A Year in Review: The 2020 Luxury Watch Market in Numbers | Chrono24

Top 5 Watches of 2020

 

** Det där med väntetid är inget nytt eller speciellt för mig. 
Min första Panerai för cirka 20 år sedan fick jag vänta nästan två år på, iallafall 1.5 år, och där var det ändå beräknat från dag 1 att det skulle ta cirka 1 år innan jag fick min klocka. 

Ja jag förstår att man är ivrig och vill ha saker och ting direkt, men så är det med allt som är lite exklusivt, ska du köpa en bil som inte bara är en dussinbil som står på lager så är det samma sak. 
Och vi som suktar efter sneakers får ju se teaserbilder i ett år innan skorna släpps, så det är också en väntan. 

Men visst, på en massproducerad dussinklocka som en Rolex så ska du inte behöva vänta så länge. 

** Kul att Omega Speedmaster (och andra klassiska modeller) har fått lite mer kärlek nu när folk har gett upp om Rolex. 

** ÅH vad folk tjatar om den gröna Submariner! En klocka som jag alltid har gillat men som ALLA andra tyckte var allt för ful och vågad för att bära till vardags. 
Men nu jävlar! Nu ska ALLA ha en sån, och gärna under retail.. 
Idioter. 

** ÅH vad kul att DateJust är med på listan! 
Det är absolut den mest klassiska Rolex modellen tycker jag.
Detta KANSKE kan få Rolex att förstå att det finns sug efter en ny Turn-O-Graph med 😉 

 

Due to the global pandemic and subsequent restrictions, 2020 was equal parts turbulent and subdued. Events were canceled, and many brands were reluctant to release any new products. The effects of lockdown and quarantine rules continue to leave people more inwardly focused at home within their own four walls. So, what are the consequences of it all? Only time will tell, but by May, we were already able to identify several trends occurring in the online luxury watch market.

What offers better stability in uncertain times than raw facts and figures? With that in mind, we’ve decided to look at the numbers from Chrono24’s database. With 9 million unique visitors and some 500,000 watch listings from more than 3,000 dealers around the world (as of February 2020), we have plenty of data to draw from.

Chrono24 Sales Figures: The Calm After the Storm

The start of the COVID-19 pandemic left its mark on the Chrono24 marketplace. In March 2020, sales fell by 20%. It was understandable considering consumers around the world were shifting their focus to everyday necessities as opposed to luxury goods. Similar trends could be seen in the stock prices of well-known luxury brands. Perhaps it was – or still is – the case with you that the extra time at home has allowed you to make purchases with more careful consideration than you previously had. In any event, after just three weeks, traffic and sales began to rebound on Chrono24. Since then, numbers have stayed around 13% above their pre-pandemic levels.

Winners in Times of Crisis

Requests for the Seamaster "Tokyo 2020" Limited Edition on Chrono24

Requests for the Seamaster “Tokyo 2020” Limited Edition on Chrono24
** Jag TROR att den eftertraktade Tokyo modellen är denna blåa. 
Omega Seamaster Tokyo 2020 Countdown Collection - Introducing (Specs &  Price)
Men det finns en hel serie med Speedmasters Tokyo 2020 OS 

De är mycket snyggare tycker jag. 

 

Some winners often emerge at times of crisis, and it was no different in the world of watches. Certain models saw massive increases in demand. One such timepiece was the limited-edition “Tokyo 2020” from Omega. This Olympic watch became particularly sought-after despite the fact (or perhaps because) the games were postponed. Search requests on Chrono24 for the limited edition Seamaster increased by 200%.

It was a similar story with another Omega Seamaster: the James Bond Limited Edition Omega Seamaster Diver 300M. Again, interest in this watch jumped by 40% in March despite (or as a result of) the postponement of the new 007 movie premiere.

 

** Som många andra så har jag också börjat tycka om den senaste James Bond modellen mer nu efter ett tag. 

Konstig nog så är det “ingen” som bryr sig om dessa två 

Right ImageLeft Image

 

Du kan köpa dem var för sig såklart, men JAG skulle självklart vilja ha den ännu mer limiterade kombon! 

 

Price Changes for Popular Watches

You won’t be surprised to hear that prices for most Rolex and Patek Philippe models only moved in one direction: up. Not even a global pandemic could stop this trend, which is one reason why many consider luxury watches crisis-proof investments. This has certainly inspired some buyers to purchase luxury watches now and in the past. However, a survey of 5,000 Chrono24 users from 41 different countries revealed that financial reasons weren’t the only motivation behind their purchases. In fact, 64% of respondents reported that their passion for timepieces was their main motivator for buying, proving that luxury watches remain highly emotive products. Nevertheless, 20% of Chrono24 users did report that a watch’s investment potential plays a decisive role in their purchasing decisions.

 

** Ja det är rätt galet att en superdyr lyxklocka kan vara “crisis-proof investments”. 
Guld ser jag som en självklarhet, men en lyxklocka.. och att de ska ÖKA i dessa tider.. det är rätt galet.

Men det är också ett bevis på att folk kanske köper klockorna för sin egen skull, för att njuta av i lugn och ro i sitt hem, inte för att flasha på bardisken. 

Performance of the Patek Philippe Nautilus on Chrono24 (pre-owned, ref. 5711/1A-010), Source: Chrono24 Watch Collection

Performance of the Patek Philippe Nautilus on Chrono24 (pre-owned, ref. 5711/1A-010), Source: Chrono24 Watch Collection

The poster child for this trend is the current Rolex Submariner. Much to the chagrin of many watch fans, this model is currently trading some 80% above MSRP due to its very limited availability. It’s a similar story with the Patek Philippe Nautilus. Prices for the stainless steel sports watch designed by Gérald Genta have doubled over the past three years. Some references currently sell for upwards of $70,000. Prices for Audemars Piguet’s own Genta watch, the Royal Oak, have jumped more than 120% over the same time period. These watches now change hands for around $48,000 on Chrono24.

 

** Royak Oak har ökat 120%… 
Det har jag missat helt… 
Dagarna efter jag sålde mina så såg jag att folk begärde en halv miljon igen för en Royal Oak Offshore i guld… Men jag tänkte främst att det måste vara ÄNNU en Limited Edition som ser ut som alla andra.. 

 

Top Brands and Models on Chrono24

There aren’t many surprises when it comes to the most popular brands and models in 2020 (based on requests on Chrono24). The usual suspects occupied the top ranks even during the pandemic. Globally, 1st to 5th place goes to:

Die Top 5 der gefragtesten Marken 2020 auf Chrono24

The top 5 most popular brands on Chrono24 in 2020

TAG Heuer came in 6th, just ahead of Patek Philippe, both barely missing the top-5 list. It should also be said that we’ve grouped the figures for the independent brand Grand Seiko – which is at a significantly higher price point – with those of Seiko.

 

** Väldigt kul att Seiko har tagit sig in på topp 5 listan! 
Annars så har den listan sett same same ut i alla år fast med Tag Heuer med på listan istället. 

The most popular models are as follows:

The top 5 most popular models on Chrono24 in 2020

The top 5 most popular models on Chrono24 in 2020

Of course, the brand with the coronet came out on top. The most popular “non-Rolex” was the Omega Speedmaster Professional Moonwatch ref. 311.30.42.30.01, which took 15th place.

The Perfect Watch

It’s always interesting to examine the most sought-after watch properties alongside specific models, i.e., the most popular case material (steel, gold, platinum), band (metal bracelet, leather/NATO strap), functions/complications (date, chronograph), dial color, and case size. If we were to combine all the favorite properties and build the “perfect watch,” what would it look like? Well, the data point to:

The perfect watch would have a steel case and a black dial with a date display. It would measure 40 mm, making it an ideal everyday watch that suits most attire. Likewise, it would come on a versatile steel bracelet. What watch does that sound like to you?

** Mjo… Statistiken säger det, men det är ju bara för att de flesta köper tråkiga Submariners.. 
Men ja.. Jag håller ju generellt med, som vardagsklocka så kan du skippa Kronograf, datum är ett måste, men jag vill gärna ha sekundvisare också. 

The 5 Most Expensive Watches Ever Sold on Chrono24

The 5 Most Expensive Watches Ever Sold on Chrono24
The 5 Most Expensive Watches Ever Sold on Chrono24

“What are the most expensive watches ever sold on Chrono24?” It’s a question we get asked a lot, both by members of the press and by our social media community. With such a vast array of models on offer, Chrono24 truly does cover the complete price spectrum, from the accessibly low to the eye-wateringly high. Best of all, we help sellers connect with buyers across the whole range. That’s right, even watches with six-figure price tags have successfully found new homes on Chrono24. But don’t just take my word for it – see for yourself! We dipped into our data and found the five most expensive watches ever sold on our platform (well, technically six, but two are the same model). Read on for all the details.

5. Patek Philippe Perpetual Calendar Chronograph 5204/1R-001 – €234,525

Patek Philippe Perpetual Calendar Chronograph 5204/1R-001

Patek Philippe Perpetual Calendar Chronograph 5204/1R-001

If there are two complications that Patek Philippe is known for, it’s the split-seconds chronograph and perpetual calendar. The Genevan brand is famous for combining both to stunning effect in their Grand Complication pieces. An impressive – if a little overdone – example is the ref. 5204/1R-001. This model and its siblings are the successors to the ref. 5004, introduced by Patek in 1996. If that reference number sounds familiar, it’s because the brand made a unique version in titanium for the Only Watch Charity auction in 2013, which sold for a whopping €2.95 million (approx. $4 million). The ref. 5204/1R-001, meanwhile, made its debut in 2016 to much less fanfare. Nevertheless, it has proven to be a hit with collectors thanks to its ebony black opaline dial and 40.2-mm rose gold case with a matching, solid rose gold interchangeable bracelet. That’s not to mention the manual in-house movement inside, the caliber CHR 29‑535 PS Q, which is visible through a sapphire case back.

4. Richard Mille RM 11-03 (x2!) – €263,564 & €243,524

Richard Mille RM 11-03

Richard Mille RM 11-03

Richard Mille is known for making some of the most innovative (and most outrageously expensive watches on the planet. So, it comes as no surprise that the name shows up a few times on this list. Fourth place on our list of the most expensive watches ever sold on Chrono24 is not one, but two RM 11-03 Automatic Chronograph models sold to separate buyers in separate transactions. A thoroughbred racing watch, the RM 11 first showed up on the wrist of Formula One driver Felipe Massa around 2007. He was the first athlete to join the Richard Mille family and ended up playing a pretty important role in the company’s incredible success. That being said, nothing stands still at Richard Mille, and so the RM 11 was eventually retired and replaced by the RM 11-03, another incredible model imbued with racing spirit. Featuring a flyback chronograph with an oversized month and date display, its barrel (tonneau)-shaped case made from high-tech materials is instantly recognizable on the wrist. Inside and visible through the sapphire caseback is the Calibre RMAC3, a skeletonized automatic movement with a variable-geometry rotor.

3. Audemars Piguet Royal Oak Offshore Chronograph 26401.RO.OO.A002.CA.01 – €286,517

Audemars Piguet Royal Oak Offshore Chronograph 26401.RO.OO.A002.CA.01

Audemars Piguet Royal Oak Offshore Chronograph 26401.RO.OO.A002.CA.01

The first thing you need to know about this particular Royal Oak Offshore Chronograph from AP is that it’s a discontinued model. That in and of itself should give you a hint as to why it is the third most expensive watch ever sold on Chrono24, but there’s much more to the story. When it was introduced several years back, it instantly became the must-have ‘Big Boy’ watch from AP. At 44 mm in diameter and 14.12 mm thick, the rose gold case was bigger and chunkier than those of its predecessors. What really sets it apart, though, is that this model was part of the first, non-limited Royal Oak Offshore series to be fitted with a ceramic bezel and ceramic pushers. It probably doesn’t seem like such a big deal today, but at the time, it was a game-changer for AP. Other highlights include the black dial with a Méga Tapisserie pattern, contrasting off-white silver counters with rose gold trim, and red hands for the chronograph function. Inside is the impressive Audemars Piguet Calibre 3126/3840, comprised of 365 components and delivering a 50-hour power reserve.

** Vad är så speciellt med denna?? 
Ja detta var vad AP ansåg vara GIGANTISKT stort en gång i tiden… 44 mm.. 

2. Patek Philippe Minute Repeater Perpetual Calendar 5016P – €500,043

Patek Philippe Minute Repeater Perpetual Calendar 5016P

Patek Philippe Minute Repeater Perpetual Calendar 5016P

The Patek Philippe ref. 5016P is a modern masterpiece of complicated watchmaking and is highly prized by well-informed (and well-off) collectors. Boasting a minute repeater, perpetual calendar, and tourbillon, the ref. 5016 immediately took the crown as the most complicated wristwatch produced by the brand when it first arrived in 1993. While it would lose this title to the Sky Moon Tourbillon ref. 5002 in 2001, the 5016P remains popular with collectors because it is so understated. At first glance, you probably wouldn’t even realize there is anything that special about this watch. However, upon closer inspection, you’ll be hooked. As with all highly complicated watches from Patek Philippe, production numbers of the ref. 5016 were low. So low, in fact, that experts estimate that Patek only ever manufactured some 200 pieces over its roughly 18-year production life. These watches are available in yellow, white, or rose gold, as well as in platinum. A rare platinum example was sold on Chrono24.

1. Richard Mille RM 052 Skull – €723,262

Richard Mille RM 052 Skull

Richard Mille RM 052 Skull

The most expensive watch ever sold on Chrono24 is also one of the coolest Richard Mille watches you’ve probably never heard of. It first came to market back in 2012, hence the slightly outdated “skull dial“. At the time, skull watches were hot, and lots of brands were trying their hand at their own variation. Of course, Mr. Mille being Mr. Mille, he took his own unique approach and created a crazy watch in the process. This was back when the brand was still establishing itself as a power player in the industry. Instead of just painting a skull on the dial, the titanium baseplate and bridges were formed and skeletonized into the shape of a skull. If you look closely, you can see that the upper and lower jaws hold the ruby of the tourbillon cage. The way the movement is suspended in the middle of the case creates an awesome skull and crossbones effect. It was very ahead of its time and definitely one of those models that really got people talking about Richard Mille. Only 21 pieces were ever made; 15 in titanium and 6 in red or white gold, depending on customer preference. Thus, it remains one extremely sought-after watch.

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