Last week I bumped into my college roommate at a downtown LA coffee shop. After hugs and catching up, I noticed the sleek Rolex on her wrist. “Wedding anniversary gift,” she smiled. “But also my retirement plan.” Her words stuck with me. While I’ve always appreciated beautiful timepieces, I’d never fully considered their investment potential until now.
The luxury watch market is transforming in fascinating ways. According to Rebag’s latest Clair Report, certain timepieces aren’t just accessories – they’re appreciating assets that outperform traditional investments. This shift is reshaping how collectors and casual buyers approach luxury purchases in 2025.
Rolex continues its reign as the undisputed value champion. Their models retain an impressive 87% of original retail value on average, with certain limited editions appreciating up to 150%. I spoke with Marcus Chen, a collector who purchased a Submariner in 2020. “It’s worth 30% more today than what I paid,” he told me. “No savings account offers that kind of return.”
Patek Philippe follows closely behind Rolex, holding 85% of retail value. Their Nautilus and Aquanaut lines remain particularly strong performers. What makes these pieces special is their timeless design coupled with deliberately limited production runs. Supply simply cannot meet demand.
Audemars Piguet rounds out the top three, with their Royal Oak collection driving much of their resale success. These watches maintain approximately 80% of their original value, with certain vintage pieces selling for multiples of their initial price. The distinctive octagonal bezel has become instantly recognizable in collecting circles.
Women’s watches are experiencing a remarkable surge in the investment space. Previously overlooked, models from Cartier and Van Cleef & Arpels now demonstrate stronger value retention than ever before. The Cartier Tank, in particular, has seen resale values climb 25% since 2023.
Sustainability concerns are reshaping buying patterns too. Watches with documented ethical sourcing and production now command premium resale prices. Brands like Breitling, with their transparent supply chains, have seen average resale values increase by 12% year-over-year.
Beyond the established names, independent watchmakers present intriguing investment opportunities. Brands like F.P. Journe and H. Moser & Cie produce limited pieces that can appreciate dramatically. One collector I interviewed purchased an F.P. Journe chronograph that doubled in value within eighteen months.
The market shows interesting regional variations as well. Asian buyers continue to drive prices for certain models, with particularly strong demand in Singapore, Hong Kong, and mainland China. Meanwhile, vintage pieces from the 1960s and 70s find their strongest market in European auction houses.
Digital authentication technologies are bringing new confidence to the resale market. Blockchain certificates and AI-powered verification systems have reduced counterfeit concerns, allowing online platforms to capture market share previously dominated by traditional auction houses. This shift has expanded the market dramatically.
Limited edition collaborations between watch brands and artists or designers show particularly strong investment potential. The Louis Vuitton and Takashi Murakami collaboration watches released last year have already appreciated by 40%, demonstrating how cultural relevance drives value.
Materials matter enormously in 2025’s resale landscape. Watches crafted from precious metals – particularly rose gold and platinum – retain value better than stainless steel models from the same brands. However, certain stainless steel sports watches remain exceptions to this rule.
The rise of watch investment funds signals a significant market evolution. These specialized portfolios acquire and hold rare timepieces, treating them as alternative assets. Returns have averaged 12% annually over the past three years, outperforming many traditional investment vehicles.
Condition remains paramount for maximizing resale value. Original boxes, papers, and service records can add 15-25% to a watch’s resale price. I’ve started keeping all documentation for my modest collection in a fireproof safe – something I wouldn’t have considered necessary before researching this topic.
The most surprising insight from recent market analysis? Certain mid-tier luxury brands now outperform ultra-luxury ones in terms of value retention. Tudor, Rolex’s sister brand, has seen its Black Bay models retain 75% of retail value – impressive for its price point.
As I wrap my head around all this data, I wonder: are luxury watches truly democratic investments? While entry points exist at various price levels, the strongest performers remain prohibitively expensive for many. Perhaps the real question isn’t which watch to buy, but whether this form of “wearable investment” makes sense for your particular financial situation and lifestyle goals.
