Effectively, right here we’re, one other lap across the solar. It’s been a busy 12 months, crammed with stellar releases from a few of the greatest watch manufacturers on the planet.
Watches and Wonders noticed some modern novelties launched to market, treating the horological group with updates to iconic collections and new fashions to get the tongues wagging. However which watches and types have actually captured Australia’s creativeness this 12 months? DMARGE as soon as once more partnered solely with worldwide watch market, Chrono24, to uncover the most well-liked watch manufacturers and fashions Australians bought in 2024.
What’s Chrono24?
If you happen to’re new right here, Chrono24 boasts one of many world’s largest choices of classic and pre-owned watches, with greater than half 1,000,000 timepieces listed at any given second. It’s often the second or third tab we open once we get into the DMARGE places of work within the morning, testing worth fluctuations of a few of our favorite luxurious Maisons, hoping to peruse and even spot an early deal.
The secondary market has seen large shifts in recent times, changing into an integral a part of the luxurious watch ecosystem. That is largely due to a powerful demand for the world’s most coveted items – just like the Rolex Daytona or Audemars Piguet Royal Oak – far outstripping provide, pushing increasingly watch lovers to hunt out their favorite fashions elsewhere.
Associated Tales
Let’s be actual: few issues are as satisfying as scrolling endlessly via dream watches, imagining that excellent addition to your assortment. I’m doing it proper now. And in the event you’re like us, you’ve most likely misplaced hours Googling iconic names like Rolex, OMEGA, and Cartier, or eyeing that elusive Audemars Piguet you’ve been quietly obsessing over.
So right here it’s, the Most Bought Watches of 2024, Based on Chrono24. Let’s have a look, lets?
Australia’s High Watch Manufacturers 2024 by Chrono24 (by GMV)
Australia’s High Model Fashions 2024 by Chrono24 (by GMV)
A snapshot of 2023’s Chrono24 knowledge
What we discover fascinating is how a lot the information has modified from one 12 months to the subsequent. Truthfully, we’d count on the manufacturers to remain the identical 12 months after 12 months, however Cartier has been on fireplace, as has IWC, so it’s cool to see the highest 10 change. Clearly no shock Rolex continues to rule the roost.
Rolex proceed its domination of the worldwide watch market
One other 12 months and one other chart-topping place for Swiss luxurious watchmaker Rolex, taking the highest spot because the most-sold watch model on Chrono24 in 2024.
Much like final 12 months, we’re shocked that Rolex Submariner hasn’t jumped into the most well-liked mannequin of the 12 months after Rolex introduced a brand new mannequin at Watches & Wonders. Nevertheless, because the Datejust begins at across the $1000 mark on Chrono24, this standard mannequin represents a neater entry level to proudly owning your first Rolex and retains the #1 spot.
For reference, the Submariner, sitting because the 4th most-sold watch on Chrono24, begins at round $11,000 – an enormous soar in the event you’re simply seeking to buy the badge on the entrance. Whereas the Datejust and Submariner held sturdy as the highest fashions, the Day-Date and Yacht-Grasp dropped out of the highest 10 solely.
The Daytona has at all times been an icon, celebrated for its traditional design, motorsport heritage, and unbeatable standing amongst collectors. Apparently, the Rolex Daytona has jumped from ninth place to the highest 5 in 2024, little doubt owing to the mannequin’s inherent exclusivity at Rolex dealerships.
The model’s announcement of a brand new Daytona assortment was launched to have a good time the mannequin’s sixtieth anniversary, including one other degree of desirability to this standard piece. It’s meant it’s develop into practically not possible to select up a brand new mannequin in a Rolex boutique or on-line, until you’re on the lists, after all. This persisting notion of “exclusivity” has remodeled right into a tangible barrier for many collectors, additional fueling its desirability.
The dominant Swiss luxurious watch model produced an estimated 1.24 million watches in 2023 with gross sales of 10.1 billion Swiss francs ($19 billion AUD).
OMEGA taking part in the bridesmade as soon as once more
Few watch manufacturers can boast a 12 months like OMEGA. The Swiss luxurious watchmakers have seen an enormous enhance in gross sales after a triumphant sporting 12 months which noticed OMEGA adorning probably the most iconic landmarks in France’s capital metropolis for the Paris 2024 Olympic Video games, along with one other marketing campaign on the aspect of the NZ crusing staff who gained the thirty seventh America’s Cup after an epic closing showdown in Barcelona.
To have a good time an Olympic 12 months, OMEGA launched two medals of their very own: the OMEGA Speedmaster Chronoscope in Moonshine gold and metal on metal. It’s no shock to see the OMEGA Speedmaster rounding out the rostrum for 2024 because the third-most-popular watch on Chrono24.
However crucially, the Seamaster has retained its place in second; it’s an unbelievable watch, don’t get me fallacious. However I had a sense 2024 could be the 12 months we noticed the Speedmaster step up and take its place. There are nonetheless a number of James Bond followers within the room, it could appear.
Cartier Tank is so scorching proper now
The French luxurious Maison continues its regular rise in right this moment’s modern market, holding onto the #3 spot amongst manufacturers in 2024.
I’ll at all times be impressed by Cartier’s skill to steadiness heritage and modern attraction, with increasingly Tanks and Santos fashions noticed on the wrists of right this moment’s watch lovers. This 12 months, the Tank made its long-overdue entry into the highest 10 fashions, changing the TAG Heuer Carrera in tenth place.
Audemars Piguet continues with ‘mid’ restricted version releases
Audemars Piguet has been the largest winner of 2024, climbing from eighth to 4th within the model rankings. This leap displays the rising reputation of the Royal Oak, which maintained its place at #7 amongst fashions and this piece’s ongoing hype doesn’t appear to be going wherever quickly. I
t’s a timeless piece that has solely benefitted from restricted editions in recent times and adoption from youthful collectors seeking to soar on the favored model.
Tudor staying regular as The Individuals’s Rolex
The individuals’s Rolex noticed a tidy enhance in 2024, transferring from ninth to sixth place within the model rankings. 2024 felt just like the 12 months that Tudor lastly stepped out of the shadows of its large sister Rolex, partnering with David Beckham’s MLS franchise Inter Miami and adorning the wrists of Daniel Ricciardo and Yuki Tsunoda in F1. Tudor even launched its costliest watch ever at W&W this 12 months.
The model’s skill to supply vintage-inspired designs at an approachable worth level is clearly a profitable technique for the Swiss model, attracting each first-time watch patrons and established collectors hoping to snag a bit of the Tudor glow-up for themselves. Carry on 2025.
TAG Heuer dropping momentum
TAG Heuer slipped from fifth to seventh place within the model rankings, and its flagship Carrera dropped out of the highest 10 fashions solely.
To say we’re shocked is an understatement: the Swiss model is a favorite amongst Australia’s watch collectors and with spectacular releases to the Monaco and Carrera collections this 12 months, we’d have thought that TAG would soar greater within the record.
Patek Philippe hopefully will survive Cubitus
Patek Philippe dropped one spot, from 4th to fifth within the model rankings, and as soon as once more did not have a mannequin within the high 10.
Regardless of its prestigious fame and powerful retail presence in Australia, it’s clear that Patek’s exclusivity and excessive entry worth could also be limiting its broader attraction on Chrono24. That’s to not say that Patek isn’t thriving right here in Australia, with the discharge of the model’s first assortment in 25 years already seeing large curiosity throughout the area.
Breitling a hundred and fortieth 12 months has been one to recollect
Breitling remained steady at eighth place amongst manufacturers in 2024, however it didn’t make any notable features within the mannequin rankings – a stunning consequence given the model’s wealthy heritage and a landmark 12 months celebrating its a hundred and fortieth anniversary.
The Superocean assortment, with its daring colors and versatile dive-watch aesthetic, appeared poised to make waves in 2024, particularly after high-profile endorsements by celebrities like Brad Pitt, however that hasn’t translated within the secondary market. I suppose when a mannequin is simpler to buy immediately, it negates the necessity to look elsewhere.
IWC and Jaeger-LeCoultre break into the highest ten
Each IWC and Jaeger-LeCoultre re-entered the 2024 model rankings at ninth and tenth, respectively, reflecting a resurgence of curiosity in these traditional watchmakers.
Whereas they didn’t safe a spot within the high 10 fashions, their improved standing highlights a gradual restoration in market notion, presumably pushed by renewed curiosity in issues and heritage-inspired designs.
Will probably be fascinating to see what impact Lewis Hamilton’s departure from Mercedes may have on IWC. Personally I don’t assume it can make a distinction. Lewis is a tremendous ambassador however his bizarre method to trend makes his ‘stye’ attraction rather less fascinating.
Please word: The info on this record is for data functions solely. DMARGE doesn’t assist gray market imports in any manner.
