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.
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:
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.
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:
Fashion Watches:
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.
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:
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
The IWC Portuguese Chronograph is a masterpiece of elegance and precision. It is particularly celebrated for its timeless design and functionality.
The Cartier Santos-Dumont is another aviation icon, originally designed for aviator Alberto Santos-Dumont. Its sleek, minimalist design remains a favorite.
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.
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:
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:
You can learn more about reselling jewelry and other precious pieces at A Reseller’s Guide to Selling Jewelry Online
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 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.
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.
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.
Maximizing profits from watch investments requires strategic planning and careful upkeep. Here are some actionable tips:
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.
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.
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.
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.
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.
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.
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!