UK Watch Prices: October 2026

Prices edged down across October

UK watch prices fell 0.5% across October 2026, based on WatchShopper's tracking of 15,737 prices at UK retailers. That is a modest move in absolute terms, but it tells a story worth reading if you are in the market for a new watch right now. The headline figure masks some dramatic individual cuts, with certain watches dropping by more than half over the course of the month.

We track prices using the same method as our UK Watch Index: comparing the same watch at the same retailer from one weekly reading to the next, so new arrivals and discontinued lines do not distort the overall figure.

How prices moved through the month

The path through October was gradual rather than dramatic. Prices were flat on 1 October, then dipped 0.1% by 15 October and held there through 22 and 29 October. The sharpest move came right at the end: by 31 October, the overall figure had reached its lowest point for the period at 0.5% down.

That late-month acceleration could reflect retailers preparing pre-Christmas promotional activity, though we would not put that forward as fact. What we can say is that almost all of the month's decline landed in the final days. Buyers who waited until the end of October did better than those who moved early.

Which brands moved most?

Not all brands moved in lockstep. Seiko led the declines, with prices across its 701 tracked listings falling 1.5% over the period. Citizen was next at 0.9% down across 662 tracked prices, followed by Rotary and Tommy Hilfiger, both down 0.8%.

At the other end of the scale, Longines and Sekonda both edged up 0.1%. That is well within normal noise for a month's tracking and is best read as broadly flat rather than a meaningful upward move.

Hugo Boss and Casio both fell 0.5%, matching the market average. Michael Kors and Guess slipped 0.4% each. Emporio Armani was among the steadiest of the mainstream brands, down just 0.3%, while Tissot came in at 0.1% lower. Longines, the priciest brand in our comparison set, barely moved.

Most watches stayed put

Across 9,004 individual watches compared from the start of October to the end, 8,642 were unchanged within 0.5%. Just 258 got cheaper, and 104 got dearer. So while the headline fell, the typical watch on WatchShopper saw no price change at all.

Among those that did fall, the typical drop was 15.0%. Among those that rose, the typical increase was 6.4%. Both figures point to a market where price moves, when they happen, are meaningful rather than marginal.

The biggest price drops in October

Several watches saw prices cut by around half or more between 1 October and 31 October. These are all in stock today, and the price cards below show current prices. This is where the real action was in October 2026.

The sharpest single fall was the Black Strap 32mm Ladies Watch from Emporio Armani, which dropped from £229 at the start of the period to £99 by 31 October, a fall of 56.8%.

Emporio ArmaniBlack Strap 32mm Ladies Watch£99.00 £229.00at 1 retailer 57% off, save £130.00View deal →Track priceTracking

Close behind was the Stainless Steel Mens Watch, also from Emporio Armani, which fell from £299 to £140 over the same period, down 53.2%.

Emporio ArmaniStainless Steel Mens Watch£140.00 £299.00at 1 retailer 53% off, save £159.00View deal →Track priceTracking

Rotary had a particularly active month for discounting. The Rotary Apex100 dropped from £169 to £84, a fall of 50.3%. The Rotary Lumen Automatic and Rotary Regent Automatic each went from £299 to £149 over the same period.

RotaryRotary Apex100£84.00 £169.00at 1 retailer 50% off, save £85.00View deal →Track priceTracking

Hugo Boss also featured prominently. The Symphony Watch 38mm fell from £199 to £99, and the Gregor 45mm Mens Watch Black dropped from £249 to £124. Both represent cuts of around 50%.

Vivienne Westwood saw several watches fall by exactly half. The Gold Mix The Hoxton Round Dial Watch in gold went from £300 to £150, and the Limehouse 34mm Ladies Watch dropped by the same amount. The Camberwell 37mm Ladies Watch fell from £275 to £137.50.

Some watches got more expensive

Not everything fell. The Charterhouse 39.5mm Ladies Watch in green was the most striking riser, going from £140 at the start of October to £285 by the end, up 103.6%. Two Vivienne Westwood pieces also doubled in price: the VV251RRGD Sydenham Gold Tone Ladies Watch went from £150 to £300, and the VV281TQSL Women's Watch rose from £140 to £265.

The Timex T80 range also moved upward. The Timex T80 Gold Digital Watch TW2R79200 went from £62.95 to £94.95, up 50.8%, and the T80 Digital 34mm Unisex Watch Black rose from £65 to £95, up 46.2%. At the luxury end, two Gucci 25H watches each rose by around 43%: the 38mm went from £880 to £1,260, and the 34mm from £1,020 to £1,460.

These rises are large in percentage terms but affect a small number of watches. The overall market direction in October was clearly downward.

Where prices sit now

Today, the median price across all 10,701 watches we track is £229, with prices typically running from £149 to £640. Rotary leads for sheer range, with 830 watches listed and prices typically between £159 and £259 (median £199). Hugo Boss clusters tightly between £179 and £199 with a median of £189.

Tissot sits at a higher level, with 482 watches typically priced from £356 to £631 and a median of £425. Jowissa offers 468 watches with a median of £235. Michael Kors and Emporio Armani both sit around the £149 to £209 range, each with a median of £169.

What this means if you are buying now

The 0.5% overall fall is small, but the concentration of deep cuts at month end suggests October was a good time to buy, particularly at the mid-market level. Brands like Seiko, which fell 1.5%, are worth checking across their full range. The Seiko 5 Sports and Presage lines regularly offer strong value at their price points and saw the brand's tracked prices fall more than any other in our data this month.

For buyers considering Rotary, the Lumen Automatic and Regent Automatic are both sitting at £149 today after their sharp October cuts. Those are automatic movements at a price point where quartz competition is fierce, so the timing looks favourable.

RotaryRotary Lumen Automatic£149.00 £299.00at 1 retailer 50% off, save £150.00View deal →Track priceTrackingRotaryRotary Regent Automatic£149.00 £299.00at 1 retailer 50% off, save £150.00View deal →Track priceTracking

The late-month pattern in October, with prices flat for most of the period before a sharper dip right at the end, is one to watch as November progresses. Pre-Christmas promotional activity tends to gather pace through November. Our view is that buyers who can wait until later in the month may find further cuts, though there is no guarantee the October pattern will repeat.

For those ready to move now, the watches that halved in price during October and remain at those levels today represent straightforward value. The Rotary Apex100 at £84 and the Hugo Boss Symphony Watch 38mm at £99 both came from significantly higher prices just weeks ago.

RotaryRotary Apex100£84.00 £169.00at 1 retailer 50% off, save £85.00View deal →Track priceTrackingHugo BossSymphony Watch 38mm£99.00 £199.00at 1 retailer 50% off, save £100.00View deal →Track priceTracking

*charts and figures are from WatchShopper's own tracking of UK retailer prices, captured 2 November 2026; prices in the price cards update daily