Watches with Best Resale Value: A Complete Guide to Maximize Profits in 2025

The watch resale market is booming. It has blossomed into a thriving industry that attracts collectors, investors, and enthusiasts from all over the world. High-quality watches are not only timeless symbols of sophistication and status, but also act as solid investments that often gain value over time.

Unlike other big-ticket items, certain watches can maintain or even increase their value as time goes by. This is due to a blend of factors like brand reputation, rarity, build quality, and market demand. For anyone interested in trying their hand at watch investment, understanding how these dynamics work is the key to maximizing profits.

In today’s guide, we will be looking at what makes watches a good investment, how you can boost resale value, and which pieces to invest in.

Key Takeaways:

Watches from brands like Rolex and Patek Philippe are not just stylish but also lucrative investments with strong resale potential.
Iconic models like the Rolex Submariner and Patek Philippe Nautilus hold value due to their rarity and timeless appeal.
Brand reputation, rarity, condition, and historical significance are key to a watch’s resale value.
The watch market is stabilizing, with younger buyers driving demand and trends favoring larger case sizes and blue dials.
Vendoo can help you crosslist your watches across multiple marketplaces to make more sales.

What Makes Watches a Good Investment?

Luxury watches have become a symbol of exclusivity. They are also a smart investment for those who appreciate rarity. While some people buy watches purely for their design and craftsmanship, others see them as solid investments that can grow in value over time.

When spending thousands—or even millions—on a watch, two things matter most: its personal value and its market value:

Personal value comes from what makes the watch special to you—its history, design, or sentimental significance.
Market value focuses on whether it holds or increases its worth, how quickly it could sell, and whether it’s in demand.

Luxury watches have transitioned from being mere accessories to legitimate investment pieces, much like rare cars or high-end jewelry. They offer a way to diversify wealth, combining the joy of ownership with the reassurance that your money is parked in something that, in many cases, retains or appreciates in value. Whether you’re in it for the love of horology or a strategic financial move, investing in watches is as rewarding as it is timeless.

Investment vs. Fashion: Understanding Long-Term Resale Value

When buying a watch, it’s important to understand which factors make it an investment piece or a fashion accessory. While both types may appear similar at first glance, their long-term value can change a lot.

There are mainly 2 types of watches:

Investment Watches:

Often associated with established luxury brands like Rolex, Patek Philippe, and Audemars Piguet.
Feature limited-edition releases or rare vintage models that appeal to collectors.
Maintain value due to their heritage, impeccable craftsmanship, and scarcity.

Fashion Watches:

Prioritize aesthetics and contemporary trends rather than long-term value retention.
Are typically mass-produced.
Lack the exclusivity of investment-grade timepieces.
May depreciate rapidly as trends change or new models are introduced.

Buying watches solely for investment reasons is a daring move. Oftentimes, it comes with its own set of certain risks. Overpaying for popular pieces, not checking authenticity, or ignoring market dynamics are all serious mistakes that can land you in a financial pickle.

For this reason, it’s highly encouraged to invest some time in research and consult experts before blowing your youhard-earneded cash on big purchases.

Top Watches with Best Resale Value in 2025

When it comes to watches with exceptional resale value, certain models stand out as timeless investments.

These pieces combine heritage, craftsmanship, and scarcity, which makes them highly coveted in the collector's market.

Let’s take a look at some of the most iconic watches with unparalleled profitability potential:

Rolex GMT-Master

The original Rolex GMT-Master, created for Pan Am pilots, remains an icon of travel watches. It has a special vintage charm and historic roots that set it apart.

Key features: Bi-color bezel, dual time zone functionality, and classic Oyster case.
Why it holds value: Its historical importance, robust construction, and enduring appeal among globetrotters.

Rolex GMT-Master II

A legendary tool watch, the GMT-Master II (16710) boasts versatility and practicality with its "Pepsi," "Coke," and all-black bezel options. Made between 1989 and 2007, it represents the last of the pre-ceramic bezel era. Its tritium, SuperLuminova dials, and classic 40mm case proportions make it a must-have for collectors looking for timeless appeal and substantial resale value.

Key Features: Classic 40mm case, practical bezel options, tool-watch legacy.
Why It Holds Value: Iconic design and limited production variations.

Rolex Cosmograph Daytona

Famously nicknamed the "Panda Daytona," the Cosmograph Daytona is one of the most sought-after chronographs on the market. Its 40mm Oystersteel case, ceramic bezel, and high-performance Caliber 4130 movement combine heritage with innovation, making it a collector’s grail.

Key Features: 40mm case, ceramic bezel, legendary status.
Why It Holds Value: Limited retail availability and enduring popularity.

Rolex Submariner

As a symbol of dive watch excellence, the Submariner 114060 is a celebrated classic among enthusiasts. Produced as the last 40mm model before the switch to the 41mm case, its clean, date-free design appeals to those with a minimalist flair. With fewer units produced compared to its date-version counterpart, this model stands out as a lucrative investment option.

Key Features: 40mm case, no-date simplicity, iconic design.
Why It Holds Value: Short production run and Submariner heritage.

Patek Philippe Nautilus

Discontinued in 2021, the Nautilus 5711 is a symbol of the ultimate luxury steel sports watch. Designed by Gérald Genta, its 40mm case and integrated bracelet blend form and function seamlessly. Initially underappreciated, its rarity and association with Patek’s legacy have made it a collector’s dream, with auction prices far exceeding its original MSRP.

Key Features: Sleek 8.3mm case, integrated bracelet, iconic Genta design.
Why It Holds Value: Limited availability and rising demand for steel sports watches.

Patek Philippe Aquanaut

Famously known as the modern, sporty cousin of the Nautilus, the Aquanaut features a distinctive grenade-like dial and a durable rubber strap. With its youthful design and Patek’s renowned craftsmanship, this 42.2mm white gold beauty is both a statement piece and a solid investment.

Key Features: 42.2mm case, rubber strap, and vibrant dial options.
Why It Holds Value: Contemporary appeal and limited availability.

Omega Speedmaster Professional (Moonwatch)

The Omega Speedmaster Professional, famously known as the Moonwatch, has a rich history tied to space exploration. This iconic watch was the first worn on the moon, making it a favorite among collectors and history lovers.

Key features: Manual-winding movement, durable stainless steel case, and historic connection to NASA's Apollo missions.
Why it holds value: Its historical significance, timeless design, and strong demand among collectors.

Audemars Piguet Royal Oak

Known as the original luxury sports watch, the Royal Oak 15202 “Jumbo” is a cornerstone of watchmaking history. It comes with a 39mm case and ultra-thin profile. The watch was discontinued in 2021, which further boosted its investment appeal. The steel reference (15202ST) particularly resonates with collectors for its timeless aesthetic and rarity.

Key Features: 39mm case, ultra-thin design, Genta’s iconic blueprint.
Why It Holds Value: Discontinued status and unmatched history.

Breitling Navitimer

The Breitling Navitimer is a legend among aviation watches. It has a distinctive slide-rule bezel. It’s a must-have for pilots and enthusiasts alike.

Key features: Slide-rule bezel for aviation calculations, chronograph functionality, and bold dial design.
Why it holds value: Unique features, strong brand reputation, and enduring appeal among aviation enthusiasts.

Tag Heuer Monaco

The Tag Heuer Monaco, famously worn by Steve McQueen in Le Mans, broke the world’s stereotypes about watch designs with its square case and bold styling.

Key features: Square case, automatic chronograph movement, and striking blue or black dials.
Why it holds value: Hollywood legacy, avant-garde design, and enduring popularity with vintage collectors.

IWC Portuguese Chronograph

The IWC Portuguese Chronograph is a masterpiece of elegance and precision. It is particularly celebrated for its timeless design and functionality.

Key features: Minimalist dial, slim profile, and automatic chronograph movement.
Why it holds value: Its versatile design, impeccable Swiss craftsmanship, and appeal to professionals and enthusiasts alike.

Cartier Santos-Dumont

The Cartier Santos-Dumont is another aviation icon, originally designed for aviator Alberto Santos-Dumont. Its sleek, minimalist design remains a favorite.

Key features: Thin case, Roman numeral dial, and signature Cartier blue hands.
Why it holds value: Heritage, timeless aesthetics, and association with one of the first wristwatches designed for flight.

Panerai Luminor Marina

The Panerai Luminor Marina is famous for its striking, bold design and military roots. It offers unmatched durability and a distinctive aesthetic that sets it miles apart from others.

Key features: Oversized case, luminous dial, and patented crown guard.
Why it holds value: Its rugged design, limited production, and strong demand among collectors.

Key Factors Driving Watch Resale Value

A variety of factors that can influence the resale value of a watch. As a buyer or seller, it’s important for you to understand them so you can make smart and informed decisions:

Brand Reputation: Brands like Rolex, Patek Philippe, and Omega are well-known symbols of quality and luxury. Their legacy leads to long-term demand that won’t die down.
Rarity and Limited Editions: Limited-edition releases or discontinued models often become highly sought after because of their scarcity.
Market Trends: Staying updated on collector preferences and emerging trends can go a long way in helping you identify which models are likely to increase in value.
Condition and Authenticity: A watch in excellent condition, along with its original components, box, and certificates, will definitely fetch higher resale prices. Buyers value authentic watches that are kept in pristine condition, and don’t think twice about paying good money for them.
Historical Significance: Watches tied to significant events or iconic figures often hold sentimental and financial value. One good example is the Omega Speedmaster Moonwatch, which is linked to NASA’s Apollo missions.

How to Identify Watches with Good Resale Potential

Identifying watches with high resale value is certainly no walk in the park. The process involves looking at multiple factors. Here are some tips to help you make smarter buying decisions:

Research Market Trends: Platforms like Chrono24 and WatchCharts are great places to get valuable insights into current pricing and demand.
Assess Demand: Vintage models often have more appeal, while modern watches with innovative features can attract attention from younger buyers.
Evaluate Secondary Market Data: Track sales on platforms like eBay and forums to understand real-world pricing trends.
Understand Brand Heritage: Brands with rich histories like Patek Philippe or Jaeger-LeCoultre usually rake in higher resale values.
Check Reviews and Expert Opinions: Platforms like Hodinkee and WatchBox are grateful for getting the inside scoop and expert insights about market dynamics and model performance.

You can learn more about reselling jewelry and other precious pieces at A Reseller’s Guide to Selling Jewelry Online

Setting the Right Budget for Watch Investments

When it comes to investing in luxury watches, it’s important to make the best possible decision within your available budget. Thankfully, there are some solid ways to identify the best options for your financial goals. With the luxury watch market valued at $49.8 billion in 2024, there are opportunities at various price points. Here’s a breakdown of what to expect based on your budget.

Entry-Level Investment Watches: $1,000 to $3,000

Entry-level watches give a great head start for new investors, with some models retaining value better than others. This rings particularly true for reputable brands. These watches offer accessibility and potential for future growth, though short-term gains may be on the modest end.

Price Range: $1,000 to $3,000
Best Choice: Mechanical Swiss watches that are famous for their craftsmanship.
Investment Outlook: While returns may be slow initially, most well-chosen models can increase in value over time.

Mid-Range Investment Watches: $5,000 to $10,000

The luxury watch market is on a roll and shows no signs of slowing down anytime soon. It is expected to grow at an annual rate of 2.25% from 2024 to 2028, making mid-range watches a promising investment category.

Mid-range watches offer a balanced investment opportunity for those with a larger budget but who are not yet ready to dive into high-end models. These watches tend to hold their value better and may offer higher returns in the long run.

Price Range: $5,000 to $10,000
Key Brands: Omega, Panerai, TAG Heuer
Investment Potential: These watches are more likely to appreciate in value over time due to their brand reputation and craftsmanship.

High-End Investment Watches: $10,000 and Above

For investors with some more cash to spare, high-end luxury watches present exclusive opportunities for jaw-dropping returns.

Patek Philippe’s Grandmaster Chime sold for $31 million at auction. This single sale speaks volumes about the immense profitability potential of high-end watches. These are often seen as a long-term investment, with the potential for huge financial gains.

Price Range: $10,000 and above
Key Brands: Rolex, Patek Philippe, Audemars Piguet
Investment Potential: High-end models like Patek Philippe’s Nautilus, have seen dramatic increases in value—up to 150% from 2019 to 2022.

Tips to Maximize Resale Profits

Maximizing profits from watch investments requires strategic planning and careful upkeep. Here are some actionable tips:

Maintain Pristine Condition: Keep the watch in its original condition, avoiding unnecessary repairs or modifications. Be sure to hold onto the original box, papers, and accessories. These can help you enhance the value of your watch.
Time Your Sale Strategically: Monitor market trends and try to sell during periods of high demand, such as major watch auctions or anniversaries.
Network with Collectors: Always remember that your network is your net worth. Building relationships with collectors and dealers is a great way to snag better deals and get insider knowledge about the market.
Choose Trusted Platforms: Use reputable platforms like Chrono24, WatchBox, or Hodinkee to attract serious buyers and ensure secure transactions.

Market Trends to Watch in 2025

The luxury watch market continues to undergo changes, influenced by technological advancements, cultural shifts, and buyer behavior. Let’s look at some key trends for this year.

The Pre-Owned Watch Market is Finally Steady Again

After years of fluctuations, the pre-owned luxury watch market is stabilizing. During the pandemic, watch prices soared as people invested in luxury goods. However, the bubble burst in 2022 and 2023, causing prices to drop. Now, the market is finding its balance.

What’s Changing? The focus has shifted from quick flipping to long-term collecting. Sales are steady, prices are more balanced, and popular models are moving quickly.
Healthier Market: This stabilization reflects a shift towards sustainable growth and true value over quick profits.

Patek Philippe’s Rising Popularity

Patek Philippe experienced a remarkable year, with huge sales growth in 2024. This trend is expected to continue in 2025 as well. Collections like Complications, Gondolo, and Nautilus saw significant demand, especially during the holiday season.

Why the Hype? Patek limits production to about 62,000 watches annually and discontinues popular models like the steel Nautilus 5711, driving up demand.
Hot Models: The Complications series has become a collector favorite, with sales doubling in the past year.

Younger Buyers Are Changing the Game

Younger, tech-savvy buyers under 40 are reshaping the luxury watch market. They make up about 60% of pre-owned watch requests and are expected to account for one-third of all personal luxury goods buyers by 2030.

Frequent Trading: Many young buyers flip their watches within 18 months to keep their collections looking fresh.
Why They Buy: They value the variety, status, and craftsmanship that luxury watches offer.

Trends in Watch Sizes and Dial Colors

There is a noticeable trend toward larger case sizes among male buyers. At the same time, some buyers are also turning to vintage-inspired designs with smaller case sizes. This hints to a desire for unique, unconventional options that stand out from mainstream offerings.

Case Sizes: Larger men’s watch sizes (40-42mm) are still the most popular, but smaller sizes like 34mm are gaining interest for their vintage charm.
Dial Colors: Black remains the top choice, making up 30% of sales. Blue dials are also trending, with demand growing by 25% in brands like Omega.

Counterfeit Watches Are Still a Problem

Fake watches are still a challenge, even in 2025. With over 40 million counterfeits produced each year—25% more than the total number of genuine Swiss watches, it’s safe to say this problem won’t be going away anytime soon. High-quality fakes are harder to detect but thankfully, they’re no match for trusted retailers who can spot them from miles away.

How to Avoid Fakes: Reputable sellers take help from expert watchmakers to verify hand movements, water resistance, and authenticity. Be sure to check for warranties and always buy watches from stores you trust.

Turbocharge Your Watch Investment Journey with Vendoo

Investing in watches is a great way to tap into financial gain and personal satisfaction. Watch flipping and investing is not only fun and fashionable, but also a great way to make some serious cash.

By focusing on high-resale-value brands, staying updated about market trends, and looking after your watches, you can maximize profits while enjoying the elegance of your beautiful timepieces.

So, whether you’re a seasoned collector or new to the game, the right watch can be a rewarding addition to your portfolio and a legacy to cherish for years to come.

Thankfully, with Vendoo, you can take your watch-selling adventures to the next level. Vendoo makes it easy to manage your listings and sales across multiple platforms, helping you streamline the selling process and maximize profits. And the best part? It’s free to get started!

FAQs

What makes a watch a good investment?
Watches with strong brand reputation, rarity, excellent craftsmanship, and historical significance tend to hold or increase in value.
Which brands have the best resale value?
Rolex, Patek Philippe, and Audemars Piguet are known for their high resale value due to their heritage and exclusivity.
What factors influence a watch's resale value?
Key factors include brand reputation, condition, rarity, and demand in the collector market.
Are fashion watches good for investment?
No, fashion watches are often mass-produced and lack the exclusivity needed to retain or increase value over time.
How can I maximize profits from selling a watch?
Maintain the watch in pristine condition, keep the original box and papers, and sell during high-demand periods. For maximum visibility, you can also crosslist to multiple platforms with tools like Vendoo.