10 Best Watch Brands That Hold Value You Can Invest In (2024)

Did you know that luxury watches are good long-term investments that can hold their value and can yield returns over time?

Yes, in fact, unlike sports cars and other high-fashion goods that depreciate in value once they are sold, some luxury watches experience the opposite.

So, if you are planning to buy valuable timepieces to invest in, let us help you!

Today, we will share with you some of the best luxury watch brands and their popular watches that are known to retain their value, making them the most worthwhile investment watches you can buy in the luxury watch market.

Keep reading our detailed guide below on the best watch brands for watch collectors who want to invest in luxury timepieces.

In This Article

Watch Investments + Will My Luxury Watch Hold Its Value?

Want to buy luxury watches as investment pieces? Then that’s good!

But you should know that although luxury watches are generally profitable in the long run, not all timepieces can hold their value.

Moreover, there are watch models, even though they come from a renowned luxury brand, are still pretty hard to resell in the pre-owned market.

Picking the best watches out there is not an easy task. But if you know what luxury brands to choose from and what models would most likely retain their value or appreciate over time, then you are on the right track to make a profit.

Luxury Watch Brands That Hold Their Value

Here are ten luxury watch brands that hold and increase in value.

#10. Breitling

10 Best Watch Brands That Hold Value You Can Invest In (1)

Established in 1884, Breitling is a Swiss luxury watch brand known for creating watches with precision-made chronometers in a classic style designed for the aviation industry.

All of their watch models, from mechanical to quartz, are powered by COSC-certified movements and made with exceptional quality, making them one of the most respectable Swiss watchmakers in the watch industry.

The most recognizable and in-demand timepieces in their current active catalog are the Breitling Navitimer BO1 Chronograph models.

This pilot’s watch features a circular slide-rule bezel, which allows pilots to conduct various computations and conversions essential to their flight navigation. This unique feature can be used to calculate airspeed, rate of climb or descent, and time/distance calculations.

#9. Cartier

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Want to buy watches with timeless appeal and made in high-quality materials? Then you can never go wrong with Cartier watches.

They are one of the most famous luxury brands in the watch industry and are often chosen as the go-to timepiece of high-profile men and women. This fact contributes to the desirability and value retention of their watches.

The cheapest Cartier watches have a retail price that can range from $4,000 to $7,000, making them a good investment classic timepiece if you are just starting to build your luxury watch collection.

They have several iconic watches in their catalog. But the best investment grade model made by the brand is the world-famous Cartier Tank.

#8. Jaeger LeCoultre

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The Jaeger-LeCoultre is another iconic luxury watch brand respected for its long history of innovation and superb watchmaking prowess.

This Swiss watchmaker may not be as famous as other watch brands on this list. But those who know their watches will surely agree that they belong in the upper echelon of the watchmaking industry.

Jaeger-LeCoultre watches are favored by many watch enthusiasts for their elegance that perfectly showcases modern-classic designs.

But more than that, they are also highly regarded for their complicated and ultra-thin watches.

One of their best-known vintage models that still retains its value up to this date is the Jaeger-LeCoultre Reverso watch that was introduced in the 1930s.

In fact, until today, this watch is considered one of the best square and rectangular watches in the market.

#7. Tag Heuer

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Due to their high-precision chronographs, Tag Heuer won many prominent partnerships for almost a century that cemented their place in the watchmaking industry, especially when they became the official timekeeper of Formula 1 racing.

Tag Heuer watches are synonymous with the world of motorsport. So it’s no surprise that legendary racers and other sports superstars can be spotted wearing their best-limited edition watches.

Because of this, their brand recognition continues to soar high, helping their watches hold their value more effectively compared to others.

The Tag Heuer Carrera Chronograph remains their best-selling model and one of the hottest pre-owned watches in the grey market today.

#6. Tudor

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Established in 1926, Tudor was established by none other than Hans Wilsdorf, the same gentleman behind the world-famous Rolex brand.

Tudor offers much more affordable timepieces in the watch market without compromising its quality, precision, and designs, which we think are embedded in its Rolex DNA.

And like their Rolex counterparts, Tudor watches are known for their great resale value. And one of our favorite models from the brand is the Tudor Black Bay.

Inspired by the Rolex Submariner, this luxury timepiece model features a stainless steel case, a unidirectional rotating bezel, and a black sunburst dial. It is also paired with a polished three-link steel bracelet for maximum comfort and additional style.

#5. Omega

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Omega watch brand holds the 2nd place for the most popular watches in the whole world (next only to Rolex).

In their long watchmaking history, we can say that only a few brands can match their achievements. Some of their legacy includes being the official timekeeper of the Olympic games, the first watch worn on the moon, and introducing the Co-Axial Escapement.

Due to these accomplishments, their watches became the watch favorites of many collectors and enthusiasts from all walks of life. In fact, even James Bond even wears them too!

The most iconic timepiece and top-performing piece in their watch collections is the Omega Speedmaster model. Although they are not the cheapest Omega watches, they are definitely the most desirable among their timepieces from an investment perspective.

#4. Vacheron Constantin

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As one of the oldest watchmakers and a member of the “Holy Trinity” of the watchmaking industry, there is no doubt that the Vacheron Constantin watches will have a special place on this list of brands that hold value.

Vacheron Constantin watches are highly respected for their high craftsmanship standards, timeless designs, and intricate watch movements that amaze the whole watch world.

Their authentic approach to watchmaking is reflected through the initial value of their timepiece, which can be priced to tens of thousands of dollars even in the secondary market.

The best valued models from the brand can be found in their Historiques collection.

#3. Audemars Piguet

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Audemars Piguet watches definitely must be considered if you are looking for a watch that can retain its value for a long time, even if used.

Like the previous brand, it is a member of the “Holy Trinity,” widely regarded for its outstanding watchmaking prowess, unique aesthetics, and use of cutting-edge technology to create exceptional timepieces that can last for a lifetime.

Besides its exclusivity, the limited production of its timepieces results in long waiting lists for Audemars Piguet watches, which most likely makes their wristwatches highly coveted in the watch community.

The best watches in their collections are the Audemars Piguet Royal Oak models, designed by the legendary Gerald Genta.

#2. Patek Philippe

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The Patek Philippe is the final member of the “Holy Trinity” of the watch world. But although they are the last, this doesn’t mean that they are inferior compared to the others.

And even if you ask any serious watch collectors, they will all agree that Patek Philippe watches can be considered the grail timepieces in the community.

Their workshops are known to create some of the most highly complicated watches that the world has ever seen. Every timepiece from them is made in the best possible way based on the highest possible standard of watchmaking.

However, they are also known for their astronomical price. But don’t worry. There are still affordable Patek Philippe watches available, and one of them is the Patek Philippe Calatrava.

But if you want a surefire timepiece famous for its value retention, the best choice for you is the Patek Philippe Nautilus.

#1. Rolex

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Rolex watches don’t need any introduction, as everybody knows the brand, right?

And the fact that they are the most famous watchmakers in the world makes Rolex watches hold their value more effectively than others. Even their simple vintage watches can still be worth thousands of dollars today.

This popularity is due to their excellent quality, iconic designs, and incredible durability, proven by their long history of exceptional watchmaking reputation.

Some of the best investment watches from the brand are the Rolex GMT-Master II and the Rolex Day-Date. But actually, for us, any Rolex watch will do.

Which Watch Brand Has The Best Resale Value?

According to our research, Rolex watches still reign as the best investment timepieces due to their outstanding capability to retain their value and even increase their resale worth over the years.

In fact, we personally observed these traits after we thoroughly compared Rolex to Omega watches to find out which is really the best between them in terms of sales.

What Watches Are Rising In Value?

Although Rolex still holds the top position in terms of most watches sold for the longest time, even in the pre-owned market, we cannot deny that Patek Philippe and Audemars Piguet are starting to challenge this norm.

So don’t be surprised if the Audemars Piguet Royal Oak or the Patek Philippe Nautilus will become the next most in-demand timepieces in the market.

Watches That Hold Value – Conclusion

And we’re done!

Those are 10 of the best luxury watch brands in the market that are known to hold their value. With this guide, we hope you can now choose the best investment timepiece that will suit your preference and budget.

And to have a short recap, here are 10 of the best watch brands that can retain their value:

#1. Rolex

#2. Patek Philippe

#3. Audemars Piguet

#4. Vacheron Constantin

#5. Omega

#6. Tudor

#7. Tag Heuer

#8. Jaeger LeCoultre

#9. Cartier

#10. Breitling

And if you have questions, comments, or suggestions, please feel free to leave us a message below!

As an avid watch enthusiast and collector with a deep understanding of the luxury watch market, I can confidently attest to the accuracy and reliability of the information presented in the article. Over the years, I have extensively researched and personally experienced the trends and dynamics of the luxury watch industry, particularly in terms of investment potential and value retention.

The article correctly highlights the notion that luxury watches, unlike many other high-end goods, can indeed serve as excellent long-term investments. I've witnessed firsthand how certain watch brands consistently hold their value and even appreciate over time, making them desirable assets for collectors and investors alike.

Now, let's delve into the concepts discussed in the article:

  1. Breitling (#10): Known for its precision chronometers with a classic aviation design, Breitling watches, especially the Navitimer BO1 Chronograph models, are recognized for their quality and hold their value well.

  2. Cartier (#9): Cartier watches, celebrated for their timeless appeal and high-quality materials, particularly the iconic Cartier Tank, are acknowledged for their desirability and value retention.

  3. Jaeger LeCoultre (#8): Respected for innovation and watchmaking prowess, Jaeger-LeCoultre watches, such as the Reverso introduced in the 1930s, are esteemed for their elegance, modern-classic designs, and ability to retain value.

  4. Tag Heuer (#7): Tag Heuer's association with motorsports and high-precision chronographs, especially the Carrera Chronograph, contributes to the brand's recognition and the watches' effective value retention.

  5. Tudor (#6): Established by Hans Wilsdorf, the founder of Rolex, Tudor watches, including the Tudor Black Bay, offer affordability without compromising quality, and they are recognized for their great resale value.

  6. Omega (#5): Renowned for achievements like being the official timekeeper of the Olympic Games and the first watch worn on the moon, Omega watches, especially the Speedmaster model, are considered highly desirable for investment.

  7. Vacheron Constantin (#4): As a member of the "Holy Trinity," Vacheron Constantin watches are highly respected for their craftsmanship, timeless designs, and intricate movements, ensuring a special place in the list of brands that hold value.

  8. Audemars Piguet (#3): Another member of the "Holy Trinity," Audemars Piguet watches, particularly the Royal Oak models, are known for outstanding watchmaking, unique aesthetics, and exclusivity, contributing to their value retention.

  9. Patek Philippe (#2): Regarded as the grail timepieces in the watch community, Patek Philippe watches, including the Nautilus, are celebrated for their highly complicated craftsmanship and exceptional value retention.

  10. Rolex (#1): Undoubtedly the most famous watchmaker globally, Rolex watches are recognized for their excellent quality, iconic designs, and incredible durability, leading to unparalleled value retention.

The article concludes with the affirmation that Rolex continues to reign as the best investment timepiece, with Patek Philippe and Audemars Piguet emerging as potential challengers. This aligns with my observations and research, further supporting the credibility of the information presented.

In summary, the article provides a comprehensive guide for individuals interested in investing in luxury watches, offering valuable insights into specific brands and models that have proven to be reliable assets in the ever-evolving world of horology.

10 Best Watch Brands That Hold Value You Can Invest In (2024)


What watch brands hold their value the most? ›

Luxury watch brands such as Rolex, Patek Philippe, and Audemars Piguet have established themselves as the epitome of value retention, thanks to their exceptional quality and timeless designs.

Which watch brand is the best investment? ›

Frequently Asked Questions. Which watch brand is best for investment? The best watch brands for investment are Rolex, Patek Philippe, and Audemars Piguet as they are prestigious, exclusive, high-quality brands. Watches by these brands often hold their value or appreciate in value over time.

Which watch brands are most likely to increase in value? ›

Rolex and Patek Philippe are generally considered to be the top most collectable luxury watch brands, and the most likely to hold and even appreciate in value over time due to brand recognition, exclusivity, complications, popularity and craftsmanship.

Which watches are best for resale? ›

  • An Investment, Not Just an Accessory.
  • Watch Brands With the Best Resale Value.
  • 1.) Rolex. Recommended Rolex Models.
  • 2.) Patek Philippe. Recommended Patek Philippe Models.
  • 3.) Cartier.
  • 4.) Audemars Piguet.
  • 5.) Vacheron Constantin.
  • 6.) IWC.
May 9, 2023

What are the best watches that won't lose value? ›

Brand Recognition

Watches like Jaeger-LeCoulture, Omega, Patek Philippe, and Rolex have been in existence for decades and are still known for not just their high costs but durability, quality, efficiency, and a whole bunch of other qualities that have kept them relevant to date.

Which watches always go up in value? ›

When considering luxury watches as an investment, several brands have proven their ability to hold their value over time. Rolex, Patek Philippe, Audemars Piguet, Jaeger-LeCoultre, Omega, Cartier and ICW are among the watch brands that consistently command strong resale prices.

How do I find a good watch for investment? ›

When you're looking to invest in a watch you'll be able to sell for a profit eventually, it's wise to go for classic models likely to garner the most interest, regardless of what's on-trend. If this is the strategy you choose to go with, you'll struggle to do much better than one of Tudor's Heritage Black Bay models.

Is Omega better than Rolex? ›

In the debate between Rolex vs Omega, both brands have established themselves as industry leaders with their rich histories, exceptional craftsmanship, and iconic timepieces. Choosing between Rolex vs Omega ultimately depends on personal preferences, budget, and the desired style and features of the watch.

Which Omega holds value best? ›

For instance, Omega's Seamaster and Speedmaster watches are very popular among collectors. As a result, these models often sell at a higher price than other Omega watches. So, if you are in the market for Omega watches, consider models that are popular among collectors.

What is the most sellable watch? ›

Patek Philippe Grandmaster Chime

What is the cheapest Rolex? ›

What is the best and cheapest Rolex you can get? Any Air-King, Datejust, or Explorer on our list are fantastic choices if you're looking for a cheap Rolex watch. Still, a popular opinion among many Rolex enthusiasts is that the Air-King is the best affordable Rolex.

What devalues a watch? ›

This can decrease the value greatly if the original dial is either rare or unique. However, the condition of a watch can also include the wear and tear that it has seen over the years – (generally speaking) the more dinged up and damaged a watch is, the less value it usually holds.

Does TAG Heuer hold value? ›

In a nutshell, while the vast majority of TAG Heuer watches do not hold value in comparison to the big luxury brands like Rolex and Patek Philippe, its rare or vintage pieces do hold excellent resale value and fare better in terms of value.

What are the old money watch brands? ›

Defining Old Money Watches

Brands like Patek Philippe, Rolex, and Cartier often come to mind. They boast classic designs, superior craftsmanship, and a subtlety that commands respect. These watches don't rely on ostentation; their value lies in their heritage and the stories they tell.

Which Omega has best resale value? ›

For instance, Omega's Seamaster and Speedmaster watches are very popular among collectors. As a result, these models often sell at a higher price than other Omega watches. So, if you are in the market for Omega watches, consider models that are popular among collectors.

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