Watch Anatomy Vol. 42 ~ [Looking back at 2025] 5 luxury watches that dominated the market

2025 was another turbulent year for the luxury watch market. Popularity was concentrated on certain models, and market prices fluctuated sharply in the aftermath of information about discontinued models, making it a situation that required constant attention.
This time, we will introduce five carefully selected models that saw particularly rapid sales and inquiries throughout 2025. We would like to look back at the real trends that we felt on the ground, so please enjoy until the end.

① [Rolex][Rolex] "Oyster Perpetual"

Although it is an entry-level model for Rolex, the Oyster Perpetual has received widespread inquiries due to its simple design and practicality.
Demand for solid "color dials" was overwhelmingly higher than for the traditional sunray dial, and inquiries about the "Celebration Motif," which was discontinued last year, have increased sharply.
Turquoise Blue remains the most popular dial color, as it always has been. Meanwhile, interest in the new colors introduced in 2025 seemed to be lower than expected. Perhaps as a reaction to this, demand for Candy Pink was rekindled toward the end of the year, with both prices and inquiries heating up.
By size, the 36mm diameter "Ref. 126000" and the 41mm diameter "Ref. 124300/Ref. 134300" are in particularly high demand, and it seems that the 36mm case, which can be enjoyed by both men and women, is winning out.

3. [Patek Philippe] "Aquanaut"

For Patek Philippe, the discontinuation of the "Ref. 5167/1A-001" in 2025 had a major impact on the market. This was a model that was already difficult to obtain, but the decision to discontinue it further accelerated demand.
Not only simple three-hand models, but also chronographs, travel time models, and even the Luce (unisex) with a diamond bezel, the speed at which they arrived and went on sale was astonishing. The "when you find it, it's the time to buy" situation still continues, and with this model being in short supply, if you miss the opportunity, there's no telling when you'll be able to find it again.
It can be said that 2025 was a year in which the competition to acquire the Aquanaut intensified.

④ [Patek Philippe] "Nautilus"

The Nautilus, the pinnacle of luxury sports watches, was also in overwhelming demand.
The history of discontinuations plays a major role in this trend. In addition to the price hikes caused by the discontinuation of the stainless steel model "Ref. 5711/1A series" in 2020 (white dial) and 2021 (blue dial), and the RG model "Ref. 5711/1R" in 2022, the petite complication model "Ref. 5712/1A (SS model)" was also discontinued in 2025. This has caused the overall Nautilus price to continue to rise at an ever-increasing rate.
In addition to three-hand models, there is also a wide range of demand for models equipped with complex mechanisms, such as chronographs, travel time chronographs, and annual calendars.
This year, 2026, marks the 50th anniversary of the Nautilus. From the release of new models to future market trends, there is no doubt that this will be the hottest model attracting attention from around the world.

⑤【Audemars Piguet】"Royal Oak"

The last watch on our list is Audemars Piguet's iconic Royal Oak.
Of course, the coolness of the perfect design by Gerald Genta is a factor, but when compared to the Nautilus and Aquanaut, which have continued to rise in price in recent years, the sense of affordability (value) as a "luxury sports watch that is still realistically within reach" is also likely one of the reasons for its success.
Another strength of the Royal Oak is its wide range of sizes. When choosing a watch, case size is as important, if not more so, than design. It's easy to find a size that fits your wrist perfectly, even if it's a discontinued model, which is a major attraction.
It was a year in which the brand's wide-ranging lineup was constantly changing, from the classic three-hand model to extra-thin (two-hand) models, chronographs, and complications typical of a prestigious brand, such as tourbillons and perpetual calendars.

summary

Looking back at 2025, we can see that topics such as "discontinued products" and "anniversaries" were major drivers of the market. Demand for specific Rolex and Patek Philippe models was particularly strong.
As mentioned in the article, 2026 marks the 50th anniversary of the Nautilus, a major milestone. We are very excited to see how this will affect the market.

If you are interested in any of the watches, please take this opportunity to register your interest (request for restock).