Which brands will see the biggest market share growth? Luxury watch market trends survey for summer 2025

According to Chrono24's latest analysis, the "sporty x marine" trend is prominent in the summer of 2025. Diver's watches are up 6.2% compared to winter. The colors and tool-like feel that sync up with summer outfits are a real treat for watch fans.

Have you ever had this experience on your wrist in the summer?

As we head into the season of beach, pool, and resort trips, we tend to reach for divers' and sports watches, which are durable and look great with rubber straps. Have you ever noticed how vibrant blue or green dials can add a touch of elegance to your summer outfits?

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Why diver watches are great for summer [+6.2%]

In summer 2025, divers' sales share increased by 6.2% compared to winter. This was driven in particular by Oris Aquis (+23.9%) and IWC Aquatimer (+18.1%). This was due to the combination of summer leisure demand, the practicality of waterproof and durable watches, and the availability of lightweight straps such as rubber and NATO straps.

• In the summer, the comfort benefits of rubber/textile straps are particularly effective.
• The psychological value of being able to use it with confidence during outdoor activities and in water situations is on the rise.
• The highly visible bezel and luminous material make it reliable even in bright sunlight.

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Color dials are gradually increasing [+4.4%], while dresses are weak [-7.0%]

Dials are shifting to "bright" and "light" styles in the summer. Sales share of colored dials increased by 4.4%. In contrast, dress watches saw a slight decline of -7.0%, a result in line with the seasonal trend of more casual attire.

"The market remains stable year-round, but there is a subtle shift towards sportier designs and bolder colors in the summer." - Chrono24 Engagement

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Top growth by model: AB2010121B1S1 leads with +79.2%

The watch that saw the biggest increase in market share over the summer was the Breitling Superocean Heritage II 42 AB2010121B1S1, which increased by 79.2%, followed by the Rolex GMT-Master 16750 at +70.5% and the Patek Philippe Aquanaut 5167A-001 at +70.2%.

These figures and the top 10 rankings are published on Chrono24's official press page, dated August 28, 2025. It's safe to rely on primary information in terms of citation and reproducibility.

Here's where beginners and collectors differ in their purchasing perspectives

First one (beginner)

• Prioritize use: waterproofing, visibility, and maintenance costs. 200m waterproofing and rubber are a good match in the summer.
• Price validity: Understand market inventory and market price range. Also place importance on purchase evidence and guarantees.
• Choosing colors: Blue and green look great in the summer, but you'll be less likely to go wrong if you choose muted colors with the intention of using them in the fall and winter as well.

Second and subsequent (collector)

• Portfolio thinking: Diversification of functions, metal materials, and sizes, including divers, GMT, and dress watches.
• Liquidity: A numerical evaluation of the number of items available and ease of sale. The turnover rate of top models fluctuates depending on the season.
• News intersection: Secondary distribution indexes and tariff news may affect short-term supply and demand.

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Case Sizes and Materials Now: Determining the Practical Range for Summer

Case thickness and weight play a role in summer when it comes to water resistance and comfort. Looking at actual sales, the combination of stainless steel and rubber remains the standard. The market size on Chrono24 (approximately 540,000 items in stock, approximately 9 million unique users per month, approximately 3,000 dealers, and approximately 45,000 individual sellers) also indicates the depth of demand.

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Commit Ginza: Top 3 Sales in Summer 2025

In store data (Summer 2025), Rolex sports icons ranked highly.

If the global market is in the "Summer of Divers," our store is in the "Summer of Rolex Sports." By comparing global trends with actual local demand, we can further refine our purchasing and proposals.

Outlook: Macro and seasonal overlap

• Seasonality continues to be mild. Summer is a subtle boost for sports watches with color dials.
• Secondary distribution is expected to recover as of summer 2025. Index and policy trends may affect short-term supply and demand.
• Chrono24's scale and visibility will enable greater transparency into stock turns and price ranges.

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Summary: How to conquer the summer

• Category: Divers' watches increased by 6.2%, driven by ease of use and seasonality.
• Color: Color dial +4.4%, dress -7.0%. Determine compatibility with your outfit.
• Models: AB2010121B1S1, 16750, 5167A-001 are ranked high. They are evaluated based on three criteria: supply, price, and turnover.
• On-site experience: Commit Ginza is driven by Rolex Sports. Optimizing decision-making by combining store data with external indices.

Purchase appraisal consultation View Rolex inventory

Citation/Reference

• Chrono24 “Data Shows Clear Summer Trends in the Luxury Watch Market” (2025/08/28)
• Chrono24 Press List Page (Check publication dates and headlines)
• Chrono24 Company and market size information (number of exhibitors, visitors, etc.)
• Breitling Superocean Héritage II 42 AB2010121B1S1 (stock example)
• Patek Philippe Aquanaut 5167A-001 (stock example)
• Secondary Distribution Overview (Summer 2025 Update)

FAQ

Related pages

• Rolex GMT-Master II Inventory List
• About consignment sales
• About purchasing
• Purchase and deposit sales application form