Best Resale Value Watch Brands: The Smart Investment in Timepieces

In the world of luxury goods, few items maintain and even increase in value over time like high-quality watches. For many, a luxury watch isn’t just a timekeeping device—it's a symbol of status, craftsmanship, and most importantly, a financial investment. But which watch brands are the best when it comes to resale value? Below, we delve into the top brands, why they hold their value, and what you should consider when buying a watch for investment purposes.

1. The Power of Prestige: Rolex

Rolex is synonymous with prestige and has become the gold standard for watches that retain or appreciate in value over time. With decades of history and innovation behind them, Rolex watches are known for their craftsmanship, durability, and timeless designs. These qualities make Rolex one of the most recognized and desirable watch brands globally.

The resale value of a Rolex can often exceed its original purchase price, especially for limited editions or discontinued models. For instance, a Rolex Submariner, purchased new for $8,000, could be worth twice as much on the resale market a few years later. Many collectors buy Rolex specifically with investment in mind, knowing that demand consistently outweighs supply.

Model	New Price (USD)	Resale Price (USD)
Rolex Submariner	$8,000	$15,000+
Rolex Daytona	$13,000	$25,000+
Rolex GMT-Master II	$9,700	$16,000+

2. The Rise of Patek Philippe

If Rolex is the gold standard, Patek Philippe is the platinum standard. Known for their intricate complications and hand-finished movements, Patek Philippe watches are often described as wearable art.

Their limited production and exclusivity mean Patek Philippe watches are consistently sought after in the secondary market. Vintage models, such as the Patek Philippe Nautilus, have become iconic among collectors. The demand is so high that waiting lists for new models can extend for years, driving up the resale value.

Model	New Price (USD)	Resale Price (USD)
Patek Philippe Nautilus	$30,000	$60,000+
Patek Philippe Aquanaut	$20,000	$40,000+
Patek Philippe Grand Complications	$50,000+	$100,000+

3. Audemars Piguet: A Growing Force

Although Audemars Piguet is perhaps lesser-known to the general public than Rolex or Patek Philippe, within watch collector circles, it has become a key player. Their most famous model, the Royal Oak, is iconic for its octagonal bezel and integrated bracelet, setting a new trend in luxury sports watches. Audemars Piguet timepieces are known for their avant-garde design and masterful engineering, which helps them retain and increase their value in the pre-owned market.

Due to the brand's exclusivity and constant innovation, resale prices for Audemars Piguet watches, particularly the Royal Oak models, can be astronomical.

Model	New Price (USD)	Resale Price (USD)
Audemars Piguet Royal Oak	$22,000	$50,000+
Audemars Piguet Royal Oak Offshore	$30,000+	$70,000+

4. Richard Mille: The Price of Exclusivity

Richard Mille is a relative newcomer compared to the brands mentioned above, but it has quickly made a name for itself among the ultra-wealthy and watch aficionados. Known for pushing the boundaries of design and engineering, Richard Mille watches combine high-tech materials with mechanical innovation. The result? Timepieces that often come with price tags exceeding half a million dollars.

Despite the initial price shock, Richard Mille watches are in high demand on the secondary market, with some models doubling or tripling in value. Their scarcity and avant-garde approach make them one of the most expensive brands in the luxury watch world.

Model	New Price (USD)	Resale Price (USD)
Richard Mille RM 011	$150,000+	$300,000+
Richard Mille RM 27-03	$750,000+	$1,500,000+

5. Omega: A Balance Between Prestige and Affordability

Omega is often seen as a more accessible alternative to Rolex while still being a luxury brand with strong resale potential. Its most famous models, like the Speedmaster and Seamaster, are historically significant, with the Speedmaster famously being the first watch worn on the moon.

Unlike some of the higher-end brands, Omega offers a balance between price and investment. While the resale values aren’t as astronomical as Rolex or Patek Philippe, many Omega watches retain a strong percentage of their value over time.

Model	New Price (USD)	Resale Price (USD)
Omega Speedmaster	$6,000	$10,000+
Omega Seamaster	$5,000	$9,000+

6. Jaeger-LeCoultre: The Watchmaker’s Watchmaker

Jaeger-LeCoultre is often referred to as the "watchmaker’s watchmaker" due to their innovations and craftsmanship. Their iconic Reverso model is one of the most recognized designs in horology. Although their resale value isn't as strong as Rolex or Patek Philippe, Jaeger-LeCoultre watches appeal to collectors looking for quality and innovation at a lower price point.

Model	New Price (USD)	Resale Price (USD)
Jaeger-LeCoultre Reverso	$7,500	$12,000+
Jaeger-LeCoultre Master Ultra Thin	$9,000	$15,000+

7. Tudor: The Affordable Sibling to Rolex

Tudor, the sister brand to Rolex, offers many of the same qualities as Rolex at a more affordable price point. Tudor watches retain strong resale value, particularly models like the Black Bay and Pelagos. Although Tudor doesn't achieve the same investment heights as Rolex, it is still a smart buy for those looking to get into the luxury watch market without breaking the bank.

Model	New Price (USD)	Resale Price (USD)
Tudor Black Bay	$4,000	$6,000+
Tudor Pelagos	$4,500	$7,500+

8. Why Do These Brands Retain Value?

Several factors influence why these watch brands retain or increase their value:

• Brand Prestige: A strong brand reputation, history, and association with quality ensure continued demand.
• Limited Supply: Many of these brands limit their production, driving up demand on the secondary market.
• Timeless Design: Watches that adhere to classic designs tend to age better than those with trend-driven aesthetics.
• Technological Innovation: Brands that consistently push the boundaries of engineering and craftsmanship create watches that collectors seek for their technical brilliance.

For example, Rolex’s Oyster Perpetual models maintain their value due to their waterproof design and precision movements. Meanwhile, Patek Philippe’s complication watches are highly sought after due to their technical prowess.

Conclusion: The Best Brands for Resale Value

When looking for a watch that will hold its value or even appreciate, brands like Rolex, Patek Philippe, and Audemars Piguet are at the top of the list. While other brands such as Omega, Jaeger-LeCoultre, and Tudor offer solid returns, they don’t reach the same investment potential as the top-tier brands.

Investing in a watch isn't just about style—it's about buying a piece of history and craftsmanship that can yield financial returns over time. If you're considering purchasing a luxury watch for investment purposes, focus on the brands listed here and consider the factors that make them valuable.

Your next luxury timepiece could be more than just a fashion statement—it might be a smart financial decision.