#Submariner

Rolex's Market Share Cools from 44% to 30.5% — Young Buyers Are Shifting to the Datejust

Chrono24's latest report shows Rolex's share of platform sales has dropped from its 2022 peak of 44% to 30.5%. But the real story isn't the decline — it's where young buyers are putting their money instead: not the once-unobtainable sports models, but the Datejust.