Is Investing in Luxury Watches Still Worth It in 2025?
Let me guess—you’re sitting there, staring at your wrist, wondering if that Rolex Submariner you didn’t buy five years ago would have doubled in value by now. You’ve seen the headlines: “Watches as the New Bitcoin!” or “Luxury Timepieces Beat the Stock Market!” And now you’re wondering—should I finally invest in a luxury watch? Or has the bubble burst?
Fear not, dear reader. I’ve been tracking the watch market for years, and today, I’ll break down exactly what’s worth buying in 2025, which models still hold their value, and how to avoid common traps that leave inexperienced buyers with nothing but a flashy piece of ticking depreciation.
The Watch Market in 2025: A Reality Check
Let’s cut through the hype. The watch market has changed dramatically in the last decade. Prices soared in the early 2020s as demand outstripped supply. Then, 2023 and 2024 brought a correction—speculators fled, and prices of previously inflated models (yes, looking at you, Rolex Daytona) finally cooled.
But here’s the kicker: the best watches never truly “crash.” Unlike stocks or crypto, people don’t wake up one day and decide a Patek Philippe is worthless. A Rolex isn’t just an asset—it’s a statement, a piece of history, and a wearable store of value.
So, What’s Hot in 2025?
If you want to invest, you need to be selective. The market is shifting towards true rarity, craftsmanship, and brand heritage rather than hype-driven madness.
1. Rolex: Still the King, but Choose Wisely
A decade ago, you could buy almost any Rolex and expect it to appreciate. Not anymore. In 2025, only a few models still hold strong investment potential:
- Rolex Daytona (ref. 116500LN & Platinum 126506) – Still highly collectible, but buy only below market value.
- Rolex Submariner (ref. 126610LN/126610LV) – A safe bet, especially the green “Kermit” model.
- Rolex Explorer II (ref. 226570) – A sleeper hit, often overlooked but steadily gaining recognition.
Avoid modern Datejusts and Oyster Perpetuals—they’re great watches but unlikely to skyrocket in value.
2. Patek Philippe: Time is on Your Side
Patek Philippe watches are generational investments. If you have the cash, you’re not buying a watch—you’re buying a future heirloom.
- Nautilus 5711/1A-010 – Discontinued, scarce, and still a blue-chip investment.
- Aquanaut 5167A – Understated, but a future classic.
- Calatrava (any ref.) – The ultimate dress watch, timeless beyond trends.
3. Audemars Piguet: More Than Just the Royal Oak
Yes, the Royal Oak is the star, but look beyond the obvious. The Royal Oak Offshore collection is gaining traction, and even some Millenary models could surprise us in value appreciation.
Emerging Trends: What’s Next?
The real question isn’t just “which watches should I buy?” but rather, “where is the market heading?”
1. Independent Watchmakers Are the Next Big Thing
Forget the usual suspects—watch connoisseurs are now obsessed with independents like:
- F.P. Journe – If you can get one, don’t hesitate.
- Laurent Ferrier – A cult brand poised for a breakthrough.
- H. Moser & Cie – Minimalist design, maximalist appreciation potential.
These brands have tiny production numbers, meaning low supply, high desirability.
2. Vintage is Making a Comeback
Watch investors are rediscovering vintage pieces, especially from Omega, Cartier, and early Rolex models. A 1970s Omega Speedmaster might not have the hype of a Daytona, but it has history, craftsmanship, and growing collector interest.
3. Steel is Still King, but Gold is Gaining Ground
For years, stainless steel sport watches dominated. But in 2025, we’re seeing renewed interest in gold and two-tone models. With the market maturing, buyers are turning to watches that feel more “classic luxury” rather than “crypto bro flex.”
How to Invest Without Losing Your Shirt
Buying luxury watches is not like buying stocks. There’s no app where you can click “Buy” and “Sell” in seconds. Here’s how to avoid common pitfalls:
- Buy the Seller, Not Just the Watch – Scammers are everywhere. Stick to authorized dealers or platforms like Chrono24 with strong buyer protection.
- Don’t Chase Hype – If a watch has doubled in price in six months, you’re likely too late.
- Think Long-Term – The best investments are held for 5-10 years, not flipped overnight.
- Box & Papers Matter – A watch with original papers and box will always command a higher price.
Final Thoughts: Should You Invest in 2025?
Let’s be real—if you want guaranteed returns, stick to index funds. But if you want an investment you can actually wear, enjoy, and admire, then luxury watches remain one of the most satisfying ways to grow your money.
Now, It’s Your Turn!
- What’s your favorite investment watch for 2025? Drop a comment below!
- Want a deeper analysis on a specific model? Let me know!
The key takeaway? Buy what you love, but invest wisely. After all, time waits for no one.
main picture thanks to https://theluxuryplaybook.com/
