Sponsored by Italian Trade Agency
Find Out Which Jewelry and Watch Brands Boast the Highest Resale Value
The RealReal is sharing insights on the brands most in demand on the secondhand market.

New York—Unsurprisingly, as Americans lost jobs or moved during the pandemic last year, they were consigning more goods via companies like The RealReal.
From the first half to second half of 2020, the average monthly volume of new consigners on the luxury resale site rose 28 percent.
Of those, the largest percentage, 35 percent, were in the Gen Z or millennial demographic, according to the company’s annual resale report, which shares insights from the year prior and makes predictions for the current year.
French brands garner consigners the most bang for their buck, the report shows, providing the highest resale value of all items consigned, meaning the closest to the item’s original retail price.
The top fine jewelry brand per resale value in 2020 was Van Cleef & Arpels, which ranked as the second highest brand in terms of resale value across all categories.
The No. 3 brand overall was Louis Vuitton, No. 4 was Hermès, and at No. 5 was Chanel.
While these brands may have fine jewelry, high jewelry and/or watch collections, they boast large handbag and other accessory sales, so their results can’t be attributed to the jewelry and watch categories alone.
However, other jewelry- and watch-specific companies also made The RealReal’s top 10 list.
No. 6 was Rolex, followed by Patek Philippe at No. 7. Cartier, meanwhile, ranked No. 9.
The RealReal noted that Patek Philippe made the largest jump on the list this year, moving up three spots.

As the graphic above illustrates, proven, classic jewelry and watch items that are widely recognizable are in highest demand at the secondhand seller.
Van Cleef & Arpels’ “Alhambra” collection sells for 86 percent of its original retail price on average, and 90 percent of pieces sell within 30 days.
The Cartier “Love” collection sells for 78 percent of its original retail price on average, while the Tiffany & Co. “T” range earns 69 percent of its original retail price.
But contemporary independent brands are also gaining recognition amid the company’s savvy network of consigners and shoppers (53 percent of consigners also shop at The RealReal).
Suzanne Kalan’s average sale price has increased 25 percent year-over-year. Mizuki’s has increased 15 percent year-over-year, and Temple St. Clair’s has increased 12 percent year-over-year.
Foundrae is one of the company’s hottest contemporary fine jewelry brands, the report shows.
One-hundred percent of Foundrae pieces sell within the first 30
The RealReal Director of Fine Jewelry & Watches Patricia Stevens noted: “While timeless collections from marquis brands perpetually hold strong value over time, this year we’re also seeing shoppers gravitate toward fun pieces that spark joy and stand out on-screen in video calls.
“This is driving increased value for bold emerging and costume jewelry brands, as well as significant growth for whimsical pieces from emerging ready-to-wear designers.”
Watches are proving to be particularly investment worthy during the pandemic as well.
From the first half of 2020 to the second half, the average timepiece sale price rose 26 percent.
The RealReal said its best-selling watch brand, Rolex, strengthened its edge over other brands the most in 2020, selling 1.1 times faster than the year before.
Sports models were the most popular, with the “Explorer” resale value increasing 15 percent year-over-year.
The GMT Master II “Batman” sells for an average 170 percent of its original retail price, and the average sale price for diamond Rolex styles rose 44 percent in the second half.

While Rolex retains the crown, several other watch brands are on the rise.
In men’s watches, Franck Muller had the greatest average sale price growth, increasing 63 percent year-over-year.
The Audemars Piguet “Royal Oak” had the greatest resale value growth, increasing 24 percent year-over-year, and Panerai saw the biggest jump in how fast its models sell, selling 1.3 times faster than it did the year before.
For women, the greatest average sale price increase went to Louis Vuitton, which grew 40 percent year-over-year.
The largest resale value growth belonged to the Cartier “Tank” models, which increased 25 percent year-over-year. Patek Philippe, meanwhile, sold 1.5 times faster than the year before.
The RealReal Chief Operating Officer Rati Levesque commented, “The pandemic has had a lasting impact on the resale market. Through the challenges of the past year, many used the extra time at home to slow down, tune out the noise of everyday life and reflect on what matters. Data and insights from our 20 million members show a mindset shift toward investing in, and living by, what we truly value.
“Values-oriented Gen-Z and millennial consignors dominate luxury resale and represent the largest volume of new consignors. Meeting shopper demand for elevated essentials—from investment pieces to the new capsule wardrobe to late-’90s-to-early-’00s vintage—will yield rising returns for sellers. As we enter a new year, the record number of consignors joining the circular economy are a bright spot paving the way to a more sustainable fashion future.”
The Latest

David Prager virtually sat down with Editor-in-Chief Michelle Graff to answer questions about the rollout of Tracr at scale.

Jewelry and objects belonging to Bette Midler, heiress Hélène Irwin Crocker Fagan, and Lady Sylvia Ashley were among the highlights.

When it comes to knowing the identity and quality of your pearls, count on GIA as your independent pearl experts.

The company opted not to raise its fiscal guidance, citing a slowdown in the U.S. market as a key reason.


She has nearly 30 years’ experience in the gem and jewelry industry and a background in nonprofit management.

Senior Editor Brecken Branstrator chooses the pieces she’d most want to see in person.

Advanced technology levels the playing field, helping jewelers give customers what they want.

The actress joins Zendaya and others in a new advertising campaign.

Owner Steve Delzio shares his thoughts on retirement after nearly five decades in the jewelry industry.

“I Fear for This Boy” takes readers through the ups and downs of his business and is available for pre-order now.

“Today’s Wedding Jewelry Consumer” shares data about engagement ring market size, lab-grown and natural diamonds, and more.

Columnist Lilian Raji wants to walk you through the customer journey. But first, she’d like you to answer a few questions.

Several Couture brands have partnered with Platinum Guild International ahead of the jewelry trade show.

The jewelry company is moving into bridal just a month after branching out into the watch world.

The 2008 economic crisis, COVID-19, and sanctions on Russian goods have set the stage for an interesting decade for natural diamond supply.
The Generating Community Impact fundraiser on June 11 will feature Karine Bah Tahé of Blue Level Training.

Kaiser, whose illustrious career spanned decades, died suddenly on Friday.

The family-owned jeweler is relocating its Braintree, Massachusetts, store to a new space.

He will step into the retailer’s newly created role of chief development officer.

GemIntro is meant to give a broad introduction to gems and gemology.

Three industry experts discuss “recycled” gold vs. mined, their challenges and benefits, and how jewelers can navigate the area.

Cartier, Van Cleef & Arpels, and Buccellati put on stellar performances.

The New York jeweler made this incredible, colorful Art Deco bracelet featuring tropical birds in 1927.

From a slowdown in sales growth to rising costs, Fruchtman Marketing outlines its expectations for the second half of the year.

Once a part of Julius Klein Group, the diamond company combines its direct supply and cutting expertise with a keen eye to the future.

One analyst cited rising diamond prices and the sanctions on Alrosa as contributing factors.