Aaron Klausman of Goldbro Timepieces Explains How to Navigate the 2026 Luxury Watch Slowdown
The luxury watch market is sending mixed signals in 2026, and for buyers trying to make sense of them, the guidance of an experienced curator has never been more valuable. Aaron Klausman, CEO of Goldbro Timepieces, sees the current softening in the secondary market as a meaningful opportunity for disciplined buyers, provided they understand both the opening it creates and the risks that come with it.
Understanding the Shift
The story begins with a surge. According to the July 2026 market update from data provider WatchCharts, April 2026 was the strongest single month for the watch market since March 2022, driven by intense anticipation for Watches and Wonders Geneva. Ahead of the show, dealers pushed secondary-market supply to record levels, stocking up in expectation of a wave of demand. That wave, however, didn't fully arrive. Demand couldn't keep pace in May and June, and the resulting oversupply pressured prices, most visibly on Rolex, whose secondary values dipped roughly 1% over those two months. Patek Philippe and Audemars Piguet fared better, holding flat-to-up as high-end buyers absorbed the additional inventory.
"What we're seeing is a market catching its breath after a burst of hype," Klausman says. "Supply got ahead of demand, and prices responded. For a buyer who's ready and informed, that's not something to fear. It's something to pay attention to."
An Opportunity for the Prepared
Klausman emphasizes that softening markets tend to reward those who have done their homework. "When there's more supply than demand, you get two things buyers love: better pricing and better selection," he explains. "If you already know the exact reference you want and what it should cost, a cooler market lets you buy on more favorable terms. The people who benefit most are the ones who were prepared before the opportunity appeared."
Still, he cautions against treating the moment as a guaranteed bargain or trying to outsmart the market's timing. Analysts themselves are divided on what comes next. WatchCharts framed the recent flattening as more of a giveback of April's hype than a genuine decline in demand, while noting that the third quarter of 2026 will be the real test of whether the inventory surge is temporary or structural.
"Nobody can perfectly time these things, and chasing the bottom is a fool's errand," Klausman says. "You don't need to. If the right watch is available at a fair price now, a slightly softer market only helps you. Endless waiting for a perfect moment usually just means missing good ones."
The Hidden Risk of a Crowded Market
Klausman is quick to add a note of caution that many buyers overlook. A market flooded with inventory is also a market where problematic watches move more easily. "When volume spikes and everything is changing hands quickly, that's exactly when misrepresented watches slip through the cracks," he warns. "More supply means more noise, and more noise gives bad actors more cover."
He highlights two persistent dangers. The first is counterfeit documentation, fake warranty cards and paperwork engineered to lend a watch a false sense of legitimacy. The second is the "frankenwatch," a genuine timepiece that has been altered with a replaced dial, hands, bezel, or movement, transformed into a configuration the manufacturer never made. "A low price means nothing if the watch isn't what it claims to be," Klausman says. "Verify first. A discount on the wrong watch is no discount at all."
Klausman's Advice for Buyers
For anyone considering a purchase in today's market, Klausman offers a clear framework. Study real completed-sale prices rather than optimistic asking prices. Confirm that every component is original and correct for the specific reference. Insist on professional authentication of the watch itself, not just its paperwork. And work only with a transparent seller who stands behind what they sell.
Most of all, he encourages buyers to stay calm and deliberate. "The fundamentals of smart buying never change," he says. "Buy something you love, at a fair price, that you've confirmed is genuine and original. A softer market just means you can do all of that on better terms."
Built on Trust Since 1895
This grounded, buyer-first approach reflects the philosophy behind Goldbro Timepieces. Continuing a family legacy dating to 1895, Klausman has made education and transparency the cornerstone of the Las Vegas company. "We'd rather guide someone to the right decision than pressure them into a quick one," he says. "Our job isn't to sell you a watch, it's to earn your trust. That's been our standard since 1895."
For expert guidance and authenticated timepieces, visit Goldbro Timepieces at https://goldbrotimepieces.com