2024 was an extraordinary year for the world of luxury watches. In this exclusive Chrono24 report, we’re taking a detailed look at the outstanding developments that shaped the market over the past year.
From the top performers that dominated the industry, to the models with the most noticeable price increases, we’re analyzing the trends that are keeping collectors and enthusiasts alike on the edge of their seats. We’ll also explore the innovative designs and stylistic trends that were in the spotlight in 2024.
The Best-Selling Watches Each Brand
Rolex GMT-Master II 126710BLNR
The year 2024 once again belonged to the undisputed Number 1: Rolex. No other brand has been able to surpass the worldwide popularity and stable value of Rolex. The Rolex GMT-Master II continued its dominant role, securing the title of the best-selling watch of the year.
Omega Speedmaster Professional Moonwatch 310.30.42.50.01.002
The Speedmaster Professional Moonwatch is Omega’s top model and is still a fan favorite today – rightly so. The 2021 edition is a steady improvement on the previous Speedmaster, and Omega offers sapphire crystal and Hesalit versions, each with their own advantages. The release of a thoroughly modern yet vintage-style watch under the same reference number was tantamount to a sales guarantee.
Patek Philippe Nautilus 5711/1A-010
Rumor has it that the excessive popularity of the Nautilus was a major reason for its discontinuation. While the hype surrounding the Patek Philippe Nautilus is slowly dying down, its cultural influence remains enormous. More affordable prices are attracting more potential buyers. Looking ahead to 2025, Patek hopes that a certain new model will become a sought-after watch.
The Best Positive Performance
2024 has once again shown that watches are far more than just precise timepieces – they are investments. In addition to Rolex, there are other brands whose models have risen in value and proven to be solid collector’s items.
Cartier Santos 100 Ref. 2656
With an impressive increase in value of 26.46% in 2024, the Cartier Santos 100 has achieved the status of a coveted vintage classic. Launched in 2004 to celebrate Cartier’s 100th anniversary, this watch is not only functional, but also a stylish symbol. The price range of $3,700 to $6,300 makes it an attractive investment for collectors who appreciate both design and long-term value development.
Jaeger-LeCoultre Reverso Grand Taille Ref. 270.8.62
Another brand known for its brilliant design is Jaeger-LeCoultre. Above all, the brand is known for its industry icon, the Reverso Grand Taille. The Reverso was designed in the early 1930s as a sports watch for polo players and has evolved over time into a stylish dress watch whose characteristic feature is a reversible case.
With a price increase of 22.86%, this model remains a classic among dress watches. Even with prices starting at around $5,200, this watch is a solid investment and continues to be prized by collectors.
Grand Seiko SBGM221
Grand Seiko is a brand with a wide variety of great options. If you know Grand Seiko, you know that the brand makes incredible watches that are characterized by high-precision movements and exceptional craftsmanship. The Grand Seiko SBGM221 has risen in price by almost 20% and is priced at around $3100 to $4,700 on the Chrono24 marketplace.
The Most Popular Design Trends
Fascinating Trends Shaped the Watch Industry in 2024. Rectangular and tonneau-shaped cases became increasingly popular, driven by iconic models such as the Cartier Tank and the Omega Constellation.
Roman numerals also experienced a comeback, largely fueled by the success of Cartier. In terms of case materials, titanium, silver, and carbon became increasingly popular, especially with brands such as Tudor and Grand Seiko. Manufacturers also ventured into bolder colors: pink and orange for example made a splash with the Tudor Miami Black Bay Chrono, setting fresh accents in the watch world.
Case Shapes 2024: Rectangular Designs On the Upswing, Cartier As Trendsetter
Round cases remained dominant in 2024, while rectangular shapes increased significantly by 12.56% compared to the previous year – primarily due to the success of the Cartier Tank and Santos which are shaping this trend. Tonneau-shaped case designs and elliptical cases are also gaining attention, showing an increasing variety in the market. Cartier remains a key driver of this development.
At the same time, Arabic numerals experienced a slight upswing, while Roman numerals, strongly influenced by Cartier, continued to gain in importance with a +9.54% increase. Despite a slight decline, watch dials featuring only indices remained very popular. Both trends illustrate the increasing diversity and influence of brands such as Cartier.
Material Trends 2024: Titanium and Silver On the Rise, Tudor Sets the Tone
In 2024, stainless steel remained the preferred case material with a share of 75.30%, while gold-steel combinations gained slightly in popularity. Titanium is developing particularly dynamically, with growth driven by brands such as Tudor, Grand Seiko, and Citizen. Silver is also showing a strong upward trend at +14.91%, often in conjunction with the Cartier Tank Must de Cartier.
Watch Features 2024: Moon Phases Inspire, Chronographs Lose Their Appeal
In 2024, the classic time display remained the dominant watch function with 87.39%, showing slight growth. Moon phase watches increased in sales enormously by 56.33% compared to 2023. Popular examples include the Jaeger-LeCoultre Master Ultra Thin Moon and the Omega Speedmaster Moonwatch, as well as the the Omega Speedmaster Moonwatch. Chronographs, on the other hand, such as once-popular models like the Rolex Daytona, are becoming much less in-demand. Day of the week displays and tachymeters are also attracting less interest, indicating a shift towards more specialized functions.
The year 2024 impressively demonstrated that the watch market remains a dynamic space for collectors and investors. Once again, Rolex is setting the standard as the undisputed best-selling brand. Other renowned brands such as Cartier, Jaeger-LeCoultre, and Grand Seiko have also proven that they are true classics, and that the market has far more to offer than just the best-known names.
The year’s design trends reflected a return to minimalist elegance. The dynamic market of 2024 also offered numerous opportunities to benefit from the increase in value and timeless style of watches.
We’re looking forward to the year 2025 and the developments it will bring. Which brands and models will dominate the watch world in the coming year? One thing is certain: The value of watches will continue to be determined not only by their popularity, but above all by their long-term quality and investment potential. We look forward to discovering and following the new trends and innovations that this year has in store.
