heat is rising 3.5 times faster than others.
– Watch prices on secondary market average 28.1% off.
– Overall market rose 1.2% month-on-month in June.
– Patek Philippe shows steady growth in demand and prices.
– Ten of thirteen brands saw price increases in June.
Full Story
Recent analysis by Chrono24’s ChronoPulse Index reveals that Cartier is experiencing a surge in market interest, with its score increasing at a rate 3.5 times faster than that of any other luxury watch brand.
The index evaluates price shifts across roughly 140 watch models from 13 prominent luxury brands, attributing scores to each brand in what it calls a “Brand Heatmap.” In the first quarter of 2026, data from WatchCharts and Morgan Stanley Research indicates that Cartier watches, on the secondary market, are being sold at an average discount of 28.1% compared to official retail prices. Nonetheless, rising prices for Cartier watches in like-for-like comparisons on Chrono24 have resulted in a notable boost to its Heatmap scores.
Overall, the luxury watch market reported a month-on-month increase of 1.2% in June, contributing to a cumulative rise of 5.5% over the past six months. In contrast, Cartier’s performance exceeded this trend, with its scores up by 5.9% in June and nearly 10% over the last half-year period.
Other brands are also witnessing growth, with Patek Philippe maintaining an upward trajectory, showing a 1.7% rise in June, a 6.8% increase over the past six months, and a significant 12.2% rise over the past year. The limited supply of popular models such as the Nautilus and Aquanaut continues to support this trend.
Tudor has positioned itself as an attractive option for buyers seeking luxury without the hefty price tag associated with some other brands. Similarly, Jaeger-LeCoultre is on a path to recovery, boasting an 8.6% improvement in its Heatmap over the last six months, despite being known for significant discounts in the secondary market.
Rolex has remained stable, bolstered by increased interest following the discontinuation of the Pepsi GMT-Master II at Watches & Wonders.
Balazs Ferenczi, head of brand engagement at Chrono24, commented on the broader market trend: “June underlines what we’ve seen building since April: gains that run across the index rather than concentrating in one or two brands. Cartier’s 5.9% is the headline, but the more telling detail is that 10 of 13 brands moved higher. And looking out to six months, every brand we track is now in positive territory. That’s a consistent picture.”
