Swiss watch exports bounced 9.2% in February. The secondary market index is at a two-year high. Rolex now controls 33% of Swiss watch sales. Patek has posted 12 consecutive months of price gains. The recovery is real — here's why it's different from last time.
Watches and Wonders Geneva 2026 brings 66 brands, 6,000+ retailers, and Audemars Piguet to one week that sets the tone for Q2.
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Swiss watch exports rose 9.2% in February 2026 with U.S. demand up 26.8%. Brand CPO programs are reshaping dealer economics.
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The 2026 watch market remains firm, led by Rolex, Patek Philippe, and Audemars Piguet. But tariffs, weaker demand, and global uncertainty co…
Read article →Our Luxury Watches section covers the brands and market forces that define modern watchmaking — from Rolex pricing and Patek Philippe secondary market performance to Audemars Piguet normalization, tariff impacts, and Watches & Wonders coverage. Data-driven analysis for watch dealers, collectors, and industry professionals.
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