The world of luxury watches is once again moving with an interesting rhythm as it enters the final quarter of 2025. After several relatively calm months in the middle of the year, the luxury watch market is now showing signs of strengthening, especially during the October–December 2025 period.
For collectors and owners who carefully read trends, this moment is not just a change of season but also the right time to maximize the value of their collection. The combination of rising demand ahead of the holidays and price changes in the global market makes the final quarter of 2025 one of the most profitable periods to sell or reorganize your portfolio.
Why the Final Quarter of 2025 Becomes the Peak of Collector Activity
Every year, autumn is known as a busy period in the luxury watch industry. However, this year feels different. Buying activity is increasing faster than usual, driven by two main factors: holiday season preparation and retail price hikes in the global market.
According to the latest data, the overall luxury watch market index rose by +0.6% in September 2025, continuing a consistent recovery trend. Patek Philippe led with an increase of +2.3%, while Rolex also rose by +0.2%. In a sector with valuations this high, even the smallest numbers matter because they show the return of market confidence and strengthening liquidity.
In addition, several major brands raised retail prices significantly: Patek Philippe by +14.9%, Cartier by +8.1%, and Omega by +7.9%. This move made many collectors turn to the secondary market to get better value. As a result, the resale market became more active, creating an ideal opportunity for anyone looking to sell luxury watches at high valuations before holiday demand reaches its peak.
Who Dominates the Last Quarter of 2025
1. Patek Philippe: The Peak of Stability
Patek Philippe once again shows its position as the benchmark of stability in the secondary market. In the past six months, its value has risen by +5.7%, led by the Aquanaut (+6.8%) and Nautilus (+4.3%) as two sport-luxury models that remain the main targets of global collectors.
Interestingly, although Patek raised its retail price by almost 15%, market interest did not decrease at all. In fact, sport models are now sold with premiums of up to +55% above retail price, while dress lines such as the Calatrava and Grand Complications have fallen by more than -40%.
This means the direction of the market is very clear: sporty-luxury style still dominates. So, if you own an Aquanaut or Nautilus, this is the right time to sell at peak prices. On the other hand, for collectors who appreciate classic elegance, there is an opportunity to acquire Patek dress models at prices below their intrinsic value before the trend reverses.
2. Rolex: Stable, But Ready to Rise Higher
Rolex remains the “most liquid asset” in the world of horology. Although its growth is not as high as Patek’s, its main strength lies in its consistency of value. Models such as the Submariner and GMT-Master II still show strong demand, while the Sea-Dweller experienced a temporary correction of -3.2%.
Interestingly, as of early October, Rolex has not yet raised its retail prices following the new import tariff of 39% in the United States, a decision that is most likely only a matter of time. When that price adjustment happens, the secondary market will almost certainly follow upward.
For Rolex owners, this is a very strategic moment to sell or trade your watch before the next price increase occurs.
3. Cartier & Omega: Consistency Worth Noting
Meanwhile, Cartier and Omega show a smoother but still promising performance. Both have just raised retail prices by around 8%, but their market value remains stable — even tending to rise slowly.
The Cartier Santos, for example, recorded an appreciation of +1.3% in September, making it one of the models with the best value retention outside the “Big Three” (Patek, Rolex, and Audemars Piguet).
Meanwhile, the Omega Speedmaster Silver Snoopy remains the only Omega model sold above retail price. This is proof that storytelling and heritage still have strong selling power in the eyes of collectors.
For those who own Cartier or Omega, this quarter could be the right time to upgrade your collection, either by selling older models or trading them for versions with greater appreciation potential next year.
External Factors: Tariffs, Holiday Demand, and Market Sentiment
Price dynamics this year are also heavily influenced by external factors. The implementation of new import tariffs in several major countries, including the U.S. and the European Union, has triggered a wave of retail price adjustments. Meanwhile, in Southeast Asia — especially Indonesia — interest in luxury watches is actually increasing, along with growing economic confidence and the strengthening trend of alternative investments among young collectors.
Toward the end of the year, buyer behavior is also changing. Many now choose to transact before December to avoid price spikes and stock shortages ahead of the holidays. With a more liquid market, the buying and selling process of luxury watches is now moving faster, especially on platforms that offer professional valuation and authentication guarantees.
- Collector Strategies to Maximize Selling Value
If you plan to sell or reorganize your collection in Q4 2025, here are some strategic steps worth considering:
- Conduct a professional appraisal
A thorough evaluation of movement condition, case, and authenticity documents can increase selling value by up to 15–20%.
- Pay attention to retail price momentum
Usually, the secondary market adjusts 4–6 weeks after retail increases, and this will be the ideal window to list your watch.
- Use trusted platforms
Choose marketplaces or dealers with a good reputation, such as Luxehouze, so you can connect with serious buyers who truly understand the value of horology.
- Diversify your collection
If your collection is dominated by dress watches, consider adding sport-luxury models. The market direction clearly supports this trend in the medium term.
Growth Potential Still Open Until the End of 2025
Looking at current trends, November to December 2025 is expected to be the period with the highest demand of the year. Major brands such as Rolex and Vacheron Constantin, which have not yet adjusted retail prices, still have room to rise, and this will almost certainly have a positive impact on secondary prices.
With a stable global economy and continuously growing collector interest, the luxury watch market is likely to close the year with overall growth of 2–4%.
This means Q4 2025 is not only a time to sell, but also the best time to make a strategic repositioning of your watch portfolio, taking into account value, momentum, and market direction that currently favors sellers.
The increase in retail prices, stability in the secondary market, and surge in demand toward the end of the year make Q4 2025 a golden period for anyone who owns or wants to release a luxury watch.
If you own a Patek Philippe Aquanaut, Rolex GMT-Master II, or Cartier Santos, now is the right time to take action. Because time is always the ultimate value in the world of horology. In the final quarter of 2025, this is the moment when your time to sell, buy, or reorganize your collection is at its most advantageous point.
