Vintage Watches Are The Hottest Gifts This Holiday Season

On November 14, the U.S. and Switzerland agreed to reduce tariffs to 15%, matching the rate applied to goods from the European Union. This marks a substantial drop from the 39% announced in August 2025. Since the increase, Swiss watch exports to the U.S. plummeted by 56% in September, according to the Federation of the Swiss Watch Industry, with the U.K. replacing the U.S. as Switzerland’s top watch market.

​Whether the new 15% tariff will have an immediate impact on luxury watch shopping in the U.S. this holiday season remains uncertain. What is certain, however, is that vintage watches have continued to surge in popularity across the American luxury market. This renewed enthusiasm is fueled largely by social media and Gen Z consumers, who are drawn to the timeless allure of the “Old Money” aesthetic, as well as the immediate availability and relative affordability of vintage timepieces.

“We’re seeing high-net-worth collectors and seasoned stylists come to us specifically for vintage pieces. For gifting in particular, vintage women’s watches have become one of the most sought-after choices in the luxury segment, especially among clients between the ages of 30 and 45,” said Vadim Yakubov, CEO of Wrist Aficionado. “For Cartier, the Santos and Baignoire remain favorites, and clients love stacking their vintage timepieces with jewelry — sometimes even mixing metals — to achieve a fashion-forward look for social media..”

“Not every female client wants a traditional ladies’ watch though,” added Julie Yakubov, Founder of Jewels Aficionado. “Unisex styles — especially the Patek Philippe Nautilus — are extremely popular among sophisticated female watch collectors. Our top-selling vintage watch brands are Patek Philippe, Audemars Piguet, Rolex, and Cartier. Female VIPs and stylists who appreciate watchmaking often seek a Patek Philippe Nautilus, a vintage Golden Ellipse, a diamond-bezel Royal Oak, or a classic Rolex Day-Date.”

Victoria Beckham’s 2025 Netflix documentary Victoria Beckham further fueled interest in vintage Patek Philippe, showcasing her collection, including the Nautilus 3800/1, Nautilus 7118/1200R-001, Nautilus 7118/1A-001, Nautilus Joaillerie 7118/1300R-001, and Aquanaut Luce 5072R-001. Watch Instagram video breaking down her pieces.

In recent years, prices for pre-owned models from iconic brands such as Rolex, Patek Philippe, and Audemars Piguet have climbed dramatically. According to WatchChart, average multi-year price increases on the pre-owned market are:

• Rolex: +16.1%
• Audemars Piguet : +53.9%
• Patek Philippe: +57.4%
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In 2025, vintage Cartier emerged as Gen Z’s favorite watch brand, according to multiple media outlets, solidifying its position as the most coveted vintage women’s label in the U.S. luxury market. This enthusiasm reached a peak in August when global searches for “Cartier Santos” surged by 2,000% following Taylor Swift’s engagement photo, which featured a discontinued yellow-gold Cartier Santos Demoiselle set with diamonds. The moment went instantly viral, cementing Cartier as a modern symbol of prestige for a new generation of female collectors. Not sure what to gift this holiday season? Vintage watches are the hit — especially for her.

Founded in 2017, Wrist Aficionado is a premier luxury retailer specializing in watches, fine jewelry, and designer handbags, with flagship boutiques in New York City,  Beverly Hills, and Miami Beach, as well as international warehouses in Hong Kong and Dubai.
Bridging the worlds of digital and in-person luxury retail, Wrist Aficionado evolved from an online platform for collectors into a network of elegant physical boutiques offering curated collections from the world's most prestigious brands.
Its offerings include iconic Swiss watchmakers such as Rolex, Patek Philippe, Audemars Piguet, Richard Mille, and Cartier, alongside exclusive jewelry and Hermès Birkin and Kelly bags for discerning collectors.
With a highly trustworthy reputation for worldwide trust, exceptional service, and uncompromising quality, Wrist Aficionado has become synonymous with sophistication, exclusivity, and timeless elegance.
For more information please visit: www.wristaficionado.com. Instagram: @wristaficionado