Do Luxury Watch Values Appreciate? - Investment Guide

Do Luxury Watch Values Appreciate? - Investment Guide

Luxury watches were always considered a great investment. This is one of the reasons why we see so many watch consultants and resellers emerge on the daily. Luxury watches can appreciate in multiplied value. In many cases, they are passed down to generations adding to family wealth.

Over the past two decades, these luxury watches have seen an emerging trend being sought after by many enthusiasts. Some models have even reached huge numbers at auctions. They are almost on par with other asset classes like real estate or art. This makes luxury watches a lucrative investment opportunity aside from the traditional ones. 

So today we will talk about why they should be considered an investment. We will also mention some top brands to look out for when building your investment portfolio!

Quick Summary - Top Luxury Watch Brands That Appreciate

  • Rolex
  • Audemars Piguet
  • Omega
  • Panerai 
  • Franck Muller
  • Breitling
  • Tag Heuer 
  • Jaeger-LeCoultre 

Why Should Luxury Watches Be Considered A Good Investment?

Like stocks, art, or real estate, luxury watches should be considered a good investment. In many cases, a good investment can also turn into a great one overnight. Here is why they should be considered a good investment

  • Unlike traditional investments, watches usually have a relatively low-risk profile. A property’s value may change drastically with the economy. However, it is usually not the same for luxury watches. Moreover, luxury watches, depending on the model, can even sell at premium prices when the economy is in bad shape.
  • Luxury watches are usually made with premium materials that add to their value. They can range from gold or titanium. They can even come studded with diamonds. Regardless of how complicated the watch mechanism is, these special watches are sought after by collectors and enthusiasts.
  • Many brands craft limited editions or have vintage models that are a lucrative investment opportunity. Vintage models have great significance as they are relics, and may also have been once owned by famous people. These factors greatly influence the price of a watch.

Remember, the market for luxury watches may vary in different places. First-grade counterfeits flood the market and you need to look out for them. There have been cases where proper enthusiasts could not tell the difference between an original and a fake.

Consult with the right people, do research, and asses your potential return on investment before investing. The watch market is a great place to invest in if you know your market. The key is to commit at the right moment to increase your chances of the perfect investment.

7 Watches That Appreciate In Value: Our Top Selections For You

Did you know that there are more than 150 luxury watch brands in the market? 

Each has both classic and unique models that are sought after by enthusiasts. So let us shorten that list to the top 8 brands and their models that have the potential to appreciate.


Rolex has been known to make watches that are a class apart. Although the value of most of their models is appreciated, they have yet to be able to match the Submariner series. Originally launched in 1953, the Rolex Submariner became a desirable model in the watch community quickly. 

It features a 3135 movement. This comes packed in a 904L stainless steel case which is waterproof. A vintage Submariner will need a big initial investment but they have a great rise in value with time.

Another great from the manufacturer is the Rolex Datejust which came out in 1945. The Datejust is one of the oldest running models from Rolex’s lineup. It was the first self-winding watch to come with a date window as standard. It still is a great watch that you can consider investing in just for the heritage itself.

Audemars Piguet 

Audemars Piguet debuted in 1875. They are famous for catering only to the luxury watch market. They have made watches that define proper craftsmanship. The Audemars Piguet Royal Oak is a great choice from their lineup. 

It was brought to the market by designer Gérald Genta. The watch was received with criticism initially due to its bold look. However, nowadays the Royal Oak is now considered a must-have by almost all enthusiasts. The Royal Oak Boasts a 60-hour power reserve finished with 280 parts. The design has remained unchanged since it was first launched in 1972.

Experts value the Royal Oak and guarantee that their value has the potential to appreciate. The Royal Oak design has aged well. Its octagonal case design with an integrated bracelet is a work of art. For investors and enthusiasts, the Audemars Piguet Royal Oak is a great watch to invest in.


Omega is another watchmaker known to make watches that are a class apart. They were known to make the first watch to go into space, the Speedmaster. Out of their other models, the Seamaster stands as a great potential for investment. It comes in many versions and colors such as sandblasted black or blue dials. 

They have a rotating bezel with a choice of either rubber or stainless-steel straps. The Seamaster has long-lasting movement, a 12-hour dial, and a date indicator. They have a transparent back casing that exposes the anti-magnetic movement and other inner workings.

Seeing the trend over the years, the Seamaster is a great watch to consider if you looking to invest in a watch that will appreciate with time. The most sought-after model is the one associated with James Bond.  They have high demand and an even higher resale value. Additionally, many people try to look for older quartz versions of the Seamaster. They are very rare and hard to find. 


The Panerai is a designer luxury watchmaker that blends Italian design and Swiss craftsmanship. They initially made watches from the Italian Royal Navy. That watch is now known as the Radomir and is considered a great investment. It has a 47mm large cushion-shaped steel case. It is finished with luminescent numerals and indexes and a high-quality manual mechanical movement.  

Another great investment is the Panerai Luminor. It is the brand's flagship model that comes in several sizes, materials, and complications. They still follow the age-old cushion-shaped case paired with minimalist dials. 

Panerai watches have a big enthusiast base worldwide. Investing in Panerai timepieces is a great decision, as their cult status and limited production have the price increase over time. Each Panerai model, including the vintage Luminor and Radomir, is considered a collectible due to their exclusivity and unique design elements. 

Franck Muller

Watches from Franck Muller are famous for their unique styles. They started making watches fairly recently, in 1991. Since then, they've been known for blending age-old craftsmanship with a bold look. Every Franck Muller is made with close attention to even the smallest details. They have designs that are different from the general design of most watches you see nowadays. 

These watches have unusual designs paired with reliable parts that make them both stylish and practical. They come decorated with engravings, colorful gemstones, or special materials. Such features make them one-of-a-kind and very rare.

The Franck Muller Vanguard is a great watch you can consider investing in. They have a special shape made from different materials like steel, titanium, and even gold. In recent market trends, Franck Mullers are going up in price making them a collectible in the watch market. Paired with the fact that they are usually studded with gemstones they are a worthy investment. 

1. Breitling 

Breitling has made luxury watches since 1884. All of their models showcase precision engineering and a rugged design. Breitling is one of the largest Swiss watchmakers. 

Among its lineup, the Navitimer is the most desired model. It is named after its navigation and timer functions. This watch is the perfect example of Breitling's aviation heritage

The Breitling Navitimer is a great investment. Additionally, the Breitling Super Avenger is another model that has been shown to hold their value over time. The Navimeter is rugged and designed for professional use. 

The Super Avenger is a 48mm chronograph with impressive water resistance. It is a great investment for both collectors and sportsmen. They may not fetch a high enough price as the original Navimeter, but vintage Super Avengers can go for a premium price.

2. TAG Heuer 

TAG Heuer watches have a rich heritage that dates back to 1860. Since then it has established itself as a premium Swiss watchmaker. Their watches are renowned for with build and innovative designs. One of their most loved models is the Monaco series. It is famous for its distinctive square case. The Monaco was among the first of its kind in this design. What rocketed its fame was when Steve Mcqueen wore one in his 1971 movie Le Mans.

Apart from the Tag Heuer Monaco, there are other great models from the maker that are also great investments. The Carrera series of watches is a good investment for enthusiasts. It got its name after the Carrera Panamericana motor race. This watch comes in a sleek and sporty design that appeals to most types of people looking for a luxury watch.

TAG Heuer watches hold their value well over time, making them a smart financial investment. Although not as famous as other models, the Carrera is rising in value in the current market. Do not expect newer models may not hold as much resale value now. A vintage or limited edition Carerra has the potential to reach five to six-figure values at auctions.

3. Jaeger-LeCoultre 

Jaeger-LeCoultre had its inception two decades ago. They are a renowned Swiss watch manufacturer. One of their most iconic offerings was the Reverso. It was introduced in 1931 with its Art Deco style design. Its reversible case was designed for polo players to protect the crystal during matches. 

The Jaeger-LeCoultre Reverso is a distinctive timepiece in the world of horology. Experts predict that this watch will increase in value making them a great investment opportunity. This is sheerly due to their historical significance and appeal. 

Frequently Asked Questions

Are Watches A Good Investment?

Watches should not be purchased with a mindset of making a profit. However, many people use this as a way to make a profit in the used watch market. The best watch brands are Rolex, Audemars Piguet, and Richard Mille. Most of their models are known to hold their value or appreciate with time. Limited Edition or Vintage models are the best types to invest in due to them being so rare.

What Watches Appreciate The Most In Value?

Omega, Rolex, Audemars Piguet, Richard Mille, and Breitling have models that appreciate the most value with time.

Are Used Luxury Watches A Good Investment?

Used luxury watches are a fantastic investment if done right. Make sure you get one in great condition, with the right paperwork and authentication card. Getting one in original packaging can help retain the original value of the watch. 

What Luxury Watch Are You Into? 

A luxury watch can be a great way to invest your hard-earned money. Some watches may hold their value better than others. So you must do proper research before finalizing your purchase. Certain luxury brands like Rolex maintain their value better than others. Vintage and Limited edition ones follow the same trajectory. The best thing about investing in a luxury watch is not the profit you make, but the fact that you can wear a masterpiece until you sell it.

Back to blog