The world of luxury resale is about to get even more exciting, and we're here to uncover the secrets behind the brands that are dominating the market. Get ready to dive into the fascinating world of jewelry and watch brands that are not only holding their value but also experiencing incredible growth.
In 2025, the resale market witnessed an unprecedented surge, with certain luxury brands emerging as the top performers. According to Rebag, a leading US luxury resale company, the market is thriving, and it's time to explore the brands that are making waves.
Tariffs and soaring retail prices have sparked a revolution in the way consumers approach luxury items. Rebag's CEO, Charles Gorra, highlights how rising primary market prices have driven consumers to explore the secondary market, solidifying its position as a trusted and lucrative avenue for collectors. But here's where it gets controversial: is the resale market a stable investment, or is it a temporary trend?
The Boston Consulting Group and Vestiaire Collective predict that the resale market could reach a staggering $360 billion by 2030. With such an optimistic forecast, it's no wonder that jewelry and watches are becoming popular investment choices. But what brands are leading this charge?
Van Cleef & Arpels: A Resale Value Champion
This brand takes the lead in the jewelry and watch category, with styles retaining an impressive 112% of their value on average in 2025. That's a 9% increase from the previous year! The Sweet Alhambra collection, with its unique motifs, has been a driving force behind this growth. Imagine being able to resell a piece for more than you originally paid! The Sweet Alhambra bracelet, for instance, retained 117% of its value, showcasing the brand's resilience in the resale market.
Rolex: The 'Unicorn' Status
Rolex maintains its elite status as a brand with over 90% value retention, boasting a 104% value retention rate in 2025. This is a remarkable 4% jump from 2024! The demand for secondhand Rolex watches is on the rise, and the brand's response to tariffs imposed on Switzerland has only fueled this trend. One particular model, the Oyster Perpetual Submariner Hulk Date, stood out on Rebag, with an average resale value retention of 244%. A 'good' condition Hulk Submariner sold for a whopping $19,415, showcasing the brand's enduring appeal.
Cartier: Captivating Gen Z
Cartier is making waves among Gen Z secondhand shoppers, and it's not hard to see why. The brand's bracelets, especially those from the 'Love' collection, are highly sought-after. Cartier's growth in 2025 was driven by its bracelet and watch offerings, with an average value retention of 87%. The Santos de Cartier model, in particular, reached a value retention of 92%, with an 'excellent' condition piece selling for $8,840 on Rebag. This brand's popularity is only set to grow, especially with famous endorsements like Taylor Swift's.
So, there you have it! These brands are not only holding their value but are also experiencing rapid growth in the resale market. But here's the part most people miss: the resale market is not just about the brands; it's about the stories and experiences these luxury items represent. It's a fascinating world where investment meets passion.
What's your take on the luxury resale market? Do you think these brands will continue to dominate, or are there other factors at play? Share your thoughts and let's spark a discussion!
