Updated: 03 February 2025

The luxury watch market is a dynamic and often complex ecosystem, with platforms like Chrono24 and eBay serving as key players. However, recent developments over the past 18 months have revealed significant shifts in how these platforms operate, particularly in the case of Chrono24.

What was once a curated marketplace for high-end timepieces has begun to show signs of strain, raising questions about its long-term sustainability and fairness.

When we have originally covered Chrono24 we were critical of tiered fees, although the market place added incredible value in discovering references, a quick (and very often) inflated product valuation. The downsides were overshadowed by the upsides, and eBay remained on the sidelines, operating more niche site than as mainmarket place as it once was.

In September 2024 Chrono24 has overhauled its fee structure to provide greater transparency and flexibility for professional dealers. Gone are the tiered Light, Pro, and Premium packages, which featured varying sales commission fees and fixed limits on the number of listings. Instead, Chrono24 has introduced a flat 6.5% commission fee on all sales, coupled with a subscription-based model tied to the number of listings.

eBay’s fee structure for selling watches is tiered, meaning the percentage fee decreases as the sale price increases. For the "Watches, Parts & Accessories" category, the final value fee is calculated as follows:

1. 15% on the first $1,000 of the sale.
2. 6.5% on the portion of the sale between 1,001 and 7,500.
3. 3% on the portion of the sale over $7,500.

Additionally, eBay charges a **0.40 per order fee∗∗for sales over 10.00.

Example Calculation for a $10,000 Watch Sale

• **First 1,000:∗∗151,000 = $150
• **Next 6,500(1,001 to 7,500):∗∗6.56,500 = $422.50
• **Remaining 2,500(7,501 to 10,000):∗∗32,500 = $75
• Per Order Fee: $0.40

Total Fees: 150+422.50 + 75+0.40 = $647.90

This means the seller would pay **647.90∗∗in fees for a 10,000 watch sale on eBay.

Few dollars cheaper for the transaction, but unlike Chrono24 you won't have to pay the 199Euros in monthly listings

When it comes to selling luxury watches, the fee structures of eBay and Chrono24 differ significantly, impacting sellers’ profitability and overall experience. eBay employs a tiered commission model for its "Watches, Parts & Accessories" category, charging 15% on the first 1,000,6.56,500, and 3% on amounts over 7,500, plus a 0.40 per order fee.

In contrast, Chrono24 has shifted to a flat 6.5% commission fee on all sales, coupled with a subscription-based model that varies based on the number of listings.

While eBay’s tiered structure can result in lower fees for higher-value sales, Chrono24’s flat fee simplifies calculations but may be less advantageous for sellers of lower-priced watches. Additionally, Chrono24’s subscription costs add another layer of expense, particularly for dealers with large inventories.

1. Selling a Watch for $5,000

• eBay Fees:
• 15% on the first 1,000=150
• 6.5% on the next 4,000=260
• Per order fee = $0.40
• Total Fees: 150+260 + 0.40=∗∗410.40**
• Chrono24 Fees:
• 6.5% on 5,000=325
• Subscription fee (minimum: €199 for up to 25 listings) = ~$215 (converted from €)
• Total Fees: 325+215 = $540

Conclusion: eBay is more cost-effective for a $5,000 sale, with fees 24% lower than Chrono24’s minimum estimated fees.

2. Selling a Watch for $10,000

• eBay Fees:
• 15% on the first 1,000=150
• 6.5% on the next 6,500=422.50
• 3% on the remaining 2,500=75
• Per order fee = $0.40
• Total Fees: 150+422.50 + 75+0.40 = $647.90
• Chrono24 Fees:
• 6.5% on 10,000=650
• Subscription fee (minimum: €199 for up to 25 listings) = ~$215 (converted from €)
• Total Fees: 650+215 = $865

Conclusion: eBay remains more cost-effective, with fees 25% lower than Chrono24’s minimum estimated fees for a $10,000 sale.

3. Selling a Watch for $15,000

• eBay Fees:
• 15% on the first 1,000=150
• 6.5% on the next 6,500=422.50
• 3% on the remaining 7,500=225
• Per order fee = $0.40
• Total Fees: 150+422.50 + 225+0.40 = $797.90
• Chrono24 Fees:
• 6.5% on 15,000=975
• Subscription fee (minimum: €199 for up to 25 listings) = ~$215 (converted from €)
• Total Fees: 975+215 = $1,190

Conclusion: eBay’s tiered structure continues to offer significant savings, with fees 33% lower than Chrono24’s minimum estimated fees for a $15,000 sale.

Important Note on Chrono24 Fees

The above calculations use Chrono24’s minimum subscription fee of €199 (approximately $215) for up to 25 listings. However, sellers with larger inventories will face higher subscription costs, which can significantly increase total fees. For example:

• Listing 50 watches requires a €369 subscription (~$400).
• Listing 100 watches requires a €629 subscription (~$680).
• Listing 500 watches requires a €1,549 subscription (~$1,670).

As the number of listings grows, Chrono24’s fees can quickly outpace eBay’s tiered structure, making eBay a more cost-effective option for high-volume sellers.

Chrono24 appears to be increasingly populated by lower-quality sellers who employ tactics like duplicate or minimally altered images (e.g., slight changes in the background) to list the same watches multiple times. This practice, while potentially boosting listing counts and revenue for Chrono24, undermines the platform’s credibility and creates a cluttered, confusing marketplace.

For buyers, this means navigating a “jungle” of listings with inconsistent information about conditions and availability. While the broader selection and potentially lower prices might seem appealing, the lack of curation and trustworthiness can deter luxury buyers who value reliability and transparency.

For sellers, the influx of mass listings overshadows authentic sellers who invest in quality presentations. This dilution of value harms high-quality sellers who rely on Chrono24’s reputation to attract buyers.

The rise of Chinese sellers operating through Hong Kong trading companies has introduced genuine Chinese luxury watches to the platform, often at attractive wholesale prices. This has been one major pillar for Chrono24 ability to attract buyers in moment of downturn: wholeprices help to mitigate lower transaction volumes.

While this increases diversity and potential bargains, it also brings challenges in terms of consistency in product condition and authenticity verification.

This shift highlights a broader strategic issue: Chrono24 seems to be prioritizing short-term revenue gains—through listing fees and volume—over maintaining a curated, high-quality marketplace. This approach, potentially aimed at boosting financial performance ahead of an IPO, risks long-term brand dilution if customer trust and satisfaction continue to decline.

Chrono24’s original value proposition—a reliable, curated marketplace for luxury watches—is at risk. The platform’s shift toward higher volume listings and looser curation processes may boost short-term revenue but could undermine its long-term reputation.

As the company moves closer to an IPO, maintaining customer trust and satisfaction is crucial. If Chrono24 becomes too cluttered with duplicates and inconsistent listings, it risks losing the loyalty of both buyers and high-quality sellers.

Over the past year, Chrono24 has experienced a noticeable influx of low-quality sellers, predominantly originating from China. These sellers often list watches using repetitive or nearly duplicate images—sometimes with only slight variations in background—to flood the marketplace. Many of these sellers operate through Hong Kong trading companies, leveraging the region’s reputation for facilitating luxury trade outside mainland China.

While these sellers are providing genuine Chinese luxury watches at competitive, even wholesale-like, prices, the sheer volume and duplication of listings have raised several concerns. Not only are buyers faced with a maze of nearly identical offerings, but the authenticity of the listings—especially regarding the actual condition and availability of the watches—has become increasingly uncertain.

The immediate benefit for buyers lies in the apparent abundance of options and attractive pricing. However, the reality is more complex. The overwhelming number of duplicate listings and inconsistent product details creates a disjointed experience, potentially eroding buyer trust and satisfaction. For sellers, especially those committed to quality and authenticity, this environment can be particularly challenging. High-caliber sellers risk being overshadowed by mass-listed, lower-quality offerings, ultimately affecting their ability to reach discerning customers.

Chrono24’s evolving strategy seems to prioritize short-term revenue gains over the meticulous curation that once set it apart. Charging sellers for every listing—regardless of duplication or quality—may boost immediate income, a tactic that aligns with ambitions toward an eventual IPO. However, this revenue-focused model carries significant risks. As duplicates and subpar listings proliferate, the platform’s reputation as a high-quality, trustworthy marketplace could suffer, potentially driving away both elite buyers and reputable sellers.

Beyond the immediate impacts on Chrono24’s user base, this trend could have far-reaching consequences for the luxury watch market. An oversupply of listings may lead to downward pressure on prices, affecting the overall market valuation of renowned brands. Additionally, as buyer trust wanes, competitors with more rigorous vetting processes and curated inventories may seize the opportunity to position themselves as the new standard-bearers in luxury watch trading.

Non-Chinese sellers, particularly those in Europe and America, are facing an increasingly challenging market. Customers in these regions are often unwilling to take a significant hit on the price of their watches, creating a disconnect between seller expectations and market realities. For dealers, who must purchase watches from customers before reselling them, this dynamic is particularly problematic.

Chinese sellers, on the other hand, are willing to operate on much lower margins, often displaying wholesale prices that undercut their European and American counterparts. This competitive pressure is exacerbated by the fact that Chinese dealers have a greater appetite for trading at lower prices, while valuations in Europe and America are no longer supported by market demand.

The question is: How long can Chrono24 afford to alienate these dealers? As European and American sellers struggle to compete, the platform risks losing a significant portion of its high-quality, established sellers—further eroding its reputation as a trusted marketplace for luxury watches.

For Buyers:

• Pros: Broader selection and potentially lower prices.
• Cons: Duplicate listings, inconsistent information, and a lack of curation create a frustrating shopping experience.

For Sellers:

• Pros: Access to a large audience of luxury watch buyers.
• Cons: High fees, restrictive policies, and competition from mass listings overshadow authentic sellers.

Chrono24’s original value proposition—a reliable, curated marketplace for luxury watches—is at risk. The platform’s shift toward higher volume listings and looser curation processes may boost short-term revenue but could undermine its long-term reputation.

One of the key drivers of this shift is the rise of Chinese sellers who pay for multiple listings of the same item, often using duplicate or minimally altered images to create the illusion of a full “digital shelf.” While this practice increases revenue for Chrono24 through listing fees, it creates a misleading experience for buyers and erodes trust in the platform. Buyers are left navigating a cluttered marketplace where the same watch appears multiple times under slightly different guises, making it difficult to discern genuine availability and condition.

This strategy may benefit Chrono24 in the short term, but it comes at a cost. The platform risks alienating both buyers and high-quality sellers, particularly those in Europe and America who are already struggling to compete with the lower margins and aggressive pricing of Chinese dealers. As the market becomes increasingly saturated with duplicate listings, the platform’s reputation as a trusted destination for luxury watches is under threat.

Moreover, the luxury watch market is ripe for disruption. Just as Chrono24 once capitalized on eBay’s inability to recognize the value of verticals within its ecosystem, smaller but more competitive players are now poised to challenge Chrono24’s dominance. Watchfinder, owned by the Richemont Group, offers a curated and authenticated buying experience that appeals to buyers wanting both a branded online and retail experience. The 1916 Company (formerly known as WatchBox) is another contender, though it has struggled with SEO and traffic retention.

Perhaps most significantly, industry giants like LVMH are likely to enter the market. Having already invested in Hodinkee (now sold to Watches of Switzerland), LVMH has demonstrated its interest in the luxury watch space marketplaces when investing in Hodinkee. It is only a matter of time before they leverage their resources and expertise to create a platform that rivals—or surpasses—Chrono24.

As the company moves closer to an IPO, maintaining customer trust and satisfaction is crucial. If Chrono24 becomes too cluttered with duplicates and inconsistent listings, it risks losing the loyalty of both buyers and high-quality sellers. The platform must decide whether to prioritize short-term revenue gains or invest in the long-term sustainability of its marketplace.

In a market where trust and curation are paramount, Chrono24’s current trajectory could leave it vulnerable to disruption. The question is not if, but when, a competitor will rise to challenge its position—and whether Chrono24 will be prepared to adapt.

Consumers are still heading to Chrono24, as volumes of traffic remained stable, but are there cracks into Chrono24 graps of the ecosystem?