In recent years, the Canadian market for luxury watches has been booming, with pre-owned timepieces rising to the forefront. Whether you’re a seasoned collector or a first-time buyer, opting for a pre-owned luxury watch can be a smart, cost-effective choice without compromising on quality.

From iconic Swiss brands like Cartier, Omega, and Tag Heuer, to more modern names like Breitling and Montblanc, the world of pre-owned luxury watches offers a treasure trove of opportunities for those seeking style, craftsmanship, and heritage. In this blog, we’ll explore why pre-owned watches are becoming an increasingly popular choice in Canada, and how you can find the perfect piece to elevate your collection.

What Are Pre-owned Watches?

Pre-owned vs. new

A pre-owned watch is simply a watch that has had at least one prior owner; “pre-owned” describes ownership status, not necessarily age. A new watch is sold for the first time through a boutique or authorized retailer (and typically comes with a manufacturer’s warranty from the date of first retail sale).

Pre-owned vs. vintage vs. antique

In watch collecting, “vintage” and “antique” are often used inconsistently, but reputable watch-media definitions tend to separate age category from ownership status. For example, Hodinkeeframes “pre-owned” primarily as modern watches that are not brand-new, while “vintage” is an older category (their practical cutoff is “made prior to 1990,” as of their 2021 explainer).

For “antique,” a common industry benchmark is the 100-year rule: items over 100 years old are typically treated as antiques. For “vintage,” many market participants use 20–25 years as a working threshold, though it is less standardized than “antique.”

Why these labels matter in Canada

The label influences (a) price expectations, (b) what “acceptable wear” looks like, and (c) what servicing and parts originality should be expected. Auctions and condition-focused guidance often emphasize that value correlates strongly with originality (correct parts), case condition, and complete accessories and documentation.

The Market Context

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Canada sits inside a global “watch corridor,” and Switzerland is a key supply signal
Swiss export data is a useful proxy for where high-value watch demand exists. In 2024, the “world distribution of Swiss watch exports” dataset from the Federation of the Swiss Watch Industry FH, shows Canada importing CHF 295.8 million in Swiss watches (with a small year-over-year decrease of -0.7% versus 2023).

That is not a full measure of retail sales, but it supports the premise that Canada remains a meaningful luxury-watch market with consistent demand.

How big is the pre-owned segment in Canada?

Grand View Research estimates that the Canadian pre-owned luxury watch market generated USD 601.5 million in revenue in 2023 and could reach USD 1,074.0 million by 2030 (CAGR 8.6%, 2024–2030).

The same publisher’s Canada luxury watch outlook (not limited to pre-owned) places the total luxury-watch market at USD 885.8 million in 2023, forecast to USD 1,313.1 million by 2030.
Taken together, those estimates imply a substantial and growing secondary share of the Canadian luxury-watch economy over the forecast period.

Global pre-owned market growth informs Canadian availability and pricing

Multiple research sources converge that the global pre-owned luxury-watch market is now a major category with robust growth expectations:

Why certification and transparency are becoming central

Deloitte reports that pre-owned growth has outpaced primary-market growth recently and argues that, within the next 10 years, the pre-owned market could be as large as the primary market. Deloitte also highlights how better certification and transparency raise buyer trust, and defines “Certified Pre-Owned” as involving manufacturer or authorized retailer inspection/servicing/authentication.

Why Buying Pre-owned Can Be the Smarter Choice

1. Access to luxury at a lower cost basis

Market research explicitly identifies “owning a pre-owned luxury watch at a fraction of the cost of a new one” as a key growth driver. In practice, this can mean stepping into respected Swiss brands (or design-led luxury) without taking the steepest depreciation hit that often occurs immediately after retail purchase.

2. Slower depreciation for certain categories—when bought well

Deloitte notes that consumers increasingly view both new and pre-owned watches as investment-like purchases (one in five consumers in its survey framing). That does not mean every watch holds value equally; secondary indices show broad cycles and brand-level differences, so the advantage is strongest when you choose models with durable demand, and you avoid overpaying relative to prevailing market levels.

3. Rarity, discontinued references, and “full set” collecting

Pre-owned is where you find discontinued dial colours, older case sizes, limited runs, and references no longer carried by boutiques. Condition guidance from major auction channels emphasizes that originality and accessories (box/papers) can materially affect desirability.

4. Sustainability and the circular economy

From a circular-economy lens, buying pre-owned extends product life through maintenance, reuse, and refurbishment, exactly the behaviours central to the circular model that keeps products and materials in circulation and reduces waste. A pre-owned purchase can therefore be a practical “sustainable luxury” decision, especially when paired with proper servicing rather than premature replacement.

How to Choose and Where to Buy Safely in Canada

Authenticity checks: what “good process” looks like. At a minimum, your process should triangulate (1) seller verification, (2) documentation, and (3) watch-level inspection.

Condition and servicing: aim for clarity, not perfection

Condition isn’t just “scratches vs. no scratches.” It includes case geometry (over-polishing risk), dial/hands originality, movement health, water resistance, and bracelet stretch. Where you can, treat water resistance as something to verify, not assume, especially for older pieces.

A buyer’s timeline you can actually follow.

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Brand-by-brand Notes from Berani

Below are focused notes for each brand Berani highlights in its timepiece selection.

Here’s a more concise version of each brand description, focusing on why you should consider buying them:

Cartier: Timeless design and long-lasting value make pre-owned Cartier watches, like the Tank and Santos, ideal for collectors and first-time buyers alike.
Chopard: With its elegant and sophisticated style, pre-owned Chopard watches, such as the Happy Sport, offer both luxury and long-term value for those seeking a refined timepiece.
Omega: Known for its durable and reliable designs, Omega’s pre-owned Speedmaster and Seamaster collections are perfect for daily wear and hold strong collector interest, making them a wise investment.
TAG Heuer: Pre-owned TAG Heuer chronographs, like the Carrera and Monaco, are renowned for their sporty precision, blending Swiss craftsmanship with modern wearability, ideal for high-performance enthusiasts.
Longines: Classic, Swiss-made pre-owned Longines watches, such as the HydroConquest, offer exceptional value, making them a great choice for both divers and everyday wear.
Movado: Known for its minimalist Museum dial, Movado’s pre-owned timepieces offer sleek, clean designs at a more accessible price point, perfect for style-conscious buyers.
Breguet: As a high-end Swiss brand, pre-owned Breguet watches combine intricate craftsmanship with refined luxury, ideal for collectors seeking heritage and exclusivity.
Gucci: Pre-owned Gucci watches stand out for their bold, fashion-forward designs, perfect for those looking to make a style statement with a luxury timepiece.
Breitling: Renowned for precision, pre-owned Breitling watches like the Navitimer are ideal for adventure lovers and collectors, offering durability and accuracy.
Baume & Mercier: For attainable Swiss luxury, pre-owned Baume & Mercier Clifton watches offer classic style and reliability, making them a perfect entry point into luxury watch collecting.
Montblanc: Combining heritage with modern aesthetics, pre-owned Montblanc watches offer distinctive designs for those who want elegance without mainstream recognition.
Rado: Known for its innovative ceramic designs, pre-owned Rado watches like the Captain Cook offer bold, cutting-edge style, perfect for those seeking something unique.
Blancpain: For serious watch collectors, pre-owned Blancpain pieces like the Fifty Fathoms provide unparalleled legacy and value, especially for diving enthusiasts.
Tissot: Offering an excellent entry into Swiss luxury, pre-owned Tissot PRX models combine modern style with Swiss precision, perfect for newcomers to the world of fine watchmaking.
Pre-owned luxury watches are becoming a top choice in Canada, offering access to prestigious brands like Cartier, Omega, and Breitling at a fraction of the price. Whether you’re starting or growing your collection, pre-owned watches provide exceptional craftsmanship, value, and sustainability.

With a growing market and demand, now is a great time to explore pre‑owned luxury watches in Canada — and Berani is here to help. Contact Berani for more information or personalized assistance — we’re here to guide you every step of the way.