Two components: a monthly listing package and a per-sale commission. Chrono24's published Professional Package table runs from €199 a month for up to 25 listings to €2,199 for up to 1,000, with larger catalogues priced individually. The commission is not published - since October 2024 it has been calculated dynamically per sale based on the condition, price and brand of the watch, and dealers see the number only through the revenue calculator inside the Market Portal.
Anyone quoting you a single flat dealer commission percentage for 2026 is guessing. Below is what can be verified from Chrono24's own material, and what cannot.
The published listing packages
From Chrono24's new price structure announcement:
| Listing limit | Monthly fee |
|---|---|
| Up to 25 | €199 |
| Up to 50 | €369 |
| Up to 75 | €499 |
| Up to 100 | €629 |
| Up to 150 | €829 |
| Up to 250 | €1,069 |
| Up to 350 | €1,299 |
| Up to 500 | €1,549 |
| Up to 700 | €1,899 |
| Up to 1,000 | €2,199 |
Above 1,000 listings, Chrono24 direct dealers to their personal contact.
Two caveats on this table. It was published in September 2024 alongside the dynamic pricing change effective 1 October 2024, and we have not found a more recent published revision - so treat it as the last public figure rather than a guaranteed 2026 price. And the package now adjusts automatically to your listing count, which Chrono24 described as "enforcing package limits more rigorously through automated adjustments". You do not choose the tier; your inventory chooses it for you.
That second point is the one that bit hardest. WatchPro reported in September 2024 a dealer whose 100-listing package went from €249 to €629 a month - a 153% increase - with commissions "routinely over 10%".
The commission nobody will quote you
Chrono24 publishes the private seller commission plainly. Their FAQ states that creating a listing is free and "once you've sold your watch, we charge a commission fee of 6.5%", retained from the payout, with accessories and parts free for private sellers.
For dealers, the same FAQ says only that Professional packages are "automatically adjusted to your needs" based on active listing counts. No commission figure.
What is documented about the dealer commission is its mechanism, not its level: transaction fees are "dynamically calculated for each sale based on condition, price, and brand of the watch sold", and Chrono24 direct dealers to a revenue calculator to determine the exact fee per watch.
Third-party figures circulate - 2% to 8% by tier, or around 6.9% in one band - but they trace back either to pre-2024 sources or to calculators that decline to cite a source. We are not going to repeat them as fact. If you want your number, open the revenue calculator in the Market Portal against three real pieces from your own stock. That is the only figure that applies to you.
Costs that sit outside both components
The US surcharge. Chrono24 added a 7.5% buyer's surcharge on US purchases in August 2020, citing increased payment fees, US tax structure changes and warranty-related refunds. It is a buyer-side charge, but it lands on your price competitiveness in your second-largest market.
Card and Amex. Payment costs are absorbed into commission for most methods, with an Amex surcharge passed to buyers. Confirm the current position in your dealer agreement.
Currency. Packages are priced in euros. A UK dealer carries the sterling-euro movement on a fixed monthly cost, uncovered.
Returns and warranty claims. Not a fee, but a real cost line. Model it.
Working out your own effective rate
Ignore the headline percentages and calculate cost per pound of gross margin:
Effective cost = (monthly package × 12) + (total annual commission)
÷ annual Chrono24 gross margin
Take a dealer on the €629 tier selling 60 watches a year through the platform at an average £900 gross margin - £54,000 of Chrono24 gross margin. The package alone is €7,548, roughly £6,400 at recent rates. That is about 12% of gross margin gone before a single commission is paid. Add commission at even 5% of a £6,000 average sale price and you are adding £18,000, which is another third of the gross margin.
Run your own numbers. The result is frequently uncomfortable, and it is the input to two decisions: whether the tier you are on matches how much you actually sell there, and whether slow stock should be delisted to drop a tier rather than sitting there consuming your listing allowance.
That second point is the actionable one. Under automatic tier adjustment, dead listings cost money directly. A dealer sitting at 102 active listings is paying €629 to be two watches over the €499 tier.
The VAT wrinkle
Chrono24's fees are a business-to-business supply from a German company. How you account for them depends on your VAT position and registration status, and it interacts with the margin scheme on the watches themselves - platform commission is not a cost you can deduct from the taxable margin, though the VAT position on the commission itself is separate. This is an accountant question and it is worth asking, because dealers routinely get one half of it right and the other half wrong.
What we could not verify
In the interests of not publishing something you would rely on and regret:
- The current dealer commission range. Not published. The only trustworthy source is your own Market Portal.
- Whether the September 2024 package table is still current in August 2026. No published revision found. Confirm before budgeting.
- Whether package pricing is negotiable at volume. Chrono24 direct 1,000+ listing dealers to a personal contact, which implies it is, but nothing is published.
Ask your account manager directly, in writing, for the current package table and the commission bands. If they will not put the commission structure in writing, that is a finding worth recording.
Sources
- Chrono24 - New Price Structure - the published Professional Package table
- Chrono24 - FAQ - 6.5% private seller commission
- Chrono24 introduces dynamic pricing for watch dealers - WatchPro, September 2024
- Chrono24 adds 7.5% buyer's surcharge on purchases - WatchPro, August 2020
This is general information, not financial or tax advice, and it is not a quotation. Marketplace pricing changes without public announcement. Verify every figure against your own dealer agreement and Market Portal before making a decision that depends on it, and take VAT questions to your accountant.
WatchCRM tracks the all-in cost of every sale, including platform fees, against the piece rather than in a lump at month-end, so you can see what each channel actually returns. Slow listings are flagged before they push you into the next tier.