Which Luxury Watch Brands Best Hold Their Value?

Investing in luxury watches is not only a testament to one's refined taste but can also be a wise financial decision. While many luxury watch brands offer exquisite craftsmanship and timeless appeal, some timepieces retain their value better than others.

In this article, we will explore the top luxury watch brands that have consistently held their value over time, making them attractive investments for watch enthusiasts and collectors.


Rolex is synonymous with prestige, precision, and enduring value. Renowned for its exceptional build quality and iconic designs, Rolex watches have consistently demonstrated their ability to hold their value. 

The brand's strict quality control, limited production, and strong brand reputation contribute to the desirability and resale value of Rolex watches. Additionally, Rolex's timeless models, such as the Submariner, Daytona, and Datejust, have proven to be highly sought-after, further bolstering their value in the pre-owned market.

Patek Philippe

Patek Philippe is revered as one of the most prestigious watch brands globally, known for its exquisite craftsmanship and rich heritage. The brand's commitment to uncompromising quality and limited production numbers have contributed to its watches' excellent value retention.

Patek Philippe watches often appreciate over time, with some vintage models commanding staggering prices at auctions. Notably, Patek Philippe's iconic models like the Nautilus, Calatrava, and Aquanaut continue to captivate collectors, ensuring their long-term value.

Audemars Piguet

Audemars Piguet is renowned for its avant-garde designs and technical mastery. The brand has cultivated a reputation for producing exceptional timepieces, making them highly sought-after in the luxury watch market.

Audemars Piguet's Royal Oak, introduced in 1972, revolutionized the industry with its distinctive octagonal shape and exposed screws. Over the years, the Royal Oak collection has consistently maintained its value and is often considered a safe investment option. Audemars Piguet's commitment to craftsmanship and limited production numbers contribute to the brand's strong resale value.


Jaeger-LeCoultre, often referred to as the "watchmaker's watchmaker," is celebrated for its precision engineering and exceptional complications. The brand's unwavering commitment to innovation and attention to detail has positioned its watches as highly collectible and valuable assets.

Jaeger-LeCoultre timepieces are known for their intricate movements and refined aesthetics, making them sought-after by connoisseurs and collectors alike. The Reverso, Master Control, and Atmos series are among the brand's iconic collections that hold their value remarkably well.


Omega has earned its reputation as a luxury watch brand that balances exceptional quality with a more accessible price point compared to some of its competitors. Omega watches are highly regarded for their technical prowess, durability, and association with notable historical events, such as being the official timekeeper of the Olympic Games.

The brand's iconic models, including the Speedmaster Professional "Moonwatch" and Seamaster, have become enduring symbols of horological excellence. Omega's strong brand recognition, coupled with consistent demand and limited editions, contribute to its watches' value retention.


Cartier, a name synonymous with luxury and sophistication, is celebrated for its exquisite jewelry as well as its iconic watches. While primarily recognized for its elegant designs and high-quality craftsmanship, Cartier watches also hold their value remarkably well.

The brand's timeless collections, including the Tank, Santos, and Ballon Bleu, have become enduring symbols of luxury and refinement. Cartier's strong brand recognition and association with high-profile figures contribute to the desirability and value retention of its watches.

IWC Schaffhausen

IWC Schaffhausen is renowned for its Swiss-made timepieces that blend precision engineering with timeless elegance. The brand's commitment to traditional watchmaking techniques and its association with aviation heritage have contributed to its enduring value. 

IWC watches are crafted with meticulous attention to detail and boast sophisticated complications. Models like the Pilot's Watch, Portugieser, and Da Vinci are highly regarded by collectors, making them sought-after and valuable additions to any watch collection.

Final Thoughts

When considering luxury watches as an investment, several brands have proven their ability to hold their value over time. Rolex, Patek Philippe, Audemars Piguet, Jaeger-LeCoultre, Omega, Cartier and ICW are among the watch brands that consistently command strong resale prices.

These brands combine exceptional craftsmanship, timeless designs, and strong brand reputations to make them attractive investments for watch enthusiasts and collectors. Whether you're seeking a classic timepiece or a contemporary statement, these brands offer a wide range of options that not only provide joy in ownership but also hold their value as valuable assets.

To safeguard your valuable timepieces, it is crucial to consider watch insurance. Preserve the value and beauty of your prized timepieces by securing them with reliable insurance from Oyster. Don't let unexpected incidents tarnish your collection. With Oyster's comprehensive coverage, you can enjoy your watches with peace of mind, knowing that they are adequately protected.

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