From Rolexes to iPhones, 'used in Japan' gains global cachet
19.05.2026 13:49:31
Growing global demand for pre-owned luxury goods is increasingly shifting toward Japan. Foreign buyers are attracted not only by the favorable yen exchange rate, but also by the impeccable reputation of local sellers, who guarantee authenticity and excellent condition of items. The total potential value of this market is estimated at $580 billion, reports Nikkei Asia.
Buyers from all over the world are looking for everything in Japan — from luxury watches and bags to rare collectible cards. “The risk of encountering a fake here is much lower than, for example, in the United States,” notes a buyer from the state of Georgia (USA) who recently visited the newly opened store of the largest reseller Komehyo in Tokyo’s Omotesando district. Foreign clients already account for 70% of sales at this location. A Russian woman examining a Louis Vuitton bag priced at around $1,300 added: “They offer high-quality goods at attractive prices.”
The growing interest of foreign buyers in the Japanese second-hand market is stimulating demand for luxury goods and boosting global sales of pre-owned premium brands. According to the American consulting company Bain & Company, the market volume reached 48 billion euros ($56 billion) by 2024, an increase of 140% since 2017. Japan’s reputation as a source of quality items is confirmed by statistics. For example, on the Chrono24 platform, 66% of Rolex watches from Japanese sellers are marked “very good condition” — the highest rate among leading countries. Buyers also give Japanese sellers the highest ratings, with an average score of 4.742 out of 5.
As a representative of a German online platform noted, meticulous storage and handling, as well as the high aesthetic sense of Japanese owners, contribute to the high resale value of premium watches from Japan. It is expected that growing global demand for pre-owned luxury goods from Japan will boost sales of vintage items in other categories as well, since consumers are increasingly looking for good deals among non-luxury goods on the reliable Japanese secondary market.
Thus, only 0.5% of refurbished smartphones in Japan have any condition complaints — the best result in the world. Cameras, electronics, as well as goods from the world of anime, manga, and collectible cards are actively sold abroad. Transaction volumes for Japanese cards on eBay have grown by 130% over the past year.
Industry analytics show steady growth: the market for used toys and collectibles in Japan grew by 54% from 2021 to 2024, while the clothing and accessories segment grew by 39%. Thus, for Japanese households, a thorough review of household items can open up an unexpected source of income, as foreign buyers are willing to pay for guaranteed quality with the label “used in Japan.”
Translation by Yulia Rozhdestvenskaya
Illustration: “Eurasia Today”, Leonardo.ai
Buyers from all over the world are looking for everything in Japan — from luxury watches and bags to rare collectible cards. “The risk of encountering a fake here is much lower than, for example, in the United States,” notes a buyer from the state of Georgia (USA) who recently visited the newly opened store of the largest reseller Komehyo in Tokyo’s Omotesando district. Foreign clients already account for 70% of sales at this location. A Russian woman examining a Louis Vuitton bag priced at around $1,300 added: “They offer high-quality goods at attractive prices.”
The growing interest of foreign buyers in the Japanese second-hand market is stimulating demand for luxury goods and boosting global sales of pre-owned premium brands. According to the American consulting company Bain & Company, the market volume reached 48 billion euros ($56 billion) by 2024, an increase of 140% since 2017. Japan’s reputation as a source of quality items is confirmed by statistics. For example, on the Chrono24 platform, 66% of Rolex watches from Japanese sellers are marked “very good condition” — the highest rate among leading countries. Buyers also give Japanese sellers the highest ratings, with an average score of 4.742 out of 5.
As a representative of a German online platform noted, meticulous storage and handling, as well as the high aesthetic sense of Japanese owners, contribute to the high resale value of premium watches from Japan. It is expected that growing global demand for pre-owned luxury goods from Japan will boost sales of vintage items in other categories as well, since consumers are increasingly looking for good deals among non-luxury goods on the reliable Japanese secondary market.
Thus, only 0.5% of refurbished smartphones in Japan have any condition complaints — the best result in the world. Cameras, electronics, as well as goods from the world of anime, manga, and collectible cards are actively sold abroad. Transaction volumes for Japanese cards on eBay have grown by 130% over the past year.
Industry analytics show steady growth: the market for used toys and collectibles in Japan grew by 54% from 2021 to 2024, while the clothing and accessories segment grew by 39%. Thus, for Japanese households, a thorough review of household items can open up an unexpected source of income, as foreign buyers are willing to pay for guaranteed quality with the label “used in Japan.”
Translation by Yulia Rozhdestvenskaya
Illustration: “Eurasia Today”, Leonardo.ai
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