Seiko comes in third! Chrono24 releases its 2021 luxury watch rankings

Chrono24, one of the world's largest luxury watch marketplaces, has announced the latest rankings of popular brands and models (number of searches and requests) for 2021 based on its database from January 1 to December 10, 2021.

Watch Brand Ranking: Seiko's Great Struggle Makes It to Third Place

　Every year, Chrono24 publishes a list of the most popular luxury watch brands and models based on user searches and purchases. Despite the ongoing coronavirus crisis in 2021, the watch market remained thriving, with over 1 million users using Chrono24 to trade watches. This year, we present the following ranking data, based on transaction data from Chrono24, the world's largest marketplace for luxury watches, along with insights from Chrono24 CEO Tim Stracke.

　Rolex continues to be overwhelmingly popular every year, and this year it remains firmly in first place. In contrast, Patek Philippe, which was second last year, is no longer ranked, while Omega has risen in the rankings, and Seiko and Breitling have been newly added to the list. Seiko, which was not ranked in 2020, rose to fourth place in the first half of 2021, and then rose further in the second half, making a huge leap to third place.

Tim Stracke offered the following insight:

"The top five brands on the ranking not only reflect their popularity, but also prove that watch buyers are looking for sustainable investments. Rolex, Omega and Audemars Piguet have proven to be very stable in value, while Seiko is an interesting newcomer to the top five, offering high-quality mechanics that make it ideal for everyday use for watch enthusiasts of all income levels."

"Breitling ranked fourth this year. They are particularly known for their classic chronographs, but this year they have innovated their portfolio, attracting attention and generating new demand. It can be said that the strategy of Georges Kern, former CEO of IWC and now CEO of Breitling, has been extremely effective. There was demand for not only the new portfolio, but also classic Chronomat models such as the Endurance Pro and Superocean. On the other hand, Patek Philippe, which ranked second last year but has now dropped out of the rankings, has discontinued the stainless steel Nautilus, which has resulted in an explosive rise in market prices and a decline in demand for the manufacturer."

World Watch Model Ranking: Rolex and Omega Remain Undisputed

　Moving on to the ranking of watch models, the Rolex Datejust and Submariner were particularly popular, followed by the Omega Seamaster and Speedmaster. Interestingly, the Rolex Daytona, a representative luxury chronograph, fell from first place in 2020 to fifth place this year.

　Here's what Tim Stracke has to say about this:

"Watch interests appear to be increasingly influenced by the market availability of a particular model. The Rolex Daytona is not only a timekeeping legend, but also a very difficult model to obtain. While Daytonas can only be purchased at Rolex stores with extremely long wait times, Chrono24 currently has approximately 5000 Daytonas available for quick purchase."

"However, market prices reflect extreme demand, far exceeding the listing prices of new models. Competitive models like the Omega Speedmaster, the first to be worn on the moon, made it into the top five on Chrono24 this year and were searched for much more frequently than in previous years, benefiting from limited market availability. For those looking for a watch solely as an investment, Rolex is the go-to choice. The Datejust, Daytona, and GMT-Master II are in the greatest demand and therefore remain very stable in value."

About Chrono24

Chrono24 is the world's largest online marketplace specializing in luxury watches, and is a leading player in the luxury watch industry. Approximately 500,000 watches are listed on the site, operated by over 3000 dealers and over 30,000 private sellers from over 100 countries. The site receives approximately 9 million monthly visitors (as of December 2020). In 2020, Chrono24 achieved a transaction volume of approximately 2 billion euros.

　Chrono24, the world's largest platform, offers a comprehensive lineup of watches, from new to vintage, and aims to be a "home" for all watch enthusiasts, enabling transactions in a trusted environment. To ensure that both buyers and sellers can trade in a safe environment, the international support team offers email and phone support in 16 languages, including Japanese.