Luxury watches have long been prized for their craftsmanship, heritage, and prestige. Once bought purely for their aesthetic and status appeal, they are now increasingly seen as valuable assets. Unlike luxury cars that lose value over time, vintage watches and high-end timepieces are often appreciated, making them a sought-after choice among collectors and investors.
But not all luxury watch brands hold their value the same way. Factors like brand reputation, limited production, high-quality materials, and iconic designs determine whether a watch retains or even increases in worth. Patek Philippe, Audemars Piguet, and Rolex watches are prime examples of brands that maintain strong demand in the secondary market.
What makes certain luxury watch investments more rewarding than others? The answer lies in a mix of rarity, craftsmanship, and market desirability—elements that we’ll find in detail.
Key Factors That Affect a Luxury Watch’s Value Retention
Brand Prestige & Heritage
The brand name on a watch dial is more than just a logo—it’s a testament to quality, legacy, and desirability. Established Swiss watch brands like Rolex, Patek Philippe, Audemars Piguet, and Omega have built their reputations over decades, earning the trust of collectors and investors alike.
Among the top watch brands, Rolex watches stand out for their strong value retention, thanks to their long-standing history, high demand, and precision engineering. Similarly, Patek Philippe watches and Audemars Piguet timepieces, such as the Audemars Piguet Royal Oak, maintain their worth due to their exclusivity and high-quality craftsmanship.
A brand’s rich history and brand reputation significantly impact its resale price. Collectors and investors often seek pre-owned watches from brands with a track record of producing limited edition or discontinued models, as these pieces gain value in the second-hand watch market over time.
Limited Production & Exclusivity
Scarcity plays a significant role in determining a luxury watch’s investment potential. When a watch is produced in limited numbers, or a model is discontinued, its rarity drives up demand in the secondary market. Collectors and enthusiasts are willing to pay a premium for vintage timepieces and limited edition releases, making them some of the most valuable investment watches.
One of the most famous examples is the Rolex Daytona “Paul Newman,” a watch that has achieved legendary status in the luxury watch market due to its rarity and association with the Hollywood icon. Similarly, the Patek Philippe Nautilus 40th Anniversary edition (Ref. 5711/1P) stands as a masterpiece of high-quality craftsmanship, proving that limited production combined with a rich history leads to long-term value appreciation.
For collectors looking for other luxury watch brands that hold their value, Audemars Piguet Royal Oak and Vacheron Constantin watches are prime examples of models with exceptional value, thanks to their exclusivity and long-standing history in horology.
Quality of Materials & Craftsmanship
The materials used in a luxury timepiece play a crucial role in its resale value and overall desirability. Watches crafted from high-quality materials like platinum, 18k gold, titanium, and ceramic tend to command higher prices, both at retail and in the secondary market.
Incorporating precious stones like diamonds or sapphires further elevates a watch’s value. The craftsmanship required to hand-set diamonds or create a sapphire crystal case back demonstrates exceptional attention to detail, making these pieces even more sought after by watch collectors.
Beyond materials, mechanical movements significantly impact a watch’s value retention. Swiss automatic movements are widely preferred over quartz, as they showcase high-quality craftsmanship and intricate engineering. Brands like Patek Philippe, Audemars Piguet, and Vacheron Constantin are known for their mechanical movements that not only stand the test of time but also hold their value in the luxury watch investment space.
Market Demand & Popularity
The luxury watch market is heavily influenced by shifting trends, celebrity endorsements, and economic conditions.
Certain luxury watch brands consistently maintain or increase in value due to their brand reputation and the limited availability of specific models. Rolex, Patek Philippe, and Audemars Piguet watches are prime examples, as their timepieces remain in high demand among watch enthusiasts and collectors alike.
When a high-profile figure is seen wearing a particular luxury timepiece, its desirability skyrockets, often leading to increased resale value. Audemars Piguet Royal Oak, for example, has gained widespread popularity due to endorsements from athletes and entertainers, reinforcing its status as a top watch brand.
Similarly, Rolex watches, often associated with Hollywood actors and business leaders, symbolize timeless elegance and reliability, making them a preferred luxury watch investment.
Beyond endorsements, broader market conditions also play a role. Economic stability and growing interest in investment watches have made pre-owned watches more valuable, with brands like Patek Philippe watches seeing strong value retention over time.
As the second-hand watch market continues to expand, watches that align with current luxury market trends will likely continue to appreciate, reinforcing their position as some of the best luxury watch investments.
Condition and Maintenance
The condition of a luxury watch plays a vital role in determining its resale value in the secondary market. Well-preserved timepieces with minimal wear and complete documentation often command higher prices, making proper maintenance essential for any luxury watch investment. Collectors and buyers seek watches that not only maintain their functionality but also retain their original charm, ensuring strong demand in the luxury watch market.
Keeping the original box, papers, and service records significantly enhances a watch’s worth. These documents verify the watch’s authenticity and provide a clear ownership and maintenance history. Missing papers or packaging can make potential buyers hesitant, reducing its market value.
While minor scratches from regular wear are expected, deep dents or significant damage to the case, bezel, or dial can negatively impact a watch’s resale value. Brands like Rolex, Audemars Piguet, and Patek Philippe emphasize the importance of routine servicing to ensure strong value retention over time.
Top Luxury Watch Brands That Hold Their Value Best
Rolex
When it comes to luxury watch brands that retain their value, Rolex is undoubtedly at the top. With a rich history, exceptional craftsmanship, and a reputation for timeless elegance, Rolex watches have long been regarded as some of the most sought-after timepieces in the world.
Rolex Submariner – An Icon in the Watch Market
The Rolex Submariner is one of the most recognizable and desirable luxury timepieces globally. Known for its unmistakable design and association with both divers and watch enthusiasts, the Submariner is a symbol of prestige. Over the years, this model has seen steady price appreciation, making it a highly lucrative luxury watch investment.
One of the biggest reasons for the Submariner’s value retention is its high demand and limited supply. Buyers often face waiting lists ranging from four months to three years, depending on the model and retailer. With supply constraints driving up demand, the Submariner continues to dominate the secondary market, often selling for well above its retail price.
Rolex Daytona – The Ultimate Collector’s Watch
The Rolex Daytona is another investment watch that commands strong market value. While initially overlooked, the Daytona later surged in popularity, largely due to its sleek design and association with motorsports. Rolex has intentionally kept production numbers low, especially for the stainless steel models, ensuring strong value retention and exclusivity.
The Daytona’s reputation extends beyond regular retail buyers—it’s a standout in the auction circuit as well. The most famous example is the Paul Newman Daytona, which fetched a staggering $17 million in 2017, making it one of the most expensive watches ever sold at auction. This level of collector interest has solidified the Daytona’s status as one of the best luxury watch investments, proving that certain Rolex watches not only hold but significantly increase their resale value over time.
Patek Philippe
Few brands in the luxury watch market command as much prestige and exclusivity as Patek Philippe. With a legacy of high-quality craftsmanship, rich history, and limited production, Patek Philippe watches have remained among the most coveted timepieces for collectors and investors alike.
Patek Philippe Nautilus
The Patek Philippe Nautilus is one of the most sought-after investment watches, known for its limited production, impeccable craftsmanship, and high-quality materials. These factors contribute to its exceptional resale value, often allowing it to sell for significantly more than its retail price in the secondary market.
Among its most famous variations is the Tiffany Blue Nautilus, a rare edition that has skyrocketed in demand due to its exclusivity. The Nautilus line is considered a collector’s gem, not just for its timeless elegance but also for its ability to appreciate in value. With limited production numbers and high demand, this model remains a staple in any luxury watch collection.
Patek Philippe Calatrava
For those who appreciate understated elegance, the Patek Philippe Calatrava is a true classic. Known for its minimalist yet refined design, the Calatrava has been a flagship model since its introduction and continues to be a staple among watch enthusiasts.
What sets the Calatrava apart is its resilience in maintaining value through economic downturns. Patek Philippe watches have historically held their value, even during periods like the Great Depression and the 2007-2008 financial crisis, proving their status as strong investment pieces. Thanks to brand prestige, high demand, and a commitment to quality, the Patek Philippe Calatrava continues to be a sought-after timepiece in the luxury market.
Audemars Piguet
Audemars Piguet stands as a pillar of high-quality craftsmanship and luxury watch investment. Known for its limited production numbers, intricate mechanical movements, and bold designs, AP watches consistently attract collectors and investors looking for strong value retention.
Audemars Piguet Royal Oak
The Audemars Piguet Royal Oak is one of the most iconic watches ever created, instantly recognizable for its integrated bracelet, octagonal bezel, and exceptional craftsmanship. Introduced in 1972, the Royal Oak revolutionized the luxury watch market by blending sportiness with high-end horology. This model remains one of the best luxury watch investments, thanks to its limited production, high demand, and timeless appeal.
For investors, models like the Royal Oak ref. 15202ST or the ultra-slim ‘Jumbo’ Extra Thin are particularly desirable due to their exclusivity. These references have seen steady price appreciation in the secondary market, often selling for well above their retail price. As Audemars Piguet continues to limit production, the Royal Oak remains a solid choice for watch collectors seeking a good investment.
Audemars Piguet Royal Oak Offshore
A modern evolution of the original Royal Oak, the Audemars Piguet Royal Oak Offshore is a bolder, more robust take on the classic design. With a larger case size, sportier aesthetic, and intricate mechanical movements, the Royal Oak Offshore appeals to collectors who seek a statement piece with investment potential.
What makes the Royal Oak Offshore valuable is its exclusivity and craftsmanship. AP produces far fewer watches per year compared to brands like Rolex or Omega, making each piece rarer and more desirable. Certain limited edition Offshore models, particularly those with complex complications or unique dial designs, have shown strong value retention and appreciation in the second-hand watch market.
Omega – A Legacy of Innovation and Endurance
While Omega may not command the same exclusivity as Patek Philippe or Audemars Piguet, it remains one of the most respected luxury watch brands with a strong reputation for precision, durability, and rich history.
Omega Speedmaster Professional Moonwatch – A Watch That Went to the Moon
Few timepieces carry as much historical significance as the Omega Speedmaster Professional Moonwatch. Famously worn during all six moon landings, this legendary chronograph is more than just a timepiece—it’s a symbol of adventurous pioneering spirit and innovation. Its NASA association has made it one of the most coveted Omega watches, ensuring a consistent demand among watch enthusiasts and collectors.
The Speedmaster Professional is not only an iconic watch but also a good investment, as its timeless design and historic value contribute to its ability to hold its value. Whether in its classic form or through limited-edition releases, the Moonwatch remains a staple in any luxury watch collection and continues to see steady price appreciation over time.
Omega Seamaster – A Timeless Diving Icon
Another standout in Omega’s lineup is the Omega Seamaster, a watch that blends high-quality craftsmanship, enduring appeal, and rich history. Known for its association with deep-sea exploration and James Bond films, the Seamaster 300 has remained a sought-after model in the luxury watch market.
Some limited edition Seamaster models have demonstrated strong value retention and even appreciation over time. A prime example is the 007-themed limited edition, featuring a laser-engraved ceramic dial with the signature gun barrel motif, a ceramic bezel with a white enamel diving scale, and the Co-Axial escapement-equipped Cal. 8800 movement. With only 7,007 pieces produced, its exclusivity has made it highly desirable among watch collectors.
Vacheron Constantin
As one of the oldest and most prestigious Swiss watch brands, Vacheron Constantin has been crafting luxury timepieces since 1755. Sharing the same elite status as Patek Philippe and Audemars Piguet, the brand is known for its high-quality craftsmanship, rich history, and intricate mechanical movements.
Vacheron Constantin Overseas
The Vacheron Constantin Overseas collection is one of the brand’s most versatile and sought-after lines, offering a perfect blend of sportiness, elegance, and technical mastery. While not as widely recognized as the Patek Philippe Nautilus or Audemars Piguet Royal Oak, the Overseas is steadily gaining traction in the secondary market, particularly due to its heritage, exceptional craftsmanship, and limited production numbers.
Collectors have begun to appreciate the Overseas for its timeless appeal, integrated bracelet, and mechanical movements, which contribute to its strong value retention. As demand continues to grow, certain references within the Vacheron Constantin Overseas lineup are now seeing price appreciation, making them an attractive option for those looking to invest in luxury timepieces with exceptional value.
Richard Mille – The Epitome of Modern Luxury and Innovation
Richard Mille has redefined the luxury watch market with its avant-garde designs, cutting-edge materials, and exclusivity. Unlike traditional luxury watch brands that focus on classic elegance, Richard Mille embraces high-tech innovation, crafting timepieces from materials like titanium, carbon TPT, and sapphire crystal casebacks.
The brand’s futuristic approach and commitment to high-quality craftsmanship have made its watches some of the most coveted and valuable investment pieces in the secondary market.
A major factor driving Richard Mille’s success is its association with elite athletes, musicians, and Formula 1 drivers. Sports icons like Rafael Nadal and high-profile celebrities like Pharrell Williams have been spotted wearing Richard Mille watches, fueling the brand’s desirability. These high-performance timepieces are designed to endure extreme conditions while maintaining their timeless appeal, making them a status symbol among collectors.
The limited production of Richard Mille models further enhances their exclusivity. With only a select number of watches produced each year, demand far exceeds supply, allowing certain references to hold or even increase in value over time.
Jaeger-LeCoultre – The Watchmaker’s Watchmaker
Jaeger-LeCoultre (JLC) is one of the most respected Swiss watch brands, known for its high-quality craftsmanship, rich history, and technical innovation. Unlike brands that rely heavily on marketing, JLC has earned a reputation as the watchmaker’s watchmaker, supplying mechanical movements to industry giants like Patek Philippe, Audemars Piguet, and Vacheron Constantin.
Jaeger-LeCoultre Reverso
The Jaeger-LeCoultre Reverso is one of the most iconic luxury timepieces, recognized for its unique reversible case and timeless design. Originally designed in the 1930s for polo players who needed to protect their watch dials during matches, the Reverso has evolved into a sophisticated dress watch with enduring appeal.
Despite JLC producing around 100,000 watches per year, the Reverso maintains stable demand due to its classic aesthetics, strong brand heritage, and impeccable craftsmanship. Unlike some flashier luxury watch brands, Jaeger-LeCoultre focuses on precision and high-quality materials, making its watches a good investment for those who appreciate mechanical movements and timeless elegance.
Tudor – The Perfect Balance of Affordability and Prestige
As the sister brand of Rolex, Tudor has carved out a strong reputation in the luxury watch market, offering high-quality craftsmanship at a more accessible price point. Known for their durability, water resistance, and robust design, Tudor watches provide an excellent entry point for collectors looking for timepieces with strong resale potential.
Tudor Black Bay
The Tudor Black Bay is one of the brand’s most successful and sought-after models, celebrated for its vintage-inspired design, strong build quality, and reliable mechanical movements. While positioned as a more affordable alternative to Rolex watches, the Black Bay still offers exceptional value and long-term investment potential, especially for those who maintain their watches in good condition.
In recent years, the Black Bay collection has seen a surge in collector interest, particularly for models featuring in-house movements, high-quality materials, and classic design elements. Its increasing popularity in the second-hand watch market suggests that pre-owned Tudor watches can hold their value well, making them an attractive option for collectors looking for an investment watch without the hefty price tag of other top watch brands.
How to Maximize the Resale Value of Your Luxury Watch
Proper Care & Maintenance
Regular servicing is essential for preserving a mechanical movement’s accuracy and longevity. Most luxury watch brands recommend a professional service every five to ten years, depending on usage and model specifications. Neglecting regular maintenance can lead to performance issues that lower a watch’s resale value in the pre-owned watch market.
Keeping the original box, warranty card, and documentation is equally important. These items not only verify authenticity but also increase a watch’s desirability among watch collectors. A pre-owned watch with complete packaging and paperwork typically sells for significantly more than one without them. Buyers prefer knowing a watch’s service history, so keeping servicing records and receipts from authorized service centers adds further credibility.
Whether it’s a Rolex Submariner, Patek Philippe Nautilus, or an Audemars Piguet Royal Oak, careful upkeep can make a significant difference in how well your luxury watch holds its value.
Buying Smart
Making a luxury watch investment starts with buying wisely. With the rise of counterfeit watches in the luxury watch market, ensuring authenticity is crucial to protecting both your purchase and its resale value. Additionally, knowing which models to invest in can prevent overpaying for watches that may lose demand over time.
Purchasing from authorized dealers or reputable sellers is the safest way to guarantee authenticity. Brands like Rolex, Patek Philippe, and Audemars Piguet have strict quality standards, and counterfeiters have become increasingly skilled at replicating these high-end timepieces.
Buying from unauthorized sources, especially without proper documentation, increases the risk of ending up with a fake watch, which will have no value in the secondary market. Always request original papers, warranty cards, and service records when purchasing a pre-owned luxury watch to ensure legitimacy.
Avoiding trend-driven models is another key factor in making a good investment. While some limited-edition or highly hyped watches may surge in value temporarily, their long-term appreciation is not always guaranteed. By being selective and patient, you can maximize your chances of owning a luxury timepiece that will hold its value or appreciate over time.
Timing the Sale
Selling a luxury watch at the right time can significantly impact its resale value. Knowing when demand peaks, tracking market trends, and choosing the right platform are key factors in maximizing your return. With careful timing, you can ensure that your luxury timepiece fetches the highest possible price in the secondary market.
Understanding market trends and auction results can help identify the best time to sell. Watches from top brands like Rolex, Patek Philippe, and Audemars Piguet often see fluctuations in value depending on supply, demand, and industry trends.
Limited-production models, discontinued watches, and those with high collector interest, such as the Patek Philippe Nautilus or Audemars Piguet Royal Oak, often appreciate over time.
Monitoring auction sales and secondary market listings can provide insights into whether your watch is increasing in value or if it’s best to hold onto it a little longer.
Sell Your Luxury Watch with Sell My Watch Australia
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Conclusion
Investing in a luxury watch is more than just owning a beautiful timepiece—it’s about choosing which luxury watch holds its value best and potentially appreciate over time. Watches from top luxury watch brands like Rolex, Patek Philippe, Audemars Piguet, Omega, and Vacheron Constantin have consistently demonstrated strong value retention, making them some of the best luxury watch investments.
Iconic models such as the Rolex Submariner, Patek Philippe Nautilus, Audemars Piguet Royal Oak, and Omega Speedmaster continue to be in high demand, proving their worth in the secondary market.
For those looking to buy or sell, making informed decisions is crucial. Purchasing from authorized dealers, maintaining proper care and servicing, and tracking market trends can significantly impact a watch’s long-term value. Whether you’re a watch collector or a first-time investor, understanding these factors will help you navigate the luxury watch market with confidence.
If you’re ready to sell your pre-owned luxury watch, ensure you get the best resale value by choosing a trusted platform like Sell My Watch Australia. By taking the right steps, you can make the most of your luxury timepiece investment while enjoying the timeless appeal of high-end watchmaking.