As the world has now moved towards a more digital landscape, people often wonder whether there is a demand for luxury watches anymore. Since smartwatches came onto the scene, the Swiss watch market has taken a big hit in sales. However, that does not mean the demand for watches has gone away.
Investing in a luxury watch is like collecting pieces of history. They are not only a timepiece but a great asset to invest in. This is why big brands like Rolex and Omega and even bigger ones like Audemars Piguet are still relevant. A luxury watch is a symbol of success and is often used by investors to flip for a profit. This is why the pre-owned luxury watch market is even bigger than ever in 2024.
Many factors decide the price of a luxury watch, such as brand prestige, rarity, and production time. You can find many luxury watch investment guides to help you understand what the market is like. So, if you are thinking of investing in a watch, here are the top 10 ones that have the best investment potential in 2024.
Understanding the Investment Potential of Luxury Watches
What exactly makes a luxury watch a good investment, you may ask? Well, several key factors contribute to the value of a potential luxury watch investment.
Brand Legacy
How long the brand has been around and its expertise in watch-making play a big role in making it investment-worthy. Iconic brands such as Rolex, Patek Philippe, and Audemars Piguet have established their place in the industry as the leaders of class and reliability.
They have been key players in bringing innovation to the industry. This boils down to how dominant each brand was over periods that drove the demand for their latest models. So, most watches from such big names are considered safe investments compared to others.
Rarity and Limited Editions
Although most luxury watches are made in limited quantities, some may be ultra-rare, which makes them more desirable to collectors. The limited production number means that there is a high demand for them, driving up the prices. Additionally, watches that are the first or last in a series, models with unique dial colors or complications, and special editions hold a high investment value.
Condition and Provenance
If a watch is in pristine condition, it is automatically a great watch to consider for investment. You may even find a historically relevant watch that is worth thousands, but with documentation, it may be valuable. A watch with proper authentication is what you should be looking for to get the most out of your investment.
Market Trends
At the end of the day, market demand and supply play the biggest role in a watch’s value. So you have to be up to date with sales records and auction results and seek expert analyses before investing in a luxury watch. This will help you figure out the models or brands that are currently appreciated. A vintage model of a watch will almost always be more popular and thus priced higher than the recent version of the model.
Criteria for Selecting Investment-Worthy Luxury Watches
When choosing luxury watches, you need to consider a few criteria. Understanding these factors will help you identify whether a watch has investment potential.
Appreciation Rate
The appreciation rate of a watch can be found by looking through its historical performance. From this, an expert can give you an answer for its expected future appreciation. You should only choose to invest in watches and models that have consistently increased in value over time. Rolex and Patek Philippe are two watch brands that have shown high appreciation due to their legacy and rarity over the years.
Brand Consistency
Brands that have a track record of producing quality watches are secure investments. You can get peace of mind from aspects like brand commitment and innovation. It reflects the brand’s ability to stand the test of time, which ensures it holds value in collectors’ eyes.
Cultural and Historical Significance
Limited edition or rare watches that are connected to events or figures can also make them worthy of investment. Watches worn by celebrities, used in historical events, or featured in popular culture usually stay in high demand. This is why you can see many brands going back to their roots and reviving classics.
Market Demand
The secondary market plays a big role in a watch’s investment potential. A watch that has high demand will always remain popular with collectors and investors. They are usually safer investments than those that are in low demand.
When choosing an investment watch, you have to analyze market trends and assess collector and general consumer interest to predict a good investment from a great one. Auction results, resale values, and the frequency of requests for particular models are key indicators of a watch’s predicted value.
Top 10 Luxury Watches with the Best Investment Potential
If you are thinking of looking into Luxury watches as an investment, check out these ten options that have great potential.
1. Audemars Piguet Royal Oak Reference 15710ST.OO.A002CA.01
Audemars Piguet, in the world of horology, is easily a part of the big leagues. They have been relevant in watchmaking for over a century and have great investment potential. The Audemars Piguet Royal Oak Reference 15710ST.OO.A002CA.01 is a relatively new watch that is part of a critically acclaimed series from the brand.
It is a 42mm case crafted from stainless steel, which is up to date. You get the iconic octagonal bezel, secured with eight hexagonal screws. The watch is fitted with a glare-proof sapphire crystal and case back that showcases the movement within. This Royal Oak has the Audemars Piguet Caliber 3120 with a 60-hour power reserve. It is a self-winding movement that has stood the test of time with water resistance of up to 300 meters.
What makes this our top choice for investment is the striking “Méga Tapisserie” pattern on the black dial. Watches that feature this dial have been seeing increased demand over the years. You get a luminescent coating on the white gold hour markers and hands a black rubber strap. The black and silver color scheme is a great neutral color to have that makes it future-proof.
Specifications
- Case Material: Stainless steel
- Diameter: 42mm
- Movement: Caliber 3120, self-winding
- Power Reserve: 60 hours
- Water Resistance: 300 meters
- Crystal: Sapphire, glare-proofed
- Strap: Black rubber
2. Rolex Yacht-Master Reference 126621
The Rolex Yacht-Master series is another model that has shown great investment potential over the years. This model is a 40mm watch that comes with a chocolate dial, and a combination of stainless steel and 18K rose gold. Rolex called this color Everose gold, which looks and feels sophisticated. This model was released in 2023.
The Rolex Yacht-Master 40mm comes with the brand’s signature oyster architecture. It is durable and waterproof for up to 100 meters. You get a rotatable 60-minute bezel polished in Everose gold. It contrasts beautifully against the chocolate sunburst dial with luminous hour markers and hands.
This Yacht-Master has the Rolex Caliber 3235, famous for its precision and reliability. This movement is also resistant to shocks and magnetic fields. It is a self-winding mechanical movement that has a power reserve of 70 hours. You also get a classic Rolex Cyclops lens over the date window.
As an investment, the Yacht-Master series has been long known to hold its value. However, this watch specifically shows great potential for appreciation due to the features it has over the standard model. The Everose Gold, in particular, is a leading reason why we think this watch should be a part of your collection. It has a combination of materials and colors that is a bit different from the Rolex design ethos.
Specifications
- Model Number: 126621
- Year: 2023
- Case Size: 40mm
- Material: Oystersteel (stainless steel) and 18K Everose gold
- Dial: Chocolate sunburst with luminescent hour markers and hands
- Bezel: Bidirectional rotatable 60-minute graduated with a polished 18K Everose gold bezel
- Crystal: Scratch-resistant sapphire with Cyclops lens over the date
- Movement: Rolex Caliber 3235, self-winding mechanical movement
- Power Reserve: Approximately 70 hours
- Water Resistance: Up to 100 meters
- Bracelet: Oyster, flat three-piece links made of Oystersteel and 18K Everose gold
- Clasp: Folding Oysterlock safety clasp with Rolex Glidelock extension system
3. Panerai Luminor 1950 Reference PAM 00321
Panerai Luminor is a brand that has a great military history tied to it. They used to make watches for the army that were known to be very reliable and durable. This Panerai Luminor 1950 3 Days perfectly embodies that design while being up to date with modern standards. It is unique for its masculine aesthetic and blends traditional Italian design and Swiss engineering.
The PAM 00321 model features the classic Luminor case with a lever-based crown guard. It has a 44mm stainless steel case that is great for both adrenaline junkies and casual wearers. The watch face is black with large luminous Arabic numerals and hour markers.
What makes this watch stand out from the crowd is the much-loved GMT function. This is a complication that is sought after by enthusiasts as it displays a second-time zone. The watch has a power reserve indicator on the dial, another feature that makes it different from the crowd.
The Panerai P.9001 in-house movement is fitted to this model. It is an automatic movement that is visible through the sapphire crystal case back. Panerai watches may not appreciate as much as other brands, but they are known to hold their value well. Since this watch had a limited production, it shows potential for appreciation with time.
Specifications
- Model Number: PAM 00321
- Case Size: 44mm
- Material: AISI 316L brushed stainless steel
- Dial: Black with luminous Arabic numerals and hour markers
- Bezel: Fixed, stainless steel
- Crystal: Scratch-resistant sapphire
- Movement: Automatic mechanical, Panerai P.9001 caliber
- Power Reserve: 72 hours (3 days)
- Water Resistance: 300 meters (990 feet)
- Complications: Date, GMT, small seconds, power reserve indicator
- Bracelet/Strap: Leather strap with a stainless steel buckle
4. Rolex Datejust Reference 126334
The Rolex Datejust is a famous watch with heritage written all over it. It was the first watch to have a date display and a self-winding movement. This newer 41mm model has a blue dial with a fluted white gold bezel. Most models from the Datejust line are known to age well and appreciate. You get everything from Rolex’s design ethos, like stick indexes and the iconic date window at 3 o’clock. It is complete with a Cyclops lens for easy reading.
You get great build quality with this watch, which has a scratch-resistant sapphire crystal and a screw-down crown. This Datejust is powered by the precise Rolex’s caliber 3235 movements with a power reserve of approximately 70 hours.
Thanks to the timeless design of the Datejust, this watch shows great potential for investment due to the Rolex brand itself. Since this watch is relatively new, it may not be an investment that will give you great resale value right away. As Datejust models age well, you can consider this as a great investment for the future when the supply for this falls short.
Specifications
- Model Number: 126334
- Case Size: 41mm
- Material: Oystersteel and white gold
- Dial: Blue with stick indexes
- Bezel: Fluted, white gold
- Crystal: Scratch-resistant sapphire
- Movement: Caliber 3235, self-winding mechanical
- Power Reserve: Approximately 70 hours
- Water Resistance: 100 meters
- Bracelet: Oystersteel with folding Oysterclasp
5. Rolex Sky-Dweller Reference 326934
The Rolex Sky-Dweller is a sophisticated and complex timepiece that combines elegance with advanced functionality. Introduced in 2012, it quickly became a favorite among frequent travelers and watch enthusiasts alike. The Sky-Dweller stands out in the Rolex lineup as one of the most complicated watches, featuring an annual calendar and dual time zone display.
At the heart of the Sky-Dweller is Rolex’s innovative Ring Command bezel system. This ingenious mechanism allows the wearer to easily set the watch’s functions by simply rotating the fluted bezel. The annual calendar, displayed through a series of apertures around the dial, automatically differentiates between 30 and 31-day months, requiring adjustment only once a year, on March 1st.
The dual time zone feature is displayed via an off-center 24-hour disc and the main hands, allowing the wearer to keep track of two time zones simultaneously. This combination of features, along with Rolex’s legendary build quality and attention to detail, makes the Sky-Dweller a true horological masterpiece.
Specifications
- Model Number: 326934
- Case Size: 42mm
- Material: Oystersteel and white gold
- Dial: Bright blue with luminous hour markers
- Bezel: Fluted, made of white gold
- Crystal: Scratch-resistant sapphire
- Movement: Caliber 9001, self-winding mechanical
- Power Reserve: Approximately 72 hours
- Water Resistance: 100 meters (330 feet)
- Bracelet: Oystersteel Oyster bracelet
6. Audemars Piguet “Michael Schumacher” Royal Oak Reference 26568OM
This Audemars Piguet Royal Oak is a special one. It is the rare “Michael Schumacher” Rose Gold one made as a tribute to one of the most legendary figures in motorsport. It comes in a 44mm case crafted from 18-carat rose gold. The signature Audemars Piguet Royal Oak Offshore octagonal bezel also comes in rose gold. The ceramic bezel holds a tachymeter scale and a “Mega Tapisserie” pattern on the dial. The watch is finished with blue and red color accents that used to be Schumacher’s racing colors.
This Royal Oak has a chronograph, a date display, and a tachymeter scale. It is powered by the Audemars Piguet Caliber 3126/3840, much loved in the industry for its reliability. You get a clear view of the movement through the sapphire crystal case back.
The watch has a 55-hour power reserve and features decorations such as Côtes de Genève. It is these features that make this watch so desirable. Since this watch is a limited edition with a great racing history tied to it, the investment potential is very high. The Royal Oak series is a great watch, to begin with, and this special edition one is greatly adored by motorsport fans.
Specifications
- Model Number: 26568OM
- Case Size: 44mm
- Material: 18-carat rose gold
- Dial: Grey with “Mega Tapisserie” pattern, blue sub-dials
- Bezel: Ceramic with tachymeter scale
- Crystal: Scratch-resistant sapphire
- Movement: Caliber 3126/3840, self-winding mechanical
- Power Reserve: 55 hours
- Water Resistance: 100 meters (330 feet)
- Bracelet: Gray with 18-carat rose gold Audemars Piguet folding clasp
7. Rolex Oyster Perpetual Reference 67193
If older Rolex watches are your thing, then this Oyster Perpetual from 1993 will be a great watch to have. It comes in a distinctive two-tone finish with the Jubilee bracelet. Vintage watches usually fetch high prices, and this watch follows that same trend.
Although not that sought after in the current trend in the watch market, this Rolex comes in a smaller 26mm case size. It is made of stainless steel and finished with an 18-carat yellow-gold fluted bezel. The two-tone theme carries over to the Jubilee bracelet.
The dial is clean with Roman numeral hour markers and a date display at 3 o’clock. , which includes a Cyclops lens for easy reading. It has a self-winding mechanical movement and is water-resistant, through the Oyster case. You get the Caliber 2135 movement that is accurate and durable. As with most vintage watches, this one has to be on your list as it is rare and will go up in value with time.
Specifications
- Model Number: 67193
- Year: 1993
- Case Size: 26mm
- Material: Stainless steel and 18-carat yellow gold
- Dial: Champagne with Roman numerals
- Bezel: Fluted, 18-carat yellow gold
- Crystal: Scratch-resistant sapphire
- Movement: Rolex Caliber 2135, self-winding mechanical
- Power Reserve: Approximately 42 hours
- Water Resistance: Up to 100 meters (330 feet)
- Bracelet: Jubilee, stainless steel, and yellow gold
8. 1998 OMEGA Speedmaster Reference 3513.50
The Omega Speedmaster is the greatest watch to ever exist besides the original Seamaster. This 1998 Speedmaster 3513.50 is part of the iconic “Moonwatch” series. The Moonwatch was the first watch that landed on the moon. So you can guess that this is already steeped in history.
You get a 39mm stainless steel case with a classic black dial with a tachymeter scale. The pushers and the crown are well-designed and have lasted for over a decade. The dial has three sub-dials for chronograph functions and is finished with luminescent hands and markers.
This watch from 1998 has the automatic OMEGA Caliber 1152 movement, which was based on the ETA 7750. Although this specific model does not share the space heritage of some other Speedmasters, it is still worth looking into. Collectors love a classic Omega, and this one fits the bill because it has great potential for appreciation.
Specifications
- Model Number: 3513.50
- Year: 1998
- Case Size: 39mm
- Material: Stainless steel
- Dial: Black with three sub-dials
- Bezel: Tachymeter scale, fixed
- Crystal: Scratch-resistant sapphire
- Movement: OMEGA Caliber 1152, automatic
- Power Reserve: 44 hours
- Water Resistance: 50 meters (165 feet)
- Bracelet: Stainless steel
9. Blancpain Fifty Fathoms Bathyscaphe Reference 5054-1110-52A
Blancpain is a very big name in the luxury watch market but is often overlooked in discussions. It may be because they cater to a certain group of enthusiasts. With many models coming in limited numbers, this watch company is something worth looking into for investment.
The Blancpain Fifty Fathoms is one of their flagship line of watches. This specific Bathyscaphe is a great diver watch that you can consider getting over the regular Rolex Submariner or Omega Seamaster. It is funny that we mention the two watches nowadays, but did you know that the iconic Fifty Fathoms was one of the pioneers in the dive watch category?
This is a beautiful piece that comes in a 43mm stainless steel case. You get a utilitarian design true to its heritage. It also has a unidirectional rotating bezel and a satin-brushed finish. The dial is meteor gray in color, which is an excellent backdrop for the luminous hour markers and hands.
What makes this watch special is the complete calendar and moon phase complications it comes with. This is a step away from the traditional dive watch layout that makes this piece so unique. It is powered by the automatic Caliber 6654. P movement. It is equipped with a silicon balance-spring, which is resistant to magnetic fields. What makes this watch worth having in your collection is sheerly due to the fusion you get from it.
Specifications
- Model Number: 5054-1110-52A
- Year: 2022
- Case Size: 43mm
- Material: Stainless steel
- Dial: Meteor gray with luminous markers and hands
- Bezel: Unidirectional rotating, satin-brushed stainless steel
- Crystal: Scratch-resistant sapphire
- Movement: Blancpain Caliber 6654. P, automatic
- Power Reserve: 72 hours
- Water Resistance: 300 meters (1000 feet)
- Bracelet: Sail-canvas strap
10. TUDOR Black Bay Bronze Reference 79250BM
This TUDOR Black Bay Bronze Reference 79250BM is a fairly new watch being released in 2022. It comes with a 43mm case made from bronze, which is a shift from a regular Black Bay. Bronze is corrosion-resistant and is known to develop a patina over time. This adds character to the watch, making each piece one-of-a-kind. The dial is a matte brown color that complements the bronze exterior.
You get luminous dots, index hour markers, and snowflake hands. It also has a rotatable bezel with a matte brown anodized aluminum disc to match the dial. The watch is powered by TUDOR’s in-house MT5601 caliber, which will last for years.
It is an automatic movement with a power reserve of approximately 70 hours. It is COSC-certified, which means you get the most accurate results every time. The choice of bronze makes this watch so desirable to have and drives its high demand in the market. If you want a dive watch that has the potential to appreciate, look no further than this modern twist on a classic TUDOR.
Specifications
- Model Number: 79250BM
- Year: 2022
- Case Size: 43mm
- Material: Bronze
- Dial: Matte brown
- Bezel: Unidirectional, bronze with matte brown anodized aluminum disc
- Crystal: Scratch-resistant sapphire
- Movement: TUDOR Caliber MT5601, automatic, COSC-certified
- Power Reserve: Approximately 70 hours
- Water Resistance: 200 meters (660 feet)
- Strap: Aged leather strap
Factors Influencing the Future Value of Luxury Watches
Here are a few factors that can influence the future value of luxury watches for better or for worse:
- Economic Conditions: The overall condition of an economy can affect demand for luxury watches. Similar to any other class of assets, when the economy is down, demand falls, reducing prices. During a boom, the prices rise. As an investor, it is best to buy during the former and sell during the latter. Fluctuations in currency, inflation, and changes in tax policies also have a similar effect on the market overall.
- Consumer Preferences: Consumer tastes, or, in other words, demand for a certain model or type of watch, can influence its value.
- Technological Advancements: since the smartwatch was launched, the watch market has been stable. However, for most smartwatches the demand for luxury watches reduced significantly, the market is still alive and well, just at a higher price per piece.
- Sustainability and Ethical Practices: As the world moves towards sustainable practices, the way in which a watch is manufactured can influence demand. If a brand has any unethical tagline linked to it, the value of its products will take a big hit for the negative.
Note: If you are exploring other ways to invest, real estate investment could be a good one.
Tips for Investing in Luxury Watches
Here are some tips to follow when investing in luxury watches:
- Buy from Reputable Sources: Buy from authorized dealers, auction houses, or verified secondary market retailers.
- Understand Market Fluctuations: Keep an eye out for market fluctuations so that you can buy when the market is down.
- Maintenance and Preservation: Look for watches and keep your watch in excellent condition to ensure that they hold their value.
- Diversify Your Collection: It is best to have a balance of high-risk, high-reward, and Low-risk reward watches in your collection. This will help reduce the risk of bad investments in the long run.
Which Luxury Watch Do You Want?
That sums up our list of the top 10 luxury watches that have the best investment potential. There are many more to choose apart from these ten. Remember, you have to be able to foresee the future of your investment to make sure that you do not lose money on a watch.
If you have any other suggestions, feel free to comment below. The watches we mentioned above are great choices as they have immense potential for market appreciation. However, markets change, which can change the going rate of these watches. So always be one step ahead of the game before investing in a luxury watch!
FAQs
Are luxury watches a good investment?
Much like other assets, a luxury watch is a great investment, especially those from brands that have been in the market for years.
How do I start investing in luxury watches?
Research is the first thing to do when investing in watches. You need to know what clicks with the consumer and how a watch is perceived as an asset. Once you understand the brand, its price, and its potential for future demand, you can make an educated choice.
Which brands hold their value the best?
Rolex, Patek Philippe, Omega, and Audemars Piguet are just a few watches that hold their value well.
How do I know if a watch will be appreciated?
Much like the stock market, no investment is guaranteed success. You need to play with the market forces, stay informed, and stay ahead of the game to determine whether a watch will appreciate.
Is it better to invest in new or pre-owned luxury watches?
Both are good investments. Although a new watch may take time to appreciate, a pre-owned watch can be bought to flip for a profit when the time is right.
