Top luxury watch brands refer to high-end manufacturers known for craftsmanship, heritage, and strong resale value.
Key Takeaways
- Brands like Rolex, Patek Philippe, and Audemars Piguet lead the luxury market.
- Some models retain up to 90% of their retail value.
- Luxury watches often retail from $5,000 to over $100,000.
If you’re looking to invest in a top luxury watch brands that will appreciate over time, there are some key watch brands in the industry that you should know about. Watches, as with most consumer goods, appreciate when demand is high and availability is low. The watch brands that increase the most in value are those that produce limited-edition with short runs. Naturally, these companies must offer exquisite craftsmanship and functionality. Attention to detail in any luxury timepiece goes above and beyond what you’ll find among affordable consumer watch brands. These watches are painstakingly crafted and occasionally even assembled by hand.
If you’re looking for a watch that you can someday sell for a tidy profit, there are a few watch brands that can deliver. Consider these watchmakers for your next high-value purchase.
Why Do Certain Watches Appreciate More Than Others?
TOP 4 – ROLEX
Rolex is one of the surest choices for watch appreciation. The world-renowned brand has outstanding name recognition and an untarnished reputation for quality and performance. Rolex has what’s known to be a celebrity-worthy selection, which only increases its value more.
When Paul Newman wore the Rolex Daytona, its value skyrocketed. This design sold for $18 million at a 2017 auction. Tom Holland and Victoria Beckham have worn the Rolex Daytona as well. The value of the Rolex Daytona Platinum Ice Blue jumped 276% from 2018 to 2022, and the 18K model increased 348% over the same period.
The Rolex Milgauss Z-Blue is an eye-catching choice with its electric blue face and luminous hour markers. Justin Timberlake wore the style on “The Ellen Show,” adding to its fame and appeal. The watch retails for $8,300, but you can expect to pay around $15,000 to get your hands on one now.
Although Rolex watches are overwhelmingly popular, the company doesn’t have any plans to increase its production. Instead, Rolex can simply increase its prices, and dedicated fans of the brand will continue to pay them. With Rolex prices continuing to rise, it’s never too soon to purchase one.
Want more information? Check out our Las Vegas Rolex buyer page for top tips and insights.
TOP 3 – OMEGA
Omega is a high-quality luxury watch brand, but it doesn’t have quite the same clout as Rolex. Omega also offers a greater supply of many of its watches, which decreases the scarcity appeal. However, select Omega pieces are a great investment. You just have to know which ones.
When astronaut Walter Schirra took his Omega watch out of the earth’s atmosphere, he instantly vaulted the product into fame. The Omega Speedmaster Professional Moonwatch was the first Omega to go to space. This timepiece was the accessory of choice for crewmembers on both the Gemini and Apollo missions. Each watch in this collection is individually numbered, so you know that you have a one-of-a-kind piece in your hand.
There are many different variations of the Moonwatch. The Moonwatch Professional 310.60.42.50.02.001 goes for $45,000, while the Moonwatch Professional 310.30.42.50.01.001 is priced at just $6,100. Despite the vast difference, you can confidently invest in nearly any Moonwatch knowing that its value will appreciate.
The limited-edition Omega Seamaster 300 Spectre series was restricted to just 7,007 pieces. It originally sold for $7,500 but now goes for around $10,000, primarily on auction sites. This watch was featured in the James Bond movie “Spectre” in 2015. Though the watch in the film was adapted for the spymaster’s needs, its mere appearance added the Seamaster 300 Spectre to the valuable ranks of Bond watches that will enjoy solid price appreciation over time.
TOP 2 – PATEK PHILIPPE
Patek Philippe has proudly supplied customers with gorgeous luxury watches since the company’s founding in 1839. The brand has centuries of proven craftsmanship and quality standing behind its name. Every watch from this manufacturer is painstakingly assembled by hand. For this reason, nearly every Patek Philippe timepiece appreciates in value over time.
The Patek Philippe Nautilus is one of the best-known and most highly coveted sports watches in the world. The Nautilus watch face features the distinctive shape of a porthole, thus the catchy name. The Nautilus collection features many variations on this design, but nearly every selection carries an impressively high value.
The Nautilus 5711 in stainless steel has a retail price of $34,890 but goes for a market price of $91,093. The Nautilus Perpetual Calendar 5740 in white gold has a retail price of $151,400 but a stunning market price of $211,304. The Nautilus Travel Time 5990/1R in rose gold retails for $118,280 but enjoys a peak market price of $253,432. If you’re interested in seeing your investment’s value increase, a Nautilus watch is nearly always a smart selection.
Learn more strategies for maximizing watch resale in our how to sell elite watches for top cash blog.
TOP 1 – AUDEMARS PIGUET
The Audemars Piguet brand has never depreciated. This Swiss watch company was founded in 1875 by Jules Louis Audemars and Edward Auguste Piguet. Today, it still holds tight to its roots and is a family-owned business. Though the Audemars Piguet name doesn’t have the global recognition of Rolex, it’s actually considered a superior brand within the watchmaking community thanks to its stellar craftsmanship and extraordinary attention to detail.
The Royal Oak Jumbo watch from Audemars Piguet is one of the highest-value watches on the entire market. Its outstanding craftsmanship and timeless style make it a coveted piece that’s held its value year after year. This was the first large luxury sports watch available when it went on the market in the 1970s. Audemars Piguet designed it as their last resort when facing bankruptcy during the quartz crisis. The official retail price for the Royal Oak Jumbo is $29,017. However, The Diamond Pro lists its price at $82,700.
All of the most highly coveted watches from Audemars Piguet are part of the Royal Oak line. Though the company does offer other styles, a Royal Oak watch is the best choice if you’re looking for a piece with outstanding potential for appreciation.
Interested in watch authenticity? Learn more about how to spot fake diamonds and watches.
Should You Invest in a Luxury Watch for Your Collection?
If you’re ready to add a new luxury timepiece to your collection, these are the watch brands you want to target. At Las Vegas Jewelry and Coin Buyers, we have a wide range of valuable watches for you to choose from. Come explore our selection today.
Find out what to do if you want to sell your watch in Las Vegas or Henderson.
Frequently Asked Questions (FAQ)
Why do Rolex watches appreciate more than most watch brands?
Rolex combines limited production with global fame, making models like the Daytona, Submariner, and Milgauss Z-Blue particularly valuable over time.
Is Omega a good brand for watch brands investments?
Yes, especially limited-edition models such as the Omega Speedmaster Moonwatch and the Seamaster 300 Spectre. Omega remains one of the few luxury watch brands with historic demand and unique collaborations that drive value. Check out Las Vegas Jewelry and Coin Buyers for more information.
How does Patek Philippe ensure its watch brands appreciate?
Patek Philippe offers hand-assembled watches renowned for their excellence over centuries. Signature models like the Nautilus and Grand Complications have consistently set auction records and maintain market appreciation.
Are Audemars Piguet watches comparable to Rolex and Patek Philippe in resale value?
Audemars Piguet’s Royal Oak line is especially strong, rivalling top Rolex and Patek Philippe models for long-term growth.
Should I diversify between watch brands like Rolex, Omega, and Patek Philippe when investing in watches?
Absolutely. Based on Las Vegas Jewelry and Coin Buyers, each brand has unique market trends and limited editions that perform differently, so diversifying across Rolex, Omega, and Patek Philippe improves your chances for strong returns (watches that retain their value).