Patek, Rolex and AP pull away on the resale board
Morgan Stanley's second-quarter read puts value retention at 15.4% above retail for Patek Philippe, 9.8% for Rolex and 3.0% for Audemars Piguet, while every other tracked brand sits below list, Cartier at −27.4% and Omega at −32.3%.
By The Watches Desk
What changed
The secondary market recovered in the second quarter, and it recovered unevenly. Morgan Stanley's latest read, built on WatchCharts data snapshotted June 29, puts value retention, the gap between retail and resale, at 15.4% above list for Patek Philippe, 9.8% for Rolex and 3.0% for Audemars Piguet.
What it means
- Value retention is a popularity contest with a price attached, and the big three keep winning it by making less than the market wants. For anyone buying to hold, the lesson is unromantic: the badge and the reference matter more than the movement, and the resale board has been saying so for three straight quarters.
Key figures
| Patek Philippe | +15.4% |
|---|---|
| Rolex | +9.8% |
| Audemars Piguet | +3.0% |
| Cartier | −27.4% |
Source: value retention, Q2
Three names, everyone else
Every other brand the bank tracks trades below retail, with Cartier at −27.4%, Omega at −32.3% and IWC at −37.9%.
The gap is widening, not closing. Patek's retention improved by more than ten points year on year and Rolex's by seven, so the recovery that lifted the market as a whole lifted the top three fastest.
The bank's own verdict was cool on everyone else: gains for the listed players remain modest, and the numbers still suggest limited pricing power outside the big three in the coming quarters.
Above retail, below retail · the resale board
Source: value retention, Q2
The gap is widening
Underneath the brand averages, the models tell a sharper story. Patek's Aquanaut trades about 90% above retail and the Nautilus 74% above, while the dressier Calatrava sits 34% below. Rolex's Oyster Perpetual runs 35% over list and the Sea-Dweller 21% under.
The premium is not to a maker so much as to a specific steel sports reference the waiting list never satisfied.
| Figure | |
|---|---|
| Patek Philippe | +15.4% |
| Rolex | +9.8% |
| Audemars Piguet | +3.0% |
| Cartier | −27.4% |
| Omega | −32.3% |
Value retention vs. retail, Q2 2026 (Morgan Stanley × WatchCharts). Bars show size, not sign. Three names hold the line. Carat Capital graphics desk.
A barbell for buyers
For retailers and collectors the signal is a barbell. The pieces that hold or gain are a narrow band of hyped sports models from three houses; almost everything else, including some very good watchmaking, is a depreciating asset the moment it leaves the boutique.
A recovery that concentrates this hard is really a flight to the same handful of names buyers already trusted.
The story so far
Go deeper
Method
Value retention vs. retail, Q2 2026 (Morgan Stanley × WatchCharts). Bars show size, not sign.