Rolex is still the king of the hill on the pre-owned market—but its fellow watchmakers are catching up. That doesn’t necessarily mean Rolex is close to losing its crown, though. Pre-owned Rolexes also experienced bonkers demand during the pandemic, with prices for its models soaring higher than its competitors. Rolex still sets the tone, but a broader market means more brands share in the demand,” Balazs Ferenczi, head of brand engagement at Chrono24, told Robb Report via email. Overall, it appears shoppers are casting a wider net with their brands, though Rolex still remains at the top.