Watch Trends 2026: What Collectors Are Buying Now

From hype to collecting

After a few years of waitlists and fast-rising prices, the market has settled. Chrono24, the largest online watch marketplace, described 2025 as a shift toward a more collector-oriented market: people buying watches they love to wear, rather than chasing whatever might resell for more.

That shift shows up in what people search for and buy. Unusual designs, smaller makers and character are winning attention over simply owning the most famous name.

Designs gaining ground

Chrono24's 2025 marketplace data showed clear winners among design details:

• Moon phase watches: up about 15% in share of demand
• Green dials: up about 9.5%
• Rectangular cases: up about 9%
• Champagne and gold dials: up roughly 7–8%
• Classic blue and black dials: flat

Brands gaining attention

On the same marketplace, IWC (helped by strong interest in the Ingenieur), Vacheron Constantin, Tudor and Cartier all grew their share of demand in 2025. Rolex remained the most traded brand by far, but its share eased slightly as buyers explored more widely.

Industry executives surveyed by Deloitte named independent watchmakers as the next big trend, and younger buyers say affordability, uniqueness and sustainability matter most to them.

Pre-owned keeps growing

Around 40% of Gen Z and Millennial watch buyers say they are likely to buy pre-owned, according to Deloitte. Pre-owned lets you find discontinued models, try more brands and often get more watch for your budget, as long as you buy carefully.

What this means for your collection

Trends are fun to follow, but the best watch is still the one you will actually wear. Use trends for ideas, then add the watches you like to your wishlist with a target price so you hear about good deals.