Many investors make good profits from buying watches and reselling them years or decades later. Considering a watch as an investment is a smart financial strategy. To ensure profitability, it is crucial to assess factors such as condition, rarity, brand, and market demand.
The numbers speak for themselves. Over the last fifty years, prices of Rolex watches have increased from several hundred dollars to tens of thousands. In 1970, a Rolex Submariner 5513 could be purchased for $230. Today its price starts from $10 thousand. The same applies to luxury watches manufactured by other brands. Today they cost upwards of $15,000. In a sense, a watch is just as much an investment as a stock, bond, or real estate. An investor must be willing to wait for a period of time to see a return on their investment. But the great thing about owning a watch is that it can be used. However, some collectors keep their watches unwrapped. Ultimately, an individual's personal preference will determine whether they choose to use the watch or preserve it in anticipation of a higher future profit.

Why Do People Buy Expensive Watches?

There are several reasons:

  • For some people, a well-made timepiece symbolizes luxury and status, and they derive satisfaction from the attention they receive while wearing it.
  • Others may see them as a collectible item.
  • Many simply enjoy the functionality and style of a well-made watch, regardless of how expensive it is. Investors seeking best value Swiss watches view them as assets with the potential for growth.
  • Watches, along with gold, silver, and other tangible assets, have long been recognized as safe-haven investments during financial crises. When paper assets lose their value, physical assets that exist in the real world become even more valuable.
  • Despite not generating income through interest or dividend payments, luxury watches retain a significant potential for appreciation in value.

In fact, everyone has their own reasons to join the elite club of luxury watch investors. The popularity of expensive watches can be illustrated by the supply-demand dynamic. For instance, Rolex does not disclose the exact number of watches produced each year, but it is evident that demand significantly exceeds supply. This creates a thriving secondary market for millions of pre-owned watches, some manufactured years or even decades ago, which have experienced substantial appreciation in value.
The same is true for hundreds and thousands of timepieces produced by other luxury brands.

What Is the Best Watch to Buy?

Certain brands are considered more desirable and tend to hold their value better over time, including luxury brands such as Rolex, Patek Philippe, Audemars Piguet, Omega, Cartier, Breitling, and Hublot. It is also important to remember what purpose you are buying the watch for. Are you going to wear it? Or is it simply an investment asset that is designed to protect and enhance your capital? If you're looking for a watch for formal occasions, consider choosing a dress watch. If you lead an active lifestyle and need a timepiece that can keep track of time and has an additional subdial, consider a chronograph watch. When buying a used watch, it's crucial to examine its condition and provenance, as they greatly impact its value.

Do Watches Keep Their Value?

Some watches may appreciate in value over time, while others may depreciate. Watches from luxury brands, especially those that cost $15,000 or more, are often considered good investments and tend to hold their value. Used watches may also be considered good investments, as they are rarer and more sought after by investors. In uncertain and unpredictable times, many people, including wealthy entrepreneurs, are paying attention to luxury watches. The numbers support this trend. The luxury watch market was estimated at $42.2 billion in 2022 and is expected to grow to $62.25 billion in 2030, with a projected growth rate of 5.2% per year for the next eight years.

Who Buys Used Watches?

Used watches can be purchased by a variety of individuals, including investors, collectors, and those who seek a unique timepiece for their personal reason. Some individuals are purchasing used watches to get a higher-end model at a lower price, or to add a specific watch to their collection. Used watches are also a good option for those looking for a specific model that is no longer in production. When it comes to used luxury watches, they are like a second-hand Paganini violin or a vintage car. The value of a used watch appreciates over time, as time is one of the factors that contribute to its value.

Top Investment Watches

Some of the top investment watches include:

  • Rolex: Submariner, Daytona, Datejust, GMT-Master II
  • Patek Philippe: Calatrava, Nautilus, Aquanaut, Complications;
  • Audemars Piguet: Royal Oak, Millenary, Jules Audemars;
  • Omega: Speedmaster, Seamaster, Constellation.

Luxury Swiss brands and their timepieces are always found on such lists.

Are Luxury Watches a Good Investment?


There are several reasons why luxury watches are particularly popular among investors. They are often crafted from high-quality materials and exhibit meticulous attention to detail, which enhances their durability and longevity. Additionally, as previously mentioned, some of these watches are produced in limited quantities, which makes them rarer and potentially more valuable.

Where to Buy Luxury Watches?

Although there are numerous watch boutiques and online marketplaces that sell watches, it is always important to work with true professionals who offer top-notch service, especially when it comes to buying a luxury watch and spending tens of thousands of dollars. Is a discussion board a nice place to find a seller of a diamond ring? It may not be the best choice, as there is a lack of accountability and trust on discussion boards where people use anonymous nicknames.
It would be safer to use a platform where users are verified and where transactions can be protected by proper systems and policies.
You must be 100% confident of the seller's reputation and that they are selling genuine products, and are responsible for their activities. Watches World offers the best deals on the market for thousands of timepieces. With us, you can buy, sell and part-exchange your timepiece. We operate worldwide, and have offices on four continents, ensuring that the best value watches are always available to you.

Is Rolex a Good Investment?

There are numerous quotes from famous people who admire the Rolex brand, and their favorite models in particular. Sir Winston Churchill described his Rolex as a "continual pleasure”. President Dwight D. Eisenhower referred to his Rolex watch as "one of my proudest possessions". It's worth noting that many people not only express their emotional attachment to their Rolexes but also praise their technical capabilities. For example, Tenzing Norgay, a prominent mountaineer who was one of the first people to reach the summit of Mount Everest, mentioned that his Rolex watches performed flawlessly during his expeditions. These are just a few reasons why many experts believe that Rolex watches are the best watches to collect for investment. The fact remains that the value of used Rolex watches appreciates over time.

What Is the Best Watch to Buy?

If you are an investor seeking a new “investment vehicle”, a Rolex, Audemars, Richard Mille, or Patek Philippe will be a smart choice. On the other hand, if your primary goal is to wear and enjoy the watch, first choose a functional type. In any case, you can't go wrong by following these evergreen tips when choosing the best watch for investment:

  • Look for respected brands with a long history of producing high-quality watches;
  • Consider purchasing watches with a classic, timeless style;
  • Look for rare or limited-edition items;
  • Pay attention to the condition, and find out the value of a watch online to determine if it's worthwhile to make a purchase.

What Kind of Watch Should I Buy?

Older watches that are no longer in production, such as the Rolex Submariner, Patek Philippe Calatrava, or Omega Speedmaster Professional Moonwatch. Sometimes it may be difficult to determine the value of a watch made many years ago, especially for rarer brands.

  • Luxury watches - these are high-end items produced by respected brands and are often seen as the best watches to buy for investment.
  • Limited-edition watches - produced in small quantities, making them rare and potentially more valuable.
  • Sports watches - designed for use during sports and other physical activities.
  • Military watches - designed for use by military personnel.

Who Buys Luxury Watches?

Many people are interested in buying luxury watches:

  • Collectors: they may be interested in acquiring rare items.
  • Investors: they buy a  watch as an investment vehicle, as the value of old watches can increase over time.
  • Fashion enthusiasts: they are interested in luxury watches as a fashion accessory, as they can add a touch of vintage style to an outfit.
  • Gift-givers: Some people may buy  watches as gifts for others, either for special occasions or simply as a thoughtful gesture.

How  to Buy and Sell Watches?

Our website is a marketplacewhere anyone can buy or sell a luxury watch. We offer unworn luxury brand watches. Also, we provide a convenient way to buy and sell pre-owned watches.
In general, in order to buy or sell a watch, follow these tips:

  • Do your own research on the current watch market and get an understanding of popular watches and their prices.
  • Decide on a budget for your watch purchase or sale.
  • Find a reputable dealer or retailer. Since you are on our website, you have already completed this step!

Since you are on our website, you have already completed this step! Pay attention to the condition of the watch, as this can affect its value.
Complete the transaction. Once you have agreed on a price, complete the transaction by paying for the watch or receiving payment for it.