Market Moves: The Secondary Market Is Now the Real Game

The secondary market is now the real game

In sport, timing is everything. The watch world is no different. For years, boutiques and authorised dealers defined the market. Today that is changing. Access is limited, waiting lists are long, and the most interesting pieces rarely reach the display case.

The secondary market moves faster. It is global, liquid and driven by real prices, not retail theory. This is where rare vintage pieces, independents and high-demand models actually trade. For athletes this matters. Your career moves fast, and your collection should too. The ability to buy, sell and adapt is no longer a luxury but an advantage.

The shift is clear: the secondary market is not the alternative anymore, it is where the real game is played. Within that space it can be a hard journey to find the right source. Our strong advice: buy the seller. At Horology Masters we have the expertise, professionalism and relationships to help you buy neo-vintage (1990s to 2010s) and vintage (pre 1990) watches.

Market fact: while boutiques hold the door, the secondary market is quietly taking over. According to LuxeConsult (2023), the pre-owned market is projected to grow from around 25b to 79b euro by 2033, at roughly three times the rate of the primary market. The shift is already underway.