Story Highlight
– Secondary luxury market growing two to three times faster.
– 93% Americans now shop online for secondhand items.
– Demand for vintage watches surged 432% since 2020.
– Consumers increasingly prefer specific luxury item searches.
– Resale evolving as integral part of luxury experience.
Full Story
The secondary watch market has undergone significant changes since 2020, prompting a shift in consumer attitudes and behaviours that extends far beyond mere pricing.
Recent insights from The RealReal’s 2026 Resale Report highlight this transformation, revealing a market that now encompasses over 21,000 available watches. While the report spans various luxury goods, its findings are particularly relevant for watch enthusiasts and sellers alike.
The report illustrates that purchasing pre-owned items is increasingly accepted and preferred by consumers rather than seen as a compromise. In fact, the secondary luxury market is now expanding at a rate two to three times that of the primary market. A striking 93% of Americans engage with online platforms for second-hand purchases, with nearly half of them considering resale value before making new acquisitions.
Shifts in generational behaviour are particularly noteworthy; more than half of The RealReal’s clientele consists of Gen Z and Millennials who view “pre-loved luxury” as their primary choice. The act of seeking out these items has been likened to a competitive sport, where valuable pieces can vanish within minutes and prices fluctuate constantly. Savvy shoppers utilise advanced search features and alerts to locate specific watches, whether it’s a Rolex GMT-Master II, vintage Cartier Tank, or a neo-vintage Vacheron Constantin.
The growing demand for vintage timepieces stands out clearly, with The RealReal reporting a remarkable 432% increase in interest for such items on its platform from 2020 to 2026. The definition of “vintage” here encompasses items at least 15 years old that hold cultural significance, distinguishing these pieces as more than just outdated models.
Watch collectors are now gravitating towards a broader range of vintage items, venturing beyond the traditional selections of the 1960s to include styles from the 1980s and 1990s, with an increasing interest in early 2000s models. This trend mirrors shifts observed in the fashion industry, where 2000s items are experiencing a 93% rise in search volume compared to 65% for the 1990s.
As consumers become more knowledgeable, they are increasingly detailed in their searches, often specifying by designer, collection, or even specific runway looks. The RealReal underscores that this level of inquiry is now spilling over into mainstream luxury consumption, with a nuanced appreciation for the details that define desirable pieces.
Furthermore, the report emphasises a paradigm shift in how luxury goods are perceived. While value is a consideration, it is couched within the larger context of genuine enjoyment and appreciation of quality. Fluctuating resale prices mirror this complex dynamic; for instance, the average selling price of some luxury handbags has seen dramatic increases since 2016, demonstrating market volatility akin to that of watches.
The RealReal has established a thriving community of 44 million members, with its president and CEO Rati Levesque noting that customers are investing both time and money to acquire pieces that resonate with their personal style. This growing interest in items with historical significance presents a promising outlook for the watch sector.
The speculative excitement of early 2022 may have ebbed, but the foundational shift toward resale is steadfast. Consumers are showing an increasing willingness to purchase used items, armed with knowledge about depreciation and market trends. This bodes well for the watch industry, which offers longevity through mechanical design, allowing pieces to be maintained and cherished over generations.
Ultimately, The RealReal’s insights indicate a greater evolution within the luxury sector, where resale has transitioned from a marginal channel to a central aspect of luxury experience. For the watch industry, the secondary market now serves as a vibrant arena for collectors to pursue their passion, rather than a last resort for unsold inventory.
