US tariffs fuel demand for second-hand watches

The US tariffs are beginning to have a tangible impact on the luxury goods market, particularly for Swiss watches. A new international study by The Watch Register, which claims to be the world's largest and most established database for stolen and missing luxury watches, confirms this: US tariffs on Swiss watch imports have permanently changed the pre-owned watch market. While tariffs have been reduced from their peak of 39 percent in August 2025 to 15 percent in November 2025, they are still significantly higher than the level of around 2.5 percent that applied before 2025.

Majority of retailers expect higher volumes

The study, conducted by The Watch Register in collaboration with the market research company Pureprofile, surveyed 2026 dealers of second-hand watches in the USA, Europe, Asia and the Middle East in March. The result is clear: almost three quarters (73 percent) of respondents expect an increase in trade volumes for pre-owned watches, directly caused by the tariffs on new Swiss timepieces. As prices for new models have risen, demand is increasingly shifting to second-hand goods - buyers are looking for ways to avoid the additional costs.

Ryan Chong, Chief Marketplace Officer at Bezel, comments: «As a marketplace, the tariffs have affected us enormously. Prices rose and then fluctuated until sellers were able to stabilize their supply chain. Supply - especially for unworn watches - was limited due to declining Swiss exports and lower imports by US retailers. Despite these headwinds, we have seen increased trading volumes over the past year, which we attribute to greater interest in watches and motivated sellers given the higher values.»

Safety in the used car market is becoming increasingly important

Katya Hills, Managing Director of The Watch Register, emphasizes the continuing momentum: «Despite the reduction in US tariffs from 39% to 15% at the end of last year, tariffs are still significantly higher than they were a year ago. This continues to drive demand into the second-hand market.» Hills also points to the growing need to systematically check watches before buying: «As the secondary market grows, it is imperative that all pre-owned retailers - including those associated with luxury brands - check their inventory against independent databases rather than relying solely on internal manufacturer records. A broader database closes gaps and provides more protection for businesses and their customers.»

In 2025, The Watch Register has reached a milestone: since the platform was founded more than a decade ago, over 5,000 stolen or missing watches have been identified. Last year alone, stolen watches were tracked down in 34 countries on all continents - from North and South America, Europe and Asia to North Africa, Australia and the Middle East.

Global database as a protection instrument

The Watch Register offers a 24/7 service available worldwide that enables buyers to check whether a watch offered for sale has been reported stolen. The database combines complex algorithms with human expertise and is used by watch retailers, jewelers, pawnbrokers and auction houses. As soon as a stolen watch is located, a specialized recovery team takes care of securing it and returning it to its rightful owner. It is worth noting that a third of the stolen watches recovered are offered with their original box and papers - possession of documents is therefore no indication of rightful ownership.

Source: https://www.thewatchregister.com