4 Luxury Watch Brands That Hold Their Value 

Kyrie Mattos

 April 21, 2023

When considering investing in luxury watches, it is important to understand that not all timepieces are created equal. The right brand can have a significant impact on the value of your investment. In this blog post, we will explore four luxury watch brands that have proven to hold their value over time, making them a sound investment choice. Additionally, we will discuss tips on how to buy and sell luxury watches online.


Renowned for its prestige and quality, Rolex has been a dominant force in the luxury watch market since its founding in 1905. The Swiss watchmaker is known for its innovations and has a rich history of milestones in watchmaking.

Iconic Models

Rolex is known for its iconic models, including the following:

  • Rolex Submariner – The Submariner is one of the most iconic luxury watches in the world, often associated with professional divers and James Bond. Its timeless design and unmatched durability make it an attractive investment.
  • Rolex Daytona – The Daytona is another beloved model from Rolex, especially sought after by motorsports enthusiasts. The watch was introduced in 1963 and has become a symbol of status and wealth due to its connection with actor Paul Newman.

The brand keeps tight control over its production process, which contributes to the scarcity and desirability of its timepieces. This helps maintain the brand’s exclusivity, driving up the value of its watches. Rolex enjoys a global fanbase and is one of the most recognizable watch brands. Its enduring popularity ensures that demand for their watches remains high, which is essential when trying to sell a luxury watch.

For investors looking to buy luxury watches online, it is crucial to focus on iconic models and limited editions. Doing thorough research and purchasing from reputable dealers can maximize the potential returns on your investment.

Patek Philippe

Patek Philippe is synonymous with high-quality craftsmanship, exclusivity, and exquisite design. The company was founded in 1839 and has since been a hallmark of luxury watchmaking, with a legacy of producing some of the most complicated and coveted timepieces. Some of their famous pieces are:

  • Patek Philippe Calatrava – The Calatrava is a classic dress watch that exemplifies Patek Philippe’s commitment to understated elegance. It is an excellent investment option due to its timeless design and enduring popularity.
  • Patek Philippe Nautilus – The Nautilus, introduced in 1976, is a sought-after sport watch with a distinctive porthole-inspired design. Its blend of luxury and functionality has made it a favorite among collectors.

With an annual production of fewer than 60,000 watches, Patek Philippe ensures the exclusivity of its timepieces. This scarcity bolsters the value of their watches on the secondary market. Their dedication to craftsmanship and innovation results in watches that are built to last. The brand’s attention to detail and fine finishing make their timepieces desirable to collectors and investors alike.

When purchasing a Patek Philippe watch, focus on the most iconic models, and consider any limited editions or rare pieces. Always buy from a trusted source to ensure authenticity and protect your investment.

Audemars Piguet

Founded in 1875, Audemars Piguet is a Swiss luxury watch brand that has continuously pushed the boundaries of watchmaking. The company is known for its daring designs and exceptional craftsmanship.

The Royal Oak, launched in 1972, is Audemars Piguet’s most iconic model. Its groundbreaking design, featuring an octagonal bezel and integrated bracelet, revolutionized the luxury watch industry and cemented its status as an investment-worthy timepiece. The Royal Oak Offshore, introduced in 1993, is a more robust and sporty version of the original Royal Oak. Its bold design and limited editions have garnered a strong following among collectors and investors.

Audemars Piguet’s commitment to innovative design ensures that its watches remain distinctive and appealing, helping them maintain its value in the marketplace. The brand frequently releases limited edition models, which are highly sought after by collectors. These timepieces often appreciate value due to their rarity and unique features.

Seek out iconic models and limited editions. Make sure to buy from reputable dealers to ensure authenticity and preserve the value of your investment.


Established in 1848, Omega is a Swiss luxury watch brand with a long history of producing high-quality, reliable timepieces. The brand has a strong connection to space exploration and historical events, enhancing its desirability among collectors and investors.

The Speedmaster, also known as the “Moonwatch,” played a crucial role in the Apollo missions and was the first watch worn on the moon. Its connection to space history and iconic design make it a valuable investment. The Seamaster is a popular dive watch with a strong connection to the James Bond franchise. The watch’s durability and timeless design have ensured its enduring popularity among collectors and investors.

Omega’s reputation for quality and precision has stood the test of time. This reliability and the brand’s connection to important historical events bolster the value of their watches. Their association with monumental moments in history, such as the moon landing, creates a unique appeal and narrative, making Omega watches a desirable investment.

When looking to buy a watch online, pay attention to Omega’s most iconic models, and consider any limited editions or models with significant historical connections. As always, buy from reputable sources to ensure authenticity and protect your investment.

Buying and Selling Luxury Watches Online

Before you buy or sell luxury watches online, do your homework. Understand the market trends, and familiarize yourself with the most sought-after models and brands.

Researching The Market

Online forums dedicated to luxury watches are great sources of information and advice. They often have sections where members can buy or sell watches, ensuring that you are dealing with like-minded enthusiasts. Reputable online auction platforms, such as Christie’s and Sotheby’s, are excellent places to buy and sell luxury watches. These platforms have strict authentication processes to protect both buyers and sellers.

Authenticity And Condition

To protect your investment, make sure you are buying from a trusted source. Reputable dealers and platforms often provide certificates of authenticity and detailed information about the watch’s condition. Retaining the original packaging, documentation, and proof of purchase is essential when selling a luxury watch. This information helps to verify the watch’s authenticity and can add to its overall value.

Timing Your Investment

Keep an eye on market trends and track the values of the watches in your collection. Knowing when to buy or sell a luxury watch can help maximize your returns. Be mindful of the rarity and demand for specific models. Limited editions and iconic models generally hold their value better, making them more likely to appreciate over time.

Investing in luxury watches can be a rewarding venture, but it is essential to choose the right brands and models. Rolex, Patek Philippe, Audemars Piguet, and Omega have all proven their worth as investment-worthy brands, each offering iconic models that have stood the test of time. When buying and selling luxury watches online, remember to do your research, purchase from reputable sources, and pay attention to authenticity and condition. By making wise investment choices, you can potentially reap significant rewards in the world of luxury watch collecting.

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