Halo Effect in the Secondary Market!? Changes in Trends Seen from On-site Coverage of Watches and Wonders 2026: Chrono24 Latest Market Data

World's largest online marketplace for luxury watches, Chrono24 (headquartered in Karlsruhe, Germany), covered Watches and Wonders 2026 held in Geneva, Switzerland, on April 22, 2026. Chrono24's latest data revealed an impact on secondary market trends. Significant changes in collector behavior on the platform were observed following the announced discontinuation of the Rolex GMT-Master II "Pepsi" and the revival of the Cartier Roadster.

Rolex GMT-Master II "Pepsi" (Stainless Steel, Ref. 126710BLRO): Demand surges, supply decreases

Two notable movements have been observed on Chrono24 due to the discontinuation of the GMT-Master II "Pepsi":

- First wave: When rumors of discontinuation began circulating in early March, purchase inquiries increased by approximately 500% compared to the 2025 weekly average. Simultaneously, listings decreased by about 25% as sellers anticipating price increases withdrew their items. - Intermediate period: Demand then stabilized but remained high, approximately double the 2025 average, with listings further decreasing. - Second wave: After Rolex officially announced the discontinuation of the GMT-Master II at Watches and Wonders, purchase inquiries increased by approximately 500% compared to the 2025 average. The official announcement once again significantly boosted demand.

Rolex GMT-Master II "Pepsi" (White Gold, Ref. 126719BLRO): Records even higher demand amidst decreasing supply

The white gold "Pepsi" recorded an even stronger increase in demand than the stainless steel model. Purchase inquiries increased by over 700% in recent weeks compared to the 2025 average. On the other hand, product listings have been continuously decreasing since the beginning of 2026. However, this movement occurs within a context where the number of transactions and listings for white gold models is considerably small due to their high price point.

Cartier Roadster (Ref. W62025V3): Legendary model revival

The Roadster made its first comeback since its discontinuation in 2012. This revival stimulated demand for the original model. Purchase inquiries for the original Roadster increased by more than 10 times, leading to a resurgence in the Cartier Roadster secondary market, although not on a massive scale. While there was no significant change in the number of listings on Chrono24, this suggests that current owners are holding onto their watches, anticipating future price increases, as the new release brought renewed attention to the Roadster.

Why do discontinued models move the market?

Through Watches and Wonders, the perception of "becoming rare" was again highlighted as a major factor influencing secondary market trends. When Rolex officially announces the discontinuation of a model, demand rapidly surges, and supply quickly decreases within days. Cartier, however, shows a different movement. The introduction of a revived model boosts interest in the original model, creating a "halo effect" in the secondary market.

"The market's reaction to the Rolex Pepsi follows a well-known pattern. Once a discontinuation is officially confirmed, the market reacts immediately. The Cartier Roadster, on the other hand, brought a new dimension. Beyond the temporary excitement typical of new releases, its comeback has changed the valuation and image of the original model itself. The original model is still available in the market and attracts collectors' interest due to its price advantage, which the new release lacks." - Barash Ferenczi, Head of Brand Engagement, Chrono24

Barash Ferenczi, Head of Brand Engagement, Chrono24

Analysis Method: This report is based on the number of purchase inquiries and listings for each model on the Chrono24 marketplace. Each rate of change is calculated as a percentage based on the 2025 average.

About Chrono24: Chrono24, founded in 2003, is the world's largest online marketplace for luxury watches. With over 3,000 professional dealers and more than 60,000 private sellers from over 150 countries worldwide, approximately 600,000 watches are listed, and the website attracts around 9 million visitors each month. From new to pre-owned and vintage watches, a diverse range of timepieces is listed from all over the world, and Chrono24 provides various services to ensure safe and secure transactions for both sellers and buyers.