Luxury Cars and Watches Thrive in Türkiye in 2025
Türkiye's Luxury Boom: Record Sales for High-End Cars & Watches in 2025
Defying global economic headwinds, Türkiye’s appetite for luxury goods has reached unprecedented heights in 2025. The year witnessed spectacular, parallel growth in two key sectors: premium automobiles and high-end wristwatches, painting a vivid picture of a market deeply invested in a premium lifestyle.
Luxury Car Market Hits Overdrive
The automotive sector told a compelling story of upmarket shift. Out of a total of 1.08 million new cars sold nationwide, a staggering 188,000 were luxury models. This marks a significant jump from 140,000 units in 2024, underscoring a robust and growing demand.
Sales figures read like a who’s who of automotive excellence:
- Volume Leaders: BMW led the segment with 33,992 units, closely followed by Mercedes-Benz and Audi.
- Performance Boom: Brands like Porsche, Maserati, Jaguar, and Lexus saw explosive growth. Porsche alone registered 1,207 vehicles.
- Ultra-Luxury Shine: The most exclusive marques held their ground impressively:
- Bentley: 38
- Lamborghini: 28
- Aston Martin: 35
- Ferrari: 25
- New Entrant: China’s premium brand, Hongqi, successfully doubled its sales to 35 units, indicating a diversifying market.
"The data is clear. For a growing segment of Turkish consumers, an automobile is no longer just a means of transport; it's a definitive statement of success and aspiration. The growth in the ultra-luxury segment is particularly telling," notes an industry analyst.
Premium Watch Market Keeps Perfect Time
Mirroring the automotive trend, the luxury watch market in Türkiye also achieved record-breaking revenue. Prestigious brands including Rolex, Patek Philippe, Richard Mille, Cartier, and Omega collectively generated over 15 billion TL (approximately $347 million) in 2025, representing an 8% year-on-year increase.
The market is characterized by high price points and enduring exclusivity:
- Typical models sold in the range of €10,000–50,000.
- High-demand references from brands like Rolex remain waiting-list exclusives, with buyers often waiting months or years for allocation.
What Drives the Sustained Demand?
Experts point to a combination of factors: strong brand affinity, the perception of luxury goods as stable value retainers (or investments) in times of inflation, and a culturally embedded appreciation for craftsmanship and visible symbols of achievement. The simultaneous rise in both car and watch sales suggests a broader "premium lifestyle" consumption pattern.
Market Note: While demand is strong, prospective buyers should be aware of significant waiting periods for certain high-demand watch models and luxury car configurations.
As 2025 concludes, all indicators suggest that Türkiye's love affair with luxury is not a fleeting trend but a maturing and integral part of its consumer landscape. The coming years will reveal if this growth trajectory can be sustained, but for now, the market is in full bloom.
