Chrono24 examines Rolex’s secondary market dominance after the pandemic boom, showing a normalized but still powerful franchise. Rolex holds 30.5% of transaction value, commands 61.4% of the $10K to $20K segment, and its price index remains 55% above 2019 despite easing from 2022 highs.
The Rolex Report
Chrono24
Research
17 Pages
Key Takeaways
Market share dominates: Rolex holds 30.5% of Chrono24 transaction value, nearly triple Omega’s 11.0%, despite its share falling from a 44.1% peak in 2022.
Core segment controls: Rolex captures 61.4% of the $10K to $20K segment and 38.6% above $20K, though both shares have declined since 2022.
Prices remain elevated: The Rolex price index is 55% above 2019 and up roughly 7% over the past year, while the discontinued Pepsi rose 23%.
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