A look at the best watches that hold value for 2025 and beyond.
Everyone knows one. A neighbor or partner who won’t spend more than $50 on a watch but is the proud owner of a $60k sports car. By that, I mean a sports car that will sit on the driveway for 90% of the year. Of course, he has a cheap and cheerful runabout that gets him from A to B. But he needs that sports car, right? Irrespective of cars or watches, at the end of the day, the heart wants what it wants. And no matter the cost of a watch, if we want it (need it), we’ll do whatever it takes to get it.
Being a high-end luxury watch collector is not something you can become overnight. With time, that need and drive for a watch becomes almost intuitive and instinctive. It takes practice. A few mistakes here and there, yes. But eventually, you should end up where you want to be – with a perfect collection of timepieces that hold considerable value. You may have to do some swapping and switching to get to this point. Maybe you don’t need those two black-dial diver watches, so you lose one. That pays for the little vintage pilot you had your eye on or the sports watch with the Tiffany twist you always dreamed of. As watch collecting goes, when you patch one hole up, another one tends to appear. But choose savvy whatever you “need” next, and you’ll generate a little nest egg along the way.
This article will look at some of the best watches that hold value. We’ll cover which watches appreciate in value over time and why. So, let’s go old school. Grab a coffee, a pen, and a notebook, and start planning what 2025 looks like for you in watch investments. We’ve even got some examples of watches that hold value under $1,000.
Watches That Appreciate in Value
Have you ever wondered why some watches appreciate value and others don’t? There are timepieces out there that not only retain their value but grow in value over time. Of course, this makes some brands and watches more desirable than others. We’ll touch on understanding the nuances around value retention later. But for now, let’s explore what watch brands hold value and some examples of each.
Rolex
Why not start at the top? Rolex is the king of investment propositions and has been since its founding in 1905. Therefore, it should come as no surprise that most Rolex watches, even the small ones, hold good value. More to the point, the matter centers around what you like and “need.”
Rolex is inseparable from its reputation in high-quality materials, proprietary components, and patented design features. It even has its own material research and development center. Rolex watches command a 20% secondary market premium, and steel watches tend to appreciate the most.
Models like the GMT-Master II, such as the “Coke,” “Pepsi,” and “Batman” iterations, are hugely desirable. The same goes for vintage steel Subs like the references 6200,1680, 5513, and 6538. It would be sacrilege not to mention the Daytona watch, too. Some of the most valuable are the 116500LN, and the Paul Newman Daytona watches. Either way, get one if you have the disposable income to welcome a steel Rolex into your collection. They hold their value best of all.
Patek Philippe
Patek Philippe is responsible for creating some of the world’s top watches that hold value. Most enthusiasts associate the brand with premium materials, meticulous craftsmanship, and sophisticated complications. Some of the company’s top-end watches are those like the Calatrava, the Aquanaut, and, of course, the iconic Nautilus. The latter is a porthole-inspired luxury sports watch designed by Gerald Genta. And there’s a running theme here since many of Genta’s designs from the 1970s tend to be some of the most collectible.
The 5711/1A reference has appreciated drastically over time, while the Aquanaut 5167/1A-001 is also a popular investment. This self-winding model is a bonafide sports watch with mass appeal thanks to its classic look and black embossed dial.
Omega
There are no prizes for guessing what Omega’s most investment-worthy watch is. If you follow watches closely, you’ll be more than familiar with the iconic “Speedy.” The industry dubbed the Omega Speedmaster Moonwatch the first timepiece to reach the moon. It made history on the wrist of Buzz Aldrin and played a key role in many of NASA’s Apollo missions. The Snoopy Speedmaster is probably the best for investment purposes. The black and silver Snoopies, particularly, became popular with enthusiasts due to their quirky detailing. There are other small Omega watches with investment potential, too, including entry-level options. Some comprise the Seamaster 300, the Constellation models, and anything vintage-related.
Tag Heuer
People always ask me, “Are TAG Heuer watches good?” The answer is simple. Yes. They’re so good that they make the best entry-level pieces for daily wear. It’s true. Not all watches for men that hold value have to be ridiculously expensive. Some are mid-range sports watches that give you plenty of bang for your buck, like TAGs.
TAG Heuer has specialized in sports watches throughout its nearly 200-year heritage, making the brand an expert in creating robust companions. The Aquaracer, Formula 1, and even the modern Connected smartwatch are all good examples. Most of all, however, the Carrera, Autavia, and Monaco watches hold their value best. These designs highlight important milestones in the brand’s heritage and its links to the sporting world.
Audemars Piguet
Audemars Piguet has been crafting excellent designs since 1875. Aside from robust and sporty Royal Oaks, AP also has a penchant for crafting intricate complications. Take, for example, the Royal Oak Offshore Grand Complication. Absurd and wacky in many ways, the watch is an absolute behemoth, measuring a hefty 44mm diameter. But AP fans love it. The watch features a perpetual calendar, moon phase, split-second chronograph, leap year indicator, not to mention a minute repeater. Complex and busy, this Offshore has a skeleton dial and is sure to garner quite a bit of attention among those in the know.
Audemars Piguet also creates in-house movements and produces watches in limited batches. As you can imagine, this heightens the appeal of some of its most iconic designs. These include the Royal Oak Jumbo Extra Thin, the Royal Oak Concept Flying Tourbillon, and the Offshore. All are collectible in every sense of the word. It just goes to show that an esteemed heritage and unmatched craftsmanship go a long way to securing a solid fan base.
Cartier
French luxury watchmaker Cartier has always been a top-tier brand, and there is a combination of factors owing to its exceptional reputation. Cartier has a remarkably fascinating history; many of its current collections reflect that. The brand has historical links to French Royalty and created a famous watch for aviator Alberto Santos-Dumont. It’s also the maker of the iconic Tank watch, which takes inspiration from the military vehicles of World War One. That watch alone has increased significantly in value on the pre-owned market over recent years.
Some favorites worth the investment include the Tank Solo, the Tank Louis Cartier, the Tank Must, and the Tank Crash. Despite the brand’s popularity, you can still buy new Cartier watches for a very reasonable price. Only the rarer models command higher prices since they’re now collector’s items. Whether you’re thinking of buying a Cartier to sell on or not, whatever you choose will be worth the money.
What Watches Hold Their Value at an Affordable Price
The above are all brands with excellent reputations within the high-end luxury watch sector. But cheap watches that hold value exist, too. Wondering what watches hold their value at an affordable price? Feast your eyes on these gems.
Seiko
Although Seiko watches are very affordable, they are also collectible, which often bumps their price up on the secondary market, further catapulting their demand and popularity. Seiko has been around since 1881 and can lay claim to many achievements. These include the first quartz watch and the first automatic chronograph. Seiko also produced the first Kinetic watch and experienced great success with its Mainemaster, Alpinist, Arnie, Tuna, and 62MAS watches.
Among all these, it was the 62MAS that inspired the SXK007 – one of the best Seiko investments ever. This watch and the SX013 became popular alternatives to the more expensive divers on the market during the 1990s. Two other models that have more than doubled in value are the Flieger-inspired SNK803 and the SARB017 Alpinist.
Citizen
Citizen is a brand you may recognize for its innovative solar-powered technology – the Eco-Drive series. The fact that these watches don’t require a battery makes them great investments from an economical and environmentally friendly POV. However, qualities like precision and accuracy also prove their worth as regular daily timepieces.
Citizen watches have power-saving modes and only require a few minutes under direct light to recharge. From an aesthetical angle, they range from classic models to futuristic-looking options. This broad range gives everyone something to enjoy from the series. Although they aren’t a great investment in terms of making a profit, they certainly stand the test of time. An example of a good value Citizen Eco-Drive watch is the Pro-Master Land Limited Edition JV1008-63E. It’s a tough and legible digi-ana watch limited to 5900 pieces with a compass, world time, and power reserve feature.
Casio
It may surprise you that Casio is among the watch brands on this list that hold their value. But it’s true. The Tokyo brand has been around since 1946 and produces some of the world’s most famous, affordable, high-quality watches.
Among those is its G-Shock series, which appeals to the masses with its virtually indestructible designs. These tough and durable tools are large and bulky but can tackle any outdoor environment. Packed with features like pressure sensors, altimeters, and barometers, they’re the ultimate do-life-with watches for sporty outdoor-ish types. For value retainment, I’d suggest a Casio Frogman for its wear resistance or the Casio AE-1500 for its 10-year battery life. Or even the funky-looking AQ230A-7B analog, which became a cult classic a few years ago.
Understanding the Retention of Watch Value
Understanding the retention of watch value when scouring the market for investment propositions is an invaluable skill. The trouble is that the market is saturated with competition, from affordable divers to the best sports watches. Several variables come into play when we look at watch value. One, of course, is brand provenance, which we’ll touch on shortly. Other deciding factors include craftsmanship, materials, trends, and scarcity.
Understandably, those watches that offer the whole package stand a better chance of retaining value. But is it really that simple? Well, no, not really. Some classic models from major brands do well because people love them. Others similar in design may not do quite as well, and that’s all down to brand reputation and industry influences.
The key to mastering the art of collecting watches that retain value is to research and keep in the know. Follow forums, research trends, and talk to people. Learn what people love about a new release or icons like the Royal Oak and Nautilus. Why do people still desire the Rolex Daytona? And why are vintage Submarines still suitable for use in today’s world? By becoming part of the watch-collecting community, you can learn so much about what’s hot and what’s not. While all brands will use the same terminology to sell their watches, it’s the people who wear them that can really educate and influence.
Key Factors Affecting Watch Value
As I mentioned, several key factors affect watch value. Brand reputation is a biggie, so we’ll dedicate more space to that below. Other than that, it’s down to aspects like supply and demand. You should never underestimate the effect of supply and demand on a watch’s desirability and popularity. It’s the basis that sets prices on any market, whether new or pre-owned.
If a watch is in high demand, this automatically affects its production and, thus, its supply. It doesn’t help that many prestigious brands manufacture their most popular models in limited production runs. Inevitably, this feeds into consumer demand, causing prices to reach dizzying heights on the pre-owned market.
An example would be the Patek Philippe Nautilus 5711/1A, which the brand confirmed it was discontinuing in 2020. Demand skyrocketed, causing models to sell for around four times their former value in just over a year. Aside from watches that appreciate, others are good at holding their value. And given the prices of new high-performance watches, these affordable pre-owned options are attractive alternatives.
Other factors that influence the value of a watch include limited editions and scarcity. Limited edition watches are naturally rarer. Fewer watches means that fewer collectors can own them. This creates a sense of urgency amongst enthusiasts and a willingness to pay a premium for them.
The Role of Brand Reputation in Value Retention
The role of brand reputation in value retention determines the success of a watch. It’s one of the most significant factors in determining its price and resale value when trading. Some watchmakers establish themselves as pillars of horology and pride themselves on quality materials and their heritage. They include the likes of Rolex, Patek Philippe, and Audemars Piguet.
Above all, reputable brands like these are synonymous with craftsmanship, innovation, and exclusivity. They manufacture timepieces with a high level of skill and precision and often lead the way in new technologies and materials. It’s the appeal of long-standing traditions that true horophiles love about watch collecting and that sense of consistent quality. Those brands that are most exclusive are symbols of status, too.
Watches That Hold Value – The Verdict
At the end of the day, luxury watches that hold their value are often those we associate with high-end luxury and craftsmanship. Patek Philippe, for example, makes exquisite complications, as does Vacheron Constantin. Collectors who value elegance and precision love these watches. Meanwhile, models like the Royal Oak by Audemars Piguet appeal to those who want a blend of art and history. Models like the Royal Oak, the Nautilus, and the Submariner are absolute classics, coupling craftsmanship with materials, not to mention in-house movements. However, these examples are not cheap, so prepare to part with your savings for long-term gain.
More importantly, even if you’re not looking for a high-end investment, some very affordable brands still hold value. In such instances, look for robustness, accuracy, and longevity, and you won’t go far wrong.
What are your favorite luxury watches that hold value? Tell us your opinion and how you came to own this watch.
