The Luxury Watch Market: Unveiling the Drivers of Premium Pricing
Author
De Stefani, Leonardo
Term
4. Semester
Publication year
2024
Abstract
Dette speciale undersøger, hvorfor nogle luksusure opnår sekundærmarkedspriser, der ligger over den oprindelige detailpris. Baggrunden er de seneste års usædvanlige markedsdynamik med stærk efterspørgsel, begrænset udbud og lange ventelister—med et toppunkt i april 2022 efterfulgt af en gradvis korrektion. Specialet kortlægger de dominerende aktører i branchen og sætter ure ind i en bredere forståelse af luksusvarer og sammenlignelige fænomener i bil- og modeindustrien. Med udgangspunkt i et konceptuelt rammeværk for præmieprissætning anvendes en mixed-methods tilgang: kvantitative analyser af liste- og prisdata for at identificere mønstre blandt ure, der handles over retail, suppleret med kvalitative indsigter fra en spørgeskemaundersøgelse blandt samlere og et interview med en forhandler på sekundærmarkedet. De planlagte analyser omfatter deskriptiv statistik, pris-, brand- og modelanalyser samt korrelations- og regressionsmodeller, kombineret med tematiske fund fra de kvalitative data. Uddraget indeholder ikke endelige resultater, men studiet sigter mod at afklare, hvordan markedsstruktur, knaphed og forbrugerpræferencer former videresalgspræmier, med praktisk relevans for samlere, investorer og brancheaktører og som afsæt for videre forskning.
This thesis examines why some luxury watches command secondary-market prices above their original retail prices. It is motivated by recent market dynamics marked by surging demand, limited supply, and long waiting lists—peaking in April 2022 and followed by a gradual correction. The study maps the industry’s main players and positions watches within the broader literature on luxury goods and comparable cases in automotive and fashion. Building a conceptual framework for premium pricing, it applies a mixed-methods design: quantitative analyses of listing and price data to detect patterns among watches trading over retail, complemented by qualitative evidence from a survey of collectors and an interview with a secondary-market dealer. Planned analyses include descriptive statistics, price, brand and model profiling, and correlation and regression models, combined with thematic insights from the primary research. While the excerpt does not report final results, the study aims to clarify how market structure, scarcity, and consumer preferences shape resale premiums, offering practical guidance for collectors and investors and a foundation for future research and industry practice.
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