2024 was an extraordinary year for the world of luxury watches. In this exclusive Chrono24 report, we’re taking a detailed look at the outstanding developments that shaped the market over the past year.

From the top performers that dominated the industry, to the models with the most noticeable price increases, we’re analyzing the trends that are keeping collectors and enthusiasts alike on the edge of their seats. We’ll also explore the innovative designs and stylistic trends that were in the spotlight in 2024.

1. The Best-Selling Watches Each Brand

Rolex GMT-Master II 126710BLNR
The year 2024 once again belonged to the undisputed Number 1: Rolex. No other brand has been able to surpass the worldwide popularity and stable value of Rolex. The Rolex GMT-Master II continued its dominant role, securing the title of the best-selling watch of the year.

Omega Speedmaster Professional Moonwatch 310.30.42.50.01.002
The Speedmaster Professional Moonwatch is Omega’s top model and is still a fan favorite today – rightly so. The 2021 edition is a steady improvement on the previous Speedmaster, and Omega offers sapphire crystal and Hesalit versions, each with their own advantages. The release of a thoroughly modern yet vintage-style watch under the same reference number was tantamount to a sales guarantee.

Patek Philippe Nautilus 5711/1A-010
Rumor has it that the excessive popularity of the Nautilus was a major reason for its discontinuation. While the hype surrounding the Patek Philippe Nautilus is slowly dying down, its cultural influence remains enormous. More affordable prices are attracting more potential buyers. Looking ahead to 2025, Patek hopes that a certain new model will become a sought-after watch.

2. The Best Positive Performance

2024 has once again shown that watches are far more than just precise timepieces – they are investments. In addition to Rolex, there are other brands whose models have risen in value and proven to be solid collector’s items.

Cartier Santos 100 Ref. 2656
With an impressive increase in value of 26.46% in 2024, the Cartier Santos 100 has achieved the status of a coveted vintage classic. Launched in 2004 to celebrate Cartier’s 100th anniversary, this watch is not only functional, but also a stylish symbol. The price range of $3,700 to $6,300 makes it an attractive investment for collectors who appreciate both design and long-term value development.

Increase in value: 26.46 %

Jaeger-LeCoultre Reverso Grand Taille Ref. 270.8.62
Another brand known for its brilliant design is Jaeger-LeCoultre. Above all, the brand is known for its industry icon, the Reverso Grand Taille. The Reverso was designed in the early 1930s as a sports watch for polo players and has evolved over time into a stylish dress watch whose characteristic feature is a reversible case. With a price increase of 22.86%, this model remains a classic among dress watches. Even with prices starting at around $5,200, this watch is a solid investment and continues to be prized by collectors.

Increase in value: 22.86 %

Grand Seiko SBGM221
Grand Seiko is a brand with a wide variety of great options. If you know Grand Seiko, you know that the brand makes incredible watches that are characterized by high-precision movements and exceptional craftsmanship. The Grand Seiko SBGM221 has risen in price by almost 20% and is priced at around $3100 to $4,700 on the Chrono24 marketplace.

Increase in value: 19.78 %

3. The Most Popular Design Trends

Fascinating Trends Shaped the Watch Industry in 2024. Rectangular and tonneau-shaped cases became increasingly popular, driven by iconic models such as the Cartier Tank and the Omega Constellation. Roman numerals also experienced a comeback, largely fueled by the success of Cartier. In terms of case materials, titanium, silver, and carbon became increasingly popular, especially with brands such as Tudor and Grand Seiko. Manufacturers also ventured into bolder colors: pink and orange for example made a splash with the Tudor Miami Black Bay Chrono, setting fresh accents in the watch world.

Case Shapes 2024: Rectangular Designs On the Upswing, Cartier As Trendsetter
Round cases remained dominant in 2024, while rectangular shapes increased significantly by 12.56% compared to the previous year – primarily due to the success of the Cartier Tank and Santos which are shaping this trend. Tonneau-shaped case designs and elliptical cases are also gaining attention, showing an increasing variety in the market. Cartier remains a key driver of this development.

At the same time, Arabic numerals experienced a slight upswing, while Roman numerals, strongly influenced by Cartier, continued to gain in importance with a +9.54% increase. Despite a slight decline, watch dials featuring only indices remained very popular. Both trends illustrate the increasing diversity and influence of brands such as Cartier.

Material Trends 2024: Titanium and Silver On the Rise, Tudor Sets the Tone
In 2024, stainless steel remained the preferred case material with a share of 75.30%, while gold-steel combinations gained slightly in popularity. Titanium is developing particularly dynamically, with growth driven by brands such as Tudor, Grand Seiko, and Citizen. Silver is also showing a strong upward trend at +14.91%, often in conjunction with the Cartier Tank Must de Cartier.

Watch Features 2024: Moon Phases Inspire, Chronographs Lose Their Appeal
In 2024, the classic time display remained the dominant watch function with 87.39%, showing slight growth. Moon phase watches increased in sales enormously by 56.33% compared to 2023. Popular examples include the Jaeger-LeCoultre Master Ultra Thin Moon and the Omega Speedmaster Moonwatch, as well as the the Omega Speedmaster Moonwatch. Chronographs, on the other hand, such as once-popular models like the Rolex Daytona, are becoming much less in-demand. Day of the week displays and tachymeters are also attracting less interest, indicating a shift towards more specialized functions.

Summary

The year 2024 impressively demonstrated that the watch market remains a dynamic space for collectors and investors. Once again, Rolex is setting the standard as the undisputed best-selling brand. Other renowned brands such as Cartier, Jaeger-LeCoultre, and Grand Seiko have also proven that they are true classics, and that the market has far more to offer than just the best-known names. The year’s design trends reflected a return to minimalist elegance. The dynamic market of 2024 also offered numerous opportunities to benefit from the increase in value and timeless style of watches.

We’re looking forward to the year 2025 and the developments it will bring. Which brands and models will dominate the watch world in the coming year? One thing is certain: The value of watches will continue to be determined not only by their popularity, but above all by their long-term quality and investment potential. We look forward to discovering and following the new trends and innovations that this year has in store.

Black Limited Editio​n

Men and women alike are attracted to Rolex watches, and what a better way to celebrate that special occasion than to give a Rolex watch as a gift … something others will notice.

Now Black Limited Edition, under the Day Dreamer Projects umbrella, is launching a limited edition series of customized Rolex watches. Alejandro Alcocer, a watch enthusiast and design entrepreneur, locates vintage watches and works with skilled watchmakers to tailor each one of them into an all-black creation.

Each Rolex watch are put through a specialized process of deep cleaning after which they go through a Physical Vapor Deposition (PVD) coating process which adheres a micron thick layer of metal compounds to metal and other materials to form a black matte finish.  To increase strength, a Diamond Like Coating (DLC) is applied.  Rolexes coated in PVD and DLC will continue to increase in value over time.  Because they are so desirable, this makes the watch a good investment.

Alejandro Alocer states “I am not trying to make a vintage watch appear brand new. I place importance on the idea of recycling a classic, timeless object and giving it a second life. A well designed watch has always reminded me that we are given an unknown amount of time to realize dreams and fulfill visions.”

Black Limited Edition will develop and design these watches on a limited edition basis.  A total of six classic Rolex designs are available, with fifty pieces in each style.

Vintage Explorer – released in the early 1950’s and marketed as the watch used during the first climb of Mt. Everest.

Explorer II – a watch developed and marketed for explorers and travelers, and equipped with the ability to maintain two different time zones.

Submariner  – the classic Rolex watch used for diving and adventure.

GMT Mastera – a Rolex  specially designed for pilots with the ability to maintain the GMT time.

GMT Master II – a slightly larger version of the GMT with the ability to show another time zone, in addition to the GMT time.

Sea Dweller – the largest of vintage Rolex watches, designed for very deep diving.
These watches are a status symbol which equals beauty and fashion.

Also look for Alejandro’s new Black Limited Soap and Candles for Spring 2013.  The exclusive items are available in luxury stores Louis Boston and Pachute in NYC and come in fragrances including sage, sandalwood, and grapefruit.

Please use the Contact Form below to inquire about purchasing a luxury watch from Black Limited Edition.

When you buy a high-end watch, you’re buying more than an expensive adornment — you’re investing in a lifetime relationship with the brand. Your watch is more than just a timekeeper –  it’s a symbol of your personality. It sends out a message about your characteristics and taste.

Besides making a style statement, owning and wearing a timepiece also states a quality that you identify with — a quality that is you. Exclusive brands such as Ulysse Nardin, Leon Hatot, Breguet, Raymond Weil, Jaquet Droz, Piaget, Cartier, Audemars Piguet and Patek Philippe are not just beautiful ads in glossy magazines anymore; they can easily become a part of your collection.

A growing number of high net-worth individuals and a market for luxury goods make India a promising market for global brands. A number of high-end brands have entered the market.

You don’t have to import a Rolex or a Cartier anymore. Though that fancy watch is more accessible, it also makes the choice more difficult. Whether you’d like mechanical movement or quartz, a sports watch or an elegant piece of jewellery, the perpetual calendar or the chronograph — the choice is huge.

No matter what you choose, each watch makes a statement. Jai Ruparel, a Mumbai-based banker, owns an Omega Seamaster and believes it reflects his enthusiasm for sports. Many people prefer a pre-owned luxury watch. A pre owned Rolex watch makes a perfect choice for many watch collectors.

“I think a watch says a lot about the person wearing it. A guy wearing a good watch is someone who knows what he wants,” he says. For men, it’s more than a watch — it’s one of the few pieces of jewellery they wear. For women, it adds elegance and style to the sari and the stylish black dress.

Debra Wilson believes that her Longines watch reflects her personal taste and adds glamour to evening wear. “You have to have taste to pick out a smart, classy watch,” she says.

“It’s important because what you wear — your clothes, your tie and your watch — matter at business meetings and events.” Instead of bulking up on diamonds, try a subtle diamond-studded watch for a party.

If you’re wondering why you should invest in an expensive watch just to make a statement, it’s because these timepieces don’t just make a point. The value of a high-end watch only increases with time.

Though most brands launch new collections every season, old timepieces have heritage status. “Some of our watches have been passed on six times over to generations,” says Laurent Michaud, country manager, far-east, Ulysse Nardin.

In other words, these timepieces are masterpieces that are also collectors’ items and are an investment. Though fashionable, these timepieces are not dictated by fashion or season.

It’s almost like investing in jewellery — and in some cases, timepieces can be more expensive than jewellery. Franck Muller, Chopard, Tag Heuer, Baume & Mercier, Vacheron Constantin, Audemars Piguet, Breitling, Jaquet Droz, Breguet and Piaget are in a class of their own.

“A Rolex,” says Viraal Rajan of the watch boutique, Time Avenue, “is the Mercedes Benz of watches. The prestige and value attached to a Rolex are incomparable.” The Rolex, like most high-end mechanical watches, can last for over 25 years without any need for repair.

Even if you did have a problem with the watch, having it serviced is a pleasure. Once you’re a part of the brand, you’re treated like a member of the family.

“Those who patronise Mont Blanc are special to us, and once they buy a Mont Blanc, they are automatically welcomed as a member of our family worldwide,” says Anna Bredemeyer, spokesperson for Mont Blanc.

And once your name appears in the database of an exclusive brand, you can get your timepiece serviced every few years at any authorized service center of the brand, anywhere in the world.

Being attached to a brand and passing on the legacy of that luxury watch is far more prestigious than just showing off your timepiece.

For hundreds of years now, luxury watches have been regarded as symbols of wealth, success and meticulous engineering.

The fine artisanship of luxury watches such as Rolex, Cartier, Breitling, TAG Heuer, Patek Philippe and others, has made them more than just timepieces. That is why for most people, owning a luxury watch is a symbol of having arrived, of success and triumph.

Luxury watches can quickly represent a status upon their wearers. Wearing a Rolex or Cartier watch signifies great class and wealth of the bearer.

When buying luxury watches, there are several pointers that one should know before buying and investing in an expensive timepiece.
Full article

For hundreds of years now, luxury watches have been regarded as symbols of wealth, success and meticulous engineering. The fine artisanship of luxury watches such as Rolex, Cartier, Breitling, TAG Heuer, Patek Philippe and others, has made them more than just timepieces. That is why for most people, owning a luxury watch is a symbol of having arrived, of success and triumph.

Luxury watches can quickly represent a status upon their wearers. Wearing a Rolex or Cartier watch signifies great class and wealth of the bearer. When buying luxury watches, there are several pointers that one should know before buying and investing in an expensive timepiece.
Full article

The Luxury Institute conducted a recent poll and the result showed Tiffany & Co was the most popular top made-to-order company.  Over 90% of the wealthy people polled said they would recommend Tiffany products to others.

Lexus and Rolex also were popular choices.  Home furnishing was the top category, followed by jewelry, homes, men’s dress shirts, and men’s suits. Full article