Best Investment Watches: Brands That Retain Value Over Time

In a world of volatile markets and digital assets, an unexpected asset class has quietly outperformed: luxury timepieces. Savvy collectors and investors are increasingly turning to the best investment watches—not just as symbols of status, but as tangible, wearable assets that appreciate in value over time.

If you’re wondering which luxury watch brands hold their value or seeking the best luxury watch value for long-term returns, you’re in the right place. This guide breaks down the topmost watch brands whose timepieces consistently outperform inflation, command strong resale premiums, and remain in high demand globally.

Why Watches Are a Smart Investment

Unlike most luxury goods that depreciate the moment you buy them, select luxury watches for investment defy conventional economics. Limited production, heritage craftsmanship, and cult-like demand create a perfect storm for value retention—and even appreciation.

Key factors that make a watch investment-worthy:

• Scarcity (limited or discontinued models)
• Brand prestige (heritage, innovation, and global recognition)
• Mechanical excellence (in-house movements, COSC certification)
• Iconic design (timeless aesthetics that transcend trends)
• Proven market performance (strong auction and resale history)

Now, let’s explore the best watch brands for investment—backed by data, collector consensus, and market trends.

Top 6 Watch Brands That Deliver Exceptional Investment Value

1. Rolex – The Undisputed King of Value Retention

If one brand defines the investment watch market, it’s Rolex watches. Known for precision, durability, and timeless design, Rolex models like the Submariner, Daytona, and GMT-Master II frequently sell for more on the secondary market than their original retail price—sometimes double or triple.

Why? Rolex tightly controls supply, maintains exceptional quality, and enjoys unmatched global recognition. The Paul Newman Daytona, for instance, fetched $17.8 million at auction in 2017—the most expensive wristwatch ever sold at the time.

• Why It Holds Value: Controlled supply, unmatched brand equity, near-universal desirability
• Top Investment Picks:
  • Rolex Daytona “Panda” (Ref. 116500LN)
  • Rolex Submariner No-Date (Ref. 124060)
  • Rolex GMT-Master II “Batman” (Ref. 126710BLNR)
• Resale Premium: Often 20–100%+ over retail, depending on model and condition

2. Patek Philippe – The Crown Jewel of Haute Horlogerie

Where Rolex rules the sports watch world, Patek Philippe reigns supreme in haute horlogerie. Often passed down as family heirlooms with the motto “You never actually own a Patek Philippe—you merely look after it for the next generation,” these watches blend technical mastery with aristocratic elegance.

Patek’s perpetual calendars, minute repeaters, and iconic Nautilus and Aquanaut lines are blue-chip assets. The stainless steel Nautilus 5711/1A—discontinued in 2021—skyrocketed in value, with some examples trading for over $200,000.

• Why It Holds Value: Ultra-limited production, generational appeal, auction dominance
• Top Investment Picks:
  • Patek Philippe Nautilus 5711/1A (discontinued in 2021—now a blue-chip asset)
  • Patek Philippe Aquanaut 5167A
  • Patek Philippe Calatrava (dress watch with enduring elegance)
• Resale Premium: Nautilus 5711 has traded for over $150,000—4x+ original retail

3. Audemars Piguet – Royal Oak Reigns Supreme

The Royal Oak, introduced in 1972, redefined luxury sports watches with its audacious octagonal bezel and integrated bracelet. Audemars Piguet (AP) produces far fewer timepieces than Rolex or Patek—around 50,000 annually—making each one inherently exclusive.

Stainless steel Royal Oaks, especially vintage or limited editions, have seen meteoric appreciation. The Royal Oak “Jumbo” Extra-Thin (Ref. 16202), released in 2022 to mark the model’s 50th anniversary, is already commanding premiums.

• Why It Holds Value: Iconic Gerald Genta design, constrained supply, celebrity cachet
• Top Investment Picks:
  • Audemars Piguet Royal Oak “Jumbo” Extra-Thin (Ref. 16202)
  • Royal Oak Chronograph (Ref. 26331)
  • Royal Oak Offshore (for bold, sporty appeal)
• Resale Premium: Jumbo models regularly sell 50–80% above retail

4. Omega – The Underrated Investment Gem

While often overshadowed by the “Big Three” (Rolex, Patek, AP), Omega offers incredible investment potential—especially for those with a smaller budget. The Speedmaster—the first watch on the moon—and the elegant Seamaster have rich histories and loyal followings.

Modern limited editions, like the Speedmaster “Ed White” reissues or James Bond Seamasters, often sell out instantly and appreciate quickly. Plus, Omega’s co-axial movements and METAS certification ensure top-tier performance.

• Why It Holds Value: NASA heritage, strong vintage market, accessible entry point
• Top Investment Picks:
  • Omega Speedmaster “Moonwatch” Professional (Ref. 311.30.42.30.01.005)
  • Omega Seamaster Diver 300M (James Bond editions)
  • Vintage Omega Constellation & Speedmaster models
• Resale Premium: Rare Speedmasters from the 1960s have appreciated 10x+ in 20 years

5. Richard Mille – The Hypercar of Watches

Not for the faint of heart—or wallet. Richard Mille watches blend F1 engineering with avant-garde materials (like graphene and titanium), creating ultra-exclusive, high-performance timepieces.

• Why It Holds Value: Extremely limited production (often <50 units/year per model), celebrity clientele (Rafael Nadal, Pharrell Williams)
• Top Investment Picks:
  • RM 011 Felipe Massa
  • RM 035 Rafael Nadal
  • RM 027 Tourbillon
• Resale Premium: Many models trade at or above retail, with waiting lists exceeding 5 years

6. Tudor – Rolex’s Value-Packed Sibling

Owned by Rolex but with its own identity, Tudor watches blends heritage, robust build quality, and accessible pricing. Models like the Black Bay and Pelagos have developed cult followings—and yes, some are already appreciating.

The Tudor “Monte Carlo” (Black Bay Chrono with panda dial) and the Black Bay 58 are particularly hot on the resale market. While not yet at Rolex levels, Tudor offers impressive ROI with lower entry points.

• Why It Holds Value: Shared R&D with Rolex, vintage-inspired reissues, strong collector momentum
• Top Investment Picks:
  • Tudor Black Bay 58 (Ref. M79030N)
  • Tudor Pelagos FXD (military-grade dive watch)
  • Tudor Heritage Chrono (discontinued—already appreciating)
• Resale Premium: Black Bay 58 often sells near or above retail due to high demand

What to Avoid: Watches That Lose Value Fast

Not all luxury watches are created equal. Brands with overproduction, weak secondary markets, or declining relevance tend to depreciate quickly:

• Most fashion-branded watches (e.g., Gucci, Armani)
• Quartz-heavy luxury lines (unless iconic, like Grand Seiko’s Spring Drive)
• Overly complicated or niche designs with limited appeal

Stick to mechanical, iconic, and historically significant models from the topmost watch brands.

Pro Tips for Buying Investment Watches

1. Buy New or Near-Mint Pre-Owned – Original boxes, papers, and full links boost resale value
2. Focus on Steel Sports Models – Stainless steel often outperforms gold in appreciation
3. Watch Market Trends – Use platforms like WatchCharts or Chrono24 to track price movements
4. Think Long-Term – True appreciation often takes 5–10+ years
5. Authenticate Rigorously – Counterfeits plague the luxury market; buy from trusted dealers

Final Insight: 

In uncertain times, luxury watches for investment offer beauty, utility, and financial resilience. Choose wisely, hold confidently, and let time work in your favor—one tick at a time.

At TimeLuxury, we specialize in high-potential luxury timepieces from Rolex, Patek Philippe, Audemars Piguet, and other elite brands—all meticulously authenticated, with full documentation and market insights.

Whether you’re building a portfolio or securing a legacy piece, our expert team helps you invest wisely in the best investment watches of today—and tomorrow.