TikTok Is Now Selling Pre-Owned Hermès Handbags, Rolex Watches, and More Luxury Goods

The latest destination for pre-owned luxury goods isn’t exactly what you’d expect.

The TikTok Shop, previously known for selling low-priced products, has begun to dabble in the high-end stratosphere. TikTok’s dive into luxe retail means that you can now snag used Hermès Kelly bags, Rolex, and other pre-owned luxury items on its platform, Bloomberg reported, reflecting a growing trend of social media-driven TikTok luxury resale and the mainstreaming of high-end secondhand markets. This shift allows both established boutiques and individual sellers to reach a wider audience, leverage influencer marketing, and capitalize on Gen Z and millennial shoppers increasingly seeking authentic, high-quality pre-owned luxury goods.

One bag up for grabs currently is a pre-owned 2002 Kelly 35 from Hermès in white, priced at $13,000. A used Rolex Datejust 41 in Oystersteel and white gold with a black dial, meanwhile, sits at a cool $15,000. Cartier Tank Américaine Mini. A Cartier Love bracelet in rose gold, also pre-owned, is also on offer on the TikTok Shop for $3,000. This trio are just some of the pieces on offer, alongside limited-edition sneakers from Nike and other goods, according to Bloomberg. These listings demonstrate how TikTok luxury resale is expanding rapidly, offering a wide variety of high-end, pre-owned products directly to social media-savvy shoppers.

To ensure the authenticity of these items, many of the secondhand resellers turn to A.I., using companies like Entrupy (a brand that has been approved by TikTok) to confirm that the products they’re selling aren’t fake. The New York–based firm has built up its A.I. detection service by priming it with myriad data and images of high-end goods; TikTok Shop resellers can buy the brand’s phone camera attachment to snap pictures of the item in question before it’s listed. Watches fall under a different umbrella, with timepieces needing to be verified by a certified watchmaker, Bloomberg reported. TikTok itself is monitoring counterfeit items, too; the app blocked the sale of over one million potential sellers in the first part of 2025, according to a company safety report from last month, for not hitting the proper benchmarks.

Some pre-owned boutiques have found major success on the Shop. New York’s 17th Street has sold nearly 1,000 high-end bags via the platform. Now, the store reports that around 33 percent of its earnings come from TikTok luxury resale, 17th Street’s head of social told Bloomberg, with the app taking 8 percent of each sale. This highlights how social commerce is reshaping the luxury resale market, creating new opportunities for boutiques to reach a wider audience of high-end shoppers online. By leveraging TikTok’s algorithm, live streams, and influencer partnerships, luxury sellers can now engage potential buyers in innovative ways, driving both awareness and sales in the digital space. With TikTok’s analytics tools and growing community of fashion enthusiasts, boutiques can also better track trends, optimize inventory, and tailor marketing strategies to maximize returns on high-end pre-owned items.

TikTok’s entry into the luxe market could seem like a stretch, but it may have some merit. The app is largely used by Gen Zers, and over 41 percent of that generation snagged a luxury watch in 2024, according to a report from Watchfinder & Co. The pre-owned watch market, too, has been predicted to see a boost from the age group, as well as millennials. Between all this and young people’s habit of shopping trends on TikTok and of “doom spending” on high-end goods, the TikTok luxury resale shop may just become a bustling pre-owned marketplace, blending social media influence with the growing demand for secondhand luxury items. With influencer-led campaigns, live shopping events, and algorithm-driven recommendations, TikTok is uniquely positioned to reshape how young consumers discover, evaluate, and purchase luxury pre-owned goods online.