A Rolex could accrue almost half as much its original retail price for its owner, according to a recent research looking into the investment value of luxury timepieces. The U.S. brand Timex and Swiss watchmakers Rolex were the most valuable luxury watch brands based on their average price premium. The source defined average premium as “a measure of how much more a new, unworn item currently sells for, as compared to its original retail price”.
Rolex and the Swiss watch industry
Other than Rolex, many other Swiss watch brands, such as IWC and Omega, emerged as good investment pieces. The Swiss watch industry is known for its unprecedented excellence and heritage, and Rolex is its crown jewel, with the highest market share in 2020. The brand value of Rolex is not bound by its industry either: in 2021, the Swiss watch company was among the most valuable luxury brands, among which were Louis Vuitton, Chanel, and Gucci.
Luxury watch exports
Swiss watchmakers are matchless when it comes to providing the world with some of the most recognizable and valuable timepieces. In 2020, Switzerland was the leading exporter of watches in terms of value, with 18.2 billion U.S. dollars worth of exports. Over the past decade, the value of Swiss watch exports was generally stable, but the impact of the coronavirus (COVID-19) pandemic meant that the industry saw one its worst perfoming years in exports in 2020.
FAQs
What Are The Top 10 Luxury Watch Brands – The Numbers in Brief
| Brand | Estimated Sales 2022 | Estimated Units Sold 2022 |
|---|
| Rolex | CHF 9.3 billion (USD 9.746 billion) | 1,200,000 |
| Cartier | CHF 2.750 billion (USD 2.882 billion) | 620,000 |
| Omega | CHF 2.470 billion (USD 2.589 billion) | 560,000 |
| Audemars Piguet | CHF 2.010 billion (USD 2.106 billion) | 50,000 |
6 more rowsDec 18, 2023
Here are the top 50 Swiss watch companies in 2023 and the clear winner, once again, being Rolex as the first company to record revenues estimated to be over 10 billion Swiss francs. The polarization of the market is stronger than ever.
Which watch brands are most likely to increase in value? ›
Rolex and Patek Philippe are generally considered to be the top most collectable luxury watch brands, and the most likely to hold and even appreciate in value over time due to brand recognition, exclusivity, complications, popularity and craftsmanship.
Which watch brand keeps its value? ›
Final Thoughts. When considering luxury watches as an investment, several brands have proven their ability to hold their value over time. Rolex, Patek Philippe, Audemars Piguet, Jaeger-LeCoultre, Omega, Cartier and ICW are among the watch brands that consistently command strong resale prices.
What are the big 4 watch brands? ›
Rolex, Patek Philippe, Audemars Piguet, and Richard Mille solidify dominance. The dominance of the “Big Four” luxury watch brands—Rolex, Patek Philippe, Audemars Piguet, and Richard Mille—strengthened, gaining +203 basis points and securing an impressive combined 43.9% market share.
What watch to buy to make money? ›
What are the Best Types of Watches to Buy and Sell?
| Category | Examples of Brands | Potential for Appreciation |
|---|
| Luxury Watches | Rolex, Patek Philippe, Cartier | High |
| Vintage Watches | Omega, Longines | Moderate to High |
| Mid-Range Watches | Seiko, Tissot | Moderate |
| Emerging Brands | Nomos, Baltic | Variable |
2 more rowsMay 21, 2024
The Rolex Submariner is the most popular watch on the market. This iconic timepiece has been seen in films, television and worn by some of the world's most well-known celebrities.
What is the #1 watch brand? ›
Rolex. As the most famous watch brand in the entire world, it comes as no surprise to learn that Rolex is also one of the most expensive. Funnily enough, many of its watches are actually some of the cheapest in this list, and by a long, long way—if you can get them.
Which watch is best for investment? ›
The easy answer: Rolex, Patek Philippe, Audemars Piguet, and popular independents such as F.P. Journe and Akrivia. The vaguer answer: Watches of good investment value can be found across the full spectrum, from Swatch and Seiko to the upper echelons of masters like Philippe Dufour and Roger W. Smith, model dependent.
What is the best watch to buy and sell? ›
The best watch brands for investment are Rolex, Patek Philippe, and Audemars Piguet as they are prestigious, exclusive, high-quality brands. Watches by these brands often hold their value or appreciate in value over time. Their ongoing popularity, limited editions, and scarcity drive increasing prices.
Like a car, a Tag Heuer watch will usually depreciate about 10% per year for approximately 3 years, when it starts to plateau. Watches that increase in value are those that are desired by collectors. This is usually limited to special editions and vintage models that are more difficult to find.
What is the most successful watch company? ›
The Rolex Watch Company is the most well-known and best-selling luxury watch brand in the world. It is a Swiss watchmaker based in Geneva, Switzerland. Rolex has been a long time leader in the luxury watch industry, and its timepieces are known to be some of the most luxurious watches on the market.
What is the most expensive watch resale? ›
As of December 2022, the most expensive watch (and wristwatch) ever sold at auction is the Patek Philippe Grandmaster Chime Ref. 6300A-010, fetching US$31.19 million (31,000,000 CHF) in Geneva on 9 November 2019.
Which Omega holds value best? ›
For instance, Omega's Seamaster and Speedmaster watches are very popular among collectors. As a result, these models often sell at a higher price than other Omega watches. So, if you are in the market for Omega watches, consider models that are popular among collectors.
