Are Luxury Watches a Good Investment in 2026?

“Watches are a great investment” is a phrase you'll hear a lot — but the reality is more nuanced. Some watches have appreciated remarkably; others have not. Here's an honest look at watches as an asset, and how to buy smart.

What Actually Drives a Watch's Value

  • Brand and model desirability. A handful of brands and specific references drive most of the market's appreciation.
  • Rarity. Limited editions and hard-to-get models tend to command premiums.
  • Condition and completeness. Excellent condition and a full set (box and papers) support stronger values.
  • Market cycles. Like any market, watch prices rise and fall over time.

Which Watches Have Held Value

Historically, the strongest performers have included sought-after Rolex sports models, Patek Philippe, and the Audemars Piguet Royal Oak. These brands combine strong demand, controlled supply and enduring prestige. You can see examples in our Rolex and Audemars Piguet collections.

The Honest Caveats

  • Prices fluctuate. The market saw a sharp run-up and then a correction in recent years — appreciation is never guaranteed.
  • Not all watches appreciate. Many hold or slowly lose value; only a subset climb.
  • Liquidity takes effort. Selling at the right price takes the right buyer or dealer.
  • Condition matters enormously. Damage, heavy polishing or missing papers can erode value.

How to Buy Smart

  • Buy what you genuinely love first. If it appreciates, that's a bonus.
  • Don't overpay. Know current market levels before you commit.
  • Keep your box and papers. They protect resale value.
  • Buy from a trusted dealer. Authenticity and condition are everything.
  • Think long term. Short-term flipping is risky; patience tends to reward.

A note: this is general information, not financial advice. The best reason to buy a watch is because you'll enjoy wearing it.

Browse with Confidence

If you're considering a piece with long-term appeal, browse our collection or WhatsApp us at +65 8380 3289 for guidance. And if you're ready to sell, our Sell Your Watch service is here to help.

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