Rolex prices are going up because of US tariffs, but the market for pre-owned watches is booming with younger buyers.
The United States is getting set to put a 31% tax on luxury timepieces made in Switzerland. Watchmakers like Rolex are already responding by boosting their prices. But as the price of new watches goes up, a silent revolution is happening in the secondhand market. This is mostly because Gen Z and millennial shoppers are buying used watches not just to save money but also to invest.
