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Watches That Hold Value: Old Faithfuls Amid Uncertainty

By Nina Scally Updated February 19, 2025

What are some watch brands that hold their value? There aren’t many reliable answers to that question, but here are some historically good bets.

At the time of this writing, the Rolex market has infamously softened. This is exciting to some. Two examples include those who’ve been on years-long waitlists and those who frequently dig for deals on eBay and Chrono24.

To others, it’s a bit spooky. How is this happening to Rolex? To this auction house, darling? 

If Rolex isn’t one of the watch brands that hold value, what is?

The truth is, no watch brand is impervious to ups and downs. I don’t have a crystal ball, but Rolex will be fine. Hold me to that. When it comes to holding value, it’s sometimes just a matter of waiting for a bull market to come charging in.

I’m going to round up some brands that tend to perform well from an investment perspective.

Table of Contents

  • Key Factors Affecting Watch Value
  • Does It Matter if Your Watch Holds Its Value?
  • Watch Brands That Hold Value
  • FAQs
  • Which Watches Hold Their Value the Best?
  • Which Watches Are a Good Investment?
  • What Watch Brands Don’t Lose Value?
  • Conclusion: An Important Note About Investing

Key Factors Affecting Watch Value

Luxury-Watch-Auction-Houses

Here are three factors that determine whether a brand or even an individual model holds value.

First and foremost, what is happening in the auction world? What prices are brands and models fetching at Sotheby’s and Christie’s, followed by Bonham’s and Phillip’s, and perhaps even Heritage? This is the stock market of watches.

Second is the why of it all. Like the stock market, prices can go down once everyone sees they’ve gone up. Let’s say that a specific Omega breaks major records at an auction at Christie’s. If you have that model and want to sell it, you better get it on the market before everyone else does. Remember that bubbles burst. 

Once prices have been at consistent highs, they will likely not keep rising. Instead, you might try to be ahead of the curve. You might think well-shaped watches like Cartier Cheiches are experiencing a strong market. 

Based on your research, you might have decided that the natural next step is for a pendulum swing. So perhaps you get in on the ground floor of more conventionally-shaped watches. This is a high-contrast (and frankly unlikely) hypothetical to illustrate a point. Speculation requires sophistication and is never guaranteed. Perhaps a watch broke records due to its provenance. Don’t expect your Omega to sell as much as Tom Brady’s. Or maybe the latest James Bond movie just came out. And maybe this new film is being hailed as the best Bond film ever. And perhaps Omega played a prominent role in the narrative.

This leads me to the third consideration. Is the watch or brand in the zeitgeist? It could be a chicken or egg situation. However, if a brand does well in auctions and dominates the collective consciousness, this can lead to a strong market.

Does It Matter if Your Watch Holds Its Value?

Only if you plan on selling it one day. I worked in the art industry for over a decade (and a better part of that decade had been spent in auctions). There’s absolutely nothing wrong with investing in luxury. However, I believe it should be one section of an investment portfolio. Think of it as a bonus investment.

You can enjoy your watch when you have it. But since you did your research and invested wisely, you’ll likely turn a profit if and when you sell it.

And if you don’t, you’ll at least have had the value of enjoying it with a prorated refund of sorts.

I don’t recommend buying luxury watches to store, to not enjoy, for the purpose of just selling off eventually. That is unless losing thousands upon thousands is no sweat off your back.

Watch Brands That Hold Value

We have some bad news if you’re wondering what watch brands hold value. No brand is immune to ups and downs. I can’t say that enough. Moreover, as you now know, many factors are at play. However, here are a few of the best watch brands that hold value that has weathered those ups and downs quite well.

Jaeger-LeCoultre

Jaeger-LeCoultre Reverso Classic Watch

One thing all of the brands on this list have in common is that they have at least one icon. Jaeger-LeCoultre’s Reverso is one of their tentpole designs.

Like the Reverso, JLC’s range features creative, function-focused pieces infused with a high level of elegance. Jaeger-LeCoultre watches that boast exceptional quality are also watches that retain value.

Patek Philippe

Best-Patek-Philippe-Watches
Source: Patek Philippe

Certain Patek Philippe watches are not only some of the top watches that hold value but can even appreciate. The primary examples are models in the Nautilus, Aquanaut, and Calatrava lines.

Patek, along with Rolex, is one of the most auctioned-off watch brands in the industry. Of course, they’re known for innovative designs and high-quality materials. The more unique the Patek, the better.

Rolex

Two-Tone-Rolex-Submariner-Review

I mentioned that Rolex’s secondary market isn’t the best right now. But as prices drop, buyers grow. And here’s a quick lesson in economics. With that increase in demand comes an increase in prices.

For Rolex, stick to classics like the Submariner or limited editions. Stainless steel pieces maintain their quality better than precious metals, so they often hold their value better.

Other Top Watch Brands That Hold Value

Best Watch Brands That Hold Their Value

I also want to spotlight some brands that tend to do well with value. They aren’t as reliable as the above three, but are still good choices.

Vacheron Constantin watches hold their value if you keep them in good condition. They’re known for their highly complex watches. That being the case, the more complex the watch, the better. Consider the Overseas Chronograph, the Historiques, or the Patrimony Perpetual Calendar.

Not all of Audemars Piguet’s watches are as steadfast as the Pateks and JLCs of the world. However, the Royal Oak tends to have a strong market and is one of the best watches for resale value.

Of course, certain Omegas do well on auction, too. The James Bond association doesn’t hurt. The Speedmaster, being the most famous chronograph in the world, is pretty reliable.

We can’t count out jewelry brands that make good watches, like Cartier and Bulgari, often see strong markets. The Cartier Tank is obviously the most iconic square watch of all time.

And last, a few affordable watches hold their value the best. These include a few Seiko and Hamilton models.

FAQs

Which Watches Hold Their Value the Best?

Though no watch brand is impervious to unpredictable markets, certain luxury watch brands have performed (mostly) consistently. Some big names include Rolex, Patek Philippe, and Jaeger-LeCoultre.

Which Watches Are a Good Investment?

Classic iconic designs like the Rolex Submariner or rare limited editions tend to be good investments.

What Watch Brands Don’t Lose Value?

While all watch brands experience ups and downs, Rolex and Patek Philippe tend to do well on auction.

Conclusion: An Important Note About Investing

When it comes to the best watches that hold value, it’s actually more about specific models. As mentioned, all of the brands mentioned above have at least one icon. 

The safest bet for investing in watches is sticking to classics. Timeless and iconic designs are more likely to emerge from a bad market unscathed. So, focus more on specific models rather than brands.

Of course, when a brand has a strong-market watch, like the Rolex with the Sub, this reverberates to the brand’s entire range. Or, do the complete opposite. Find highly unconventional limited editions from watch brands that hold value. This is because scarcity creates demand. 

Also, look for windows of opportunity when selling. Again, the factors to consider include auction performance, market trends, and the brand or model’s role in current culture.

Questions? Comments? Let me know below!

Categories: Best Men's Watches Tags: Audemars, Buying Guides, Omega, Patek Philippe, Rolex, Tag Heuer

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Nina Scally

About Nina Scally

Nina spends most of her time navigating the luxury watch industry so that you don’t have to. She enjoys peeling back the layers of a seemingly simple watch to uncover its true beauty and explain all the "ins" and "outs". From balance springs, to straps and from history to technology – her aim is to make the research behind your dream watch fun and interesting every time!

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Comments

  1. KoenKoen says

    February 21, 2023 at 9:06 AM

    I visit TheSlenderWrist quite often, mainly to balance out the “high luxury” content of so many other watch blogs. Usually, I am impressed with the content you offer, but not in this case. Tag should be in the list of brands that depreciate like a loaf of bread. Any Omega that is not a Speedmaster loses value at an alarming rate as well. Even JLC depreciates more than one would expect. As an aside, I don’t think they ever made an “Atmos pocket watch” as mentioned in your article. Apart from the Holy Trinity, Cartier, Rolex sports watches, Omega Speedmasters and some independent makers such as Journe, I believe there isn’t a single new watch that won’t depreciate dramatically once it leaves the shop.

    Reply
  2. DavidDavid says

    February 24, 2023 at 5:00 PM

    This article was lazy. 99% of your reading audience can’t afford these watches and if the could would opt for an introductory luxury brand. If they could afford these brands and wanted to spend the 10s of thousands of dollars already know these brands. This arrticle was a regurgitation of so many online articles that both the author and his publisher should be ashamed.
    A more interesting article would be luxury under 2k or 5k. Maybe unique or specialty brands. Just my 2cents.

    Reply
  3. StephenStephen says

    February 25, 2023 at 2:58 PM

    Tag does not hold its value at all, expect to get well below half your money back when selling, especially for the Carrera pictured and I’m speaking from experience of trading up with the same watch.

    Reply
  4. Wayne WheelerWayne Wheeler says

    February 25, 2023 at 9:16 PM

    Of course, it’s not just brands but models. The wrong model of even a great brand might not hold up its price. Just like the right model of a good, but not well publicized, brand will hold up well too. The other secret is to buy used but well cared for examples of these models. Let the first buyer pay for the thrill of opening that new box. A two year old time piece of good quality is not even broke in. You can enjoy it for decades secure in the knowledge that it’s going to be worth at least as much as you paid for it.

    Reply
  5. SS says

    February 26, 2023 at 12:37 PM

    Tags hold their value lol

    Reply
  6. Adam T LichmanAdam T Lichman says

    February 27, 2023 at 8:09 AM

    Nothing about Tudor and its rich military heritage? Tag made the cut though?

    Reply
  7. Jeff EmblenJeff Emblen says

    February 27, 2023 at 4:37 PM

    I agree with everything except TAG. TAG doesn’t hold its value well and has a spotty history. Would only bye them pre owned, if at all.

    Reply
  8. S WS W says

    January 25, 2024 at 12:28 AM

    Omega & Tag tank in value.

    I would buy Omega used if I were to get one, likely 30%+ off RRP. Omega history, value and horological significance appeal to me more than the other brands.

    The Aqua Terra is a phenomenal daily driver.

    Reply

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