December 2024 Sees These Big 3 Models Lead The Way

The WC100, also known as the Wristcheck 100 Watch Index, experienced a small decrease in December but seems to have leveled off. Since January 2024, the secondary watch market has dropped by 6.2 percent. Although prices have slightly decreased after the initial surge, they remain significantly higher than pre-pandemic levels compared to 2020.

 

On the brand level, pretty much all the players with a significant presence in the secondary market experienced a decline, which is in line with the general economic situation globally. The brands that remained on top (while still experiencing a decline) are Tudor (TUD25), Cartier (CAR25), and Patek Philippe 25 (PP25), and they were down only 3.4, 4.4, and 6.2 percent, respectively. 

 

Despite the overall state of the secondary watch market being less than ideal, some models enjoyed some growth in December 2024:

Patek Philippe Calatrava 39 White Gold Black Dial

Over the past month, the ref. 5227G-010 has been experiencing moderate but steady growth. Starting at US$29,353 on December 6th, it reached US$29,932 on December 19th and then US$30,113 on January 6th. Despite the upward trend, this is still about 25 percent under the model’s retail value of US$40,420. 

Rolex Lady Datejust 28 Stainless Steel Jubilee Grey Dial

The stainless steel variant of Rolex’s Lady Datejust Jubilee was also among the victors of the rather challenging December 2024 on the secondary watch market. At the start of the month, the ref. 279174-0011 began trading at around US$ 9,000 and plateaued at just above US$ 9,200 for two weeks in mid-December before reaching US$ 9,421 by January 6th, which is about 18 percent above its retail value of US$ 7,950.

Audemars PIguet Royal Oak Chronograph Rose Gold Blue Dial

Few are still surprised by the resilience of Audemars Piguet and Royal Oak on the secondary watch market. Over the last 30 days, the ref. 26715OR.OO.1356OR.01 gained over 4 percent in its value – from US$ 64,976 on December 6th to US$ 67,863 on January 6th. At the time of writing, the model is being traded 1.2 percent below its retail value of US$ 68,700.

 

Given the pessimistic landscape of the secondary watch market, the following popular models have experienced a decline in December 2024:

Tudor Black Bay GMT Steel White Dial

The stainless steel variant of the Tudor Black Bay GMT with a white dial has been experiencing a declining trend over the past month. The ref. M79830RB-0012 Started at US$ 3,455 on December 6th and has fallen 6,2 percent since until it reached US$ 3,325 on January 6th, which is almost 18 percent below the model’s retail value of US$ 4,050. 

Rolex Daytona Platinum Ice Blue Dial

Isn’t it surprising to encounter the collectors' favorite Platona on this list? It won’t be if you consider the ref. 116506-0001’s declining performance on the secondary watch market over the past year. The platinum Daytona started at US$ 85,371 on December 6th and lost almost US$ 4,000 over the month, reaching US$ 81,617 by the first week of January. The collectors hoping to capitalize on their purchase of the model made in Rolex boutiques, however, mustn’t fear, for its current standing on the secondary is still 7 percent above retail. 

Audemars Piguet Royal Oak “Jumbo” Extra-Thin Yellow Gold Champagne Dial

2024 was rough for the champagne-dial variants of the Audemars Piguet Royal Oak “Jumbo” in yellow gold. Unfortunately, the realities of the secondary market didn’t get better for the model at the end of the year either. Starting at US$ 107,284 on December 6th, 2024, it lost about 5.2 percent over the next month and reached US$102,978 (which is still more than 27 percent above its retail value).