PRE-OWNED LUXURY PRODUCT MARKET LANDSCAPE: THE CASE OF LUXURY WATCHES

This paper explores the second-hand luxury watch market, aiming to provide a comprehensive understanding of its dynamics and implications. Consumer behaviour is also analysed investigating the motivations that drive individuals to opt for second-hand luxury products. The paper explores both materialistic and psychological needs that influence purchasing decisions, along with a detailed analysis of the target audience. The strategies employed in the sale of used luxury watches are discussed considering various sales methods, including collaboration with authorized dealers, branding strategies and pricing tactics. The paper presents a case study of Richemont's strategies in the used luxury watch market. It analyses the acquisition of Watchfinder and Enquirus, exploring the history, strategies and impact of these moves on the high-end watch industry.