Best Investment Luxury Watches That Hold or Increase in Value

In the world of luxury timepieces, watches are not just a fashion statement or a tool for telling time—they can also be lucrative investments. While many luxury watches depreciate like typical consumer goods, a select few models from renowned brands hold their value remarkably well or even appreciate over time. Whether you’re a seasoned collector or a first-time buyer looking to make a smart investment, understanding which watches retain or increase their value is key.

This article explores some of the best investment luxury watches known for their potential to hold or grow in value, explaining why they stand out and what to consider before making your purchase.

Why Invest in Luxury Watches?

Before diving into specific models, it’s important to understand what makes a luxury watch a good investment:

Brand Prestige: Watches from top-tier brands with rich histories tend to hold their value.
Limited Editions: Models with limited production runs or discontinued status can become highly sought after.
Iconic Designs: Timeless, recognizable designs maintain demand across generations.
Craftsmanship and Quality: Superior materials and movements add to the watch’s longevity and desirability.
Market Demand: Watches popular with collectors and enthusiasts generally have stronger resale values.

Top Luxury Watches That Hold or Increase in Value

1. Rolex Submariner

The Rolex Submariner is arguably the most iconic dive watch in history. Introduced in the 1950s, it has become synonymous with quality, durability, and style.

Why it’s a strong investment:

Rolex’s brand power is unmatched.
Limited availability drives demand.
Classic design remains largely unchanged, ensuring timeless appeal.
Certain vintage models have sold for multiples of their original prices.

Popular investment models:

Submariner Date (ref. 116610LN)
No-date Submariner (ref. 114060)
Vintage Submariners from the ’60s and ’70s

2. Patek Philippe Nautilus

Investment appeal:

Extremely limited production numbers.
Elegant and sporty design loved by collectors.
Retail prices are significantly lower than resale prices on the secondary market.
Some models have seen appreciation of over 100% within a few years.

Key models:

Nautilus 5711/1A (discontinued but highly sought-after)
Nautilus Chronograph 5980/1A

3. Audemars Piguet Royal Oak

Another Gerald Genta masterpiece, the Royal Oak, revolutionized luxury sports watches with its distinctive octagonal bezel and “tapisserie” dial pattern.

Investment factors:

Iconic status among watch enthusiasts.
Limited production, especially for vintage or special editions.
High-quality craftsmanship with a sporty yet elegant design.
Strong secondary market demand.

Notable references:

Royal Oak “Jumbo” ref. 15202
Royal Oak Offshore limited editions

4. Omega Speedmaster Professional Moonwatch

Known as the “Moonwatch,” the Omega Speedmaster holds the unique distinction of being the first watch worn on the moon.

Why it’s a good investment:

Historic significance adds to its collectible appeal.
Widely recognized and loved design.
Affordable compared to other iconic watches, making it accessible for new collectors.
Special limited editions and vintage models appreciate well.

Important models:

Classic Moonwatch Professional (ref. 311.30.42.30.01.005)
Limited editions commemorating NASA missions

5. Jaeger-LeCoultre Reverso

Famous for its reversible case, the Jaeger-LeCoultre Reverso combines unique design with exceptional craftsmanship.

Investment highlights:

Art Deco styling with a timeless appeal.
Less mainstream, but highly respected in horology circles.
Limited editions and vintage models often appreciate over time.
Strong collector interest in rare variants.

6. Tudor Black Bay

Tudor, Rolex’s sister brand, has gained traction among collectors for offering high-quality watches at a relatively affordable price point.

Why Tudor Black Bay is a smart buy:

Robust build quality with in-house movements.
Retro styling that appeals to vintage watch enthusiasts.
Increasing popularity, leading to rising secondary market prices.
A more accessible entry into “luxury watch investing.”

7. Rolex Daytona

The Rolex Daytona, especially the stainless steel versions, is among the most sought-after chronographs in the world.

Investment reasoning:

Long history with strong racing pedigree.
Limited production leads to long waiting lists at retail.
Certain vintage Daytonas, such as the “Paul Newman,” have sold for astronomical sums.
Modern references continue to appreciate steadily.

Factors That Affect Watch Investment Value

Condition: Mint or excellent condition watches maintain value better.
Original Papers and Box: Complete sets increase desirability.
Rarity: Limited editions, discontinued models, or watches with unusual features command premiums.
Market Trends: Watch popularity can fluctuate, so staying informed is essential.
Provenance: Watches with notable ownership histories or celebrity associations can be more valuable.

Tips for Investing in Luxury Watches

Buy from Authorized Dealers or Trusted Sellers: Authenticity is paramount.
Research Models Thoroughly: Know the history, market prices, and details of the watch.
Consider Long-Term Holding: Watch values tend to appreciate over years, not months.
Maintain Your Watch Properly: Regular servicing and careful handling protect value.
Avoid Fashion Trends: Stick to timeless, iconic models with proven track records.

Conclusion

Investing in luxury watches can be both rewarding and enjoyable. Watches like the Rolex Submariner, Patek Philippe Nautilus, and Audemars Piguet Royal Oak have proven themselves as reliable stores of value, often outperforming other asset classes. However, successful watch investing requires knowledge, patience, and a keen eye for authenticity and condition.

Whether you want to build a collection or simply make a smart purchase, choosing watches with strong brand prestige, iconic design, limited availability, and good market demand will help ensure your investment stands the test of time.