Chrono24 Data Shows Clear Summer Trends in the Luxury Watch Market

• Diving watches are up 6.2% in the summer – models such as Oris Aquis (+23.9%) and IWC Aquatimer (+18.1%) are particularly popular.
• Colored dials are gaining in popularity (+4.4%), while dress watches are losing slightly (-7.0%).
• Individual references boom particularly strongly in the warm season, e.g. Breitling Superocean Heritage II 42 AB2010121B1S1 (+79.2 %) or Patek Philippe Aquanaut 5167A-001 (+70.2 %).

Karlsruhe, August 28, 2025 – Luxury watches are not classic seasonal items – and yet the details show that summer has its very own style. A recent analysis by Chrono24, the world's leading marketplace for luxury watches, confirms this: Sporty designs, bold colors, and maritime-inspired models are particularly popular in the warmer months.

While demand for most watch types remains stable throughout the year, the share of diving watches increases by a remarkable 6.2 percentage points in summer. Models such as the Oris Aquis (+23.9%) or the IWC Aquatimer (+18.1%) are particularly popular – fitting for a season in which the focus is on trips to the sea, outdoor activities, and a sporty lifestyle.

Colored dials also benefit from the summer (+4.4%). Whether it's a rich blue, fresh green, or more unusual shades – buyers are making bolder and more individual choices at this time. In contrast, dress watches are losing market share slightly (-7.0%), which is in line with the more casual style of dress and the lower number of formal occasions.

Individual model gains are particularly striking: The Breitling Superocean Heritage II 42 AB2010121B1S1 recorded an increase of 79.2% in the summer, followed by the Rolex GMT-Master 16750 (+70.5%) and the Patek Philippe Aquanaut 5167A-001 (+70.2%).

"Even though the watch market only shows moderate seasonality overall, we see clear shifts towards sportier designs and bolder colors in the summer. These subtle nuances tell us a lot about how collectors and buyers use their watches in everyday life and on vacation," says Balazs Ferenczi, Head of Brand Engagement at Chrono24.

Methodology

For the analysis, Chrono24 compared three summer months with three winter months. Changes in purchase shares were evaluated across various dimensions such as colors, materials, brands and models, price segments, case sizes and categories. The figures show relative changes in the proportion of purchases in summer compared to winter.