Chrono24’s annual report on the most popular watch brands among its 100 million users has seen Omega, Seiko and Breitling climb the rankings.
The report is based on a combination of the most sought-after watches on the market and those that are purchased.
This skews the results in favor of higher volume brands and potentially relegates brands like A. Lange & Sohne, Patek Philippe and Richard Mille, which other studies find highly desirable this year.
Rolex retains its top spot as the most popular brand in 2021, followed by Omega, Seiko, Breitling and Audemars Piguet.
“These five most sought-after brands not only reflect popularity, but also prove that watch buyers are looking for a sustainable investment. Rolex, Omega and Audemars Piguet have proven to be exceptionally stable in value. Seiko, on the other hand, is an interesting newcomer to Chrono24’s Top 5 and offers high-quality mechanics ideal for everyday use, especially for watch fans of all income groups, ”says Tim Stracke, co-CEO and founder of Chrono24.
Breitling is new to the top five – further proof of the growing momentum CEO Georges Kern is generating. “Breitling is particularly known for its classic chronographs and this year it has attracted attention with some interesting innovations. Georges Kern’s strategy as CEO of Breitling is having a very positive effect. The Chronomat models – which are classics – as well as the Endurance Pro and Superocean line were the most requested. Patek Philippe, on the other hand, was less in demand as a manufacturer – here too, a consequence of the discontinuation of the stainless steel Nautilus, as a result of which market prices exploded, ”suggests Stracke.
List prices for the Patek Philippe Nautilus have tripled, making them inaccessible to everyone except a small group of collectors or long-term investors.
The 170-piece limited edition Tiffany Blue-dialed Nautilus 5711 / 1A-018 fell like a bomb.
“Expect the prices for the 170 watches to be astronomical. The first watch to be auctioned off at Phillips, Bacs & Russo fetched a whopping retail price of $ 6.5 million – starting at a regular price of $ 52,635! The remaining 169 clients are handpicked by Tiffany & Co and Patek Philippe – it couldn’t be more exclusive, ”said Stracke.
In addition to researching the brand’s popularity, the same methodology was used by Chrono24 to find out which individual watch models were most desirable this year.
Rolex took three of the top five spots, and Omega will be delighted to take the other two.
Interestingly, the Rolex Datejust – a watch that until recently traded under RRP on the secondary market – ranks number one this year.
Rolex’s Daytona, which led the table last year, has slipped to fifth place. The watch is currently trading at around £ 30,000, a level at which collectors are starting to compare it to interesting watches from independent artisans for the same price.
Top five most popular watches of 2021
- Rolex Datejust
- Rolex Submariner
- Omega Seamaster
- Omega Speedmaster
- Rolex daytona
Alternatives to the Daytona, such as the Omega Speedmaster, move up to Chrono24’s Top 5 this year and have been researched (and purchased) much more often than in previous years, taking advantage of market availability constraints on sports watches. competing steel.