Are Luxury Watches An Asset Now? (2024)

If you were to have bought almost any model of Rolex watch 2 years ago for any price, it’s a fact that you’d be able to sell it now for more. Not just a little more, but thousands of dollars more.

And it’s not just Rolex. Nearly all luxury goods have skyrocketed in value in the last 2 years. However, watches specifically have really seemed to trend upward.

For a number of reasons in the past, watches have always been known to retain their value. But now they are turning into something completely different.

These days, watches are looking more like assets than timepieces. Here’s why.

Let’s be honest here, it’s not even just luxury goods. Many luxury items have seen the steepest, but so have other things like used cars.

Supply is so low for these items, but demand is through the roof.

However, when it comes to watchmakers like Rolex, their limited demand isn’t because their watches are stuck on a ship somewhere in the ocean. They limit stock on purpose.

Luxury watch brands like Rolex literally survive off marketing. The best marketing you could have is a product that’s so limited it can’t be found anywhere. That’s Rolex right now.

Try walking into an authorized Rolex dealer. You’ll likely see they have no inventory whatsoever. If you ask them when they will get more watches in they will laugh at you and say in a few years.

That’s right, I said years. And I’m serious, go try it out and that’s what they’ll tell you. You can even put your name on the waitlist for the next couple of years if you’d like.

To top it all off, Rolex has announced they have no plans in changing how many watches they make each year. Actually, they recently boosted the retail prices of their watches to cash in on the surge in demand.

Technically, an asset is “anything that can be used to produce positive economic value.” You can buy a Rolex now and sell it later for a profit. Boom, asset. Rolex fits the mold