When most people think of watches, they picture style, precision, and a touch of status. But for some, ticking hands mean something more—potential profit. In the world of high-end timepieces, a select few go beyond being fashion accessories or status symbols—they become part of an investment portfolio.
While luxury watches like the Rolex Daytona or Audemars Piguet Royal Oak enjoy celebrity status, their role in the investment space is often debated. Some argue that watches are a good investment, citing rare models and soaring second hand prices, while others remain sceptical.
So, here’s the big question: Are watches a good investment?
With the luxury watch market surpassing $50 billion—and strong growth in the secondary market—we’re about to break down what makes a watch investment-worthy, which watch brands are worth watching, and how to time your entry or exit.
Stick around—the best part is just ahead.
What Makes a Watch a Good Investment?
Not all watches are created equal, especially when it comes to investment potential. A well-maintained luxury watch can hold its value for decades—or even increase in price—if it ticks the right boxes.
While trends come and go, timepieces made with premium materials and expert craftsmanship often stand the test of time.
One reason watches outperform other status symbols like luxury cars is their ability to retain value through use.
A classic Rolex Submariner worn on your wrist daily can still fetch a strong price in the second hand market, whereas a sports car loses thousands the moment it’s driven off the lot. That’s the beauty of a tangible asset you can wear and enjoy—without worrying about rapid depreciation.
Brand name plays a massive role too.
Iconic names like Rolex watches, Patek Philippe, and Audemars Piguet have built a proven track record for holding strong resale value, with some models achieving record-breaking bids at auction houses.
The Audemars Piguet Royal Oak, for example, has become a collector’s favourite thanks to its sleek design and cult following.
Rarity also drives price.
Limited editions, discontinued models, or timepieces with unique dial colours and features are often highly sought after. Think of the Tudor Black Bay or GMT Master II—models that see spikes in demand due to their short supply or historical relevance.
Don’t underestimate the importance of condition.
A watch that comes with its original box, documentation, and hasn’t been heavily modified is a smart choice for those investors seeking stronger returns. In fact, collectors often prioritise used watches with traceable history and complete packaging over newer ones with uncertain origins.
Lastly, the materials and mechanics matter.
Timepieces crafted with fine materials like gold or titanium, or those with advanced functions like split second timers and perpetual calendars, tend to stand out in a crowded watch market.
The craftsmanship behind an Omega Speedmaster Professional Moonwatch, for instance, goes far beyond its aesthetics—it’s rooted in a legacy that appeals to both buyers and historians alike.
So, if you’re thinking about how to start investing in watches, don’t just chase what’s shiny or trendy. Look at the full picture—brand history, condition, materials, and demand—all of which turn a stylish accessory into a great investment.
Watches That Have Proven Investment Value
Some timepieces don’t just tell time—they tell success stories. Over the years, a few standout models have made headlines for delivering serious returns, quietly outperforming more traditional investment portfolios.
Let’s start with the Rolex Submariner Ref. 116610LN.
This stainless steel beauty with a sleek black dial and ceramic bezel isn’t just a staple in style—it’s a heavyweight in value retention. One buyer snagged it at retail for around $9,000 back in 2016.
Fast forward to today, and that same watch has sold on the second hand market for over $18,000. That’s not luck—it’s a pattern Rolex has been repeating for years.
Then there’s the Patek Philippe Nautilus 5711/1A, a name whispered at every major auction house.
Thanks to limited production and a cult-like following, this model consistently fetches far more than its original price, often breaking the six-figure barrier. It’s the kind of watch that disappears from boutiques in minutes and reappears in private sales with eye-watering markups.
Not to be outdone, the Audemars Piguet Royal Oak continues to gain ground in collector circles.
It’s not just a statement piece—it’s a benchmark of craftsmanship, rarity, and brand power. As more investors seek alternatives to volatile markets, watches like the Royal Oak are proving to be great investments with strong staying power.
And while some may chase the giants, others turn to icons like the Omega Speedmaster Professional Moonwatch.
The very first watch worn on the moon, its value comes from both its history and continued relevance. This used watch has quietly gained a loyal following, making it a clever pick for those who know the watch industry inside and out.
Top Investment Watches Comparison Table
| Watch Model | Retail Price (AUD) | Estimated Current Value (AUD) | Key Factors Driving Value |
|---|---|---|---|
| Rolex Submariner Ref. 116610LN | $13,000 | $24,000+ | Timeless design, high demand, strong resale market |
| Patek Philippe Nautilus 5711/1A | $45,000 | $160,000+ | Limited production, collector hype, auction performance |
| Audemars Piguet Royal Oak | $35,000 | $80,000+ | Iconic status, premium craftsmanship, brand reputation |
| Omega Speedmaster Moonwatch | $9,000 | $13,000+ | Historical significance, growing demand, space legacy |
New vs. Pre-Owned: Which is Better for Investment?
Let’s face it—few things feel as good as peeling the sticker off a brand-new watch. But if you’re thinking with your wallet instead of your wrist, buying new isn’t always the smartest move.
Fresh-out-the-box luxury watches often lose a slice of their value the moment you walk out of the boutique.
Unless you’re lucky enough to snag a limited edition Rolex Daytona or Patek Philippe release—where demand instantly outweighs supply—most new models take a hit on the resale value early on. That initial depreciation can sting, especially if you’re investing for returns rather than sentiment.
Now, let’s talk pre-owned watches.
These often sit in a sweet spot—any major price drops have already happened, and the market has usually stabilised. Whether it’s a discontinued model or a classic piece from a reputable dealer, you’re buying into a tangible asset with clearer value trends.
Plus, platforms like Chrono24 or WatchCharts give you tools to track price fluctuations, so you’re not flying blind. It’s like checking stock history before buying shares—except your asset is ticking on your wrist.
Vintage or second-hand watches also come with stories, character, and in some cases—stronger long-term growth.
A well-kept used watch with verified provenance and original box and papers? That’s often more appealing to collectors than a shiny new model with no track record.
While new watches give you warranties and the allure of being first, it’s the second hand market that often gives you better investment purposes. For anyone looking to start investing in watches, going pre-owned from a reputed dealer usually means lower risk, more upside, and a deeper insight into what you’re buying.
In the watch world, age isn’t a drawback—it’s often the advantage.
Risks of Investing in Watches
Every ticking investment carries some level of risk—and watches are no exception. For every Rolex Submariner that climbs in value, there’s a forgotten watch brand collecting dust in a drawer.
Many newcomers are drawn in by the glamour of the luxury watch market, but forget one important fact: not every watch is built to rise.
Industry experts estimate that only 10–15% of watches on the market actually have investment-grade potential. That means the odds aren’t exactly in your favour unless you do your homework.
Another trap? Chasing hype.
A specific model might be in high demand this year, only to fizzle out as trends shift. The watch industry, much like fashion or tech, can be unpredictable. What’s hot today may be cold tomorrow, especially if a newer design or rival luxury brand grabs attention.
Then there’s the darker side of the secondary market—counterfeit watches.
From nearly perfect replicas of the GMT Master II to fake boxes and paperwork, the risk of buying inauthentic pieces is real. This is why buying from a reputable dealer or reputed seller is absolutely non-negotiable.
Liquidity is another challenge many first-time investors seeking fast returns overlook. Unlike shares in the stock market, watches aren’t instantly tradable. It may take weeks—or months—to find a buyer who appreciates your watch’s value and is willing to pay the price you want.
This illiquidity makes watches more suited for long-term gains rather than short-term flipping.
So, while high quality watches can be a smart choice, investing in them isn’t as simple as picking a brand and hoping for the best. Understanding the risks upfront helps you make smarter, sharper moves in a market that’s as much about knowledge as it is about taste.
Investment Tip: How to Avoid Risky Watch Buys
| Do This | Avoid This |
|---|---|
| Buy from a reputable dealer or trusted platform | Purchasing from unknown sellers or social media groups |
| Research resale value trends using tools like Chrono24 or WatchCharts | Assuming a watch will appreciate just because it’s expensive |
| Look for models with a proven track record of appreciation | Chasing trending models without historical demand |
| Verify authenticity with serial numbers, papers, and service records | Overlooking missing documentation or altered components |
| Be prepared for a long-term hold, not instant returns | Expecting quick profits or fast resale opportunities |
Ready to Sell Your Watch? Let Time Work in Your Favour
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You wore it well. Now sell it smart. Get your free quote now—before time runs out.
FAQs
Is it worth collecting watches?
Absolutely—collecting watches can be both a rewarding hobby and a smart financial move. Many luxury watches, especially from brands like Rolex, Patek Philippe, and Audemars Piguet, are considered tangible assets with strong potential for appreciation. While not every watch turns into a goldmine, the right limited editions, discontinued models, or historically significant pieces can bring long-term value. Plus, unlike stocks, they’re beautiful to wear and enjoy while they gain worth. Just remember—condition and seller’s reputation make all the difference when building your collection.
Do watches really hold their value?
Some do—and exceptionally well. Watches from high-end brands like Rolex and Omega are known to retain their value, especially when well-maintained and accompanied by original packaging and documentation. While not every piece is an investment watch, those with a proven track record—like the Rolex Submariner or Omega Speedmaster Professional Moonwatch—can even outperform the stock market during strong market demand periods. Like any investment, timing, condition, and brand play a big role in how well a watch holds its value.
Which watch will increase in value?
Watches with limited production, cultural relevance, and strong brand backing are your best bet. Think Patek Philippe Nautilus, Rolex Daytona, or the Audemars Piguet Royal Oak. These models are often highly sought after on the secondary market and continue to show upward trends. Rare vintage editions or specific models with unique complications or dial variations also tend to appreciate. Platforms like WatchCharts are great for predicting trends before making a move. If you’re aiming for a great investment, always research before you buy.
Is it smart to buy an expensive watch?
If done right, it can be a very smart choice. Expensive doesn’t always mean high value—but when it comes to investment watches, it often signals quality craftsmanship, premium materials, and long-term collectability. Buying from a reputable dealer and choosing a watch brand with a loyal following increases your odds of resale success. Look for limited editions, classic designs, or models with a proven track record. And unlike stocks, an expensive watch can be enjoyed daily while still potentially growing in value.
Do TAG Heuer watches hold their value?
TAG Heuer produces stylish, reliable timepieces with strong brand recognition, but in terms of resale value, they typically don’t perform like Rolex or Patek Philippe. While some specific models—like vintage Carreras or Monaco editions—have niche collector appeal, most TAG watches experience moderate depreciation over time. That said, they’re still a smart choice for those who appreciate design and function without aiming for aggressive returns. For investment purposes, it’s best to compare historical price trends on platforms like Chrono24 before making a decision.