The luxury watch market proved stable and highly sought-after in 2025, with a clear focus on iconic models with history, strong recognition value, and long-term value retention. A look at CHRONEXT’s sales figures makes one thing clear: buyers continue to rely on proven classics, sporty icons, and timeless all-rounders. In this review, we present the top 10 best-selling luxury watches of 2025 - based on their percentage share of total sales.
Top Luxury Watches 2025: A Review of the Bestsellers
10th Place: TAG Heuer Formula 1
Sporty, robust, and inspired by motorsport, the TAG Heuer Formula 1 has been one of the most popular entry-level luxury watches for decades. Thanks to durable materials, bold designs, and modern movements - including quartz and Solargraph variants - it appeals to buyers who value dynamism and everyday practicality.
9th Place: TAG Heuer Carrera
The TAG Heuer Carrera stands for sporty elegance and precise chronograph technology. The current “Glassbox” generation combines vintage charm with modern watchmaking and is especially popular among enthusiasts of clean lines and motorsport heritage.
8th Place: Rolex Lady-Datejust
Timeless, elegant, and versatile, the Rolex Lady-Datejust is one of the most sought-after women’s watches worldwide. Its blend of classic design, technical precision, and wide range of variations once again makes it a bestseller in the luxury segment in 2025.
7th Place: Tudor Black Bay
With the Tudor Black Bay, a modern diver’s watch with historic character has established itself among the top-selling models. In-house calibers with a 70-hour power reserve, high robustness, and METAS certification make it particularly attractive to discerning watch enthusiasts.
6th Place: Rolex Oyster Perpetual
Reduced to the essentials yet instantly recognizable, the Rolex Oyster Perpetual represents timeless aesthetics and exceptional reliability. Its versatility and fresh dial colors make it one of the most popular Rolex models of 2025.
5th Place: Rolex GMT-Master II
The Rolex GMT-Master II is the perfect watch for frequent travelers. With its distinctive Cerachrom bezel and multi-time-zone display, it remains one of the most sought-after sports models at CHRONEXT in 2025.
4th Place: Rolex Submariner
Few watches are as iconic as the Rolex Submariner. Since 1953, it has defined the standard for modern dive watches and impresses with its versatility - sporty, elegant, and exceptionally value-stable.
3rd Place: Omega Seamaster
The Omega Seamaster combines maritime heritage with technical innovation. Whether as a professional dive watch or the elegant Aqua Terra, the Seamaster collection remains a fixture on bestseller lists in 2025.
2nd Place: Omega Speedmaster
As the legendary Moonwatch, the Omega Speedmaster enjoys cult status. Its historical significance, timeless design, and precision secure it a top position among the best-selling luxury watches in 2025.
1st Place: Rolex Datejust
Unchallenged at the top is the Rolex Datejust. Since 1945, it has embodied timeless elegance, technical perfection, and outstanding versatility. With an 18% share, it is the best-selling luxury watch at CHRONEXT in 2025.
What Defines the Top Luxury Watches of 2025
The 2025 bestsellers make one thing clear: luxury watches with history, iconic design, and long-term relevance are in highest demand. Whether the Rolex Datejust, Omega Speedmaster, or Tudor Black Bay, these models stand for sustainable luxury, strong value retention, and timeless quality. Choosing one of these timepieces in 2025 means investing not just in a watch, but in a piece of watchmaking history.