Is a Luxury Watch a Good Investment? An Honest Guide

Is a luxury watch a good investment? The honest answer: some are, most are not, and the best reason to buy one is still that you love wearing it. Here is what really decides whether a watch holds its value, from the point of view of a dealer who buys and sells watches every day.

At our showroom in the Dubai Gold District we see both sides of the market: clients who buy a watch and clients who sell one. That gives us a clear picture of which watches hold their value and which do not. This guide is not financial advice, but it explains the factors that matter.

Do Luxury Watches Go Up in Value?

Some do. A few models from Rolex, Patek Philippe and Audemars Piguet have traded above their retail price for years, mainly because demand is far higher than what the brands produce. But this is the exception. Many luxury watches, including from well-known brands, are worth significantly less on the pre-owned market than in the boutique.

The market can also move in both directions. After a strong rise until 2022, prices for many popular models fell noticeably. Anyone who bought at the peak purely as an investment had to be patient.

What Decides the Value of a Watch

1. Brand

Rolex, Patek Philippe and Audemars Piguet are known as the most stable brands on the pre-owned market. Their watches are recognised worldwide and are easy to sell again. See also What Makes Rolex So Special?

2. Model and Reference

Within one brand there are big differences. Steel sports models such as the Rolex Submariner, GMT-Master II and Daytona, the Patek Philippe Nautilus or the Audemars Piguet Royal Oak are in particularly high demand. Discontinued references and popular dial colours can also be worth more.

3. Condition

A well-kept watch is worth more. Collectors often prefer an unpolished case with original sharp edges over a heavily polished one.

4. Box and Papers

A complete set, with the original box, warranty card and documents, usually achieves a noticeably higher price than a watch without papers. Keep everything that came with your watch.

5. Authenticity and Originality

Only a genuine watch with original parts holds its value. Replaced dials, hands or bezels from other sources reduce the value considerably. Read how we authenticate every watch.

Other Reasons to Own a Luxury Watch

Value is only one part of the story. Most of our clients buy a watch for other reasons:

• Craftsmanship: a mechanical watch is made from hundreds of parts, finished and assembled by hand.
• Durability: a quality watch can last for generations if it is looked after.
• A personal milestone: many watches mark a birthday, a promotion or a wedding.
• Something to pass on: a watch is one of the few luxury items that is often handed down in the family.

Buying Pre-Owned: Often the Smarter Choice

A large part of the value loss happens in the first years after a watch leaves the boutique. Buying a pre-owned watch in good condition means that this loss has already happened. In addition, many sought-after models are hard to get new from an authorised dealer, while they are available immediately on the pre-owned market. For an overview of prices, see Rolex Prices in Dubai: Retail vs Pre-Owned.

Frequently Asked Questions

Which watches hold their value best?

Generally, steel sports models from Rolex, Patek Philippe and Audemars Piguet. But even there, prices depend on demand and can change.

Is a watch a safe investment?

No investment is completely safe, and watches are no exception. Prices can rise or fall. Buy a watch mainly because you want to wear it.

How much is my watch worth today?

That depends on the model, condition and papers. We give you a free offer, usually within 60 minutes. See How We Value Your Watch or sell your watch in Dubai.