Green is the new black: Watch searches surge to five-year record

For years, luxury watches stuck to the safe classics – black for elegance, white for formality, silver for timelessness. 

But lately, a different shade has taken centre stage: green.

What was once seen as unconventional is now one of the hottest looks in both the primary and pre-owned markets. 

At Watches & Wonders 2025, green emerged as a dominant colour trend, with numerous brands introducing new models featuring green dials, signaling a shift from niche to mainstream appeal.

Industry reports indicate that searches for “green dial watch” have hit a five-year high, showing this is way more than a passing fad, with monthly search volumes for related terms like “green luxury watches” also showing a steady rise from August 24 to May 25.

Why green?

On a psychological level, green is all about balance, growth, and renewal – qualities that really resonate with today’s focus on wellness and sustainability. For luxury brands trying to connect with younger buyers, the link to nature and mindfulness makes green an easy win.

But it’s not just about symbolism. Green is also incredibly versatile. From deep forest and olive tones to vibrant emerald, the color gives designers room to play with both sporty and elegant looks. 

Paired with stainless steel, rose gold, or even ceramic cases, green somehow feels fresh and timeless at the same time. It’s bold enough to stand out, but still subtle enough for everyday wear.

Icons of the green dial movement

A few of our favourite green watches that have helped put the shade on the map:

Rolex ‘John Mayer’ Daytona (reference 116508)

This yellow gold chronograph with a forest green dial has become iconic. Its unique combination of red accents and green dial has made it a standout piece.

Audemars Piguet Royal Oak Chronograph (reference 26240OR)

Celebrating the 50th anniversary of the Royal Oak, this model features a khaki green Grande Tapisserie dial set in pink gold. It’s a refined take on the green dial trend, combining luxury with subtlety.

Rolex Datejust 36 Palm Dial (reference 126234)
This leafy-patterned dial in olive green strikes a balance between playful and elegant. With stainless steel and an 18ct white gold bezel, it shows just how sophisticated green can look.

IWC Pilot’s Chronograph (reference IW377726)

IWC took its aviation classic and gave it a modern twist with a rich green dial in a robust 43mm case. It’s a perfect mix of utilitarian design and unexpected color—making it a top choice for pilot’s watch fans.

TAG Heuer Carrera Green Special Edition (reference CBK221F.FC6479)

TAG’s racing-inspired chronograph really pops with its vibrant green sunburst dial, proving just how well the color works with sportier styles.

Rolex Submariner “Hulk” (reference 116610LV)

Made from 2010 to 2020, the Hulk is now legendary. With its matching green ceramic bezel and dial, it turned a pro dive watch into a cult favorite. Even though it’s discontinued, it’s still one of the most wanted pieces out there.

More than a trend

What makes the green dial movement so interesting is its staying power. Unlike colors that come and go, green manages to be both unique and traditional. It’s unusual enough to catch the eye but classic enough to be wearable for decades.

Collectors also see green dials as solid investments. The continuing demand for discontinued icons like the Submariner Hulk, plus the steady stream of new green releases, suggests this is no longer just a trend. It’s an established category in its own right.

Here to stay

In a world where tradition usually rules, green dials offer the perfect middle ground: creative but not over-the-top, stylish without being too flashy. 

Whether you want a rugged tool watch, a refined dress piece, or something versatile for every day, green delivers a kind of timeless freshness few other shades can.

And in the end, it’s collectors who decide what lasts. Given the way green dials are selling – and the fact that major heritage brands are fully behind them – it’s safe to say this shade isn’t disappearing anytime soon.

Check out our green selection at Luxe Watches. Our friendly team is ready to help you find the perfect timepiece.