Rolex has topped the list of brands bought by millennial men aged 18-34, in a half yearly report by TheRealReal.
The US online market place for luxury consignment has found that amongst men of this age, Rolex is the most popular brand.
Gucci, Louis Vuitton, Cartier and Hermes follow the Swiss-based brand on the list.
Elsewhere in the report, TheRealReal found that across all age and gender sectors, Gucci was the most searched for brand followed by Louis Vuitton and Chanel.
Gucci consequently saw a 62% sales growth on the same period last year.
Rati Levesque, chief merchant at the company, commented on the results.
He said: “Luxury resale has become bigger and more mainstream than ever. The industry and the public are looking to this market to determine consumer behavior, and to reveal the brands and trends luxury consumers are after right now.
He added: “With over 8 million items sold, we have unique access to data that speaks to these trends, and we’re excited to share it in this report.”