Luxury watch brands such as Rolex and Patek Philippe have become popular choices for those looking to invest in high-value watches. These watches often come with sophisticated complications and design elements that add an extra layer of complexity – both visually and mechanically – to these timepieces.
The luxury watch market has experienced significant volatility since 2021-2022, with many models that previously commanded huge premiums experiencing price corrections. Watch valuations are influenced by market speculation, social media trends, and celebrity endorsements, which can create temporary bubbles. By researching the watch market and its fluctuations, you can get an idea of which are the watches that hold value and may be good investments over time.
Watches that hold their inherent value are usually built to last and made with precious metals and the highest quality parts. The best watches use long-lasting materials like titanium or stainless steel, along with premium leather straps and scratch-resistant glass.
Finding watches that go up in value as opposed to simply holding their initial value can be challenging. Therefore, only buy watches when you love their design and functions. That way, any increase in value will be a pleasant bonus.
Vintage Timepieces That Are Worth Investing In
When it comes to finding vintage watches with investment value, there are a few factors to consider in order to determine whether a vintage model is likely to appreciate in value. These include the vintage model’s provenance, the rarity of the vintage model, and its condition. In general, limited production of less than 20,000 units will hold their value best.
Collecting vintage watches is an increasingly popular hobby. Vintage timepiece values can fluctuate on the secondary market, where collectors buy and sell vintage watches as investments.
It’s important to note that vintage watches are often exposed to wear and tear over time, which can affect their value. They should be inspected by an expert before making a purchase. Vintage watch buyers should be aware that old models can be difficult to repair or replace parts for.
2026 Market Update
The luxury watch market has stabilized significantly since the volatility of 2022-2023. In 2025, the secondary market showed positive growth for the first time in three years, with Patek Philippe leading the way at +7.7%, followed by Grand Seiko (+4.2%), Cartier (+3.3%), Tudor (+3.4%), and Rolex (+3.3%).
Current market data from early 2026 shows that 56% of Rolex models and 63% of Audemars Piguet models are selling above their retail prices, demonstrating renewed strength in the luxury watch investment market. Independent watchmakers have also emerged as strong performers, with brands like F.P. Journe showing exceptional value retention and collector demand.
1. Rolex
Why do Rolex watches hold value? Rolex is well-known for producing timepieces of exceptional quality and reliability.
Waitlists for popular Rolex models at authorized dealers can be extensive (1-5+ years), which contributes to the premium pricing in the secondary market. Stainless steel professional models generally hold value better than precious metal variants. If you’re buying a pre-owned Rolex watch, make sure to check that it is an authentic Rolex timepiece.
The Rolex Daytona is one of Rolex’s most popular watches. It has a classic look and is made from high-quality materials, making it a timeless design that can be passed down for generations. A pre-owned Daytona in good condition has a retail price of between $19,000 to $60,000 on online marketplaces such as Bob’s Watches.
The Rolex Submariner is another popular Rolex timepiece that has stood the test of time. This model is waterproof up to 300 meters and features a sleek black dial with luminous markers.
GMT-Master II watches feature two time zones, perfect for globetrotters who want to keep track of the time in multiple places simultaneously. The GMT-Master II is a popular choice among watch collectors due to its sophisticated design and intricate craftsmanship.
Finally, Rolex’s Cosmograph Daytona is a chronograph watch that is perfect for those who want to track their time with precision and style. It features three sub-dials and comes in a variety of colors and styles.
2. Patek Philippe
Patek Philippe has been a leading name in Swiss luxury watches since 1839 and has continued to produce high-end timepieces with timeless designs. Patek Philippe watches not only make for exquisite accessories but also retain their value over the years, making them great investment pieces or milestone gifts. Complications like perpetual calendars and chronographs typically hold value better than time-only pieces.
One of the brand’s most iconic models is the Patek Philippe Nautilus. This sporty-luxe timepiece features a stainless steel case and bracelet, contrasting blue dial, and date display window. The movement is renowned for its accuracy and reliability. The discontinuation of the Nautilus ref. 5711/1A in 2021 created unprecedented demand, with prices reaching 3-4x retail before stabilizing at lower levels.
Patek Philippe Aquanaut watches also hold their value well over time. They have a modern design with robust features like scratch-resistant sapphire crystal, luminous hands and water resistance up to 120 meters.
The Patek Philippe Calatrava is also an investment piece, as its quality materials and superior craftsmanship guarantee you something fine to pass down through generations.
3. Omega
If investing in a high-end watch is what you’re after, then Omega should be top of mind on your list of possibilities. Founded by Louis Brandt in 1848 in the Swiss village of La Chaux-de-Fonds, Omega is renowned for its accurate timekeeping.
Omega’s current production numbers are much higher than brands like Patek Philippe or Audemars Piguet, which impacts long-term value retention. However, vintage Omega watches from the 1950s-1970s have seen significant appreciation.
The first Omega Speedmaster was worn by Buzz Aldrin on his journey to the moon in July 1969. Speedmaster Broad Arrow watches come with a self-winding mechanical movement and feature an arrow-shaped hour hand. Limited edition Speedmaster models often hold value better than standard production models.
James Bond wears watches from the Omega Seamaster collection in each film. The Seamaster Diver is ideal for those who want to explore new depths of fashion because its water resistance reaches down to 300 meters.
The Flightmaster is geared towards adventurers who crave information at their fingertips. The De Ville was introduced in 1967 and is perfect for those with a classic style.
The Constellation range of watches don’t generally hold their value as well as these other vintage Omega watches. However, with any of these high-value Omega watches on your wrist, you know you’re wearing something truly special.
4. Audemars Piguet
Audemars Piguet has some of the most iconic watches in the world, and their value over time will only increase. One such model is the Audemars Piguet Royal Oak watch.
This watch was first released in 1972, and it revolutionized the industry with its bold design. The main feature of this watch is its octagonal bezel, which has become a signature Audemars Piguet style.
The Royal Oak is available in many different metals and finishes, making it incredibly versatile and able to suit the individual taste of any wearer. The Royal Oak Offshore Tourbillon Chronograph is 1mm larger than the original Royal Oak.
Over time, Audemars Piguet Royal Oak watches have only appreciated in value, making this Swiss brand a relatively sound investment for anyone looking to purchase a luxury watch. The “jumbo” Royal Oak references (15202 and its successor 16202) tend to hold value better than other variants. Royal Oak Offshore models generally don’t hold value as well as the classic Royal Oak design.
5. Vacheron Constantin
When it comes to value retention, Vacheron Constantin offers several timepieces that have proven to stand the test of time. The Vacheron Constantin Overseas and the Vacheron Constantin Patrimony are two models that consistently hold their value quite well.
The Overseas blue dial variant can command premiums of 60% more than the other variants, while the Patrimony stands out with elegant case shapes and timeless dial designs. Both models have become increasingly popular in recent years, making them excellent second-hand buys if you’re looking for a reliable investment piece.
6. Richard Mille
When it comes to luxury watches, few brands command the attention and adoration that Richard Mille does. Only 3,000 Richard Mille watches are made each year, and therefore they tend to hold their value well. Nevertheless, it’s a relatively young brand (founded in 2001) without the long-term track record of brands like Rolex or Patek Philippe.
The RM 35-02 Rafael Nadal watch features a lightweight skeletonized self-winding baseplate and case made from grade 5 titanium. This impressive watch boasts an impressive power reserve of 55 hours.
Another excellent option is the RM 50-03 McLaren F1, which is made out of Grade 5 titanium combined with Carbon TPT. This ultra-lightweight watch weighs only 38 grams and only 75 units were produced.
When shopping for a watch that retains its value, these two options from Richard Mille are sure to provide years of reliable performance and enjoyment. Their extreme price points ($100,000 to $2M+) limit the potential buyer pool, which can affect liquidity in the secondary market.
7. Jaeger-Le Coultre
Jaeger-Le Coultre is an revered Swiss watchmaker that produces an array of well-made timepieces. This luxurious watch brand was founded in 1833 by Antoine LeCoultre. Its iconic watches are popular with celebrities such as Jay-Z, Christian Bale and Leonardo di Caprio.
In general, Jaeger-Lecoultre watches do not hold their value as well as Rolex or Patex Philippe, however there is high demand for some of their limited edition models.
Reverso and Memovox models are highly sought after and generally have been known to retain the majority of their value, even when second-hand. The Reverso Tourbillon Number 2 is listed at over $63,000 on resale sites such as Chrono24, while a rose gold pre-owned Jaeger-LeCoultre Reverso Gyrotourbillon 2 is being sold for $231,590.
Additionally, several vintage or limited edition Memovox models boast exceptional resale value which may increase due to their rarity over the months or years. Finally, Jaeger-LeCoultre’s Deep Sea Chronograph is a luxurious way to experience true horological finesse.
8. A. Lange & Söhne
A. Lange & Söhne represents the pinnacle of German watchmaking, with their timepieces consistently demonstrating strong value retention. Reestablished in 1990 after the reunification of Germany, the brand has quickly reclaimed its historical prestige.
The Lange 1, with its distinctive asymmetrical dial layout and outsize date, has become their signature model and tends to hold value exceptionally well. Their annual production remains extremely limited – estimated at under 5,000 pieces across all models – which supports long-term value.
A. Lange & Söhne watches feature exquisitely hand-finished movements, often visible through sapphire casebacks, with their decorated German silver plates representing craftsmanship that collectors increasingly recognize and value. Particularly sought after are their complicated pieces like the Datograph and Zeitwerk, which have seen significant appreciation in recent years.
9. Grand Seiko
Grand Seiko has emerged as a significant player in the luxury watch market, with particular models showing impressive value retention. Founded in 1960 as Seiko’s luxury division, Grand Seiko became an independent brand in 2017, further cementing its prestige status.
Their limited edition pieces, particularly those featuring Spring Drive technology, have demonstrated strong appreciation in the secondary market. The “Snowflake” model (SBGA211) with its distinctive textured dial has become an iconic design that maintains excellent resale value.
Grand Seiko’s meticulous craftsmanship, including their celebrated zaratsu polishing technique, contributes to both aesthetic appeal and long-term value. Their relatively limited distribution outside Japan has historically created scarcity that benefits value retention, though their international expansion continues gradually.
10. TAG Heuer
In general, TAG Heuer watches don’t retain their value as well as some of the more expensive watch brands on this list. However, a Heuer Atavia or Heuer Monaco watch in perfect condition has strong resale value.
TAG Heuer watches are produced in large quantities. Your best bet if looking for men’s watches that appreciate in value is to purchase a vintage Heuer timepiece.
11. F.P. Journe
F.P. Journe represents the pinnacle of independent watchmaking and has emerged as one of the most sought-after brands for collectors seeking exceptional value retention. Founded in 1999 by master watchmaker François-Paul Journe, this Geneva-based manufacture produces fewer than 900 watches annually, making each timepiece exceptionally rare.
What sets F.P. Journe apart is the extraordinary craftsmanship – all movements are made from 18k rose gold, a unique signature of the brand. Each watch is assembled from beginning to end by a single watchmaker, a practice that has largely disappeared in modern watchmaking.
The F.P. Journe Chronomètre Bleu has become one of the brand’s most iconic models despite being technically an entry-level piece. This time-only watch features a striking blue dial housed in a 39mm tantalum case – an ultra-hard metal that’s notoriously difficult to machine. Originally retailing around $30,000-$35,000, examples now regularly trade for $50,000-$70,000 on the secondary market.
The Tourbillon Souverain showcases F.P. Journe’s technical mastery with its remontoir d’égalité mechanism that guarantees exceptional precision. Produced between 2003 and 2018, these models now command prices around $183,000 regardless of case material. A rare early example from 1993 sold at auction in 2025 for an astounding £6.5 million.
The Chronomètre à Résonance is perhaps the brand’s most revolutionary creation – the world’s first wristwatch with acoustic resonance. Using two balance wheels on independent gear trains that synchronize and resonate, this technical marvel demonstrates why collectors are willing to pay premiums well above retail for F.P. Journe timepieces.
F.P. Journe’s limited production, independent status, and exceptional craftsmanship have resulted in a thriving secondary market where many models trade significantly above their original retail prices. In 2025, F.P. Journe showed a 49% turnover rate at top price tiers and prices for independent watchmakers like Journe increased by 22% overall.
For collectors seeking watches that combine horological innovation with strong investment potential, F.P. Journe represents one of the most compelling choices in the modern watch market.
12. Cartier
Cartier has experienced a remarkable resurgence in the luxury watch market, emerging as one of the best performers of 2024 and continuing strong growth into 2025-2026. While Cartier is historically known for jewelry and dress watches, the brand’s iconic timepieces are now commanding serious attention from collectors and investors alike.
The appeal of Cartier watches extends beyond traditional collectors – Gen Z buyers have driven a fourfold increase in demand for the brand, particularly for slimmer, design-driven timepieces that offer an alternative to the steel sports watch trend.
The Cartier Santos collection, with its distinctive square case and exposed screws, has become increasingly coveted. Originally designed in 1904 for aviator Alberto Santos-Dumont, the Santos represents over a century of watchmaking heritage with minimal design changes. The Santos-Dumont Skeleton has been a particular standout, climbing from retail prices around £25,000 to secondary market values closer to £30,000 as availability tightens.
The Cartier Tank is another icon experiencing renewed appreciation. With its rectangular case inspired by WWI tanks, the Tank has graced the wrists of everyone from Princess Diana to Andy Warhol. The timeless design and relatively accessible entry points – particularly for vintage Must de Cartier models – make this an attractive option for newer collectors.
Cartier’s value retention is supported by several factors. The brand posted a +3.3% increase in 2025, and was the top performer in 2024. Celebrity endorsements from Jake Gyllenhaal, Tom Holland, and other high-profile figures have boosted visibility among younger buyers. The watches offer recognizable, elegant designs that transcend trends.
What makes Cartier particularly interesting for investment is the range of price points available. Entry-level vintage pieces from the Must de Cartier collection can provide affordable access to the brand, while haute horlogerie complications demonstrate serious watchmaking credentials.
For those seeking watches that combine fashion heritage, design excellence, and strong current market momentum, Cartier represents an compelling addition to any collection.
13. Tudor
Tudor has successfully established itself as a brand offering exceptional value retention in the under-£10,000 category. As Rolex’s sister brand, Tudor benefits from association with one of the most prestigious names in watchmaking while maintaining more accessible price points.
The brand posted impressive gains of +3.4% in 2025 and demonstrated a 46% turnover rate in the under-$10,000 segment – outperforming many competitors in this price range. Tudor’s strategic partnerships with high-profile ambassadors like David Beckham and various sports collaborations continue to resonate with younger collectors.
The Tudor Black Bay collection has become the brand’s flagship line and demonstrates particularly strong value retention. These dive watches combine vintage-inspired aesthetics with modern reliability and in-house movements. The Black Bay GMT adds a dual-time complication that appeals to travelers and has seen exceptional demand – a 2022 example with full box and papers recently sold for £1,676 and was snapped up within minutes.
The Black Bay Fifty-Eight offers a more compact 39mm case size that suits smaller wrists while maintaining the collection’s distinctive snowflake hands and vintage charm. Limited editions and special dial variants within the Black Bay line often command premiums on the secondary market.
What makes Tudor particularly attractive for newer collectors or those with smaller budgets is the combination of Rolex-adjacent quality and prestige at significantly lower price points. The watches use robust in-house movements, feature excellent build quality, and benefit from Rolex’s distribution network and servicing infrastructure.
Tudor represents an intelligent entry point into luxury watch collecting with genuine investment potential. The brand’s growing prestige, strong secondary market performance, and accessible pricing make it an excellent choice for building a diverse watch portfolio.
14. IWC
IWC Schaffhausen has shown promising signs of recovery in 2025-2026 after several challenging years. The brand posted gains of +4.9% in 2025 and achieved a 42% turnover rate in the under-$10,000 segment, potentially marking a turning point for this historic Swiss manufacturer.
Founded in 1868, IWC has a rich history of producing pilot’s watches, dive watches, and dress watches with distinctive German-influenced design and Swiss precision. The brand’s recent momentum has been driven by strategic marketing initiatives and celebrity partnerships.
The IWC Ingenieur – originally designed by legendary designer Gérald Genta – has been successfully relaunched with strong marketing around the F1 movie featuring Brad Pitt, a known watch enthusiast. This exposure has brought renewed attention to IWC’s sports watch capabilities.
The IWC Pilot’s Watch collection remains the brand’s most iconic offering. Models like the Mark series and Big Pilot command respect among aviation enthusiasts and collectors. These watches combine functional design with historical authenticity – IWC has been producing pilot’s watches since the 1930s.
The IWC Portugieser collection represents the brand’s dress watch expertise. With its distinctive railway track minute ring and leaf-shaped hands, the Portugieser offers elegant proportions and complications like chronographs and perpetual calendars. Certain vintage Portugieser models have seen appreciation as collectors recognize their design significance.
While IWC generally doesn’t hold value as strongly as Rolex or Patek Philippe, the brand’s recent performance suggests improving collector interest. Limited editions, vintage pieces from the 1940s-1970s, and iconic models like the Mark XI or early Big Pilots can offer interesting investment opportunities.
For collectors interested in German engineering heritage combined with Swiss watchmaking tradition, IWC presents an improving value proposition with strong brand recognition and growing market momentum.
Emerging Trends in Luxury Watch Investment
The luxury watch market has evolved significantly, with several key trends reshaping which watches hold their value best in 2026.
Independent Watchmakers Outperforming Traditional Brands
Independent manufacturers like F.P. Journe, H. Moser & Cie, and Laurent Ferrier have emerged as surprisingly strong performers. In 2025, independents showed aggregated value increases of +22%, with median prices rising +20% year-to-date.
These brands benefit from extremely limited production numbers (often under 1,000 pieces annually), exceptional craftsmanship, and growing collector recognition. F.P. Journe’s 49% turnover rate at top price tiers even eclipsed established giants like Audemars Piguet and Patek Philippe.
The Dress Watch Resurgence
After years of steel sports watch dominance, dress watches are experiencing renewed appreciation. Rolex’s dressy collections – the Date (+7.1%), Cellini (+6.1%), and Datejust (+5.2%) – were among the brand’s best performers in 2025. This shift is largely driven by younger collectors, particularly Gen Z, who are seeking slimmer, design-focused timepieces that offer sophistication beyond the ubiquitous sports watch aesthetic.
Social Media Influence on Value
Instagram, YouTube, and other social platforms have become powerful drivers of watch desirability and value. Celebrity endorsements and influencer content can create significant demand spikes for specific models.
Cartier’s surge, for example, has been amplified by visibility on celebrities like Jake Gyllenhaal and Tom Holland. However, collectors should be cautious of short-term hype – models that achieve fame through social media trends may not sustain long-term value if the attention proves fleeting.
Market Stabilization After Volatility
The speculative bubble of 2021-2022 has definitively burst, with the market experiencing corrections through 2023-2024. However, 2025 marked a stabilization with selective growth.
This new equilibrium favors proven brands with genuine scarcity and heritage over speculative plays. Investors are becoming more selective, focusing on models with historical significance and enduring design rather than chasing the latest hype.
Pre-Owned Market Strength
The secondary market has matured significantly, with authenticated pre-owned watches offering smart entry points at 50-80% below retail for many models. The pre-owned segment is now projected at over $30 billion globally, providing liquidity and price transparency that benefits both buyers and sellers.
These trends suggest that successful watch investing in 2026 requires looking beyond traditional steel sports models to consider independent brands, classic dress watches, and pieces with genuine craftsmanship and limited production.
Final Thoughts on Watches That Hold Value
Ultimately, investing in quality watches requires research, patience, and a genuine appreciation for the timepieces themselves. The luxury watch market has matured considerably, with 2025-2026 showing stabilization after the volatility of previous years.
The brands most likely to hold value combine several key factors: limited production numbers, strong brand heritage, exceptional craftsmanship, and consistent collector demand. Traditional powerhouses like Rolex and Patek Philippe continue to dominate, but emerging categories – including independent watchmakers like F.P. Journe and revitalized classic brands like Cartier – offer compelling alternatives.
Mid-range watch models such as the Hamilton Jazzmaster and Raymond Weil Freelancer will generally not retain their value as well as top-tier brands. However, accessible luxury brands like Tudor and Omega provide genuine investment potential at lower price points, particularly for limited editions and discontinued models.
The most important principle remains unchanged: only buy watches you genuinely love and would enjoy wearing. Market conditions fluctuate, trends change, and no watch investment is guaranteed. By choosing timepieces whose design and function you appreciate regardless of financial return, any value appreciation becomes a welcome bonus rather than a prerequisite for satisfaction.
Current market data suggests that steel sports models from established brands, complicated pieces from independent watchmakers, and classic dress watches from heritage manufacturers offer the strongest value retention prospects for 2026 and beyond. Carefully research specific models, purchase from authorized dealers or reputable pre-owned specialists, and maintain your watches properly to maximize their long-term value.
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