A 2025 Playbook For Pre-Owned Luxury Watches In India
5 min read
India’s appetite for luxury watches has matured from boutique browsing to informed collecting. This is nowhere as clearer than in the pre-owned space. What used to be a handful of enthusiasts trading in forums is now a structured market with professional authentication, warranties, and nationwide logistics. With tariff changes on the horizon and consumer comfort with resale at an all-time high, 2025 might just end up being the year pre-owned goes mainstream.
Market size and momentum
According to a report published by McKinsey & Company in 2021, as brands forge closer relationships with their customers, they will also find opportunities to double-dip in the revenue pool by engaging in pre-owned sales. Driven by younger consumers in addition to collectors and cost-conscious shoppers, as well as an increasingly trustworthy and transparent supply by digital marketplaces, the pre-owned watch market is set to become the industry’s fastest-growing segment, reaching $29 to $32 billion in sales by 2025. With digital pre-owned marketplaces currently dominating, brands must urgently decide how they want to participate.
As per Second Movement, the Indian pre-owned luxury watch market was valued at about USD 405 million in 2023 and is projected to nearly double to USD 862 million by 2030 (CAGR 11.4%). That’s faster than many traditional luxury categories and reflects both supply (more watches entering the ecosystem) and demand (a broader base of collectors. Majority of watch buyers in India say they are interested in certified pre-owned, according to Deloitte’s recent spotlight on the Indian watch buyer, all part of a broader shift toward value, authenticity guarantees, and sustainability.
Why demand is rising in India
1) Expanded access and price efficiency. Pre-owned offers discontinued references, smaller case sizes, precious-metal variants, and historically scarce models at market-clearing prices often below current retail on like-for-like steel sports models. Market data from Watch Charts indicates that after the 2022–23 correction, secondary prices stabilized through late-2024 and into 2025, with only modest month-to-month moves and even small gains in select brands.
2) Professionalization of Indian channels: Platforms such as Second Movement by Ethos Watch Boutiques and Jays Watch Store now advertise authentication, refurbishment, and warranties lowering friction for first-time buyers and sellers.
3) Macro tailwinds and policy shifts: India’s EFTA trade deal will phase down tariffs on Swiss watches over coming years, which should narrow the gap between official retail and grey-import pricing and support healthier, more transparent pricing across both new and pre-owned. The agreement has been signed and is slated to commence implementation from October 1, 2025, with watches among the categories benefiting from phased duty reductions.
Pre-owned supply in India is a mix of:
-Domestic resales: Trade-ins and consignments via organized retailers/marketplaces.
-Importer inventory: Dealers bringing authenticated stock from established global channels.
-Collections recycling: Collectors upgrading, rotating themes, or consolidating.
A checklist for Indian buyers
-Provenance: Ask for original papers, service history, and a written warranty. No papers isn’t a deal-breaker for vintage, but the price should reflect that.
-Independent price checks: Cross-verify ask prices against reputed resellers indices and comps from the past 3–6 months.
-Condition grading: Prefer honest, lightly polished cases; inspect lugs, bevels, and bracelet stretch. Factor in the cost and lead time of an official service if due soon.
-After-sales: A service warranty (6–12 months) is a strong signal of dealer confidence.
-Taxes & paperwork: Ensure GST invoicing and correct beneficiary details; if you plan to resell, a clean paper trail protects value under India’s tax regime.
For Sellers:
-Consignment vs. outright sale: Outright is faster; consignment may net more if you can wait.
-Prep the watch: Ultrasonic clean, complete accessories, and clear macro photos add thousands to perceived value.
-Timing: New model releases, brand anniversaries, or seasonal demand (festive periods) can lift interest.
-Benchmark: Look up the last-90-day transaction range on indices and recent listings before setting expectations.
Brand programs and authentication
Certified Pre-Owned (CPO) has gone from idea to infrastructure. Rolex CPO program was rolled out globally via authorized retailers and formalizes brand-backed authentication and a two-year international guarantee on eligible pieces (≥2 years old). The Vacheron Constantin Certified Pre-Owned programme ensures that each timepiece is carefully inspected by a Vacheron Constantin watchmaker and serviced accordingly. This guarantees the proper functioning and reliability of the timepiece. Each Certified Pre-Owned timepiece comes with an international warranty of a minimum of 2 years and a digital passport which offers a direct access to the key information about the timepiece, a guarantee letter, a physical warranty card and a pouch.
While Indian availability flows through authorized networks, the broader effect is industry-wide: CPO normalizes pre-owned and sets a high bar for grading and paperwork that trickles down to independent dealers.
Brand Highlights
In India’s thriving pre-owned landscape, Rolex’s Datejust reigns supreme- its timeless appeal, wide range of dials and materials, and strong resale value make it a first-port-of-call for collectors. Omega watches too, shine: when compared to current retail pricing, models like the Speedmaster and the refined Constellation offer compelling affordability and heritage. For those drawn to haute horlogerie, Patek Philippe commands reverence whether you're hunting rare vintage pieces, sought-after neo-vintage models straddling modern and historic design, or the brand’s contemporary creations, the craftsmanship and exclusivity remain unmatched.
On the home front, HMT watches still hold nostalgic and mechanical charm an economical entry point for Indian collectors. And for something bolder, Panerai’s Luminor, with its robust cushion case and crown guard, brings dramatic Italian design into the mix. Don’t overlook Seiko, especially with its cult-favorite “Turtle” and other endearing nicknames like “Samurai” or “Monster” especially enticing in pre-owned form for their value and rich history.
But beyond brand, remember the fundamentals: price benchmarking and authenticity verification. For verification, consider leveraging India’s trusted expert eyes like Pogu Watch Service for assurance, condition grading, and whether the watch comes as a full set, box, papers, and accessories. Finally, why go pre-owned instead of new? Quite simply: you get value, you often avoid rigid retail policies or waiting lists with no strings attached with retailers while still enjoying a beautifully crafted timepiece.
For readers, the takeaway is simple: buy the watch, not the hype. In India today, the pre-owned market finally lets you do exactly that with certified channels, clearer pricing signals, and policy tailwinds that should make ownership both more accessible and more transparent.
