Luxury Watches As Investments: A Detailed Look At The Best Brands That Hold Value

There are two types of watch enthusiasts we commonly come across. Some are those who purchase watches purely to enjoy them. These are the ones who also prefer customized watches to reflect every bit of them. Then we have aspiring watch collectors who see luxury timepieces as investments. Either way, nowadays, luxury watches are becoming more of an asset than a mere timepiece because of the value they hold both in the primary and pre-owned market. Here we have put together the 3 best luxury watch brands that hold value and why they are becoming a solid investment option. 


Rolex and value are almost synonyms in the luxury watch world and are the undisputed champions of luxury watch brands that hold their value well. The reason for this is pretty straightforward. 

If you consider the journey of Rolex, it has a well-established prestige and series of achievements backing up its value. For example, Rolex was the first watch brand on Mount Everest on the wrists of Sir Edmund Hillary and Tenzing Norgay.  

These rich historical events have made Rolex a renowned and sought-after watch brand speculated to hold its value even in decades to come. As a result, the Deepsea and Submariner models are experiencing a surge in demand and value, followed by the Oyster Perpetual. 

Patek Philippe

Besides the fine watchmaking tradition with this brand for over 177 years, only about 45,000 of these world-famous beauties are made every year. This is one of the primary reasons for their investment value and power in the market. 

The best part of buying a Patek Philippe timepiece is that you know it is crafted meticulously by hand and has at least 70 patents for its proprietary parts, making it a unique and exclusive investment piece that will hold and appreciate with time. This is also why many say, “You don’t own a Patek Philippe watch; you keep it for the next generation.” 

Experts recommend Patek Philippe Nautilus, Chronograph, and Aquanaut as ideal models to consider for investment luxury watch purchases that will hold value. 

Audemars Piguet

This is a premium Swiss watch company that is recently becoming popular for its high-quality watches and making a resale value similar to Rolex. Although a few years back, the brand adjusted its pricing to adjust to the market conditions, they have now limited their supply and are sticking firmly to moderate production targets. Furthermore, they incorporated these production and supply patterns to heighten the perception of exclusivity for the brand and thereby increase the value both in the primary and pre-owned market.

If you have observed, the soon-to-be-retired Audemars Piguet Royal Oak Jumbo Ref. 15202ST is experiencing a massive surge in price and demand in both the primary and pre-owned market. This market pattern alone made it clear that Audemars Piguet timepieces are rising to be one of the best luxury watch brands that hold value and make a solid investment decision. 

At Cagau, we create custom luxury watches, and diamond set watches that not only reflect your style and taste but will also enhance the value of your existing timepiece. Contact us and get in touch with one of our watch experts to help you regarding any luxury watch purchase or customization decisions that will retain their value.

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