Luxury watch prices have surged from ~30,000 euros to around one million euros, revealing a bifurcated market where even modest brands can become collector's items
Executive summary: Joram Scher explained on a Handelsblatt podcast that watches once priced at about 30,000 euros now sell for close to one million euros, highlighting a market split. The divergence shows how luxury segmentation is intensifying, affecting pricing policies, collector interest, and brand positioning across the watch industry.
Who is involved: Key participants are Joram Scher (watch expert), Handelsblatt's editorial team, the Swatch brand, and collectors/traders of high‑end timepieces.
Likely next: Market observers expect the entry‑level/high‑end gap to persist, with sustained auction‑house activity and potential new limited editions aimed at affluent buyers.
In a Handelsblatt podcast, watch expert Joram Scher describes how the watch market has split into two tiers, with entry‑level pieces remaining affordable while high‑end models now command seven‑figure sums. He notes that even a Swatch can attain collector status under these conditions. The discussion underscores growing polarization in luxury goods and its implications for pricing, brand strategy, and secondary‑market activity.
Timeline
- — Invest: „Uhren, die wir mal für 30.000 Euro in Händen hielten, kosten nun eine Million“ (Handelsblatt)
Analysis — what this means
Sectors affected
- luxury watch manufacturing
- pre-owned watch market
Key entities
Sources
- Invest: „Uhren, die wir mal für 30.000 Euro in Händen hielten, kosten nun eine Million“ — Handelsblatt
- Invest: „Uhren, die wir mal für 30.000 Euro in Händen hielten, kosten nun eine Million“ — Handelsblatt
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