Chrono24 reveals the best-sellers of 2023

Chrono24's Best-Selling Watches of 2023: An Overview

Any watch enthusiast is aware that Chrono24 is the leading online platform with around 100 million monthly page views, €2 billion in watch sales, and a vast inventory of over 550,000 watches. Just before 2023 ended, they released a summary report of its top-selling watches last year. Leading the sales were brands  such as Rolex, Omega, and Seiko, with Swatch unexpectedly ranking fourth. Additionally, Chrono24 provided a detailed breakdown of sales by specific watch models, revealing a different ranking order.

Rolex Datejust ranked 1st as best-selling watch on Chrono24

The Rolex Datejust was the best-selling watch on Chrono24 in 2023 with over 35,000 listings around the globe. As a model that dates back more than 70 years (1945) with numerous versions, it could be the best-selling luxury watch of all time. Reference 126334 shown below is one of the latest iterations of the Datejust 41mm with fluted bezel and blue dial, maybe one, if not the most sought after modern Datejusts. The hundreds of variants and configurations probably help taking the first spot too.

Following in second place was the Omega Seamaster 300M, a model from 1993 with around 4,000 listings and many configurations too. The third spot was occupied by the Omega × Swatch Speedmaster MoonSwatch, highly demanded in 2023 and currently having 1,568 listings. The fourth was the Omega Speedmaster, ranking first when it comes to mechanical chronographs.

The Omega Speedmaster as top Mechanical Chronograph

The Omega Speedmaster emerged as the top-selling mechanical chronograph on Chrono24 in 2023.

While the Omega Speedmaster's success is not entirely surprising, it was unexpected that it outperformed the Rolex Daytona, a watch that enjoys worldwide and widespread recognition beyond just purists and watch enthusiasts. The Rolex Daytona, with over 10,000 listings and starting prices around €12,000 did not top the list but this was not a surprise to us.

The Speedmaster's more affordable price, regardless of a lower appeal, might contribute to its higher sales compared to the Daytona. The Speedmaster, available since 1957, has various versions and nearly 10,000 listings on Chrono24, with prices ranging from €1,160 to €175,000.

Other Notable Chronographs

Other iconic chronographs like the Breitling Navitimer, TAG Heuer Carrera Chronograph, and Zenith El Primero also had significant listings but did not surpass the Speedmaster and Daytona in sales.

MoonSwatch's Unexpected Popularity

The report also highlights the surprising popularity of the MoonSwatch, ranking third in 2023 sales on Chrono24. This could be due to the convenience of online purchasing for those without physical access to a Swatch boutique, or to the low stock sometimes reported at some locations.

Conclusion: Omega Speedmaster's Market Dominance

Overall, the Omega Speedmaster's dominance over other mechanical chronographs on Chrono24 in 2023 is a key takeaway from the data shared by the leading online platform, which at the end of the day, is real data based on actual transactions rather than just search queries.