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Luxury Watches as Investments: How Does It Work?

Luxury Watches as Investment: How Does It Work?

Currently, more and more people are looking for alternative ways to invest their money profitably. One unexpected option that has proven lucrative in recent years is luxury watches. While traditionally viewed as fashion accessories, luxury watches have increasingly proven to be a solid investment that not only offers style and prestige, but also allows for significant appreciation over time.

In this article, we will take an in-depth look at why luxury watches can be attractive as an investment and what to look out for.

What Are Luxury Watches?

Luxury watches are exquisite timepieces characterised by their high quality, craftsmanship, and elegance. They are manufactured by renowned watch brands such as Patek Philippe and Rolex, which are known for their outstanding expertise and exclusive designs.

  • Here is an overview of watches from Patek Philippe. You can see that not all the manufacturer’s watches can be described as luxury watches. Even among the products of established traditional manufactories like this one, there is a class of watches that stand out from other models for a variety of reasons.

These luxury watches are distinguished not only by precise timekeeping, but also by their fine materials, fine details and innovative technologies. With their combination of timeless aesthetics and sophisticated watchmaking, luxury watches represent a symbol of luxury, sophistication and first-class quality.

  • Accordingly, these watches also have a price that is not easy to pay. Nevertheless, this purchase can be worthwhile if you buy the right watch at the right time.

Luxury Watches as an Investment Object

Luxury watches have become an attractive investment opportunity, and there are several reasons why more and more investors and collectors are opting for this particular form of investment:

●     Value Appreciation Over Time

Luxury watches have a remarkable ability to increase in value. Historical data shows that certain models have achieved significant increases in value over the years. This is partly because renowned brands such as Patek Philippe maintain their exclusivity and only produce a limited number of watches each year. The combination of high demand and limited supply drives prices up.

In addition, the value of luxury watches is often influenced by the brand image, the quality of watchmaking and the rarity of certain models.

●     Stability & Security

Compared to other forms of investment such as shares or real estate, luxury watches are often less volatile and offer a certain stability. While financial markets can fluctuate and real estate prices are dependent on local factors, luxury watches tend to remain relatively unaffected by economic uncertainties. They offer investors a solid and tangible form of asset that has proven its ability to hold its value.

In addition, luxury watches are also to some extent an inflation hedge, as their value tends to increase over time and their purchasing power is maintained.

Overall, luxury watches as an investment offer long-term appreciation potential as well as stability and security. They combine the pleasure of aesthetic design with the opportunity to make a profitable investment.


The highest price ever recorded for a wristwatch sold at an auction is tied to a Rolex Daytona that used to belong to Holywood actor Paul Newman.

  • It was sold in 2017 for a staggering £12.6 million ($17.5 million). His wife bought the watch in 1960 for about £144 ($200).

Naturally, the high price in this case is tied to the famous pre-owner. However, even regular Rolex Daytonas – now nicknamed the Paul Newman Rolex – rose in value thanks to the model’s connection to the actor and this spectacular sale.

  • A Rolex Daytona of the same reference number as Newman’s watch sold for $275,000 in 2019.

Factors Influencing the Value of Luxury Watches

The value of luxury watches is determined by various factors that need to be considered in order to make an informed investment decision:

●     Brands & Models

The brand of a luxury watch plays a crucial role in determining its value. Well-known and respected brands such as Patek Philippe, Rolex, Audemars Piguet and Omega frequently have a higher market value due to their reputation and historical importance in the watch industry.

Within these brands, certain models have even greater appeal and appreciation potential. Limited editions, special models or those with significant history or innovative features are typically particularly sought after and can increase in value significantly.

●     Condition & Care

Watches that are in excellent condition, without scratches, wear or damage, tend to be more valuable than those that show signs of wear. Regular maintenance, inspections and professional cleaning are important to maintain the value of the watch.

In addition, original packaging, accompanying documents such as warranty certificates and service histories can further enhance the value of a luxury watch.

●     Rarity & Demand

The rarity of a luxury watch is a decisive factor for its value. If a particular watch was only produced in a limited number of pieces, this often increases its appeal to collectors and investors.

The demand for certain models or brands can also influence the value. Popular watches worn by celebrities or present in pop culture may experience increased demand and thus an increase in value.

When assessing the value of a luxury watch, it is key to consider all these factors.

  • It is also important to note that the value of luxury watches is not only monetary, but also brings with it the aesthetic pleasure and enjoyment of owning an exquisite timepiece.

Tips For Buying Luxury Watches as an Investment

When buying luxury watches as an investment, there are some important tips to keep in mind:

  1. Second-hand Dealers and Collectors’ Exchanges: Find the best deals at specialised second-hand dealers and collectors’ exchanges on the internet. These often offer a wider selection and rarer models than local shops.
  2. Extensive Research: Find out about makes, models, and performance. Use trade journals, online resources and expert advice.
  3. Certificates of Authenticity: Look for certificates of authenticity, serial numbers and accompanying documents to confirm the authenticity of the watch.
  4. Condition Assessment and Inspection: Check the condition thoroughly and have the watch inspected by a professional watchmaker to ensure that it is in perfect working order.
  5. Storage and Insurance: Store the watch in a suitable box or watch winder for automatic watches, and take out specialised insurance to protect the value of your investment.

These tips will help you successfully approach the purchase of a luxury watch as an investment.

  • Always remember that successes are never guaranteed, and thorough research and expertise are of great importance to make a worthwhile investment.


Luxury watches can combine aesthetic pleasure with financial benefits. When the right model is selected, they have proven to be attractive investments that offer long-term appreciation, security, and stability.

When buying, extensive research and expert advice are important. Second-hand dealers and collectors’ exchanges on the internet offer good choices. Condition assessment and certificates as well as appropriate storage and insurance protect this value.




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