Investing in a luxury watch is more than a stylish decision—it can be a financially savvy one, too. While most consumer goods depreciate the moment you walk out of the store, certain timepieces not only retain their value but often appreciate over time. Whether you’re a seasoned collector or considering your first high-end purchase, choosing a watch with strong resale potential can enhance both your portfolio and your wristwear.
In this guide, we break down the top 10 luxury watches that have proven to hold their value over the years—and, in some cases, become even more desirable with age.
1. Rolex Submariner
Arguably the most recognized and coveted luxury dive watch, the Rolex Submariner is a timeless investment. Originally released in 1953, it has a reputation for durability, design consistency, and strong demand on the secondary market. Vintage Submariners often fetch double—or more—than their original price, especially rare models with unique dials or bezels.
Why it holds value: Brand prestige, iconic design, robust resale demand.
2. Patek Philippe Nautilus
The Nautilus has become a legend among luxury sports watches, thanks in part to its unique porthole design by Gérald Genta. The stainless steel Ref. 5711 became one of the most hyped watches in history, with prices soaring past $100,000 on resale—even though the retail value hovered around $30,000.
Why it holds value: Scarcity, celebrity endorsements, and the discontinuation of key references.
3. Audemars Piguet Royal Oak
Another Genta masterpiece, the Royal Oak is beloved for its octagonal bezel and integrated bracelet. Much like the Nautilus, steel variants often command extraordinary resale prices, particularly limited editions or historically significant models.
Why it holds value: Design innovation, limited production, and a cult-like following.
4. Rolex Daytona
The Rolex Daytona is a chronograph with racing heritage—and a price trajectory to match. Certain models, like the Paul Newman Daytona, have become legends in the auction world. Even modern versions are frequently sold well above retail.
Why it holds value: Iconic status, waitlist scarcity, and historical significance.
5. Omega Speedmaster Professional (Moonwatch)
As the first watch worn on the moon, the Speedmaster Professional holds an iconic place in horology. Vintage “Pre-Moon” Speedmasters and limited edition models often appreciate in value, while newer versions still retain strong resale appeal.
Why it holds value: NASA connection, timeless design, and affordability relative to competitors.
6. Tudor Black Bay Fifty-Eight
As Rolex’s sister brand, Tudor has carved its own niche in the market with high-quality, vintage-inspired designs. The Black Bay Fifty-Eight is particularly popular, offering excellent craftsmanship at a more accessible price point.
Why it holds value: Great entry-level collector piece, strong demand, and Rolex affiliation.
7. Vacheron Constantin Overseas
The Overseas combines Swiss craftsmanship with modern sportiness. It may fly under the radar compared to the Nautilus or Royal Oak, but its limited production and exquisite detailing have made it increasingly attractive to collectors.
Why it holds value: Understated luxury, brand heritage, and rising interest in alternatives to AP and Patek.
8. Jaeger-LeCoultre Reverso
Originally designed for polo players, the Reverso’s Art Deco styling and reversible case make it one of the most distinctive dress watches available. It’s also become a staple for vintage watch enthusiasts.
Why it holds value: Unique design, brand prestige, and collectible appeal.
9. Cartier Santos
Blending history and fashion, the Cartier Santos was one of the first pilot watches and the first men’s wristwatch in history. Its contemporary models maintain that elegance while incorporating modern movements.
Why it holds value: Cross-market appeal—both in fashion and horology—and a legacy brand.
10. Grand Seiko Snowflake (SBGA211)
Grand Seiko may surprise some as a value-holding luxury brand, but the Snowflake is a standout. With its Spring Drive movement and exquisite dial inspired by Japan’s snowy landscapes, it’s quickly become a collector’s favourite.
Why it holds value: Exceptional finishing, unique tech, and growing Western recognition.
How to Maximise Value When Buying Luxury Watches
While brand and model play a huge role in value retention, savvy buyers should also consider:
- Condition: A well-preserved watch with original box and papers will always command more.
- Limited editions: Scarcity drives value. Limited runs or discontinued references often appreciate.
- Servicing: Regular servicing by authorized centres maintains function and resale appeal.
- Market timing: Like any asset, watch prices can fluctuate. Knowing when to buy or sell matters.
In some cases, enthusiasts and collectors even find themselves entering sweepstakes or giveaways to win a luxury watch, giving them a chance to acquire valuable pieces at no cost. While rare, these promotions—often run by brands or retailers—can be an exciting route into the luxury watch world.
Final Thoughts: Wearing Your Investment
Investing in a luxury watch isn’t just about resale value—it’s about wearing a piece of history, engineering, and artistry. That said, if you’re spending thousands (or even tens of thousands), it makes sense to choose models that offer financial upside or at least preserve their worth.
Whether you buy to wear, collect, or eventually sell, the ten watches above provide a blend of prestige and reliability few other accessories can match. And who knows? Your next investment might even come from a chance to win a luxury watch that turns out to be a hidden gem.
