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The pre-owned luxury watch market has been declining for over a year, driven largely by the top three brands. Even so, nearly three quarters of currently-made Rolex models are worth more pre-owned than new. Patek Philippe still commands the highest resale premium, though only half its models beat their retail price. Spencer Platt/Getty ImagesEighty-nine of Rolex's 123 current models included in the analysis are worth more used than new. On average, pre-owned Rolex watches cost 24% more than retail, less of a markup than pre-owned Patek Philippe, and more than that of Audemars Piguet.
Persons: Patek Philippe, Audemars, Philippe's, Rolex's, Charles Tian, Morgan Stanley, Spencer Platt, Piguet, Tian Organizations: Service, Rolex, Audemars, Oaks, Getty Locations: Wall, Silicon, New York, Swiss
Prices for pre-owned Rolex watches have been on the slide for almost a year after posting record highs. The biggest reason for the price decline, analysts say, was a surge of additional watches to the market. Watch prices quickly followed suit, entering a months-long decline that is only now beginning to show signs of leveling off. But the tumbling price of used luxury watches like Rolex, Audemars Piguet, and Patek Philippe can also be explained by a simple economics principle: supply arriving to meet demand. "The price correction was mainly driven by the increase in supply," wrote Morgan Stanley equity analyst Edouard Aubin and colleagues.
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