Best Resources for Watch Auctions and Resale: Where to Buy and Sell Timepieces

The world of watch collecting isn’t just about passion—it’s also about movement in the secondary market. Whether you’re chasing a vintage Rolex Submariner, looking to part with a limited-edition Omega, or simply curious about the going rate of a Patek Philippe, auctions and resale platforms play a pivotal role in the horology ecosystem. But with so many options, how do you know where to buy or sell your watch with confidence? We explore the best resources for watch auctions and resale, from traditional auction houses to modern digital marketplaces.

Why the Secondary Market Matters

Unlike many consumer products, watches often retain or even increase in value. Limited production, heritage models, and brand prestige all contribute to the dynamic resale environment. For collectors, auctions and resale platforms provide a chance to:

• Acquire rare, discontinued, or vintage pieces.
• Gauge the true market value of a watch.
• Liquidate assets while maximising returns.

The growing interest in luxury timepieces has elevated the importance of knowing where to trade—and trust—your wristwear.

Traditional Auction Houses: Prestige and Provenance

When it comes to watch auctions, few names carry as much weight as Christie’s, Sotheby’s, and Phillips. These houses have long histories of handling world-record-setting sales.

• Christie’s: Known for carefully curated sales, Christie’s has brought the hammer down on some of the most iconic Patek Philippe and Rolex models ever sold. The global reach of their auctions ensures competitive bidding and strong results.
• Sotheby’s: With specialized watch departments, Sotheby’s blends prestige with digital accessibility. Their online sales have become increasingly popular, appealing to both seasoned collectors and newcomers.
• Phillips in Association with Bacs & Russo: Perhaps the most respected name in watch auctions today, Phillips consistently achieves staggering results. Their focus on quality and curation has earned them the trust of the global collector community.

Traditional houses are ideal for high-value pieces, where provenance and authenticity must be beyond question. The downside? Seller’s commissions and buyer’s premiums can be steep, sometimes eating into 20–25% of the final price.

Specialised Online Watch Auction Platforms

The digital era has brought watch auctions into the hands of a global audience. Platforms dedicated exclusively to watches have carved a niche:

• WatchCollecting.com: A rising star, this UK-based platform specialises in luxury watches with a streamlined auction process. Low fees and transparent listings have helped it gain credibility quickly.
• Antiquorum: With decades of experience, Antiquorum operates globally and focuses on horological treasures. Their catalogs often feature historically significant pieces that appeal to niche collectors.
• Bonhams: Known for both physical and online auctions, Bonhams regularly features important vintage and modern watches with competitive starting estimates.

These platforms offer access to a wide range of price points while maintaining a strong focus on transparency and expertise.

Resale Marketplaces: Speed and Accessibility

Not every watch needs a grand auction. Sometimes sellers prioritize convenience and speed. This is where online resale platforms dominate.

• Chrono24: The world’s largest watch marketplace, with over 500,000 listings at any given time. Buyers and sellers benefit from escrow protection, authenticity guarantees, and global reach. However, fees can be significant for sellers.
• WatchBox: Specializing in pre-owned luxury watches, WatchBox combines e-commerce with in-house expertise. Sellers can receive immediate buyouts or consign pieces for maximum value.
• Bob’s Watches: One of the most trusted names in the U.S. for buying and selling Rolex watches. Their transparent “buy and sell” price listings have become an industry benchmark.
• eBay (Authenticity Guaranteed): Once avoided by serious collectors, eBay has made major strides with its authentication program. High-volume inventory and competitive prices make it worth considering, though due diligence is key.

Brick-and-Mortar Resellers and Boutiques

Beyond online marketplaces, luxury pre-owned boutiques remain essential. Shops like Watches of Switzerland, Tourneau Bucherer Certified Pre-Owned, and independent specialists give collectors the chance to see, feel, and try on a watch before committing. Local shops also provide faster liquidity for sellers who prefer face-to-face deals.

Tips for Navigating Watch Auctions and Resale

Buying and selling watches is as much about knowledge as it is about platforms. Here are a few strategies:

1. Do Your Homework: Research recent auction results and resale prices on Chrono24 or WatchCharts to understand fair value.
2. Authenticate Everything: Never buy without verifying authenticity—preferably through platforms offering guarantees.
3. Factor in Fees: Auctions and marketplaces charge commissions, premiums, or listing fees. Build these into your budget.
4. Timing Is Everything: Market trends shift. A hot watch today may cool tomorrow. Monitor demand before selling.
5. Condition Matters: Original dials, unpolished cases, and complete sets (box and papers) fetch significantly higher prices.

The Future of Watch Auctions and Resale

The secondary market continues to expand, fuelled by growing demand from younger collectors and global digital access. Expect hybrid models—traditional auction houses increasing online sales, and digital platforms hosting exclusive live events. Blockchain technology and digital certificates of authenticity may also shape how watches are traded in the near future.

Final Thoughts

From the hallowed halls of Christie’s to the digital storefronts of Chrono24, the watch auction and resale market is more accessible than ever. Whether you’re looking to acquire a grail piece, flip a modern sports watch, or simply understand the dynamics of watch value, choosing the right platform is essential.

Ultimately, the best resource depends on your goals: auction houses for prestige and record results, online platforms for reach and liquidity, and boutiques for hands-on assurance. One thing is certain—the market for watches isn’t slowing down anytime soon, and for collectors, that means opportunity ticks louder than ever.

Comparison of Watch Auction & Resale Platforms