Resale Listings Surpass Retail, Driving Investment Demand for Jewelry and Watches

“resale listings and platform activity for jewelry and watches are outpacing primary retail listings, according to platform disclosures and industry coverage.” That shift is visible in Rebag’s Clair Report 2025, which names Van Cleef & Arpels, Rolex, and Cartier as top performers and shows Van Cleef & Arpels styles holding 112% of retail value on average in 2025, up 9% from 2024.

Rebag’s 2025 index also puts Rolex at 104% value retention, a 4% gain from 2024 that the report describes as maintaining Rolex’s “unicorn” status for brands with over 90% retention. Cartier appears at 87% retention in 2025, up 4% from 2024, illustrating divergent performance even within blue‑chip names as resale demand concentrates on specific collections and models.

The Sweet Alhambra line exemplifies that concentration. Rebag reports the Sweet Alhambra bracelet retained 117% of its value in 2025; the 18‑karat gold, mother‑of‑pearl single‑motif bracelet retailed for $1,540 before taxes as of December, while a Rebag listing tagged as an “investment piece” was priced at $2,020, showing resale listings can exceed original retail prices.

Market forces help explain that math. Rebag and other industry reporting link surging resale activity to tariffs and rising retail prices in 2025, and Rebag CEO Charles Gorra said in a press release, “Rising primary market prices pushed more consumers to the secondary market, reaffirming its stability as a trusted and lucrative channel for collectors.” Business Insider noted bracelets and watches were among the most popular pre‑owned items overall in 2025, reinforcing demand concentration.

The size and speed of the secondary market are striking. An October report from Boston Consulting Group and Vestiaire Collective projects the resale market could reach as much as $360 billion by 2030, while ThreadUp’s Resale Report 2025 projects the global secondhand apparel market at $367 billion by 2029 and the U.S. apparel market at $74 billion by 2029. Finance reporting also states the resale sector is expected to grow two to three times faster than the traditional luxury fashion market by 2027.

On the retail side, Savills data summarized by P&C Global shows fashion still accounted for 68% of new luxury store openings in 2024, but P&C Global says early‑to‑mid 2025 momentum is coming from jewelry and watches and offers promotional case notes such as “Pop‑up stores saw queues stretching for hours. Products sold out instantly, resale prices skyrocketed 10x, $100Mn in sellouts.” Industry commentary from Northpennnow frames the change as structural: “The future of luxury lies in integration. Traditional retail and resale will no longer exist as separate categories,” and it adds that “Luxury resale does not mean compromise. It means refinement. Restoration plays a critical role in ensuring that pre‑owned jewelry and watches maintain their integrity and function without losing original character.”

For owners and collectors, the practical takeaway is clear: tariffs and rising primary‑market prices in 2025 have translated into higher resale values for well‑documented pieces, and jewelers and platforms are responding with greater emphasis on certified valuations, detailed histories, and long‑term service support. Have you sold a vintage bracelet or watch this year? Tell us what you got.