Are Watches a Good Investment? | Luxury Watch Value, Resale Market, and Investment Guide

Are Watches a Smart Investment Today?

A lot of people are getting into watch collecting. Some call it horology, but let’s keep it simple. It’s really about owning something that’s both functional and crafted with care.

Watches are built from valuable materials. Many are made by hand. They’re not just tools for telling time. They’re designed, engineered, and often passed down. But let’s get to the real question. Can watches make you money?

That’s not an easy yes or no, but it’s a fair question. So let’s break it down clearly.

Where Watch Investors Usually Buy

Most people investing in watches don’t shop for new ones. They look to the pre-owned market. That’s where the best deals and potential returns usually are.

When you resell a watch, you’re dealing with a secondhand item. That’s true whether you’ve worn it once or owned it for years. Almost all resale watches are considered pre-owned, even if they look brand new.

What a Watch Is Actually Worth

The value of a pre-owned watch depends on what someone’s willing to pay for it. In most cases, the market sets the price. And in the luxury watch world, that often means auction sales.

Every mass-produced watch starts with a retail price. That original list price helps set a baseline for future value. Only a few rare cases, like custom-made pieces, awards, or early prototypes don’t follow this pattern.

Now let’s look at a specific brand that always draws attention: Rolex.

Rolex Watches and Price Appreciation

Rolex watches are highly sought after. They’re known for their strong resale value. One of the most popular investment choices is the Rolex Cosmograph Daytona.

Let’s look closer at a particular model: the Daytona Reference 126509. It has a 40mm case made from solid white gold, a fixed white gold bezel with an engraved tachymeter, and a mechanical self-winding chronograph movement. It’s also water-resistant up to 100 meters. The dial mixes bright black and steel tones.

If you check the official Rolex website, this specific model sells new in the UK for £37,200.

Now, go over to a trusted resale platform and you’ll see something interesting. A 2023 version of the exact same reference (same size, same materials, same specs) with the original box and full paperwork, is priced at £42,000.

That extra cost reflects something simple: supply and demand. Rolex limits production, and buyers want the watch now. That gap between retail and resale shows how scarcity can raise value fast.

So, Are Watches Worth It as an Investment?

If you buy the right watch, at the right time, and keep it in great condition, it can go up in value. Not every watch will. But certain models from top brands, especially ones like Rolex or Patek Philippe, tend to hold their value or increase over time.

Pre-owned watches are a real market now. People aren’t just buying them for style. They’re putting money into them the same way they might with art or gold. And with some models, the numbers back it up.

Why Some Watches Spike in Value Fast

Popular watch references are often hard to get. When demand is high and supply is tight, prices can climb fast. Sometimes that jump happens overnight.

Watches that are discontinued or rumored to be discontinued usually see a big surge. The same goes for limited or special editions. These aren't old or rare vintage watches. They're current models. But people still pay a premium because they can’t buy them straight from the brand anymore. The only option left is the resale market.

When that happens, resale prices shoot up. Buyers don’t want to wait. So they pay more to get the watch now.

Will That Watch Hold Its Value Later?

Chances are, yes. Especially if we’re talking about models like the Rolex Daytona. That reference has a long track record of staying valuable. Some models have even ended up on lists of the most expensive watches ever sold.

Paul Newman’s personal Daytona sold for $17.5 million. That was a special case, of course. You’re not likely to see anything close to that. But the model in general still does well over time.

If you take the time to research, you can find solid picks that tend to hold value. Some of the most proven ones are the Rolex Daytona, Omega Speedmaster, and Patek Philippe Nautilus.

Omega Speedmasters, in particular, are seen as timeless. They have a strong history and don’t fall out of favor. You could build a whole collection around watches like these and still expect them to hold their value.

What’s Going On With the Watch Market Overall

Between 2021 and 2022, the secondary watch market saw huge growth. Prices were rising fast. A lot of that seemed tied to the COVID lockdowns. People were stuck at home. Many were looking for alternative investments.

Portable, easy-to-sell assets like watches, precious metals, and even stamps became popular again. They were seen as safe places to store money.

Since then, the market has pulled back a bit. Prices aren’t climbing as sharply now. But if you look at market tracking indexes, average watch values are still up about 6 percent compared to five years ago.

That 6 percent figure is based on a mix of watches. These indexes average out many different brands and models. The way they’re built affects how the data looks. But even with those limits, the trend is clear. Watches still show long-term value growth.

What Affects a Watch’s Value Over Time

A lot of things can influence how much a watch is worth. The brand matters, but so do timing and location. For example, Breitling watches sell especially well in Germany. Where you sell, and when, can make a big difference.

Auction results from recent years show the top of the watch market is still breaking records. If you buy the right models, and hold them long enough, the data suggests you can still make a solid return.

In April 2024, a Rolex “split seconds” Ref 4113 sold for $3.5 million. That’s $1.1 million more than the record set back in 2016. It’s an extremely rare model, but it shows how high the ceiling can go. Watches like that don’t come up often, but the prices keep rising.

Meanwhile, more common but still popular references like the Daytona can’t be made fast enough to meet demand. That kind of shortage usually leads to price growth, which is great news for collectors and investors alike.

Top Watch Brands That Hold or Gain Value

Specialised, limited-run watches are doing very well. Some are made by independent brands or even solo watchmakers. They often sell in tiny numbers, but the right pieces can become highly valuable.

Still, there’s a group of brands that sit somewhere in the middle. They have wide market appeal, but they’re also respected in the collector world. These brands are known for strong resale value and steady demand.

Some of the biggest names are Rolex, Omega, Tudor, Seiko, Patek Philippe, Breitling, TAG Heuer, Audemars Piguet, IWC, Vacheron Constantin, Cartier, and Grand Seiko.

Out of those, Rolex and Omega dominate. They’re the most collected, and they’re more available than something like Audemars Piguet or Cartier, which make fewer pieces each year.

But you’re not locked into just those brands. Even Swatch, known for making affordable, collectible watches in big numbers, has had a few limited-edition releases sell for tens of thousands. Most Swatch watches won’t gain value. But a few rare models have surprised the market.

What About Smartwatches and the Digital Revolution?

We’re also entering a new phase in watch collecting. Wearable tech is starting to show up in investor portfolios.

Some collectors are looking at boxed, unused smartwatches the same way people now look at sealed iPhones or early game consoles. Prices for rare tech items have gone way up. So it’s worth asking: which Apple Watch will be the most valuable later?

The answer isn’t clear yet. But if past trends with consumer electronics hold true, the right smartwatch, kept in perfect condition, could turn out to be a smart long-term play.

What Makes a Watch Valuable

Watches follow the same basic rules as any collectible. The price depends on how rare it is, how well it’s made, and what condition it’s in. Extras can also boost value.

One of the biggest factors is provenance. That means how complete and well-documented the watch’s history is. The more you can show, the better.

Having the original box, the warranty, service records, and any paperwork makes a big difference. These things confirm authenticity. They also help a buyer feel confident that the watch has been taken care of.

That’s part of why watches like the Rolex Submariner hold strong value. If it comes with everything it originally shipped with, the price goes up. It’s also more likely to rise over time.

If a watch has a link to a celebrity, athlete, or any famous figure, that needs proof. A photo or signed documentation helps. Without it, the connection doesn’t add value.

Investing in Collectible Watches Right Now

More high-net-worth buyers are treating watches like a real asset class. They’re not just buying for looks. They’re looking at returns, too.

Luxury watches can bring in good profit. But they’re also something people enjoy owning. That’s rare in the world of investments.

No one’s saying to put your life savings into watches. But adding a few strong pieces to your portfolio can be both safe and rewarding. It’s a physical, portable asset that often grows in value.

If you want to invest in watches, the best move is to know what you’re buying. Start with models you actually like. Then dig into the details. Learn the references, the history, and what makes each one special.

This isn’t a market for rushing in blind. But it rewards knowledge. The more you study, the smarter your choices will be.

 

How to Store and Protect Luxury Watches the Right Way

If you own luxury watches, you need to store them properly. Most people focus on scratches, moisture, or dust. But the bigger risk often comes from inside your own house.

The Real Threat Is Usually Someone You Know

In crime shows, it’s always a masked stranger. But in real life, your watch is more likely to go missing because of someone you know. Government stats show almost a third of home thefts involve someone familiar. That includes neighbors, friends, or house staff.

People with access to your bedroom or closet can easily grab a watch or two without you noticing. It’s especially common if you keep them loose in a drawer or on a nightstand. These thefts can happen slowly. One day you’ll realize something’s missing, and by then, it’s too late.

This is why locking your watches in a safe matters. Even if you trust the people who come in and out of your house, don’t rely on trust alone. Keeping your collection secure isn’t about paranoia. It’s about being smart.

Why You Need a Watch Case or Display Box

If you own more than a couple of watches, get a proper case. A good storage box protects the case, strap, and crystal from scratches and impact. Most are lined with soft fabric and have slots that keep each watch separate. Some also offer humidity control and anti-tarnish materials.

And let’s be real. A dark wood watch box with a glass lid looks good. It keeps your watches safe, and it puts your collection on display. If you enjoy owning them, you might as well see them.

Best Practices for Long-Term Watch Storage

No matter what kind of case you use, make sure the face is pointing up. Even if the inside is soft, placing a watch face down puts pressure on the crystal. Over time, that can leave marks or cause damage.

If you need to rest a watch on its side, use the crown as the support. The crown is easier and cheaper to replace than the crystal or the case. That tiny bit of pressure won't hurt it.

Also, don’t let watches touch each other. Keep at least a centimeter of space between each one. If your case doesn’t have dividers, get a tray that separates each slot. That small space makes a big difference in avoiding scuffs and scratches.

Keep Them Clean, Safe, and Easy to Find

A proper setup does more than protect your watches. It keeps them organized, clean, and easy to access. And when you’re not wearing them, you’ll know they’re safe, not just from damage, but from vanishing.

How to Store Watches with Cloth or Plastic Without Causing Damage

Using soft cloth pouches is a solid option for keeping your watches safe. They’re cheap, easy to find, and help protect against bumps, scratches, and moisture. Cloth doesn’t trap humidity, which is a big plus.

Plastic bags work, too, but they come with a catch. You need to throw a silica gel packet into each one to soak up moisture. Without that, condensation can build up inside the bag and ruin the watch. So if you’re going with plastic, don’t skip the silica gel.

How to Store Quartz Watches Without Battery Leaks

If you own quartz watches, battery care matters. Over time, batteries can leak and destroy the inside of the watch. If you’re not planning to wear a quartz watch for a while, take the battery out first.

You can remove it yourself if you're careful and know what you're doing, but you’re better off taking it to a pro. A skilled watch tech at a trusted jeweler can pop it out without risk. One wrong move with a screwdriver could scratch the back or strip the screws.

When and How Often to Service Your Watches

Watches need regular maintenance to stay in good shape. If you wear one often, most experts recommend a service every three to five years. If you only wear it a couple of times a year and store it properly, you can wait a bit longer between services.

Complicated watches, like chronographs or minute repeaters, usually need more attention, especially if they get regular use. These intricate movements need cleaning and lubrication to keep running smoothly.

Some brands prefer you send the watch back to them for service. Others let you work with a certified technician nearby. Rolex, for example, trains and certifies its own network of watchmakers. Whether you go local or send it back to the brand, make sure you’re dealing with someone who knows what they’re doing.

Why Your Watchmaker Relationship Really Matters

Always talk clearly with the person servicing your watch. If you don’t want it polished or altered in any way, speak up before the work starts. Tell them exactly what you do or don’t want done. Mistakes happen, and once a watch has been polished or had parts swapped out, that damage can’t always be fixed.

Losing value because someone made the wrong call during service is painful. That’s why building trust with a watchmaker matters so much. A lot of collectors care more about their watchmaker than their barber or mechanic. Once you find someone good, stick with them.

What to Know About Crystals and Replacements

The crystal on a watch protects the dial, but it’s usually not the part collectors care most about. That said, original crystals are still nice to have. If they’re scratched or cracked, replacing them can help the watch look better without hurting its value too much.

But some vintage watches have crystals that are signed or shaped in a unique way. Replacing them can lower the value if the correct crystal isn’t available. Vintage Omegas and Universals from the 1960s often have logos stamped into the crystal. Some Panerais and other older watches have large domed or custom-shaped crystals that are hard to find today. If your watch has one of these, try to keep it intact.

If you must replace a crystal, ask to keep the original. That way, if you ever sell or trade the watch, you still have all the original parts to go with it.

Why Original Bracelets Add Value

Original bracelets are a big deal now. Brands like Patek Philippe and Rolex used bracelets made by companies like Gay Frères, which collectors really care about. These bracelets are part of the watch’s design and history.

An original bracelet can add value and help the watch wear the way it was meant to. If yours still has the factory bracelet, take care of it. Keep it clean, store it properly, and avoid swapping it for a cheap aftermarket option unless absolutely necessary.

The more complete your watch is, with its original crystal, strap, bracelet, and box, the more valuable it becomes in the eyes of serious collectors.

How to Care for Vintage Watches and Keep Them in Top Shape

When it comes to vintage watches, finding one with the original strap is rare. Most straps wear out and get replaced over the years. Still, if the original is intact, collectors see that as a big bonus. It adds value and tells part of the watch's story.

Why Movement Maintenance Matters

The movement is the heart of the watch. It drives everything. If it's dirty, dry, or exposed to moisture, things can go wrong fast. Parts start to wear. Accuracy drops. Repairs get expensive.

Movements can have hundreds of small pieces. Watchmakers are trained to take them apart, clean each part, re-lubricate them, and put it all back together. They’ll also adjust the timekeeping so it runs as precisely as possible. If you're serious about keeping your watches working right, find a watchmaker you trust.

Keep Boxes and Papers Safe

The box and original paperwork matter. If you ever want to resell or trade a watch, these details can make a big difference. Collectors will pay more for a full set. Keep the packaging in good condition, and store documents in a safe place where you can find them quickly.

Use Your Watches Now and Then

Unless you own a very rare model that should never be touched, wear your watches. Wind them. Let them run. Leaving them idle for too long isn’t good. Even modern watches can suffer if they sit still for years.

While newer watches are better at handling magnetic fields, older models are more fragile. Electronic devices like phones, speakers, or TVs can throw off a watch’s accuracy if kept nearby. Magnetism can make a watch run too fast, and unless it’s built to resist that, it’s best to keep it away from those signals.

Automatic Watches Need Movement

If you have several automatic watches, a watch winder is a smart buy. These rotating boxes keep the internal parts moving, which keeps the oils inside from drying out. That helps the watch keep time and prevents wear from inactivity.

Winders are also great for watches with complicated functions, like perpetual calendars. These need regular movement to stay set correctly. A good winder saves you from having to reset them all the time.

But don’t keep a watch in a winder non-stop. After about a week, take it out and let it rest. The mainspring and barrel need a break to release tension and avoid long-term stress. Rotate your watches in and out of use. That balance keeps them working longer and helps prevent damage.

 

Should You Wear Valuable Watches?

Collectors often wear the watches they invest in. But it’s not always the right call. Whether a watch is vintage or modern, it depends on how well it can handle daily use.

Older watches, especially ones from the 1930s or 1940s, are more delicate. Their cases weren’t always built to handle moisture. If they aren’t sealed tightly, even a little humidity can do damage. Watches made from the 1960s onward tend to be a bit tougher. Their case designs are usually better at blocking moisture and dirt.

Water-resistant watches with screw-down case backs are safer to wear. They can handle more pressure and seal better against water, oil, and dust. But vintage chronographs, especially those with square pushers, are more vulnerable. Those pushers don’t seal well, so they let in moisture more easily. If you wear one of these, be careful in damp conditions or sudden changes in temperature.

Always Keep the Crown Tightened

If your watch is water resistant to 100 meters or more, you need to screw the crown down tightly. The crown is the little knob used to wind or set the time. If it's not secured, moisture can slip inside. That can ruin the movement.

This is even more important if you’re going in and out of different environments. Quick changes in temperature can pull moisture through an open crown. Once water gets inside, it can fog the crystal or cause rust. Always tighten the crown after adjusting the time, and make sure it's secure before storing or wearing the watch again.

Should You Get Your Watch Polished?

If you care about your watch keeping its value, you need to be clear with your watchmaker. Tell them exactly what you do and don’t want done. One major thing to think about is polishing.

It’s common for technicians to want to make the case look new. But polishing isn’t always a good move. A watch’s case is the outer shell. When you polish it, you’re removing a bit of metal. This can mess with the original lines and bevels. It can also wear down parts like the lugs, which hold the strap. After polishing, it’s common for one lug to end up thinner than the other. That throws off the balance and hurts the watch’s appearance.

Collectors usually prefer a watch with signs of age over one that’s been buffed to look new. Tiny scratches and marks are part of the story. Repainting the dial, replacing parts, or reapplying lume can also knock down value. The more original the watch, the more desirable it is.

So if you’re getting a service done, skip the polish. Keep the finish as close to the original as you can. That’s what serious collectors look for, and it’s what holds value over time.

 

Why You Need a Secure Safe for High-End Watches

Luxury watches aren't just accessories. They’re valuable assets. If you’ve spent serious money on a watch, you need to protect it like any other investment.

A strong, secure safe is the best way to keep your collection safe at home. Don’t just go for something basic. Look for a safe built with solid materials, strong locks, and enough space for your watches. There are models made just for watch collectors, from compact safes for a few pieces to larger ones with winders built in.

Price matters, but cutting corners on security could cost you more in the long run. Stolen or damaged watches are hard to replace, and the loss isn't always just financial. Peace of mind is worth every penny.

How to Protect Your Watches While Traveling

Traveling with expensive watches takes planning. The hotel room safe is your first layer of security, but don’t stop there.

Use a watch roll. These are usually made of soft leather or suede to prevent scratches and keep your watches snug. You can get single or multi-watch rolls depending on your needs. Keep the roll in your carry-on bag so your watches stay with you during the trip. Never check them in with your luggage.

Keep it simple: watches go in a roll, the roll stays in your hand luggage, and you lock them in the hotel safe when you’re not wearing them.

Why Watch Paperwork Matters

The documents that come with your watch are just as important as the watch itself. If you ever plan to resell it, buyers will expect proof that it’s real. That means holding onto the original receipt, the certificate of authenticity, and the warranty information.

Keep the originals in a safe place at home. Make digital backups too. Store scanned copies on your computer, and upload another set to a secure cloud account or an external drive. If you lose those papers, the watch will still be yours, but its resale value could drop.

Basic Watch Care and Cleaning Tips

Every watch owner should know how to clean and care for their timepieces. First, understand how water-resistant your watch really is. If it’s only rated to 30 meters, don’t wash it yourself. It’s too easy for water to get inside. Take it to a pro instead.

For watches rated 50 meters or more, you can rinse them gently with a small amount of water. Don’t use regular soap. Stick to products made for watches, and avoid hot water or exposing the watch to water in the shower.

After cleaning, always dry your watch completely. Trapped moisture can cause rust, even in high-end models.

Why You Should Avoid Replacing Original Watch Parts

Most of the value in a vintage watch is in the dial. If that gets swapped out or altered, the resale value can tank. Many watches made in the 1930s to 1950s have radium dials. These glow in the dark but come with export restrictions in some countries due to radiation laws.

If you send a watch like that back to Switzerland for service, they might not be allowed to ship it back to you. To keep the original radium dial, you might need to pick it up in person. The same goes for crowns and bezels. Replacing original parts can seriously drop a watch’s worth.

Always ask if a repair will involve changing original pieces before agreeing to anything.

Why Insurance Is a Must for Watch Owners

Luxury watches are a prime target for theft. They’re small, valuable, and easy to sell. That’s why you need proper insurance coverage.

Make sure your policy covers theft, loss, and damage. Provide full documentation and keep appraisals updated. A lot of collectors also store their watches in home safes or bank vaults for added protection.

Don’t rely on luck. A solid insurance plan and smart storage can keep your collection safe from most risks.

Why You Should Record Watch Serial Numbers and Take Photos

If your watch ever gets stolen, having clear records will make a huge difference. Keep a separate list of all your watch serial numbers. Add high-quality photos of each watch, showing details from multiple angles. This info can be shared with the police and your insurance company right away if something goes wrong.

In many cases, you can also send that police report to the watch brand itself. If the stolen watch ever turns up at one of their service centers, they can trace it and return it to you.

You should also post the watch’s details on trusted stolen watch forums and databases. These are often used by collectors and dealers to check serial numbers before buying. If your watch is flagged as stolen, buyers can see that instantly and report it.

Why Proper Care Helps Protect the Value of Your Watch

Taking the time to follow these steps isn’t just about security. It’s also about keeping your watch in good shape for the long run. Clean it the right way. Store it safely. Don’t swap out original parts unless it’s necessary. And back up your paperwork and photos.

A quality timepiece is fragile and valuable. It needs proper care, not just occasional attention. If you treat your watch well, it will last longer, keep better time, and hold its value over the years. Whether you wear it daily or store it as an investment, it deserves real care.