Everyone has their opinion on what the best watch is or which one is the latest trending must-have piece. Although each season and year come with their fair share of must-haves and standout pieces, the real tell-tale sign of a watch’s command over the industry is in the purchasing data.
Taking a closer look at the data, online marketplace Chrono24 is sharing the intel on which pieces were among the best-selling watches of 2025. A mix of classic pieces and modern watches, this list comprises the top 10 watches bought through Chrono24 across the board. Typical brands like Rolex and Omega flood the list, but a few surprise additions also round out the group. This data doesn’t just show which watches are the best-selling, they also tell a story of what consumers are on the lookout for and what we may expect from brands in the coming seasons.
Rolex GMT-Master II 126710BLNR
Also known as the “Batman” or “Batgirl,” this Rolex piece is one of the most sought-after modern sports watches of 2025. Mixing the classic Rolex feel with modern features housed in a blue-and-black Cerachrom bezel and Jubilee bracelet. Although its blue and black color hues mark a bolder aesthetic than other Rolex watches, its simplicity makes it versatile enough to withstand generations and trends.
Omega Speedmaster Professional Moonwatch ref. 310.30.42.50.01.002
On the surface, Omega’s Speedmaster Professional Moonwatch might appear like any Omega piece, but its technical features make it a true standout. Far from the statement and bold pieces on the market, the watch contains features from its predecessors that made a trip to the moon, making it more than worthy from a technical standpoint. Donning a black dial techymeter bezel design, you never need to worry if your watch will match the rest of your wardrobe. With a history in watchmaking that involves space exploration, it’s no surprise that Omega is among the top-selling watches.
Patek Philippe Nautilus ref. 5712/1A-001
Despite being discontinued, the Patek Philippe Nautilus is a rare feat that made its way to this list due to its hard-to-come-by status. A steel sports watch that is undoubtedly included in many watch collectors’ must-have lists, this piece’s design is enough to make anyone invest. Fitted with an asymmetrical dial that houses its moonphase, power reserve indicator, and small seconds with a unique charm that’s hard to replicate in newer timepieces. With resales topping the charts, it’s hard to deny that this old timer is still growing strong.
Tudor Black Bay Fifty-Eight ref. M79030N-0001
Tudor has a long-standing legacy in the watch-making industry, but it was the Black Bay Fifty-Eight that truly put it on the map. Coming in a slim 39mm, this Tudor piece marks a balance between a vintage design and modern features. One of the more affordable pieces in this list, it features truly packing in as much as possible. Its in-house caliber, gilt accents, and high-quality bracelet make it a rare gem that combines detailed watchmaking with an affordable price point. Best geared towards those beginning to build out their watch collections, it’s a watch that never really loses its charm.
Grand Seiko ref. SBGA211 “Snowflake”
One of the trendiest watches in recent seasons, the Grand Seiko “Snowflake” proves that newer timepieces can be modern classics as well. With a textured dial inspired by snowflakes, this Grand Seiko piece is the standout Japanese luxury watch that U.S. buyers can’t get enough of. Complete with the brand’s Spring Drive movement and mechanical-quartz precision, Grand Seiko’s “Snowflake” watch is a poetic piece that entices buyers with its refined style and precision.
Cartier Santos de Cartier ref. WSSA0029
It’s no surprise to see Cartier in a best-selling list, but its renaissance in watches is surely to shock a few. Part of a long line of Santos watches, this modern Santos watch is the piece that current Cartier fans are flocking toward. A favorite among celebrities, the Santos de Cartier watch dons a square case with traditional elements like exposed screws and a Roman numeral dial. Also topping Chrono24’s stainless steel watch lists, it’s a timepiece that has managed to capture the attention of both classic collectors and first-time buyers.
Vacheron Constantin Overseas ref. 4500V/110A-B128
Vacheron Constantin has been on a steady rise thanks to its Overseas series. Giving the sports watch a more refined look, the ref. 4500V/110A-B128 is the sports watch that luxury watch collectors have been waiting for. Featuring a deep sunburst blue dial and integrated steel bracelet, this watch’s design is sleek and apt for any look. However, under its decadent design, the watch holds the in-house Caliber 5100, which is visible through the sapphire caseback. The Overseas watch isn’t your typical trend-watch, but it’s rather a rare watch that doesn’t fit any category.
IWC Pilot Chronograph Le Petit Prince ref. IW377714
While many watches on this list come from legacy brands that have been in the watch industry for generations, IWC is making it look easy. A relatively younger design, the IWX Pilot Chronograph Le Petit Prince is a watch made for the storybooks. Inspired by the book of the same name, the watch dons a bright blue dial that captures attention. The large Arabic numerals offer legibility, while tactile pushers provide utility. A practical watch to its core, its easy use has allowed it to rise through the ranks of the top-selling watches.
TAG Heuer Monaco Calibre 11 ref. CAW211P.FC6356
When it comes to watches, it’s impossible to deny the legacy and importance of TAG Heuer. The Monaco timepiece takes this legacy, and it turns it into a must-have for collectors. Between its left-hand crown, square case, and its influence from Steve McQueen, the TAG Heuer Monaco is a rare gem that’s unlike anything else from the brand and others. Equipped with the automatic Calibre 11 is eerily similar to its 1969 movement design, making it very authentic to the brand’s ethos. Just as with other heritage brands, buyers aren’t just purchasing this watch for its design but for what the brand stands for.
Audemars Piguet Royal Oak ref. 15400ST.OO.1220ST.01
Ending the list is one of the most recognizable pieces of the group. Despite being discontinued as well, this Audemars Piguet Royal Oak watch entices watch lovers who love a bigger dial with its 41mm case. The Grande Tapisserie dial, integrated bracelet, and slim profile make it one of the more sleek modern pieces available on the secondhand market. Boasting a stellar design and technical features, it’s a balanced watch that has rightly earned its spot among the top sellers.
