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How can luxury watch brands take back control of the secondhand market
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| 1.54 MB | Adobe PDF |
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Luxury watch brands are seeking to take back control of the secondhand market, a segment that has experienced substantial growth and consumer interest. This study employs qualitative methods, including interviews with luxury watch customers, to identify key factors influencing the purchase and sale of secondhand luxury watches. The findings emphasize the importance of authenticity, quality assurance, and the role of certified pre-owned programs in fostering consumer trust. The study presents actionable recommendations for luxury watch brands to engage effectively in the secondhand market, balancing control with consumer expectations to sustain brand prestige and market presence.
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Luxury Watches Secondhand Brand control CEMS MIM