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100 million users vote for the watch brands of 2021: Rolex, Omega and Seiko

100 million users vote for the watch brands of 2021: Rolex, Omega and Seiko
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100 million users vote for the watch brands of 2021: Rolex, Omega and Seiko

"The World's Watch Market" Chrono24 selects the most popular and sought-after watches in the world

Karlsruhe/Germany, December 21, 2021 - Luxury watches are enjoying growing popularity - despite the Covid crisis, the trade in fine timepieces is booming. Each year, the world's largest marketplace for luxury watches, Chrono24, selects the most popular models that are most searched for and bought by users. Over 100 million people shopped the following top brands on Chrono24 in 2021: Rolex is in the first position, followed by Omega, Seiko, Breitling and Audemars Piguet. “These top 5 most sought-after brands not only reflect popularity, but also prove that watch buyers are looking for a sustainable investment. Rolex, Omega and Audemars Piguet have proven to be exceptionally stable in value. Seiko, on the other hand, is an interesting newcomer in Chrono24’s Top 5 and offers high-quality mechanics ideal for everyday use, especially for watch fans of all income groups," says Tim Stracke, co-CEO and founder of Chrono24.

When reviewing its 2021 data, Chrono24 also delineated the Top 5 Most Sought-After Models of luxury watches overall, with Rolex winning three of the five spots, and the two-remaining going to Omega. Specifically, the Rolex Datejust and Submariner models were particularly popular, followed by the Omega Seamaster and Speedmaster. Interestingly, the Rolex Daytona, the epitome of the luxury chronograph, has slipped from first place in 2020 to fifth place in 2021.

Availability and Desirability

Those interested in watches are increasingly influenced by the market availability of certain models. The Rolex Daytona is not only considered a legend of timekeeping, but also difficult to obtain. The model can only be bought at a Rolex dealer with exceptionally long waiting times. On Chrono24, availability is immediate with around 5,000 Daytonas currently for sale - however market prices reflect the extreme demand and are well above the listing price of a new model. Competitive models such as the Omega Speedmaster, which was the first watch to be worn on the moon, move up in Chrono24’s Top 5 this year, and were searched for (and bought) far more often than in previous years - benefitting from market availability constraints. Anyone looking for a watch solely as an investment is well served with a Rolex. The Datejust, Daytona and GMT-Master II models are in greatest demand and are therefore remain very stable in value.

Breitling soaring

Breitling is new in the Top 5 of the Most Sought-After brands - the brand's revised portfolio has sparked new desires. “Breitling is particularly known for classic chronographs and this year it attracted attention with interesting innovations. The strategy of Georges Kern as CEO of Breitling and previously IWC is having a very positive effect. The Chronomat models – which are classic - as well as the Endurance Pro and the Superocean line were in greatest demand. Patek Philippe, on the other hand, was less in demand as a manufacturer - here, too, a consequence of the discontinuation of the Nautilus in stainless steel, whereupon the market prices have exploded,” sums up Tim Stracke.

500,000 luxury watches from 128 countries

In fact, the list prices of the Patek Philippe Nautilus have tripled - also a stable investment, but due to the prices it is only of interest to a small group of collectors. The demand for the limited edition from the precious jeweler Tiffany & Co. with a light blue dial, Ref. 5711 / 1A-018, is captivating. “It is to be expected that the prices for the 170 watches will be astronomical. The first watch to be auctioned at Phillips, Bacs & Russo reached a whopping $ 6.5 million retail price - at a normal price of $ 52,635! The remaining 169 customers are handpicked by Tiffany & Co and Patek Philippe - it couldn't be more exclusive,” adds watch expert and Chrono24 co-CEO, Stracke.

Stracke and his global team currently offer more than half a million watches from 128 countries on Chrono24. The luxury models are offered by certified dealers as well as private collectors, in addition to new watches, numerous vintage and used models are available.

"Chrono24 - The World's Watch Market" has been a leading global online marketplace for luxury watches since 2003. With around 500,000 watches from more than 3,000 dealers from over 100 countries and over 30,000 private sellers, the portal reaches more than nine million individual visitors per month. In 2020 Chrono24 achieved a growth in transaction volume of over 30% with monthly purchase inquiries in the six-digit range. With a large combined global range of new, used and vintage watches, Chrono24 offers a comprehensive service portfolio that enables buyers and sellers to conduct their transactions in a trustworthy environment. The global support team offers assistance by email or phone in 15 different languages. Chrono24 employs almost 400 people in its branches in Karlsruhe, Berlin, New York and Hong Kong.

Further Information: Chrono24 GmbH,
Haid-und-Neu-Str. 18, 76131 Karlsruhe, Germany,
Phone: +49 721 96693-0, E­­‑Mail:,
For PR requests, please contact: euromarcom public relations GmbH,
Mühlhohle 2, 65205 Wiesbaden, Germany,
Phone: +49 611 97315-0, E‑Mail:,

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