The secondary luxury watch market reached $10.5 billion in the first half of 2026, up 37.2% year over year, as Instagram and TikTok become the primary discovery channels for collectors under 50 and brands from Omega to Cartier respond to online communities.
Social Media Reshapes the Luxury Watch Market as Resale Value Hits $10.5 Billion
The secondary luxury watch market reached $10.5 billion in the first half of 2026, up 37.2% year over year, as Instagram and TikTok become the primary discovery channels for collectors under 50 and brands from Omega to Cartier respond to online communities.
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