Luxury watches are not just accessories to tell time. Although the purpose is to do just that, they represent year-old craftsmanship. A luxury watch is a great investment in the same asset class as real estate. This makes the pre-owned market a good place to watch an industry on its own. 

Certain watches not only hold their value but appreciate over time. This makes them a prized possession for watch enthusiasts. So if you’re considering buying a luxury watch as an investment, here are the best watches to invest in!

What Makes a Luxury Watch Appreciate?

Key Factors That Influence Value Appreciation

• Brand Reputation and History: The biggest factor that influences the value of a watch is the reputation the brand has carved for itself. Rolex, Patek Philippe, and Audemars Piguet are just some names of many that have developed this reputation, making them so valuable. 
• Limited Editions and Rarity: Most luxury and ultra-luxury watches are made in small numbers. This makes them priced higher in the pre-owned market sheerly due to demand and supply. Other than that some of these watches can also have special editions made from special material making them even more exclusive. 
• Material Quality and Craftsmanship: Apart from the regular stainless steel, some luxury watches come in finer materials like gold, platinum, and diamonds. This combined with the craftsmanship that goes into making a watch makes it potentially appreciated.
• Innovation and Technological Features: Some watches were a first of its kind introducing new heights in watchmaking. Some had changed the design language of watches overall. These innovations, technological advancements, and complications make them very desirable driving up their prices.
• Historical or Celebrity Significance: Some watches related to historical events or owned by notable figures gain value making them very expensive to acquire. 

How Do Market Trends Influence Watch Values?

How much a watch is worth is set by market demand and supply. Taking all of the above into account market trends influence a watch’s value: 

• Market Demand and Consumer Interests: Depending on what resonates with the consumer, certain models rise in value. This can be due to a plethora of reasons from as big as movie features or as small as the material used. 
• Global Economic Factors and Their Impact on Luxury Goods: During times of economic stability or growth, the demand for luxury goods like watches tends to increase the price. On the other hand, economic downturns can temporarily lower prices making it the best time to acquire a luxury watch. 

Which Luxury Watch Holds Its Value Best?

1. Rolex Submariner

The Rolex Submariner is not just a watch—it’s a legend. Since its launch in 1953, this professional diver’s watch has quickly gained popularity. What makes the Submariner so valuable? It combines a timeless design with exceptional craftsmanship. Unlike its older brother, the DateJust, the Submariner is more sought after in the preowned market.

The Submariner has gone through many generations, each improving upon the old one in different ways. Since it has been made in small quantities, older models are particularly desirable among collectors. As a result, the Submariner consistently holds, if not increases, its value on the secondary market. 

2. Audemars Piguet Royal Oak

Similar to Rolex, Audemars Piguet is another watch brand that has years of heritage behind its name. In Particular, the Royal Oak changed the market for luxury sports watches when it debuted in 1972. It changed watch design forever when watch designer Gérald Genta introduced its octagonal bezel, visible screws, and integrated bracelet. 

What makes it even more valuable today? Each AP is very rare with its avant-garde design and limited production runs. The Royal Oak is thus another watch that you can consider a good investment for the future. A special edition Royal Oak can even sell well above their original retail price.

3. Patek Philippe Nautilus

Ask any enthusiast and you find out that Patek Phillipe is definitely on their top 3 list. No watch could capture the imagination of collectors quite like the Patek Philippe Nautilus. It was first introduced in 1976, another Gérald Genta special that blended sportiness with elegance. 

But what really drives its value? The Nautilus is also produced in extremely limited numbers making it very rare. Their high demand and limited supply make them a big name in the pre-owned market as a great blue-chip investment. 

Which Luxury Watches Are Most Likely to Appreciate in Value?

1. Patek Philippe Grand Complications

Patek Philippe’s Grand Complications series is famous for combining complex functions, such as perpetual calendars, minute repeaters, and moon phases. These watches are not mass-produced which helps them remain in high demand. As they are so exclusive, many models in the Grand Complications series appreciate significantly over time. 

2. Omega Speedmaster

The Omega Speedmaster is another watch that has a great history attached to its name. It was the first watch on the moon just gaining the name “Moonwatch.” It is a beloved piece among collectors. The limited editions and vintage models that are tied to NASA’s space exploration typically sell for a high price in the pre-owned market. Unlike the Seamaster, the Speedmaster tends to be of greater value.

3. Vacheron Constantin Overseas

Vacheron Constantin’s Overseas is a relatively new watch that has started to see a rapid increase in demand in recent years. It stands out for its versatility especially those that feature limited-edition dials or precious materials like pink gold. 

Do Luxury Watches Appreciate in Value Over Time?

Case Study: Vintage Rolex Daytona

If you look at a specific Rolex Daytona you can find your answer to whether a luxury watch can appreciate dramatically over time. Launched in 1963, the Daytona was not too popular at the time. However, that quickly changed in the 1980s when actor and race car enthusiast Paul Newman sported one on his wrist. The “Paul Newman Daytona,” has since become one of the most precious watches in history. In 2017, Paul Newman’s own Daytona sold for a whopping $17.8 million at auction. 

Which Watch Brand Is Best for Investment?

Rolex: A Consistent Investment

This is the holy grail of investment watches with collectors preferring a Rolex over anything to flip for a profit. It has market dominance and an iconic timeless design making a Rolex very desirable. They are known to hold their value consistently with fluctuations on very rare occasions. There is a strong demand in the secondary market for iconic models like the Submariner, Daytona, and especially the GMT-Master II.

Patek Philippe: For High-Value Collectors

If you have more money, a Patek Philippe can be your go-to brand that maintains and grows in value. The marketing team at Patek produces limited quantities with a focus on technical innovations. The Grand Complications and Nautilus models are some of the best investment watches to consider. 

Audemars Piguet: A Rising Star

Audemars Piguet is another brand that is going through a surge in its market value. The Royal Oak in particular is a model that has seen substantial growth in its value. This is a watch brand to keep an eye on in the coming years.​

How to Choose a Luxury Watch That Will Appreciate?

Look for Limited Editions or Rare Models

The rarity of a watch dictates its value after the sale. Most luxury watches are produced in limited numbers which creates a high demand with a low supply when discontinued. This makes these models more desirable over time, leading to price increases in the secondary market. Limited editions from big names like Rolex, Patek Philippe, and Audemars Piguet perform well in the long run.​

Understand the Market for Specific Brands

Sometimes understanding the market condition can also translate to a smart investment. You must know the market trends of specific brands by monitoring auction results, market demand, and emerging trends. This way you will be well versed in what works and what doesn’t in the market making it easy to predict the future​ value. 

Condition and Provenance Matter

At the end of the day, the condition of a watch and its proof of authenticity also plays a big factor in deciding its resale value. Watches in pristine condition with their original packaging, paperwork, and service records sell for higher prices. This is referred to as a full set. Watches that are authentic without papers can fall in value significantly. 

Luxury Watch Brands That Have Shown the Best Investment Returns

Here are some brands and their models that have shown the best investment returns in the market!

Frequently Asked Questions 

Which luxury watch holds its value best?

Overall, Rolex is one brand that has been consistent in holding its value in the pre-owned market. Their Submariner and Daytona are the ones that lead the pack.​

Which watch is most likely to appreciate?

Limited Edition pieces from Patek Philippe especially from the Grand Complications and Nautilus collections are known to appreciate fast..

Do luxury watches appreciate in value?

Luxury watches appreciate in value making them a great way to invest for enthusiasts. Even non enthusiasts also invest in watches to flip for a profit making them a great asset to have.

Which watch brand is best for investment?

Currently, Rolex, Patek Philippe, and Audemars Piguet are brands that are best for investing in the current market.

Which Watch Will Be Your Next Purchase?

Being a watch enthusiast and investor has its perks. Not only do you buy and sell for a profit, you get to wear one and enjoy it while you hold it. To always make a good decision, be well versed on market trends of a model you are interested in. To add to this, look for watches in good condition with original papers to make the right choice when investing. 

If you are looking to expand your watch collection, take a look at the collection at Great Lakes Watch Company. They have a great collection of authentic pre-owned watches where you can find your next purchase. If you think we missed out on any watch, write in the comments below so that we can cover it in our next article!

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