If you’ve ever picked up a watch from a drawer and wondered what it might fetch, you’re not alone. The global pre-owned luxury watch market was valued at over $32 billion in 2025 and is projected to reach $35.7 billion in 2026, growing at 13.3% annually.1 More people than ever are considering selling timepieces they no longer wear — and more platforms exist to help them do it. But figuring out what a watch is actually worth — not what an optimistic listing says, but what a buyer will genuinely pay — is a little more nuanced than a quick Google search.
Here’s a clear, honest guide to understanding pre-owned watch valuation.
1. Brand and Model Matter Most
The single biggest factor in any watch’s value is who made it and what it is. Rolex, Omega, Patek Philippe, and a handful of other manufacturers consistently command strong resale prices. Within those brands, certain references — the Submariner, the Speedmaster Professional, the Nautilus — have proven track records of holding or increasing in value.
Lesser-known or fashion-led brands tend to depreciate more sharply. That’s not a rule without exceptions, but as a starting point: heritage, desirability, and secondary market demand drive value far more than original retail price.
2. Condition Is Everything
A watch in excellent condition can be worth twice as much as the same reference in poor shape. Buyers — whether private individuals or dealers — pay close attention to:
- Case and bracelet wear — deep scratches, polished edges where there shouldn’t be, or a stretched bracelet all reduce value
- Dial condition — original, unrestored dials are typically more desirable; any damage, moisture ingress, or amateur refinishing hurts significantly
- Crystal — a scratched or chipped crystal is a visible flaw that buyers factor into offers
- Movement — does the watch run accurately? Has it been serviced, and if so, by whom?
Honest self-assessment here pays off. An overestimated condition leads to disappointment; an accurate picture leads to a fair deal.
3. Completeness: Box, Papers, and Service History
“Full set” — original box, papers (certificate of authenticity or warranty card), and any supplementary documentation — adds meaningful value to a watch, particularly for collectible references. For a sought-after Rolex, the difference between full set and watch-only can be thousands of dollars.
Service records are worth preserving too. A recent service from an authorised centre or a respected independent gives buyers confidence in the movement’s condition and can make a direct difference to the offer you receive.
4. Age and Originality
Vintage watches occupy their own corner of the market. Condition standards differ — a patinated dial that would concern a buyer of modern watches can be highly desirable on a piece from the 1960s. What matters most in vintage is originality: unpolished cases, unrestored dials, and matching components all speak to authenticity.
If you’re unsure whether a watch has original parts, a specialist can usually tell quickly. Mixed or replacement components don’t disqualify a watch, but they do affect value.
5. Market Timing
Watch values fluctuate. The secondary market took a significant step up in recent years, and some segments have since corrected from their 2021–2022 peaks.2 Certain references that were trading at steep premiums have softened; others have remained stable or continued to climb.
Knowing where the market sits for your specific reference — not watches in general — is part of getting a fair valuation. This is where working with a specialist, rather than relying on out-of-date sold listings, genuinely matters.
6. What a Fair Valuation Looks Like
A straightforward, honest valuation takes all of the above into account. At Daymark, we consider the current secondary market, the watch’s specific condition, completeness, and reference desirability — and we’ll explain our thinking. There’s no obligation, and there’s no pressure.
If your watch isn’t something we’d buy ourselves, we’ll tell you why. If it is, we’ll make you a fair offer based on what we’d realistically sell it for, with a margin that reflects the work involved in presenting it well and standing behind it.
Thinking of selling? Get in touch via our Sell Your Watch page. Tell us what you have, share a few photos, and we’ll come back to you with a straightforward assessment — usually within 24 hours.
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