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Timeless Investments: Top Watch Brands That Hold Their Value

May 22, 2023

There are very few accessories that have the potential to provide not only enjoyment but financial gain––a high-end watch is one of them. Sport the right one, and you're not only looking at the time but at an exquisite timepiece that will hold its value, essentially making it an investment, almost, but not quite worthy of retirement. 

If you’re looking to make a timeless investment read ahead, we’ve curated what we think are the best luxury watch brands, guaranteed to hold their value. 


Rolex. The name speaks for itself. Renowned for exceptional quality, a derivative of premium materials. And if you're a watch enthusiast, you'll know that a Rolex watch will hold its value incredibly well.

For instance, vintage Rolex Submariner watches are still one of the brand's most widely sought-after models on the pre-owned market. Similarly, the Daytona series is also known for re-selling at a significantly higher price than what was brand new.

What makes them so desirable is their history. When the Submariner model was first released, it offered an unprecedented water resistance of 100 metres. Combined with a solid and sturdy hull, it made for the perfect underwater companion. Fast forward through the years, and the increased quality of case construction and water resistance depth has made the brand a world leader––making it a preferable choice among professional divers and those who aspire to be.

Similarly, the Daytona series has become a cornerstone of the watch brand's ongoing success. Its popularity heightened between the 1960s and 1980s, the reason––a simple spotting on the celebrity wrist of icon Paul Newman. To this day, the model is known to attract excessive prices on the pre-owned market.

rolex-1Image via Rolex 

Patek Philippe

Patek Philippe watches are coveted, highly sought-after––and what’s more, hold their value. The brand’s appeal is driven by the exclusivity of having less than 1 million Patek Philippe watches created since 1839, making them coveted and highly sought-after. 

Patek Philippe represents one of the last family-owned independent watch manufacturers left in Geneva, Switzerland––a country synonymous with luxury watches. The company, founded in 1839, is still held by its founders, the Stern family––a continuity that has allowed it to maintain a unique and iconic identity within the luxury watch market. 

In staying true to its design, the Nautilus designed by Gerald Genta is favoured partly because it has received very few changes, each understated, including a slight rounding of the hinges that frame the dial, a three-part case and a slightly increased profile. The traditional design elements of the counterweight used by both lancet-shaped chronograph hands are part of the same complication adding to its value.

Patek P

Image via Patek Philippe

Audemars Piguet

Like Patek Philippe, the desire to own a timepiece from the Audemars Piguet watch brand comes down to the fact that the company only produces a limited number, driving up its value in line with the laws of supply and demand.

With its steel case, octagonal bezel, “Tapisserie” dial and integrated bracelet, the Royal Oak Double Balance Wheel Openworked is as luxurious as they come––turning a 1970’s masterpiece into a modern-day icon. Again, Gerald Genta, a famous designer among watch brand enthusiasts, created Patek Philippe’s Royal Oak.

This iconic watch brand holds value because each timepiece is created using articulate processes refined over many years. Add high-quality materials to create the mechanics and hull, and you will have a luxurious watch designed to stand the test of time.


Image via Audemars Piguet


If you want a watch that will hold its value, look at Omega. From launching into space––the Omega Speedmaster Professional was the first watch to be worn on the moon (and on the wrist of Buzz Aldrin)––to being worn by submariners into the ocean's depths. Omega has gained a reputation for delivering state-of-the-art performance combined with luxurious design. In addition, the watch brand has also improved its movement mechanism, developing the Co-Axial movement. 

With collectible timepieces such as the 007-edition 42mm Seamaster, released by Omega in 2019 and identical to 007's in No Time To Die, an Omega has proven to hold its value well. Designed with the help of Bond himself—Daniel Craig—the 007-edition 42mm Seamaster was released by Omega in 2019 and is identical to 007's in No Time To Die. The luxury watch is powered by Omega's Co-Axial Master Chronometer 8806, offering the industry's highest precision, chronometric performance and magnetic resistance.

Screenshot 2023-05-23 at 8.48.57 am

Image via Omega 

What to Consider When Selecting Your Luxury Watch

Selecting a luxury watch comes down to personal preference and what you value most in a timepiece. We've guided you through the best, but given that it's a considerable investment, take the time to dig a little deeper. Aside from researching different watch brands and models, consider trying on watches in person to understand their quality and style better. Here are a few factors to consider when selecting your luxury watch brand:

Brand Reputation: Consider the reputation of your potential watch brand. Luxury watches are often made by established brands that have been in the business for many years and have built a reputation based on quality and craftsmanship.

Materials: The materials used in luxury watches can significantly influence their pricing, durability, and style. High-end watches are often made with precious metals, such as gold or platinum, and may include features like diamonds or other gemstones.

Movement: The type of movement used in a watch can also impact its quality and price. Mechanical movements are often considered the highest quality and are often found in luxury watches. Quartz movements are more accurate but are less expensive.

Features: Luxury watches can include various components, including chronographs, moon phases, tourbillons, and more. Consider what qualities are important to you and what you will use the watch for.

Style: Luxury watches come in various types, from sporty to dressy. Consider your style and what occasions you will wear the watch for.

Price: Luxury watches can vary significantly, from several thousand to hundreds of thousands of dollars. Consider your budget and what features and materials are most important to you.


Protecting Your Timeless Watch 

Ultimately, it's essential to research and buy a luxury watch you love and will enjoy wearing rather than solely as an investment. Acquiring a luxury timepiece tells the time and a story, yours––a reflection of success and distinction.

When you’ve finally found the one, go that extra step and insure it with JewelCover watch insurance. Theft, loss or damage––we’ve got you covered.


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