Market Price Confirmation Before Selling Branded Watches Becomes Standard. 86% of Sellers Check Prices in Advance
A survey conducted by JUNIOR Co., Ltd., which operates the luxury brand watch buying service "OURO," revealed that 86% of men who have sold branded watches check the market price beforehand. The survey also found that while multiple channels are used for information gathering, "actual transaction prices" are considered the most helpful, indicating a strong user demand for concrete and convincing pricing information.
📋 Article Processing Timeline
- 📰 Published: April 14, 2026 at 20:00
- 🔍 Collected: April 14, 2026 at 11:31
- 🤖 AI Analyzed: April 14, 2026 at 17:33 (6h 2m after Collected)
JUNIOR Co., Ltd. (Headquarters: Shibuya-ku, Tokyo; Representative Director: Yuichiro Kanai), which operates the luxury brand watch buying service "OURO," conducted a survey on "Information Gathering When Selling Branded Watches" targeting 200 men in their 20s to 60s who have experience selling branded watches.
This survey aims to clarify the latest trends in how much users research market prices before selling, what methods they use for information gathering, and what they refer to when making decisions.
Survey Summary
86% of people researched the market price before selling their branded watch. Of these, 65% answered "researched" and 21% answered "researched a little."
The most common method for researching market prices was "buying service websites" at 75%. This was followed by "bulk appraisal" at 50%, "flea market prices" at 48.84%, and "auction results" at 44.77%.
"Actual transaction prices" were the most frequently cited as particularly helpful market information at 58.72%. "Purchase enhancement lists" followed at 23.84%, and "reviews" at 11.05%.
Detailed Survey Results
1) First check before selling? 86% "researched" market prices.
When asked if they researched the market price before selling a branded watch, 65% answered "researched" and 21% answered "researched a little," totaling 86% of respondents who confirmed the market price in advance.
On the other hand, only 14% answered "did not research," revealing that many users gather some information before selling.
Since branded watches are high-value items, users have a strong desire to assess the reasonableness of the price, and it can be inferred that checking market prices in advance has become a standard practice to gain satisfaction during the sale.
For buying services, presenting market trends and pricing philosophies in an easy-to-understand manner, even before inquiries or appraisals, is believed to lead to building trust with users.
2) "Buying service websites" are the most common method for market research at 75%; bulk appraisals and flea market prices also rank high.
The most common method for researching branded watch market prices was "buying service websites" at 75%.
This was followed by "bulk appraisal" at 50%, "flea market prices" at 48.84%, and "auction results" at 44.77%.
Furthermore, "YouTube" at 26.74% and "SNS" at 26.16% also accounted for a certain number, indicating that market information gathering has expanded beyond official and comparison-based information to include user-generated posts and video content.
From these results, it can be inferred that users grasp price trends by traversing multiple channels, not just a single source of information.
When considering a sale, it is highly likely that users are not only checking "if it can be sold at a high price" but also "if that price is reasonable as a market price" and "how it compares to other companies." Therefore, businesses are required to design information that is easily discoverable through search, as well as provide highly transparent information that can withstand comparison and consideration.
3) Should you look at "actual prices"? "Actual transaction prices" are the most helpful information.
When asked what market information was particularly helpful, "actual transaction prices" was the most common answer at 58.72%.
This was followed by "purchase enhancement lists" at 23.84%, "reviews" at 11.05%, "video explanations" at 4.65%, and "staff explanations" at 1.74%.
While multiple channels are used for research, the information ultimately deemed "particularly helpful" tends to be that which clearly shows actual price trends.
Given that "actual transaction prices" accounted for the majority, it is believed that users prioritize concrete information that shows what price transactions are actually occurring at, rather than abstract appeals for high-price purchases.
In the future, by explaining not only the market price itself but also the background of the price, the basis of the appraisal, and differences by model and condition, it may lead to a higher level of satisfaction.
This survey found that 86% of branded watch sellers confirm the market price before selling.
Furthermore, while information gathering has expanded to multiple channels, primarily "buying service websites," the most referenced information is "actual transaction prices," indicating that users value concrete and convincing pricing information.
Precisely because they are high-value items, buying businesses are required to design information that is easily discoverable at the time of search, as well as provide highly transparent information that clearly shows actual transaction prices and the basis of appraisals.
Survey Overview
Survey Name: Information Gathering When Selling Branded Watches
Survey Period: March 10, 2026 – March 11, 2026
Survey Method: Internet survey
Survey Target: Men in their 20s to 60s with experience selling branded watches
Valid Responses: 200 people
Implementing Body: JUNIOR Co., Ltd.
Contact Information
For media inquiries regarding this matter, please contact us via the following:
https://junior-brand.jp/company/
Company Profile
Company Name: JUNIOR Co., Ltd.
Headquarters: Ichigo Ebisu Nishi Building 8F, 2-7-3 Ebisu Nishi, Shibuya-ku, Tokyo
Representative: Representative Director Yuichiro Kanai
Established: November 1, 2020
Business Activities: Inter-company trading and overseas wholesale of branded watches, branded bags, and branded jewelry
URL: https://junior-brand.jp/
Branded Watch Buying Specialty Store OURO
URL: https://brandouro.com/
Official Media "OURO Column": https://brandouro.com/column/
"OURO," operated by JUNIOR Co., Ltd., is a specialized buying service for luxury branded watches. Our mission is not merely to "buy at a high price," but to value the stance of "jointly deciding" whether or not to sell. With appraisers who have over 10 years of experience and market understanding leveraging direct sales channels in over 20 countries, we carefully explain the reasons behind prices and future prospects. Our mission is to support transactions without pressure, without rushing, and without regret.
This survey aims to clarify the latest trends in how much users research market prices before selling, what methods they use for information gathering, and what they refer to when making decisions.
Survey Summary
86% of people researched the market price before selling their branded watch. Of these, 65% answered "researched" and 21% answered "researched a little."
The most common method for researching market prices was "buying service websites" at 75%. This was followed by "bulk appraisal" at 50%, "flea market prices" at 48.84%, and "auction results" at 44.77%.
"Actual transaction prices" were the most frequently cited as particularly helpful market information at 58.72%. "Purchase enhancement lists" followed at 23.84%, and "reviews" at 11.05%.
Detailed Survey Results
1) First check before selling? 86% "researched" market prices.
When asked if they researched the market price before selling a branded watch, 65% answered "researched" and 21% answered "researched a little," totaling 86% of respondents who confirmed the market price in advance.
On the other hand, only 14% answered "did not research," revealing that many users gather some information before selling.
Since branded watches are high-value items, users have a strong desire to assess the reasonableness of the price, and it can be inferred that checking market prices in advance has become a standard practice to gain satisfaction during the sale.
For buying services, presenting market trends and pricing philosophies in an easy-to-understand manner, even before inquiries or appraisals, is believed to lead to building trust with users.
2) "Buying service websites" are the most common method for market research at 75%; bulk appraisals and flea market prices also rank high.
The most common method for researching branded watch market prices was "buying service websites" at 75%.
This was followed by "bulk appraisal" at 50%, "flea market prices" at 48.84%, and "auction results" at 44.77%.
Furthermore, "YouTube" at 26.74% and "SNS" at 26.16% also accounted for a certain number, indicating that market information gathering has expanded beyond official and comparison-based information to include user-generated posts and video content.
From these results, it can be inferred that users grasp price trends by traversing multiple channels, not just a single source of information.
When considering a sale, it is highly likely that users are not only checking "if it can be sold at a high price" but also "if that price is reasonable as a market price" and "how it compares to other companies." Therefore, businesses are required to design information that is easily discoverable through search, as well as provide highly transparent information that can withstand comparison and consideration.
3) Should you look at "actual prices"? "Actual transaction prices" are the most helpful information.
When asked what market information was particularly helpful, "actual transaction prices" was the most common answer at 58.72%.
This was followed by "purchase enhancement lists" at 23.84%, "reviews" at 11.05%, "video explanations" at 4.65%, and "staff explanations" at 1.74%.
While multiple channels are used for research, the information ultimately deemed "particularly helpful" tends to be that which clearly shows actual price trends.
Given that "actual transaction prices" accounted for the majority, it is believed that users prioritize concrete information that shows what price transactions are actually occurring at, rather than abstract appeals for high-price purchases.
In the future, by explaining not only the market price itself but also the background of the price, the basis of the appraisal, and differences by model and condition, it may lead to a higher level of satisfaction.
This survey found that 86% of branded watch sellers confirm the market price before selling.
Furthermore, while information gathering has expanded to multiple channels, primarily "buying service websites," the most referenced information is "actual transaction prices," indicating that users value concrete and convincing pricing information.
Precisely because they are high-value items, buying businesses are required to design information that is easily discoverable at the time of search, as well as provide highly transparent information that clearly shows actual transaction prices and the basis of appraisals.
Survey Overview
Survey Name: Information Gathering When Selling Branded Watches
Survey Period: March 10, 2026 – March 11, 2026
Survey Method: Internet survey
Survey Target: Men in their 20s to 60s with experience selling branded watches
Valid Responses: 200 people
Implementing Body: JUNIOR Co., Ltd.
Contact Information
For media inquiries regarding this matter, please contact us via the following:
https://junior-brand.jp/company/
Company Profile
Company Name: JUNIOR Co., Ltd.
Headquarters: Ichigo Ebisu Nishi Building 8F, 2-7-3 Ebisu Nishi, Shibuya-ku, Tokyo
Representative: Representative Director Yuichiro Kanai
Established: November 1, 2020
Business Activities: Inter-company trading and overseas wholesale of branded watches, branded bags, and branded jewelry
URL: https://junior-brand.jp/
Branded Watch Buying Specialty Store OURO
URL: https://brandouro.com/
Official Media "OURO Column": https://brandouro.com/column/
"OURO," operated by JUNIOR Co., Ltd., is a specialized buying service for luxury branded watches. Our mission is not merely to "buy at a high price," but to value the stance of "jointly deciding" whether or not to sell. With appraisers who have over 10 years of experience and market understanding leveraging direct sales channels in over 20 countries, we carefully explain the reasons behind prices and future prospects. Our mission is to support transactions without pressure, without rushing, and without regret.