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February 2026 Watch Market Update | WatchCharts

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What happened in January 2026? The WatchCharts Overall Market Index gained +0.8% in January 2026. Rolex prices went up by +1.2%. Patek Philippe appreciated slightly by +0.3%, notably lower than in previous months including December 2025’s +2.9%. This marks the eleventh consecutive month of growth for the brand. Will such recent trends create a broader market rally like in 2020-2022, or will interest stay concentrated among “blue-chip” watches? These dynamics will likely define the state of the secondary watch market in 2026. In January 2026, about two-thirds of major luxury watch brands posted gains, pointing to renewed but cautious strength and confidence in the secondary market. Tudor was the best performer for the second month in a row, gaining +1.6% in January. Patek continues to appreciate, up +0.3% in January and +14.4% over the past year. On the other end, Hublot (-1.3%), Girard-Perregaux (-1.1%), and IWC (-1.0%) all lost more than one percentage point in January 2026. Some of the best and worst performing collections of January from major brands are listed below. For the past year or so, we have been observing gains in collections and models that were immensely popular during the market rally five years ago, while the broader watch market has not exactly stabilized from the years-long downturn.

Watch Market (2026 - 2035)

www.marketresearchfuture.com

The global Watch Market stood at USD 134.10 Billion in 2025 and is projected to reach USD 143.75 Billion in 2026 before climbing to USD 269.89 Billion by 2035, expanding at a 7.25% CAGR across the 2026–2035 forecast window. This trajectory reflects an industry pushed forward by two simultaneous forces: consumers' enduring attachment to traditional horology and their accelerating appetite for connected wrist devices. “I have been reading the first document or the study, ,the Global HVAC and FP market report 2021 till 2026. Must say, good info! Watch Market Size, Share, Industry Trend & Analysis Research Report - By Product Type (Quartz/Mechanical, Digital Watch), By Category (Mass, Premium), By End User (Men, Women, Unisex), By Distribution Channel (Supermarkets/Hypermarkets, Specialty Stores, Online Retail), By Geography (North America, Europe, Asia-Pacific, South America, Middle East & Africa) - Forecast to 2035 Market Research Future employs a triangulated methodology combining primary interviews with watch brand executives, distributors, and component suppliers alongside secondary data from trade associations, customs databases, and published financials.

Smartwatch Market Size, Share, Growth, Analysis, Report, 2034

straitsresearch.com

The global smartwatch market size was valued at USD 76.17 billion in 2025 and is projected to grow from USD 95.81 billion in 2026 to USD 600.19 billion by 2034, registering a CAGR of 25.78% during the forecast period from 2026 to 2034. North America dominated the smartwatch market with a market share of 38.5% in 2025. Smartwatches feature a built-in touchscreen for daily use and a corresponding smartphone app for management and telemetry. In the form of a watch, a smartwatch is a wearable computer. March 2026: Apple expanded its Apple Watch ecosystem with new health-monitoring and AI-powered wellness features, strengthening its position in connected health and wearable technology applications. January 2026: Samsung Electronics expanded its Galaxy Watch portfolio with enhanced AI-driven health insights, fitness tracking, and connected ecosystem features to improve personalized wellness monitoring. These advancements are accelerating the adoption of AI-enabled wearables and strengthening smartwatch market trends. Rising Demand for Smartwatches with Advanced Connectivity and Fitness Capabilities · The smartwatch market is witnessing strong growth as consumers increasingly demand wearable devices with advanced connectivity, fitness tracking, and safety features. Smartwatches equipped with standalone cellular connectivity, GPS, contactless payments, emergency SOS, and seamless integration with smartphones are becoming popular among fitness enthusiasts, professionals, and older adults.

Watch Market Share, Outlook 2026-2035

www.gminsights.com

The growth of gifting culture, corporate usage, and formal wear trends also contributes to sustained demand, as leather strap watches are often preferred for formal and business settings. Based on end-user of watch market consists of men, women and kids. The men’s users emerged as leader and held 45.3% of the total market share in 2025 and is anticipated to grow at a CAGR of 5.5% from 2026 to 2035. This trend is particularly strong among younger, tech-savvy demographics who value convenience, connectivity, and personalization. Additionally, frequent product innovations, regular model upgrades, and expanding compatibility with mobile ecosystems are shortening replacement cycles, further boosting market demand. Another significant driver of the watch market is the rising awareness of health and fitness, which has transformed watches into essential wellness tools. This trend has gained further momentum as consumers become more conscious of maintaining healthy lifestyles, particularly in the wake of the COVID-19 pandemic. Technological advancements continue to play a crucial role in shaping the watch market by enhancing both functionality and user experience. In parallel with technological advancements, the market is witnessing a strong push toward premiumization and lifestyle positioning. Watches are increasingly perceived as not just functional devices but also as fashion accessories and status symbols. The demand for luxury and limited-edition timepieces remains resilient, supported by factors such as brand heritage, intricate craftsmanship, and the exclusivity associated with collectibility. This trend is particularly pronounced in emerging affluent markets, where rising disposable incomes and aspirational purchasing behaviors are driving growth.

Watch Market Size, Growth, Share & 2031 Segments Outlook

www.mordorintelligence.com

These efforts not only address consumer demand for eco-friendly practices but also offer newer entrants opportunities to carve out a niche in the evolving watch market. ... Fossil Group Inc. ... Image © Mordor Intelligence. Reuse requires attribution under CC BY 4.0. A major opportunity set is forming around vertical integration and capacity expansion in Swiss manufacturing, as leading maisons increase control over components, finishing, and quality assurance. In 2026, multiple brand-level facility actions underscored this shift: Audemars Piguet expanded its Meyrin footprint with a new case a In 2026, Bvlgari broadened its Digital Passport ecosystem to include watches, signaling momentum for brand-owned digital identity systems that can support omnichannel selling, service scheduling, and secondary-market verification without eroding luxury positioning. By separating digital watches cleanly and updating the price-band mix and USD conversion in the latest year, Mordor Intelligence keeps the 2026 total tied to observable channel shifts and trade and consumption signals that can be rechecked. What is the current size of the global watch market? The global watch market size is expected to grow from USD 125.35 billion in 2025 to USD 132.22 billion in 2026 and is forecast to reach USD 183.09 billion by 2031 at a 6.73% CAGR over 2026-2031.

Essays: Prices, Volumes, And Passion: The Business Of Watches In ...

www.hodinkee.com

The continued growth of the Rolex CPO program and its increasing importance to retailers, including Watches of Switzerland (Hodinkee's parent company), confirms the earth-shifting importance of the Crown's decision to acknowledge the secondary market and exert oversight and influence on the brand beyond primary retail. Rolex Certified Pre-Owned at Bucherer store in Geneve. Image courtesy Rolex. In 2026, we're expecting to see the rollout of Audemars Piguet's own certified pre-owned offering. Indeed, it's the secondary market that is so often the gateway into luxury watches, particularly for younger consumers. How brands manage their positioning in the growing segment and how retailers develop and expand their offerings in pre-owned is another key issue to watch in 2026. Prices at retail for the approximately 900 mechanical watches produced by the brand each year are rising this year, and the performance of Journe pieces on the secondary market in 2026 will serve as the benchmark for the strength and interest in the independents this year. We'll also be looking for evidence that the recent surge in marketing spend outlay for pricey sponsorship deals is paying off. TAG Heuer's triumphant return to Formula 1 (through a multi-brand deal with LVMH worth about $1 billion a year), needs to translate into rising sales. We're also expecting some changes in the lineup of high-profile watch sponsors of individual Formula 1 teams for the 2026 season.