Luxury watches are rapidly evolving from passion collectibles into a recognised alternative asset class, with the pre-owned market valued at $24.38 billion in 2023 and projected to reach $45.01 billion by 2030.

Demand is strongest across the US, Europe, the Middle East, and Asia, driven by rising liquidity, digital marketplaces, and a growing generation of investors who view watches as long-term wealth-building assets rather than just lifestyle statements.

Even during economic downturns, luxury watches have shown remarkable resilience. During the pandemic, their value declined only about 8%, compared to a 19% drop in the S&P 500.

On Wealth Tracker, Hongbin Jeong speaks to Oliver Müller, Founder of LuxeConsult, about what is driving the global surge in pre-owned luxury watches, which models and brands are considered “blue-chip” investments, and authenticity considerations are reshaping investor strategies in this dynamic market.