Luxury Watch Marketplace Chrono24 Strengthens US Growth with Strategic Partnership with the International Watch & Jewelry Guild

• Chrono24 has become the exclusive online marketplace sponsor to the International Watch & Jewelry Guild (IWJG), the premier US trade organization for watch and jewelry dealers
• US buyers and collectors gain access to an even broader selection of luxury watches on Chrono24’s trusted online marketplace, including timepieces offered by professional dealers within the IWJG network
• The partnership deepens Chrono24’s US presence and supports long‑term, community‑focused growth in the American market

Karlsruhe, Germany (Dec 17, 2025) – Chrono24, the world’s leading marketplace for luxury watches, has entered a new strategic long‑term partnership with the International Watch & Jewelry Guild (IWJG), the premier US trade organization for watch and jewelry dealers. Chrono24 has become the exclusive online marketplace sponsor of IWJG for the purchase and sale of luxury watches.

In connection with this partnership, Chrono24 is also sharing fresh insights into the strong momentum of its US business and the evolving preferences of American watch buyers.

Strong US Momentum and Shift to Trusted Secondary Platforms

The United States has become Chrono24’s largest market by total sales and ranks among the company’s fastest‑growing markets worldwide. US sales on Chrono24 have recorded strong year‑over‑year growth, underlining robust demand for luxury watches on the secondary market across multiple key states.

At the same time, recent price increases in the primary retail market – including the effects of tariffs – are encouraging even more consumers to turn to trusted secondary market platforms when purchasing high‑end timepieces.

Partnership Focused on Access, Security and Community

The new partnership brings together the global reach and trusted environment of Chrono24’s digital marketplace with IWJG’s established network of professional dealers and collectors across the United States. By aligning these two communities, the collaboration is designed to better connect and elevate the online and in‑person buying experiences for luxury timepieces.

IWJG members gain enhanced visibility and access to a large, global audience of qualified buyers via Chrono24’s trusted marketplace, supported by secure payment processing and established buyer protection measures. In turn, US buyers and collectors gain access to a broader selection of luxury watches on Chrono24, including timepieces offered by professional dealers within the IWJG network, trading in a transparent and secure environment.

Joseph Nelson, Executive Director of the International Watch & Jewelry Guild (IWJG): “For more than four decades, IWJG trade shows have been a trusted meeting place for professional dealers and serious collectors. By partnering with Chrono24, we bring that spirit into the online space: our members gain greater visibility and direct access to a global universe of watch buyers, while Chrono24’s community benefits from more high-quality inventory from IWJG dealers. Chrono24 offers the strongest platform for watch consumers worldwide, as well as for IWJG dealers. We are excited about this partnership and the value it will create for our members and the wider watch community.”

José Gaztelu, Chief Growth Officer at Chrono24: “This partnership is a significant step in strengthening our presence in the US. By uniting IWJG’s respected dealer community with Chrono24’s global online marketplace, we make it easier for buyers and sellers to connect directly, discover exceptional timepieces, and trade in a secure environment. At the core, we share the same passion for high‑end watches and a deep commitment to trust – that’s what makes this partnership a natural and powerful alliance.”

Gen Z as a Key Driver of US Demand

Chrono24’s latest US data shows that younger buyers are playing an increasingly important role in the American luxury watch market. Buyers under 30 accounted for 14% of US sales in 2025, up from 11% in 2024 – the highest share of under‑30 buyers among Chrono24’s top 10 markets worldwide. This underscores younger customers as a key growth driver, a shift mirrored in highly active watch communities on social media platforms.

Brands, Collections and Trends Shaping the US Market

Chrono24’s data also highlights several brands and collections that are gaining particular traction in the United States. Brands with notable year‑over‑year market share gains include Longines (+34%), Tudor (+17%), Seiko (+17%), Breguet (+14%) and TAG Heuer (+8%). Collections with especially strong growth include Breguet Classique (+81%), Longines Spirit (+72%), TAG Heuer Aquaracer (+32%), Seiko Prospex (+24%) and Tudor Black Bay (+22%).

Beyond specific brands and lines, several style and material trends are shaping US demand: dress watches continue to rise in popularity, with interest up 4% year over year. Green remains the most in‑demand dial color in the US, with popularity up 11% year over year. Titanium is gaining further traction, with popularity up 3% year over year. Among complications, day‑date models (+11%) and moon phase timepieces (+10%) are among the top‑trending features.

Unless otherwise stated, all data in this release is based on Chrono24 transaction data for the period January 1, 2025 through November 30, 2025, compared with the same period in 2024.

About IWJG

With over 8,900 members from 77 countries, the International Watch & Jewelry Guild (IWJG) is the world’s most active central exchange for acquiring, buying, selling, and trading fine watches; vintage, collectable timepieces; estate jewelry; and important diamonds. The IWJG was founded in 1988 by Burley Bullock, creator of one of the most successful watch buying programs in America. Today’s trade shows are coordinated by Olga Cortez Bullock and Christina LeDoux. IWJG members enjoy a wide range of benefits, as well as invitations to 10 to 12 trade shows per year.