Chrono24’s review of completed transactions from 2018 through Q2 2026 shows Rolex’s marketplace share back near its pre-2019 level after reaching a 44% peak in early 2022. The brand still leads the secondary watch market, but its margin is narrower and its pandemic-era premium has largely unwound.
The platform’s data puts Rolex at about 31% of dollar sales volume, with Omega at about 11% and Patek Philippe at about 6%. Rolex’s price index remains about 55% above 2019, and it rose around 7% over the past year.
Chrono24 and Rolex sales
Chrono24’s transaction data covers watches sold from 2018 to Q2 2026, giving the clearest view in the set of how demand moved after the pandemic boom. The report shows that Rolex kept the top spot on the marketplace even as its share retreated from the 44% high reached in early 2022.
That leaves Rolex in a more ordinary position than it held at the peak, when scarcity and price spikes pushed more spending into the brand. The current numbers point to a market that has settled, not one still moving in the same direction as 2022.
Under 30 Buyers and Rolex
The sharpest change came from younger buyers. Buyers under 30 now direct about 34% of their watch spending to Rolex, down from roughly half at the 2022 peak, and their Rolex spending has fallen by about 30% over three years.
Buyers over 60 still send about 27% of their spending to Rolex, showing that the brand keeps broad appeal even as younger collectors spread purchases more widely. For readers who track the brand’s resale strength, the shift is less about a collapse than a change in where new money is flowing.
Rolex Price Bands
Rolex continues to lead every price band above $5,000, but the advantage has narrowed since 2023 by 3 to 8 percentage points. It holds about 61% of sales volume in the $10,000 to $20,000 tier and close to 39% above $20,000, while at the 2022 peak it commanded more than 70% of the $10,000 to $20,000 tier.
Other brands have gained ground where Rolex’s lead has thinned. Cartier gained the most in the $5,000 to $10,000 band, while Patek Philippe and Vacheron Constantin picked up ground above $20,000, with Audemars Piguet also strong in that range.
Datejust and Pepsi
Within Rolex, the revenue mix shows where the market is still concentrating. The Datejust is the brand’s single largest earner at around 28% of revenue, and the Datejust and Oyster Perpetual remain common entry points for collectors before they move on to the Daytona and vintage GMT-Master as experience grows.
The Submariner, GMT-Master II and Daytona together make up close to 38% of Rolex revenue. After Rolex discontinued the steel Pepsi at Watches and Wonders 2026, that reference traded about 24% higher than a year earlier and near $25,000, a reminder that scarcity still moves parts of the market even as the wider premium fades.
For buyers, the message from Chrono24 is straightforward: Rolex still sets the pace on the secondary market, but its pandemic surge no longer defines the market, and the strongest gains are now appearing in narrower segments rather than across the board.
