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United Kingdom Luxury Watch Market Report Overview
The United Kingdom luxury watch market reached a value of USD 1.39 Billion in 2025, and it’s projected to grow at a CAGR of around 3.20% across 2026-2035. A booming pre-owned segment, fresh investment in British watchmaking, steady demand for mechanical pieces, and a shift toward online buying are all at play. Together, they should lift the market to USD 1.90 Billion by 2035.
Key Market Trends and Insights
- England is expected to record a CAGR of around 5.0% over the forecast period, helped by London’s status as a global luxury hub, strong tourist and collector demand, and the densest base of high-end watch retail.
- Mechanical watches should grow at roughly 4.8% over the forecast period, as buyers keep paying a premium for craftsmanship, heritage, and the lasting resale value of fine automatic timepieces.
- The online channel is likely to register about 8.5% over the forecast period, as brands invest in e-commerce, digital authentication, and pre-owned platforms that make high-end buying easier.
Market Size and Forecast
- Market Size (2025): USD 1.39 Billion
- Projected Market Size (2035): USD 1.90 Billion
- Compound Annual Growth Rate (CAGR) (2026-2035): 3.20%
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| United Kingdom Luxury Watch Market Report Summary | Description | Value |
| Base Year | USD Billion | 2025 |
| Historical Period | USD Billion | 2019-2025 |
| Forecast Period | USD Billion | 2026-2035 |
| Market Size 2025 | USD Billion | 1.39 |
| Market Size 2035 | USD Billion | 1.90 |
| CAGR 2019-2025 | Percentage | XX% |
| CAGR 2026-2035 | Percentage | 3.20% |
| CAGR 2026-2035 - Market by Region | Scotland | 3.7% |
| CAGR 2026-2035 - Market by Region | Northern Ireland | 3.0% |
| CAGR 2026-2035 - Market by Product | Mechanical | 3.6% |
| CAGR 2026-2035 - Market by Distribution Channel | Online | 3.5% |
| Market Share by Country | Wales | 5.7% |
Key Trends and Recent Developments
The United Kingdom luxury watch market is evolving in interesting ways. A booming pre-owned segment, fresh investment in British watchmaking, and a steady shift online are reshaping how people buy high-end watches. Swiss giants like Rolex still set the pace, yet homegrown names and certified resale are changing the picture. For brands and retailers that adapt, demand stays resilient.
In April 2025, the US investor Bill Ackman had become the chairman and the majority owner of Bremont, taking about 63 percent through a long-term trust. The move backed the British watchmaker’s push to scale up domestic production after a fresh injection of capital.
Rolex’s Certified Pre-Owned program had being scaling fast in the UK through 2025, as it was reaching 25 showrooms and a dedicated floor at the new Old Bond Street flagship in London. Rolex-owned Bucherer and Watches of Switzerland were central to the rollout.
Watches of Switzerland are being deepened their certified pre-owned business in the year - 2025, working with brands like Rolex to capture booming secondary demand. Britain’s largest luxury watch seller used flagship London and regional showrooms to court collectors trading up and trading in.
Bremont had received a 59 million dollar investment to expand the large-scale British watchmaking. It was essentially the strengthening of its Henley-on-Thames operations. The funding supported new collections and capacity as the brand aimed to grow output well beyond its roughly 10,000 watches a year.
Pre-Owned Boom - Secondary Market Reshaping Luxury Watches
The pre-owned segment is basically reshaping the United Kingdom luxury watch market. As the secondary sales hit 16.7 billion dollars in 2025, up 36 percent, the Rolex models were leading. Certified programmes from Rolex and Watches of Switzerland are bringing it into trusted retail.
Online Shift - Digital Channels Lifting Market Growth
Online retail is lifting the United Kingdom luxury watch market rapidly as it is growing faster by the day. Brands and retailers are investing in e-commerce, virtual try-ons, and digital authentication, while platforms like Watchfinder make pre-owned buying easier. Younger collectors increasingly research and buy high-end watches online first.
Investment Appeal - Watches Bought As Stores Of Value
Luxury watches are essentially as well as increasingly seen as investments in the UK as the buyers prize rarity, heritage, and resale value, to be specific, in steel sports models from Rolex, Patek Philippe, and Audemars Piguet. This mindset supports steady demand even when luxury spending softens.
British Revival - Bremont Rebuilds Home-Grown Watchmaking
British watchmaking is having a moment in the United Kingdom luxury watch market. Backed by Bill Ackman’s capital, Bremont is expanding home-grown production and leaning into its British identity, aiming to scale toward the size of brands like Breitling.
Flagship Retail - Boutiques Anchor High-End Sales
Flagship retail keeps shaping the United Kingdom luxury watch market. Rolex opened a flagship Old Bond Street boutique in London, while Watches of Switzerland, Harrods, and Selfridges anchor sales. Still, the loss of tax-free shopping remains a headwind for retailers.
United Kingdom Luxury Watch Industry Segmentation
The report of Expert Market Research’s titled "United Kingdom Luxury Watch Market Report and Forecast 2026-2035" offers a detailed analysis of the market based on the following segments:
Market Breakup by Product
- Electronic
- Mechanical
Key Insight: Mechanical watches lead the United Kingdom luxury watch market. Collectors and high-end buyers prize the craftsmanship, heritage, and intricate movements that define automatic and hand-wound pieces from houses like Rolex, Audemars Piguet, and Patek Philippe. Electronic watches, including high-end quartz and luxury smart models, hold a smaller but steady share, valued for precision and everyday convenience. Still, the lasting resale value and prestige of mechanical timepieces keep them firmly in front.
Market Breakup by Distribution Channel
- Online
- Offline
Key Insight: Offline retail still drives the United Kingdom luxury watch market. Boutiques, authorised dealers, and department stores like Harrods and Selfridges offer the personal service, trust, and try-on experience that high-end buyers expect. The online channel, though, is the fast mover. Brands and retailers are investing in e-commerce, digital authentication, and certified pre-owned platforms, which makes researching and buying expensive watches far easier for a younger, digital-first audience.
Market Breakup by Region
- England
- Wales
- Scotland
- Northern Ireland
Key Insight: England is the heart of the United Kingdom luxury watch market, and London does most of the work. The capital draws wealthy residents, tourists, and collectors, and hosts flagship boutiques on streets like Old Bond Street. Scotland adds a solid base, with strong demand in Edinburgh and Glasgow. Wales and Northern Ireland are smaller markets, but rising affluence and a growing online reach are slowly widening the map beyond the south-east of England.
United Kingdom Luxury Watch Market Share
By Product, mechanical watches dominate the market due to craftsmanship, heritage, and strong resale value
Mechanical watches hold the largest share of the United Kingdom luxury watch market. Buyers pay a premium for the artistry, history, and complex movements of automatic and hand-wound pieces, led by Rolex, Audemars Piguet, Patek Philippe, and Breitling. Their strong resale value and collectible appeal keep demand resilient, even when wider luxury spending cools, making mechanical timepieces the clear core of the market.
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Electronic watches, including high-end quartz and luxury smart models, hold the smaller share. They appeal to buyers who want precision, durability, and everyday practicality, with brands like Grand Seiko and parts of the Swatch Group portfolio active here. While growing among younger and tech-minded buyers, the segment stays well behind mechanical pieces, which carry the prestige and investment status that define the UK luxury watch market.
By Distribution Channel, offline retail accounts for the dominant share of the market due to trust and in-store experience
Offline retail commands the dominant share of the United Kingdom luxury watch market. High-end buyers value the personal service, authenticity, and try-on experience offered by boutiques, authorised dealers, and luxury department stores such as Harrods and Selfridges. Flagship locations, including Rolex’s Old Bond Street boutique in London, reinforce brand prestige and remain central to how the most valuable watches are sold.
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Online is the fastest-growing channel in the UK luxury watch market. Brands and retailers are investing in e-commerce, virtual try-ons, and digital authentication, while certified pre-owned platforms like Watchfinder build trust in second-hand buying. Through 2025, the booming secondary market pushed more collectors online to research, compare, and trade, steadily lifting the channel’s overall share of luxury watch sales.
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Purchase the Regional Overview for USD 1099
If you choose to purchase the full report at a later stage, the amount already paid will be adjusted, and you will only need to pay the remaining balance.
Read more about this report - Request a Free Sample
United Kingdom Luxury Watch Market Regional Analysis
England dominates the market due to London’s wealth, tourism, and concentration of flagship boutiques
England leads the United Kingdom luxury watch market by a wide margin, and London is the engine. The capital combines wealthy residents, international tourists, and serious collectors with the country’s densest cluster of flagship boutiques and authorised dealers, from Old Bond Street to Mayfair. Premium retailers like Watches of Switzerland, Harrods, and Selfridges anchor sales and keep demand strong across the region.
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Scotland is the next most significant region for the United Kingdom luxury watch market. Edinburgh and Glasgow support a steady base of affluent buyers and growing watch retail, helped by tourism and a strong financial sector. Wales and Northern Ireland are smaller, but rising affluence and improving online access keep lifting their share of high-end watch demand across the UK.
Competitive Landscape
The United Kingdom luxury watch market is led by Swiss heavyweights but features a varied field. Rolex sets the pace on brand power and resale value, with Audemars Piguet, Patek Philippe, Breitling, and the Swatch Group’s Omega all holding strong positions. LVMH’s watch brands, Richard Mille, Bell & Ross, and Movado add breadth, while British maker Bremont brings a home-grown challenger story to the high end.
Competition runs on heritage, scarcity, and experience. Brands manage supply tightly to protect exclusivity, invest in flagship boutiques, and expand certified pre-owned to capture secondary demand. Retailers such as Watches of Switzerland compete on access to sought-after models and service. Fresh investment, like Bill Ackman’s backing of Bremont, is adding new energy and ambition to the market.
ROLEX SA.
ROLEX SA. was founded in 1905 and is based in Geneva, Switzerland. The world’s most recognised luxury watch brand, it makes over a million timepieces a year, led by icons like the Submariner, Datejust, and Daytona. In the UK, Rolex anchors the market through flagship boutiques, authorised dealers, and its fast-growing Certified Pre-Owned programme, backed by unmatched brand prestige and resale strength.
The Swatch Group Ltd.
The Swatch Group Ltd. was founded in 1983 and is based in Biel, Switzerland. It owns a broad portfolio spanning luxury and accessible brands, including Omega, Longines, Breguet, and Blancpain. In the UK, the group competes across the high end through Omega and its prestige houses, drawing on deep watchmaking expertise, strong retail relationships, and a wide spread of price points.
Bremont Watch Company Limited
Bremont Watch Company Limited was founded in 2002 and is based in Henley-on-Thames, England. The country’s best-known luxury watchmaker, it builds British-made mechanical watches with an aviation and military heritage. After Bill Ackman became majority owner in 2025, Bremont is expanding home-grown production and capacity, aiming to scale up while leaning firmly into its British identity.
Breitling SA
Breitling SA was founded in 1884 and is based in Grenchen, Switzerland. Known for its aviation-inspired chronographs and rugged sports watches, it holds a strong position in the UK premium segment. Breitling competes through bold design, certified movements, and a modern retail approach, including boutiques and a growing focus on sustainability and certified pre-owned timepieces.
Other key players in the market are LVMH Moët Hennessy Louis Vuitton SE, Seiko Watch Corporation, Audemars Piguet, Richard Mille Group, Movado Group Inc., Bell & Ross SARL, and others.
*Please note that this is only a partial list; the complete list of key players is available in the full report. Additionally, the list of key players can be customized to better suit your needs.*
Key Findings from the United Kingdom Luxury Watch Market Report
- Comprehensive quantitative and qualitative analysis of the United Kingdom luxury watch market with historical and forecast data from 2019 to 2035
- Detailed segmentation by product, distribution channel, and region, with insights for each segment
- Competitive landscape profiling key players such as ROLEX SA., The Swatch Group Ltd., Bremont Watch Company Limited, and Breitling SA and their strategies
- Assessment of the booming pre-owned market, certified programmes, online growth, and luxury retail trends in the United Kingdom
- Insights on collector behaviour, investment-led demand, British watchmaking, and the shift toward digital channels
- Strategic recommendations based on market dynamics, regional demand, and competitive developments in the UK luxury watch sector
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*While we strive to always give you current and accurate information, the numbers depicted on the website are indicative and may differ from the actual numbers in the main report. At Expert Market Research, we aim to bring you the latest insights and trends in the market. Using our analyses and forecasts, stakeholders can understand the market dynamics, navigate challenges, and capitalize on opportunities to make data-driven strategic decisions.*
Key Questions Answered in the Report
In 2025, the market reached an approximate value of USD 1.39 Billion.
The market is estimated to grow at a CAGR of 3.20% between 2026 and 2035.
The market is estimated to witness a healthy growth during 2026-2035 to reach around USD 1.90 Billion by 2035.
The market is being driven by the high disposable income and the growing fashion and apparel sector.
The key trends aiding the market expansion include the growth of online distribution channels and the growing demand for luxury items.
The major regions considered in the market are England, Wales, Scotland, and Northern Ireland.
The different distribution channels in the market include online and offline.
The major players in the market are ROLEX SA., The Swatch Group Ltd., Bremont Watch Company Limited, Breitling SA, LVMH Moët Hennessy Louis Vuitton SE, Seiko Watch Corporation, Audemars Piguet, Richard Mille Group, Movado Group Inc., and Bell & Ross SARL, among others.
Report Summary
Explore our key highlights of the report and gain a concise overview of key findings, trends, and actionable insights that will empower your strategic decisions.
| REPORT FEATURES | DETAILS |
| Base Year | 2025 |
| Historical Period | 2019-2025 |
| Forecast Period | 2026-2035 |
| Scope of the Report |
Historical and Forecast Trends, Industry Drivers and Constraints, Historical and Forecast Market Analysis by Segment:
|
| Breakup by Product |
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| Breakup by Distribution Channel |
|
| Breakup by Region |
|
| Market Dynamics |
|
| Competitive Landscape |
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| Companies Covered |
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