8 Things You Must Know Before Investing in Watches in 2025

Introduction

Over the past decade, luxury watches have evolved from simple timekeeping instruments into coveted investment assets. More collectors and first-time buyers are asking the same question: is investing in watches really worth it? With headlines about record-breaking auction results, soaring resale values, and waiting lists for certain Rolex and Patek Philippe models, it is no surprise that watches are increasingly viewed as a potential store of value.

But unlike stocks or real estate, the watch market is influenced not only by supply and demand but also by emotion, heritage, and taste. If you are considering investing in watches, this guide will walk you through the essential points you must know in 2025—covering risks, strategies, market trends, and of course, the brands and models that tend to hold value best.

1. Is Investing in Watches Worth It?

Before buying your first “investment watch,” you should understand what makes this market unique. Unlike traditional assets, watches combine both tangible and intangible value.

On the one hand, certain watches have proven to be excellent investments. For example, a Rolex Daytona purchased in the early 2000s for around $8,000 can fetch well over $25,000 today, depending on condition and demand. Similarly, limited editions from Audemars Piguet or Patek Philippe have achieved exponential appreciation, with pieces like the Royal Oak Jumbo or the Nautilus Ref. 5711/1A becoming near-mythical in terms of resale performance.

But value growth isn’t confined to the “holy trinity” alone. More accessible brands such as Omega (e.g., the Speedmaster Professional) and Tudor (notably the Black Bay line) have also shown steady upward trends in the secondary market, often providing investors with lower entry points and healthy long-term returns. Even independent brands like F.P. Journe, H. Moser & Cie., and Czapek & Cie. have carved out niches among collectors, with limited production runs and unique horological designs driving strong demand and scarcity premiums.

On the other hand, not every watch gains value. Many luxury watches depreciate the moment they leave the boutique, especially fashion-oriented brands with weaker resale demand. Moreover, the watch market does not exist in isolation—macro factors like inflation, global recessions, currency fluctuations, and shifts in consumer wealth distribution can all impact demand and pricing. For instance, the surge in global luxury consumption during 2021–2022, fueled by post-pandemic liquidity, was followed by corrections in 2023 when interest rates rose and disposable incomes tightened.

In short: investing in watches can be worth it, but only if approached with knowledge, patience, and passion—while also keeping an eye on broader economic forces and market supply-demand dynamics.

2. How to Start Investing in Watches as a Beginner

1.Learn the Basics of Horology

If you are new to watches, invest time in understanding horology first. Knowing the difference between a quartz movement and a mechanical movement, or why certain complications like perpetual calendars and tourbillons matter, will help you recognize value beyond the brand name.

2.Decide Your Budget and Risk Tolerance

Watch investments range from a few thousand dollars to several million. For beginners, it’s wise to start with accessible models under $10,000 that have strong resale demand, such as the Omega Speedmaster or Rolex Oyster Perpetual. Define how much you are willing to risk—remember that watch prices can fluctuate just like any other asset.

3.New vs. Second-Hand Watches

A key decision is whether to buy new or pre-owned. Buying new from an authorized dealer guarantees authenticity and peace of mind, but often comes at full retail prices with less immediate upside. The potential for value appreciation usually takes time, especially for models that are still in production.

By contrast, investing in second-hand watches opens doors to discontinued or rare models and often provides better value for money. However, when investing in the secondary market, ensuring authenticity and quality is absolutely crucial. It is strongly recommended to seek the help of professional watch appraisers or to send the piece to authorized service centers for verification. Collectors should also carefully check the watch’s service history and always request the original box, warranty papers, and untouched dials, as these factors can significantly influence resale value.

Fortunately, established platforms such as Chrono24, WatchBox, Iplaywatch and specialized independent dealers provide relatively safe and transparent entry points into the pre-owned market. These platforms often offer buyer protection policies, authenticity guarantees, and access to a global inventory, making them excellent resources for both newcomers and seasoned collectors.

3. Which Watch Brands Hold Value Best?

Not all brands are created equal when it comes to investment potential. Historically, a few names dominate the resale market:

Rolex Investment Watches

Rolex has long set the benchmark for watch investments. Iconic models such as the Submariner, Daytona, and GMT-Master II consistently retain—or even surpass—their retail value. High demand often outpaces supply, resulting in long waiting lists and significant premiums in the secondary market.

Patek Philippe Investment Potential

Renowned for its exceptional craftsmanship and exclusivity, Patek Philippe is widely regarded as one of the most prestigious watchmakers in the world. The Nautilus and Aquanaut exemplify models that have appreciated substantially over time. Even more understated vintage pieces, like the Calatrava, maintain value thanks to their heritage, scarcity, and timeless design.

Audemars Piguet and Omega

The Royal Oak by Audemars Piguet has become one of the most recognizable and investable luxury watches, with limited editions and collaborative releases often commanding significant premiums. Meanwhile, Omega, particularly the Speedmaster “Moonwatch”, offers a more accessible entry point while maintaining strong long-term demand, making it a favorite among both collectors and new investors.

Other Notable Mentions

Ultra-high-net-worth collectors often turn to Richard Mille for exclusive, statement-making timepieces. Independent watchmakers such as F.P. Journe and A. Lange & Söhne appeal to connoisseurs seeking rarity, craftsmanship, and distinctive horological artistry.

Emerging and Niche Brands to Watch

Beyond the established icons, several emerging and niche brands are increasingly attracting investor attention. H. Moser & Cie. has gained recognition for its innovative designs and high-quality craftsmanship, with select limited editions demonstrating early signs of value appreciation. MB&F stands out for its avant-garde, conversation-worthy timepieces that appeal to collectors seeking highly exclusive watches. Czapek & Cie., known for low-production, heritage-inspired models, is also rising in popularity among enthusiasts for its blend of rarity and refined design.

By strategically diversifying across both well-established icons and selective emerging brands, investors can tap into long-term growth potential while adding unique, standout pieces to their collections.

4. Best Watches to Invest in 2025

So, which specific models should you look at this year?

Modern Icons

• Rolex Daytona (Ref. 116500LN) – Continues to dominate resale charts with strong global demand.
• Patek Philippe Nautilus (Ref. 5711/1A) – Discontinued but still one of the most coveted steel sports watches.
• Audemars Piguet Royal Oak (Ref. 15510ST) – Timeless design with enduring desirability.
• Omega Speedmaster Professional Moonwatch – A reliable classic with strong collector following.

Vintage Watches Investment

Vintage models often deliver outstanding returns if well-preserved:

• Vintage Rolex Submariners with “patina” dials.
• Patek Philippe perpetual calendars from the 1960s–1980s.
• Omega Speedmaster “Pre-Moon” references.

When it comes to vintage, authenticity and condition are critical. Original box, papers, and untouched dials make a huge difference in value.

5. Market Trends You Should Know in 2025

The watch market is not static. Several trends shape investment decisions today:

• Global Demand: Interest in Swiss luxury watches continues to grow, especially in Asia and the Middle East.
• Sustainability & Second-Hand Boom: Younger buyers embrace pre-owned watches, fueling platforms like Chrono24 and WatchBox.
• Auction Records: Major auction houses like Phillips and Christie’s continue to break records, reinforcing watches as alternative investments.
• Digitalization: NFT-linked watch ownership and blockchain-based authentication are emerging, promising more transparency in the future.

Being aware of these watch market trends in 2025 helps investors align with long-term growth sectors.

6. Understanding Watch Investment Risks

Just like any investment, risks exist.

1. Market Fluctuations : Watch values can rise or fall quickly. For example, the hype-driven surge of the Patek Philippe Nautilus 5711 led to astronomical prices in 2021–2022, followed by a significant correction.
2. Condition and Authenticity : A scratched dial, aftermarket parts, or missing papers can dramatically reduce value. Always ensure authenticity, ideally with third-party verification.
3. Liquidity Issues in the Secondary Market : Unlike stocks, watches are not instantly liquid. Finding the right buyer at the right price can take time. Moreover, dealer commissions or platform fees may eat into your profits.

7. Tips for Maximizing ROI in Watch Investments

1. Buy What You Love : The most important rule: don’t buy a watch solely for investment. Choose timepieces that you genuinely enjoy wearing. That way, even if the value doesn’t skyrocket, you’ve gained something meaningful.
2. Maintain and Service Your Timepieces : Regular servicing by authorized watchmakers protects both performance and resale value. Neglecting maintenance can result in costly repairs and diminished returns.
3. Keep Box and Papers for Value : Collectors pay significant premiums for complete sets. Always keep the original box, warranty card, and manuals—these items prove authenticity and enhance resale potential.

8. The Future of Investing in Watches

Looking ahead, the future of investing in watches appears promising, but also more complex. Increasing transparency in the secondary market, rising demand from younger collectors, and digital authentication tools will shape the next decade. At the same time, we may see a shift towards independent brands and innovative materials, as collectors seek uniqueness beyond mainstream icons.

Ultimately, watches remain more than just investments—they are wearable works of art that connect history, craftsmanship, and personal style.

Conclusion

Investing in watches can be both financially rewarding and emotionally fulfilling, but success requires patience, knowledge, and a genuine passion for horology.

To recap the 8 key takeaways:

1. Not all watches are investments—choose carefully.
2. Start small, learn the basics, and understand risks.
3. Focus on brands with proven value retention.
4. Know which modern and vintage models stand out in 2025.
5. Track global watch market trends.
6. Be realistic about risks and liquidity.
7. Preserve your watches properly for maximum ROI.
8. Invest with passion, not just for profit.

If you approach watch collecting with both heart and strategy, your collection can serve as a source of joy today—and a valuable investment tomorrow.