- Chrono24 reveals the most popular watches and models sold in Australia in 2024.
- Rolex, OMEGA and Cartier keep their positions.
- The Rolex Yacht-Master falls out the top 10.
Well, here we are, another lap around the sun. It’s been a busy year, filled with stellar releases from some of the biggest watch brands in the world.
Watches and Wonders saw some innovative novelties released to market, treating the horological community with updates to iconic collections and new models to get the tongues wagging. But which watches and brands have truly captured Australia’s imagination this year? DMARGE once again partnered exclusively with international watch marketplace, Chrono24, to uncover the most popular watch brands and models Australians purchased in 2024.
What is Chrono24?
If you’re new here, Chrono24 boasts one of the world’s largest selections of vintage and pre-owned watches, with more than half a million timepieces listed at any given moment. It’s usually the second or third tab we open when we get into the DMARGE offices in the morning, checking out price fluctuations of some of our favourite luxury Maisons, hoping to peruse or even spot an early deal.
The secondary market has seen huge shifts in recent years, becoming an integral part of the luxury watch ecosystem. This is largely thanks to an impressive demand for the world’s most coveted pieces – like the Rolex Daytona or Audemars Piguet Royal Oak – far outstripping supply, pushing more and more watch enthusiasts to seek out their favourite models elsewhere.
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Let’s be real: few things are as satisfying as scrolling endlessly through dream watches, imagining that perfect addition to your collection. I’m doing it right now. And if you’re like us, you’ve probably lost hours Googling iconic names like Rolex, OMEGA, and Cartier, or eyeing that elusive Audemars Piguet you’ve been quietly obsessing over.
So here it is, the Most Sold Watches of 2024, According to Chrono24. Let’s take a look, shall we?
Australia’s Top Watch Brands 2024 by Chrono24 (by GMV)
| Rank | Up/Down |
|---|---|
| 1. Rolex | = |
| 2. OMEGA | = |
| 3. Cartier | = |
| 4. Audemars Piguet | + 4 |
| 5. Patek Philippe | – 1 |
| 6. Tudor | + 3 |
| 7. TAG Heuer | – 2 |
| 8. Breitling | – 1 |
| 9. IWC | New |
| 10. Jaeger-LeCoultre | New |
Australia’s Top Brand Models 2024 by Chrono24 (by GMV)
| Rank | Up/Down |
|---|---|
| 1. Rolex Datejust | = |
| 2. OMEGA Seamaster | = |
| 3. OMEGA Speedmaster | = |
| 4. Rolex Submariner | = |
| 5. Rolex Daytona | +4 |
| 6. Audemars Piguet Royal Oak | + 1 |
| 7. Rolex GMT-Master II | – 1 |
| 8. Tudor Black Bay | New |
| 9. Rolex Oyster Perpetual | New |
| 10. Cartier Tank | New |
A snapshot of 2023’s Chrono24 data
What we find interesting is how much the data has changed from one year to the next. Honestly, we would expect the brands to stay the same year after year, but Cartier has been on fire, as has IWC, so it’s cool to see the top 10 change. Obviously no surprise Rolex continues to rule the roost.
| Australia’s Top Watch Brands 2023 by Chrono24 (by GMV) |
| 1. Rolex |
| 2. Omega |
| 3. Cartier |
| 4. Patek Philippe |
| 5. TAG Heuer |
| 6. Seiko |
| 7. Breitling |
| 8. Audemars Piguet |
| 9. Tudor |
| 10. Grand Seiko |
| Australia’s Top Brand Models 2023 by Chrono24 (by GMV) |
| 1. Rolex Datejust |
| 2. Omega Seamaster |
| 3. Omega Speedmaster |
| 4. Rolex Submariner |
| 5. Rolex Day-Date |
| 6. Rolex GMT-Master II |
| 7. Audemars Piguet Royal Oak |
| 8. Rolex Yacht-Master |
| 9. Rolex Daytona |
| 10. TAG Heuer Carrera |
Rolex continue its domination of the global watch market
Another year and another chart-topping position for Swiss luxury watchmaker Rolex, taking the top spot as the most-sold watch brand on Chrono24 in 2024.
Similar to last year, we’re surprised that Rolex Submariner hasn’t jumped into the most popular model of the year after Rolex announced a new model at Watches & Wonders. However, as the Datejust starts at around the $1000 mark on Chrono24, this popular model represents an easier entry point to owning your first Rolex and retains the #1 spot.
For reference, the Submariner, sitting as the 4th most-sold watch on Chrono24, starts at around $11,000 – a huge jump if you’re just looking to purchase the badge on the front. While the Datejust and Submariner held strong as the top models, the Day-Date and Yacht-Master dropped out of the top 10 entirely.
The Daytona has always been an icon, celebrated for its classic design, motorsport heritage, and unbeatable status among collectors. Interestingly, the Rolex Daytona has jumped from 9th position to the top 5 in 2024, no doubt owing to the model’s inherent exclusivity at Rolex dealerships.
The brand’s announcement of a new Daytona collection was introduced to celebrate the model’s 60th anniversary, adding another level of desirability to this popular piece. It’s meant it’s become nearly impossible to pick up a new model in a Rolex boutique or online, unless you’re on the lists, of course. This persisting notion of “exclusivity” has transformed into a tangible barrier for most collectors, further fueling its desirability.
The dominant Swiss luxury watch brand produced an estimated 1.24 million watches in 2023 with sales of 10.1 billion Swiss francs ($19 billion AUD).
OMEGA playing the bridesmade once again
Few watch brands can boast a year like OMEGA. The Swiss luxury watchmakers have seen a huge boost in sales after a triumphant sporting year which saw OMEGA adorning the most iconic landmarks in France’s capital city for the Paris 2024 Olympic Games, in addition to another campaign on the side of the NZ sailing team who won the 37th America’s Cup after an epic final showdown in Barcelona.
To celebrate an Olympic year, OMEGA released two medals of their own: the OMEGA Speedmaster Chronoscope in Moonshine gold and steel on steel. It’s no surprise to see the OMEGA Speedmaster rounding out the podium for 2024 as the third-most-popular watch on Chrono24.
But crucially, the Seamaster has retained its place in second; it’s an incredible watch, don’t get me wrong. But I had a feeling 2024 would be the year we saw the Speedmaster step up and take its place. There are still a lot of James Bond fans in the room, it would seem.
Cartier Tank is so hot right now
The French luxury Maison continues its steady rise in today’s contemporary market, holding onto the #3 spot among brands in 2024.
I’ll always be impressed by Cartier’s ability to balance heritage and contemporary appeal, with more and more Tanks and Santos models spotted on the wrists of today’s watch enthusiasts. This year, the Tank made its long-overdue entry into the top 10 models, replacing the TAG Heuer Carrera in 10th position.
Audemars Piguet continues with ‘mid’ limited edition releases
Audemars Piguet has been the biggest winner of 2024, climbing from 8th to 4th in the brand rankings. This leap reflects the rising popularity of the Royal Oak, which maintained its position at #7 among models and this piece’s ongoing hype doesn’t seem to be going anywhere soon. I
t’s a timeless piece that has only benefitted from limited editions in recent years and adoption from younger collectors looking to jump on the popular brand.
Tudor staying steady as The People’s Rolex
The people’s Rolex saw a tidy boost in 2024, moving from 9th to 6th place in the brand rankings. 2024 felt like the year that Tudor finally stepped out of the shadows of its big sister Rolex, partnering with David Beckham’s MLS franchise Inter Miami and adorning the wrists of Daniel Ricciardo and Yuki Tsunoda in F1. Tudor even released its most expensive watch ever at W&W this year.
The brand’s ability to offer vintage-inspired designs at an approachable price point is clearly a winning strategy for the Swiss brand, attracting both first-time watch buyers and established collectors hoping to snag a piece of the Tudor glow-up for themselves. Bring on 2025.
TAG Heuer losing momentum
TAG Heuer slipped from 5th to 7th place in the brand rankings, and its flagship Carrera dropped out of the top 10 models entirely.
To say we’re surprised is an understatement: the Swiss brand is a favourite among Australia’s watch collectors and with impressive releases to the Monaco and Carrera collections this year, we would have thought that TAG would jump higher in the list.
Patek Philippe hopefully will survive Cubitus
Patek Philippe dropped one spot, from 4th to 5th in the brand rankings, and once again failed to have a model in the top 10.
Despite its prestigious reputation and strong retail presence in Australia, it’s clear that Patek’s exclusivity and high entry price may be limiting its broader appeal on Chrono24. That’s not to say that Patek isn’t thriving here in Australia, with the release of the brand’s first collection in 25 years already seeing huge interest across the region.
Breitling 140th year has been one to remember
Breitling remained stable at 8th place among brands in 2024, but it didn’t make any notable gains in the model rankings – a surprising outcome given the brand’s rich heritage and a landmark year celebrating its 140th anniversary.
The Superocean collection, with its bold colours and versatile dive-watch aesthetic, seemed poised to make waves in 2024, especially after high-profile endorsements by celebrities like Brad Pitt, but that hasn’t translated in the secondary market. I suppose when a model is easier to purchase directly, it negates the need to look elsewhere.
IWC and Jaeger-LeCoultre break into the top ten
Both IWC and Jaeger-LeCoultre re-entered the 2024 brand rankings at 9th and 10th, respectively, reflecting a resurgence of interest in these classic watchmakers.
While they didn’t secure a place in the top 10 models, their improved standing highlights a steady recovery in market perception, possibly driven by renewed interest in complications and heritage-inspired designs.
It will be interesting to see what effect Lewis Hamilton’s departure from Mercedes will have on IWC. Personally I don’t think it will make a difference. Lewis is an amazing ambassador but his weird approach to fashion makes his ‘stye’ appeal a little less desirable.
Please note: The data in this list is for information purposes only. DMARGE does not support grey market imports in any way.
