Luxury watches remain one of the most traded and treasured items in the secondary market. Whether you’re selling a Rolex you’ve outgrown or downsizing a collection, understanding where demand is strongest can make all the difference.
Some regions offer better prices, more buyers, or quicker deals based on market appetite and local customs regulations. Knowing these details helps you make a more informed, profitable sale especially for high-value timepieces.
If you’re looking to maximise returns and sell with confidence, keep reading to see which five markets are leading the pack.
United Kingdom – Trusted and Transparent Transactions
The UK is a top-tier destination for anyone selling luxury watches. London in particular boasts a long-standing watch culture, trusted dealers, and strong buyer demand.
The UK benefits from well-established consumer protection laws, giving you peace of mind during sales. Same-day payments and expert valuations are often standard. VAT margins may apply to new or unused watches, but in most resale situations, private sellers avoid these costs altogether.
There’s also strong growth in online auctions and local showrooms, letting sellers tap into a mix of professional traders and collectors. According to the UK’s Federation of the Swiss Watch Industry, Swiss watch exports to the UK reached over CHF 1.5 billion in 2023, placing Britain firmly among the world’s most valuable retail destinations for timepieces.
United States – High Volume, High Demand
The US offers one of the largest pre-owned luxury watch markets. With a vast population, strong interest in horology, and many regional buying hubs, it’s often easy to find a buyer willing to pay top price.
While competition among sellers can be high, the upside is variety. Major cities like New York, Miami, and Los Angeles support thriving second-hand watch markets with knowledgeable buyers. However, sellers outside the US must consider customs clearance and international shipping costs if not using a domestic agent.
Selling in the US may also involve higher taxes or declarations depending on state laws. If you’re a UK-based seller, using a third-party consignment agent may streamline the process. Despite the logistics, the scale and value of this market make it a consistent performer.
Hong Kong – Fast Sales and Fewer Tax Barriers
Hong Kong is one of the most watch-savvy markets in Asia. Its status as a duty-free port means fewer taxes and faster clearances, which attracts both private collectors and dealers from across the region.
Luxury watches are viewed as portable assets here. Many buyers are comfortable spending tens of thousands on recognised brands if authentication is guaranteed. That means your Rolex Submariner or Audemars Piguet Royal Oak may sell quicker than in Western markets, especially when accompanied by paperwork.
Sellers benefit from the city’s fast-paced transactions and condensed network of dealers. However, it’s wise to work with an intermediary or verified platform to navigate cultural expectations around price negotiation.
Japan – Detail-Oriented Buyers and Long-Term Value
Japan remains one of the most meticulous luxury markets. Buyers here place great value on condition, original boxes, and documentation. As a seller, if you have a full set and the watch is well-kept, Japan may reward you with a generous price.
The Japanese market is less speculative than others. Buyers tend to be collectors, not resellers, meaning they look for long-term value. This translates to slower sales in some cases, but often more precise offers.
Unlike Hong Kong, where a fast turnover may trump condition, Japanese buyers are willing to wait for the perfect piece. This can work in your favour if you’re offering something rare, limited-edition, or vintage.
United Arab Emirates – Status-Driven Buyers and Quick Deals
Dubai and Abu Dhabi have emerged as watch trading hotspots. Buyers here often prioritise prestige and appearance over collectability. High-end watches sell fast, particularly those in excellent cosmetic condition or with recognisable status appeal.
Many watch sellers report faster payments and fewer questions asked especially for brands like Richard Mille and Rolex. The UAE is tax-friendly, and watches are a common asset class for affluent individuals looking to diversify. Watch retailers and traders in the region also handle international consignments with efficiency.
That said, the regional market may fluctuate based on oil prices and luxury consumer sentiment, so timing your sale is key. Working with reputable partners ensures a smoother transaction and better end value.
Factors to Consider Before Choosing a Market
Selling a watch is more than listing it online. Each region has its strengths, but your final decision should also factor in:
- Customs duties and VAT
- Shipping insurance and risk
- Payment processing and bank transfer timelines
- Buyer credibility and verification
- Local demand for your specific brand or model
If you’re in the UK, you’re in a strong position. With a thriving domestic market and a competitive buyer base, you may not need to sell internationally at all.
Timing and Market Trends Matter
Like property or stocks, watch resale values rise and fall. Seasonal demand spikes around holidays, anniversaries, and financial quarter ends. Understanding these patterns can help you sell at a better price.
Knowing when to hold and when to list could be the difference between an average offer and a record sale.
The Best Market Depends on Your Watch and Priorities
There’s no single best country for selling a watch. Each one offers distinct advantages depending on what you’re selling and how fast you need the money. The UK stands out for security and simplicity. The US has scale. Hong Kong moves quickly. Japan values detail. The UAE rewards prestige.
What matters most is choosing a route that suits your priorities: speed, price, trust, or buyer type.
If you’re still weighing up your options, you might benefit from a professional valuation first. That way, you know exactly what your watch is worth before entering any market.
Let your watch make the right move. The global market is wide open, and with the right information, you’ll know exactly where to sell and why it matters.
