The Resale Market's Rising Stars: Jewelry and Watch Brands to Watch in 2025
The world of luxury resale is buzzing with exciting developments, and some brands are making a significant impact. According to Rebag, a leading luxury resale company, the following jewelry and watch brands are dominating the 2025 resale market, and their pieces are holding their value exceptionally well.
Tariffs and Rising Retail Prices Fuel Resale Demand:
The luxury resale market is thriving, thanks in part to increasing retail prices and tariffs. These factors are driving consumers to explore the secondhand market, where they can find high-quality items at more affordable prices. But here's where it gets interesting: the resale market is not just about saving money. It's also about making smart investments.
The Top Performers:
Van Cleef & Arpels: This iconic brand takes the lead in resale value, with a remarkable 112% value retention in 2025, a 9% increase from the previous year. The Sweet Alhambra collection, with its unique and elegant motifs, is a standout, with pieces reselling for more than their original retail price. For instance, the Sweet Alhambra bracelet retained an impressive 117% of its value, outperforming its retail price of $1,540 before taxes.
Rolex: Rolex continues to be a powerhouse in the resale market, maintaining its elite 'unicorn' status with a 104% value retention rate. The demand for secondhand Rolex watches is soaring, especially with the reduced tariffs on Swiss watchmakers. The Oyster Perpetual Submariner Hulk Date is a prime example, reselling for an average of 244% of its original value. A pre-owned 'good' condition Hulk Submariner sold for $19,415, showcasing the brand's enduring appeal.
Cartier: Cartier is capturing the attention of Gen Z shoppers, with its elegant designs adorning the wrists of celebrities like Taylor Swift. The brand's bracelets, especially from the 'Love' collection, are highly sought-after. Cartier's value retention grew to 87% in 2025, with the Santos de Cartier model reaching 92%. This trend highlights the brand's growing popularity and the potential for future resale value.
The Resale Market's Future:
The luxury resale market is projected to reach a staggering $360 billion by 2030, according to Boston Consulting Group and Vestiaire Collective. This growth is fueled by savvy consumers who recognize the value of investing in pre-owned luxury items. And this is the part most people miss—the resale market is not just about buying; it's about investing in pieces that hold their value over time.
So, what do you think? Are you surprised by the brands dominating the resale market? Do you think the luxury resale trend will continue to grow, or is it a passing fad? Share your thoughts in the comments, and let's discuss the future of this fascinating industry.
