Why The Secondhand Luxury Watch Market Is Booming

But scarcity isn’t the only factor driving the watch gold rush. “I think that both social media content, as well as editorial content focusing on watches have broader factors that make it a lot more approachable,” says Layne. See, for instance, blogs like Dimepiece, which features luxury watch content that caters to women, a demographic that’s been long overlooked by the male-dominated industry. While Dimepiece was founded in March 2020, its creator Brynn Wallner first thought of the site while she worked as a multimedia producer at Sotheby’s in 2019: “The watches department reached out to me and they were like, ‘Hey, we want some cool content,” Wallner says about how she got into watches. “It was like a culmination of almost high art, but with a wearability and kind of everyday components that really appealed to me.” Since then, Dimepiece has grown over 17,000 followers on Instagram, made up largely of women interested in the luxury watch market. 

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