Do Luxury Watches Appreciate In Value? (2024)

Article Summary:

Luxury watches can appreciate in value, but usually, this only applies to mechanical watches. Rolex, TAG Heuer, Omega, and Breitling watches lead the pack as far as value appreciation goes. When choosing an investment watch, make sure to research the model and materials.

Ah, the elegant look and sparkle of a luxury watch! Regardless of whether it’s a Rolex or a Swatch, we often hear that a good watch is an “investment piece.” Fashion-wise, it’s a good move. But, financially, do luxury watches really appreciate in value as time progresses? Could these really turn into alternative investment pieces?

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Is a luxury watch a good investment?

Depending on the watch brand or the story behind a particular watch, buying a luxury watch could be a good investment. However, it’s important to realize that you have to do your research and also keep an eye out for the watch’s resale value.

An expensive watch doesn’t mean you are going to be able to get it to hold its value. Watch collectors tend to have a keen eye for specific makes and models. If you want to get a nice watch for yourself, that’s fine. For an investment piece, you have to look at specific watch models to maximize your success.

Can watches appreciate in value?

Watches absolutely can appreciate in value, especially if you choose a mechanical watch with a rather famous history. Ultra-luxury brands like Rolex, Patek Philippe, or Breitling tend to be the best for appreciation.

Obviously, it’s important to recognize that the initial price tag and the limited release of a watch plays an important factor in its resale value as time passes. Many studies note that watches that are worth over $100,000 tend to be the ones that bode the best.

The table below displays the average appreciation of five luxury watches over a 15 year period. These are examples of luxury watches that have proven to be good investments. Of course, this DOES NOT apply to all luxury watches.

Watch NameValue 2003 (USD)Value 2017 (USD)Estimated ROI
Do Luxury Watches Appreciate In Value? (1)

Omega Moonwatch Professional Chronograph

$2,500$4,910196%
Do Luxury Watches Appreciate In Value? (2)

Rolex Cosmograph Daytona

$6,560$12,903197%
Do Luxury Watches Appreciate In Value? (3)

Breitling Navitimer 1

$3,720$7,965214%
Do Luxury Watches Appreciate In Value? (4)

Tag Heuer Carrera Calibre 1887 Chronograph

$2,214$3,882175%
Do Luxury Watches Appreciate In Value? (5)

Jaeger-LeCoultre Master Control Date

$5,937$9,249156%

*These are just estimated average values for illustrative purposes. The actual value of these watches could vary dramatically depending on the time and location they were sold or auctioned.

It’s worth noting that a 200% growth over a 15-year period is 13.33% a year. The S&P 500 index, a benchmark of the performance of the U.S. stock market overall, has a historic annualized average return of around 10.5% since it started in 1957.

How much will luxury watches appreciate in value?

Between 2015 and 2025, most luxury watches over $100,000 are expected to have a value appreciation rate of 69 percent on average. Vintage watches are expected to have a value appreciation by 487 percent thanks to an uptick in interest from people in Asia and the Middle East.

With that said, other market research suggests that only 20 percent of all luxury watches will experience an uptick in value. So once again, it’s important to keep an eye on which watch you want to get.

Do luxury watches hold their value?

Much like value appreciation, luxury watches can hold their value as long as they are well-cared for. With that said, every single watch has to be treated lie a gamble, even if it’s a “sure thing.” You never know whether that pricey watch will lose value for one reason or another.

It’s important to realize that luxury watches that are digital will not hold their value. Only mechanical watches have the staying power to last for generations. So if you were hoping to sell watches with a digital interface (like an Apple watch), you’re out of luck.

Which luxury watch holds its value best?

The jury is still out on this, but there are a couple of things that have become very notable. Generally speaking, if you have an authentic yellow gold watch that has a high-end make from Rolex, it’s safe to say that your watch will hold its value at the very least.

Rolex is one of the only watch brands that has a complete collection that holds value at the very least, and appreciates in value at best. You are not going to be able to find a used or vintage Rolex that doesn’t sell for its market value.

Which luxury watch brands hold their value best?

Rolex

Rolex watches are one of the most famous luxury watch brands in the world, and it’s not surprising to see that this company makes the list. Almost any vintage Rolex will hold its value, though some will appreciate faster than others.

Most Rolex sports watches will, at the very least, hold their value. A Rolex Submariner, on the other hand, will usually increase. So will a Rolex Daytona, or any of the “status symbol” watches that are currently in high demand. The rarer the watch, the more likely it will increase in value.

Because this luxury brand is so well-known and highly esteemed, you never have to worry about it being a problematic investment. They’re the gold standard of gold watches.

Jaeger-Le Coultre

If you cannot afford a Rolex watch, then Jaeger-Le Coultre might still be within your price point. You can get a typical watch from this brand for $5,000 to $10,000. Unlike most other watch brands at their price point, Jaeger tends to retain their value or turn into investment watches as they age.

The pre-owned watches that belong to their high-end lines often have a great resale value. So, it’s a great investment if you want to have a watch piece.

Audemars Piguet

Another popular watch brand to take a look at is Audemars Piguet. They tend to be more affordable, yet still carry the kind of pedigree that luxury watches should. Their most illustrious models are the Audemars Piguet Royal Oak line. They offer up a resale value that can make most Patek Philippe watches look shoddy in comparison.

Patek Philippe

Patek Philippe has several flagship models that are known for being able to hold their value fairly well. Vintage models of the Patek Philippe Nautilus, for example, tend to have a better resale value than others.

With this brand, you are going to have to look for models that have a good future value. Not all of these high end watches will, so extra hard work on finding the right one will make a huge difference. If you cannot afford a Rolex, a Patek Philippe might be a good pick.

Omega

Omega watches are definitely more of a “hit or miss” brand when it comes to holding value. The vast majority of Omega watches will decline in value if you buy them at full retail price. This makes them the riskiest investment of all brands on here.

However, certain watches can be bought at a good price. These watches can increase in value, but only if the conditions for their appreciation is right. They’re nowhere near Rolex level, but it’s still a potential offer. When Omega watches increase in value, they skyrocket. That’s why it’s the second most popular watch type for investments next to Rolex.

TAG Heuer

TAG Heuer is another sporty watch brand that is popular in the luxury watch circuit but has a hard time appreciating in value. Like Omega, TAG Heuer is more of a sports brand and a widespread one at that. It’s possible to find pre-owned watches for pennies on the dollar.

If you want to get an investment watch from TAG Heuer, be careful. This watch is very commonly targeted by counterfeiters. This can make it difficult for you to sell your watch and is the very reason why it is so difficult for these watches to increase in value.

Breitling

Breitling might be the only other major luxury watch brand that happens to hold value without being a Rolex. This watch brand has a lot of watches that are fairly low price, but has a potential to increase in value as years pass. It’s currently one of the best watch brands for investment purposes behind Rolex and Omega.

While these will keep their value better than many Patek Philippe models, the truth is that you have to be particularly picky with Breitling watch models. When in doubt, choose a model that is praised by watch enthusiasts. The Breitling Navitimer is one of the most popular watches of this brand as an investment piece.

Is investing in luxury watches a good idea?

It can be, but it all depends on how well-acquainted you are with watch enthusiasts, the watch models that work, as well as how much you are willing to lose. For the most part, investment watches carry quite a bit of risk associated with them.

With that said, you should remember that these watch brands can make $300 the next day and tank their resale value overnight. Investing in Rolex watches (or any other watch brand) will always carry the risk that the watch market might suddenly drop off. It’s true with all commodities, even real estate.

If you want some kind of stable predictability, opting for stocks and bonds is often a better option. However, if you are open to high-risk, high-reward investments, it may make sense to get some Rolex watches.

Key takeaways

  • Luxury watches can increase by value, often by over 69 percent every decade.
  • Rolex watches remain the most reliable brand in terms of value appreciation and holding value.
  • Mechanical watches with a high level of rarity tend to do best as investment pieces.
  • Always research the watches that you want to buy as investments, and keep them in good condition.
View Article Sources
  1. Value gain of watches – Time Rating
  2. White paper on fine watchmaking – FHH Journal
  3. Watches as investments – Gentleman’s Gazette
Do Luxury Watches Appreciate In Value? (2024)

FAQs

Do luxury watches appreciate in value? ›

Luxury watches can increase by value, often by over 69 percent every decade. Rolex watches remain the most reliable brand in terms of value appreciation and holding value. Mechanical watches with a high level of rarity tend to do best as investment pieces.

Are luxury watches a good investment? ›

A luxury watch on the wrist can have much more value than its style and attractive look. Luxury watch investment has a great ROI if done wisely. Statistics prove that it is the best form of investment nowadays, surpassing real estate, stocks, and gold investments. YES!

What watches appreciate the most in value? ›

The top two — Rolex and Patek Philippe are considered to be, by far, the most collectable luxury watch brands, and the most likely to hold and even appreciate in value over time. This is due to brand recognition, exclusivity, popularity, quality, etc.

What makes a watch appreciates in value? ›

The end product may vary but the ingredients remain the same: reputation, high-quality production and limited quantity. It goes without saying that if your watch has a gold or platinum case, a rare finish, a strap made from an exotic skin or titanium, and is part of a very limited series, its value will reflect this.

Is it wise to invest in a watch? ›

A luxury watch is a terrific investment possibility for people who want quick access to their valuables. The market nature makes it feasible to sell a watch quickly. They are liquid assets you can rapidly and securely turn back into cash. Plus, you can insure a Rolex, but you cannot insure cash.

Which luxury watch is good for investment? ›

What is the best Patek Philippe watch for investment? After Rolex, Patek Philippe is the most popular watch brand among investors, and there are three models in particular that get a lot of attention. The Patek Philippe 5170 Chronograph is a beautifully simple watch collectors love, which makes them a great investment.

Is the luxury watch market falling? ›

The Subdial50 Index, which tracks prices for the 50 most traded luxury watch references by value, has fallen to levels not seen since before an unprecedented surge in 2021 and early 2022.

Is a Rolex considered an asset? ›

Rolex watches are consistently among the most popular luxury assets used to obtain collateral loans. Collateral loans are a reliable, fast, and easy way to access cash with no credit check, credit history, or financial disclosures. Instead, individuals can get a loan by using luxury assets such as watches.

Are watches a hedge against inflation? ›

Luxury watches from renowned brands like Rolex, Patek Philippe and Audemars Piguet have historically been proven to increase in value over time, with comparable data showing that the returns are higher or equal to (depending on the brand) traditional stocks such as the S&P 500.

How do you know if a watch will appreciate? ›

Here are the four crucial questions to ask yourself to determine if a particular watch style is a worthy investment.
  1. Does it have “style longevity”? ...
  2. Does the watch have all its original parts? ...
  3. Is this a pre-owned watch? ...
  4. Would the resale value be attractive to other shoppers?
Mar 22, 2018

Do watches always go up in value? ›

The average watch bought in a department store or jewellers will obviously not go up in value. It is only luxury watches from top brands such as Rolex or Patek Philippe that tend to see an increase in their worth. But even so, not every model these companies produce will go up in value.

How long does it take for a watch to appreciate? ›

However, when you purchase a luxury watch that fits with your style, you can own a thing of beauty that may offer financial benefits as well. Most investments in this industry are long-term as it can sometimes take up to ten years before any appreciation becomes apparent.

Do all Rolex go up in value? ›

Since the 1950s, the average price of a new Rolex watch has been steadily increasing. As a brand that enjoys ubiquitous recognition around the world, there is no sign of this changing. It appears that people are willing to pay more and more in real terms for a Rolex watch every year.

Is a watch a good asset? ›

Physical assets like luxury watches and sneakers can be bought and sold for profit. However, unlike stocks, crypto and real estate, physical assets can easily be stolen, lost and ruined. Also, they can lose value due to lack of demand as well. It doesn't matter if you have a $10,000 watch but no one to sell it to.

Are watches a symbol of wealth? ›

Watches have often served as status symbols for many, many years, often being a key indicator of a person's taste levels and wealth. Timepieces can make strong statements about the person wearing them, with many wearing different watches for multiple occasions in order to give exactly the right impression.

How long does a luxury watch last? ›

Quite simply, each luxury watch is designed to last a lifetime, as the culmination of vast expertise, care and passion, by some of the most prestigious watchmakers in the world. Here at Leonard Dews, we've been supplying watches from iconic brands for over 140 years.

Are watches a smart investment? ›

Vintage luxury watches are a good investment. After all, people are always going to want to know what time it is. The best way to think of it is more like a piece of jewellery than simply a watch. So long as the piece is looked after, it's not something that's going to depreciate in value over time.

Is it better to invest in gold or Rolex? ›

Prices of Rolex watches on the secondary market skyrocketed during the first several months of 2022, before dipping a bit as the year ended. But the Rolex's value as an investment has outperformed other assets like gold and the stock market for the past decade.

What is a good starter luxury watch? ›

  • Rolex Oyster Perpetual.
  • Tudor Black Bay Fifty-Eight.
  • Omega Seamaster Diver 300M.
  • Panerai Radiomir Black Seal Logo.
  • Breitling Superocean Automatic.
  • Oris Aquis.
Jan 24, 2022

Is watch market in a bubble? ›

Something in the watch market has changed. Many say that this change is due to a “bubble” generating a surprising increase in price. The price of luxury items, more specifically pre-owned watches, has skyrocketed in the past 20 months leaving all buyers perplex on what is going on.

Are Rolexes losing value? ›

Prices came down in Q3 2022 compared to the previous quarter

The watches that came down the most in price were often also those that appreciated the most in recent years. The Rolex Daytona 116500LN is the example given in the report. At its peak, this reference changed hands for $47,400. In Q3 2022, it was at $32,600.

What is the average income of a Rolex owner? ›

In 2018, 17.78 of respondents who came from a household where the average monthly net income was between 9,000 and 10,000 U.S. dollars stated that they own Rolex watches.
...
Share of Americans who own Rolex watches in 2018, by income.
CharacteristicShare of respondents
--
8 more rows
Feb 23, 2022

Is a Rolex a tax write off? ›

Roman Sharf says in his video, that a lot of corporations buy watches from them and write them off as corporate gifts. And ultimately Roman agrees that this is an acceptable business expense or tax write off.

Why would a customer buy a Rolex? ›

Aficionados buy Rolex for its extremely high quality. They may be less interested in extremely fine, complicated craftsmanship in favor of having the best all-around watch for daily wear. Other Rolex customers don't know much about watches, only that Rolex is the best.

What is the #1 hedge against inflation? ›

Buy Treasury Bonds

There are two popular types of treasury bonds that are good investments for individuals who are worried about inflation: Series I Savings Bonds. Series I bonds are interest-bearing government savings bonds. They are a low-risk option that earn interest and are protected against inflation.

What should I invest in during inflation? ›

What are the best investments to make during inflation?
  • Real estate. Real estate is almost always an excellent investment and should be at the top of your list. ...
  • Savings bonds. ...
  • Stocks. ...
  • Silver and gold. ...
  • Commodities. ...
  • Cryptocurrency.
Dec 19, 2022

What asset is the perfect inflation hedge? ›

Real estate usually performs well in inflationary climates; REITs are the most feasible way to invest. Adding global stocks or bonds to your portfolio also hedges your portfolio against domestic inflationary cycles. Another option is more exotic debt instruments like TIPS (inflation-adjusted Treasury bonds).

Does it cost money to get a watch appraised? ›

How Much Does It Cost To Get a Watch Appraised? First, it is essential to know that appraisals should never be charged based on the total value of the item. Instead, prices should be set either per item or hourly. Typically, you can expect to pay between $50-$75 per item or $50-$150 hourly.

Do Rolex watches always appreciate? ›

Rolex watches increase in price over time as the demand and supply gap widens. This makes them an asset whose value appreciates over time. Rolex increased the prices of their watches by over 4.2% at the start of 2022. This suggests a price hike is very likely in the future.

Do luxury watches increase in value over time? ›

Major watch brands increase prices 5-10% a year compared to their original list price, with record mark-ups for well-known manufacturers such as Rolex and Patek Philippe on the secondary market. While “passion” assets are often seen as a store of value, due to their scarcity they can potentially appreciate over time.

Are watches becoming obsolete? ›

Yes, people wear watches for convenience, fashion statement, or nostalgia. Watches will never become obsolete. They are essential to our daily life. From the new luxury watches to the best selling watches, these watch styles are the most popular right now.

What is the average life of a watch? ›

Generally the lifetime of a watch battery is between two and five years. Its longevity depends on the type of watch, its dimensions and the amount of energy required by the different functions. For example, a chronograph will have a higher energy consumption than a watch that only indicates hours, minutes and seconds.

How much does a Rolex appreciate over time? ›

Bob's Watches' study on pre-owned Rolexes comes after reports indicating that new watches purchased directly from the Swiss watchmaker will cost more than ever in 2022, with prices on Rolex's website showing a 3 to 10 percent increase compared to the year prior.

How fast do Rolex appreciate? ›

Price rise in 2022

In January 2022, Rolex increased its prices by an average of 3.4%. Some references have gone up over 10% while others have only raised a tad or held stead.

How much is the cheapest Rolex? ›

The cheapest Rolex for women is the Oyster Perpetual Reference 276200 that costs $5,300 MSRP. For the men is the Oyster Perpetual Reference 126000 at $5,800 MSRP.

Do Patek Philippe watches go up in value? ›

Not only do the watches hold their value, but they also increase in price, making them an excellent investment. With the high quality craftsmanship that goes into each model, it is clear to see why the Patek Philippe watches make great investments due to their high value that increases over time.

Should I buy a Rolex as an investment? ›

The simple answer is yes. The more complex answer is it depends on the specific model, purchase price, condition of the watch, and the current market conditions. Even in a down market, Rolexes tend to rein supreme as far as investable commodities go.

Which luxury items appreciate in value? ›

Luxury Items That Appreciate in Value
  • Jewellery. Jewellery, such as different metals and stones can be a great asset to invest in. ...
  • Luxury watches. Rolex watches have not only become a symbol of wealth, they also ooze style, sophistication and success. ...
  • Fine art. ...
  • Vintage wine. ...
  • Real estate.
Jun 24, 2022

Do Rolex watches appreciate in value? ›

As a general rule, steel Rolex sports watches reliably hold or appreciate in value. This includes, in particular, the GMT-Master II with its famous two-coloured bezel, the Cosmograph Daytona, and the ever-popular Submariner 16610.

Does Rolex value increases even if u use it? ›

The Rolex watch models likely to increase in value over time are the Submariner, Daytona, and GMT series. Do not invest in a Rolex watch only with the mindset that it will grow in value with time. Although, Rolex watches hold great value way better than most other watch brands.

Do watches keep up with inflation? ›

Luxury watches from renowned brands like Rolex, Patek Philippe and Audemars Piguet have historically been proven to increase in value over time, with comparable data showing that the returns are higher or equal to (depending on the brand) traditional stocks such as the S&P 500.

What never depreciates in value? ›

You can't depreciate assets that don't lose their value over time – or that you're not currently making use of to produce income. These include: Land. Collectibles like art, coins, or memorabilia.

Which luxury brand has the best resale value? ›

What designer brands appreciate in value?
  • Louis Vuitton.
  • Chanel.
  • Prada.
  • Hermès.
  • Cartier.
  • Tiffany & Co.
  • Dior.
  • Supreme.
Mar 21, 2022

What items are worth investing in? ›

  • Investment-Grade Wine. Investing in fine wine has become increasingly popular in recent years. ...
  • Comic Books. First edition or classic cover comic books can fetch pretty good returns. ...
  • Toys. ...
  • Stamps. ...
  • Fine Art. ...
  • Coins. ...
  • Sports Memorabilia. ...
  • Sneakers.

Is it smart to invest in a Rolex? ›

The simple answer is yes. The more complex answer is it depends on the specific model, purchase price, condition of the watch, and the current market conditions. Even in a down market, Rolexes tend to rein supreme as far as investable commodities go.

What is the most appreciating Rolex? ›

Of all these top models, which Rolex holds its value the best? Many experts agree that the Submariner 16610 takes top marks in this category. And, despite the fact that gold prices often increase, the steel Submariner seems to be the most popular simply because of its timeless appearance and its durable reliability.

Does adding diamonds to a Rolex lower the value? ›

The Cons of Adding Aftermarket Diamonds to Your Rolex

This means that these elements can detract from the resale or loan value of the watch. If you're looking to sell your Rolex it is highly inadvisable to add aftermarket diamonds because it is a costly process that will not translate to a higher resale or loan amount.

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