Luxury watches are more than precision instruments; they’re wearable investments. Most consumer goods lose value the moment they’re purchased, but certain timepieces hold their worth and may even appreciate over the years.
Understanding what drives long-term value can make the difference between a trend and a lasting asset for collectors and first-time buyers alike.
What Drives Value Retention
Not all luxury watches are created equal when it comes to retaining value. The brands that consistently perform best share the defining characteristics of prestige, rarity, craftsmanship, and heritage. Certain marques, such as Rolex watches, are cited as benchmarks for value retention, thanks to their meticulous engineering and timeless design.
Heritage houses like Rolex, Patek Philippe, and Audemars Piguet have built legacies over generations, cultivating trust and exclusivity. Limited editions or discontinued models can command higher premiums in the secondary market, driven by scarcity and collector interest. The use of high-quality materials like solid gold and platinum further ensures mechanical and aesthetic longevity.
Recent Market Trends & Performance
The pre-owned sector has emerged as a dominant force in the luxury watch market. Even after a period of correction following the 2022 boom, value retention among top brands remains strong. A recent Morgan Stanley and WatchCharts report found that key names, including Rolex, Patek Philippe, and Audemars Piguet, continued to outperform the wider secondary market in Q2 2025.While speculative spikes seen during lockdown-era shortages have cooled, the market has largely stabilised. Demand remains resilient for iconic models like the Rolex Submariner and GMT-Master II, which still command premiums above retail.
How to Assess a Watch’s Investment Potential
Condition and originality are paramount: models that retain all original parts and movements are generally worth far more than those with aftermarket alterations. Always check for accompanying documentation and the original box. They enhance authenticity and resale appeal.
Servicing history also matters. Watches properly maintained by certified professionals not only perform better but also command greater buyer confidence. Discontinued references or models with unique design quirks often attract long-term demand. You should also study market trends by monitoring trading platforms and valuation tools to spot rising interest in specific models or brands.
How to Preserve Value Over Time
To preserve your piece’s worth, regular servicing (every 3–5 years) by authorised technicians is essential. Keep original components wherever possible, as non-OEM replacements can diminish resale value.
Store watches in a temperature-controlled environment, ideally in a watch box or safe that protects against humidity and dust. Maintaining service documentation and recording each inspection or repair will strengthen provenance and prove the piece has been responsibly cared for.
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