Secondary market

The secondary market is the trade in watches after their first retail sale: dealers, marketplaces, auctions, and private sales between collectors.

Prices here are set by supply and demand rather than by the brand, so they can move quickly, sometimes well above retail for scarce models and below it for plentiful ones.

For a dealer, this is the market that sets your exit price. Track completed sales in the channels you actually sell through, since different parts of the secondary market can price the same watch differently.