Top 10 Luxury Watches Every Collector Must Own in 2025

What drives someone to spend five, ten, even fifty thousand dollars on a watch—especially in a world where phones track time to the nanosecond?

It could be the feel of something mechanical, precise, and beautifully made ticking away on your wrist. Or the idea that a fine watch, unlike so many modern luxuries, is built to last more than a lifetime. It might even be about staking a place in history—owning a design that's been worn to the moon, under the sea, or across continents on the wrist of someone who changed the world.

In 2025, the global luxury watch market is stronger than ever. Prices are holding steady—or climbing. Collector waitlists for brands like Patek Philippe and Audemars Piguet stretch years. And record-setting auction sales are happening with increasing frequency. Timepieces are no longer seen as status symbols alone. They're stories. They're tools. They're assets.

But here's the part that most people don't talk about: owning a high-value watch also means knowing how to care for it, wear it, and yes—cover it. Because whether you're investing in a platinum Lange or tracking your Rolex's market value, it's worth understanding how to safeguard what sits at the crossroads of sentiment and serious spend.

Together, we'll explore the ten luxury watches making headlines—and history—in 2025. We'll unpack what makes each piece essential to modern collectors, look at market trends, value trajectories, and why watch insurance should be part of your collection strategy.

This isn't about hype. It's about horology, heritage and making choices that hold their value—both emotionally and financially.

Shall we begin?

Why the Right Watch (and Watch Insurance) Matters in 2025

A Record-Breaking Year for the Watch Market

2025 is shaping up to be a standout year for luxury timepieces—not just on wrists, but in auction houses, vaults, and collector circles around the globe.

Did you know? The global luxury watch market is projected to reach USD $63 billion by the end of 2025, according to Statista, driven by growing demand in the Asia-Pacific region, evolving consumer tastes, and the rise of watches as an alternative asset class.

At a recent Geneva auction, a Richard Mille RM UP-01 sold for over $3 million AUD (at typical exchange rates for that period), smashing price expectations and reinforcing what collectors already know: the right watch can be more than wearable—it can be a symbol of wealth.

So what's fuelling this momentum?

• Portability and rarity. Unlike cars or artwork, watches are easily stored, wearable, and when produced in limited runs, remarkably scarce.

• Cultural cachet. A Nautilus or Royal Oak is now as recognisable as a Birkin or a Ferrari. Some collectors view these pieces as both culturally significant and mechanically impressive.

• Performance over time. Watches from select brands have outpaced traditional investments in recent years, especially models with proven provenance or discontinued references.

For modern collectors, this means one thing: choosing the right watches is only part of the equation. Choosing the right cover matters too.

Why Some Watch Owners Are Reconsidering Their Insurance

Some people assume their home insurance will do the job—but luxury watches often slip through the cracks of standard cover.

Here's why some owners are looking elsewhere:

• Sub-limits can reduce payout amounts. Some policies cap individual item claims, meaning a $25,000 timepiece may only be covered for a few thousand dollars unless it is listed separately in the policy.

• Location restrictions apply. Some home and contents policies may limit cover to loss or damage inside the home, excluding some events such as loss while travelling or accidental damage while worn.

• Unable to return to their original or preferred jeweller. Some home contents insurers may not offer support for repairs or replacements through the original or preferred jeweller.

Specialist jewellery insurance policies that are built for luxury items may include:

• Cover during international travel

• Flexibility to return to your preferred jeweller or service partner

• Annual revaluation to reflect the current market value

For more information, you may want to read: How & Why You Should Insure Your Luxury Watch.

Top 10 Luxury Watches Every Collector Must Own in 2025

2025's standout timepieces blend mechanical innovation, heritage design and increasing scarcity—making them more than just beautiful objects. Whether you're a seasoned buyer or growing your first collection, these watches represent the most coveted models of the year.

1. A. Lange & Söhne Lange 1 Time Zone Platinum

This German-made platinum icon is the ultimate dual-timepiece for the discerning traveller. The 2025 model features a daylight saving indicator inside the city ring—an elegant complication housed in a 950 platinum case.

Did You Know?
This luxury watch is produced in limited numbers each year and sold primarily through boutiques, remaining extremely rare on the open market.

Investment Insight:
Resale value has remained strong across the EU and Asia, with select platinum examples at auction achieving up to $150,000 AUD. Demand for this configuration shows no sign of softening.

2. Audemars Piguet Royal Oak "Jumbo" Extra-Thin Openworked

The grail-level extra-thin “Jumbo” debuted in stainless steel and 18-carat pink gold, featuring the new skeletonised Calibre 7124 movement—all while keeping the case impressively slim at 8.1 mm.

Fun Fact:
The original "Jumbo" reference 5402 was launched in 1972, making the model line 53 years old and a legend in collector circles for five decades.

Did You Know?
Modern Royal Oaks, especially openworked and “Jumbo” variants, are among the most in-demand and flipped luxury timepieces, with resale values often reaching twice the retail price or more.

3. Breitling Navitimer B19 Chronograph 43 Perpetual Calendar

To celebrate 140 years, Breitling elevated its aviation icon with a perpetual calendar complication for the first time. Powered by their in-house Calibre B19, this marks a significant technical leap for the Navitimer line.

Collector Tip:
This model is produced in limited numbers for the anniversary but is not an officially numbered limited edition; scarcity and unique specifications enhance its collectible appeal.

Estimated Retail:
Approximately $18,500 AUD (depending on configuration), with early signs of strong collector interest among pilot chronograph enthusiasts.

4. Grand Seiko Tentagraph "Snow Blue"

This high-intensity titanium chronograph features a textured “snow blue” dial inspired by Mount Iwate in winter. It is powered by the high-beat (5Hz) Calibre 9SC5, capable of delivering a genuine three-day power reserve while the chronograph is running—an unusually rare achievement for a full mechanical chronograph.

Insider's Tip:
The Tentagraph is GS's first full mechanical chronograph, marking the brand's entry into the luxury high-performance sports watch territory.

Market Insight:
Strong initial demand from both Grand Seiko devotees and upmarket Seiko collectors, with sales performance and boutique scarcity suggesting above-expected early interest.

5. Jaeger-LeCoultre Reverso Tribute Duoface Small Seconds

A revival of the 1930s Reverso, this fresh release offers dual-time functionality with colour options like midnight black and royal blue. It's refined, timeless, and utterly practical.

Collectability Insight:
Reversos consistently appear in major heritage auctions, often exceeding estimates, especially rare dial variants.

Average Price:
Retail pricing for the standard stainless steel model typically ranges from approximately $17,000 to $19,000 AUD, while special editions and rare variants command premiums, sometimes exceeding $22,000 AUD in the secondary market.

6. Omega Speedmaster Moonphase "Meteorite"

The Moonwatch takes on cosmic credentials with a genuine meteorite dial and the METAS-certified Calibre 9904. Its moonphase complication and magnetic resistance (over 15,000 gauss) make it as tough as it is beautiful.

Did You Know?
Each meteorite dial features a unique Widmanstätten pattern, ensuring that no two Speedys are identical.

Market Buzz:
Early releases have seen strong demand, with resale prices on enthusiast forums and secondary dealers frequently surpassing official retail prices.

7. Patek Philippe Nautilus 5811/1G

This white gold evolution of the 5711 retains the iconic Genta silhouette and introduces a new tool-free bracelet change system. Officially, Patek's steel Nautilus is discontinued, making this model the heir apparent.

Fun Fact:
Waitlists at authorised dealers are now stretching 5+ years, if you can get on one.

Investment Grade:
Public auction and secondary market data consistently show actual market sale prices far exceeding retail, commonly in the $160,000–$200,000 AUD range as of 2024–2025, depending on condition, paperwork, and secondary market fluctuations.

8. Richard Mille RM 88 Tourbillon "Smiley"

This limited-edition piece masterfully fuses haute horlogerie technical innovation with playful pop-art-inspired micro-sculptures centred on the iconic “Smiley” motif. Featuring a flying tourbillon movement set within a titanium and ceramic case, it showcases Richard Mille’s dedication to artistic craftsmanship and mechanical excellence. Produced in an exclusive run of only 50 pieces, it is highly coveted among collectors.

Collector Insight:
Its bold aesthetics have divided opinion, but that's exactly what's driving buzz at auction.

Auction Watch:
While public auction records have yet to see sales near $1 million AUD, select pieces are anticipated by experts and enthusiasts to reach or exceed this level in future private and public sales, reflecting its rarity and distinctive appeal.

9. Rolex GMT-Master II (Green Ceramic Dial & Bezel)

For the first time, Rolex offers a full ceramic dial paired with a striking green and black Cerachrom bezel in this white gold GMT-Master II. With classic GMT functionality intact, its unique green ceramic dial sets it apart visually while preserving the trusted calibre 3285, offering a 70-hour power reserve and superb reliability.

Rolex Watch Insurance Tip:
With high wearability and increasing resale value, this model is one many owners consider covering with specialist watch insurance.

Market Value:
Retail sits around $16,000 AUD, but secondary listings are climbing above $28,000 AUD+.

10. Vacheron Constantin Overseas Perpetual Calendar Ultra-Thin Skeleton

A Geneva Seal-certified openworked QP in white gold, this piece measures just 8.1 mm thick. It includes quick-strap change mechanisms and offers both sport utility and grand complication prestige.

Travel-Friendly Design:
Includes white gold bracelet, rubber, and calfskin straps, with a dedicated travel pouch allowing seamless transition between looks.

Market Watch:
As steel Royal Oaks and Nautiluses remain hard to source, the Overseas QP is gaining traction as the third pillar in the holy trinity of luxury sport watches.

Honourable Mentions

Not every icon made the cut this year—but these collector favourites continue to hold their own. They remain highly respected in auction circles, boutique windows, and on the wrists of seasoned enthusiasts.

Rolex Submariner

The Submariner is still one of the most recognisable and widely collected sports watches in the world. New ceramic bezel references (like the 126610LN) remain desirable, particularly among first-time luxury buyers.

Why it missed the list:
In 2025, newer GMT-Master II references—with full-ceramic dials and bolder colours—took centre stage in both collector and investor conversations.

Omega Speedmaster (Standard)

The Moonwatch Professional remains a cornerstone of the Omega catalogue. With its legendary space heritage and co-axial Master Chronometer movement, it remains a go-to choice for collectors building a foundational collection.

Why it missed the list:
This year, the Meteorite Moonphase brought a rare material and elevated functionality, capturing more attention from seasoned buyers.

Audemars Piguet Royal Oak (Classic)

The classic Royal Oak remains timeless, especially stainless steel models like the 15500ST. Demand remains high, particularly for earlier references and models featuring blue dials.

Why it missed the list:
The Royal Oak "Jumbo" Extra-Thin Openworked, introduced in 2025, showcased rare craftsmanship, drawing collector interest away from the more common configurations.

Breitling Navitimer (Standard)

The standard Navitimer still carries its aviation pedigree and iconic slide rule bezel. Vintage models and special editions, such as the Boeing 747, continue to perform well in the secondary market.

Why it missed the list:
Breitling's new B19 Perpetual Calendar added genuine horological complexity, making it one of the brand's most technically impressive releases to date.

Jaeger-LeCoultre Reverso (Classic)

A staple for any dress watch collection, the classic Reverso remains a beautifully designed Art Deco masterpiece with enduring charm.

Why it missed the list:
The fresh Duoface Small Seconds models—with their dual-time functionality and coloured dials—reinvigorated the line and nudged the standard Reverso off this year's podium.

How to Cover a Growing Luxury Watch Collection

Luxury watches can start as a hobby—but before long, they may become a serious investment. Whether you've acquired a few iconic pieces or find yourself eyeing a perpetual calendar or a rare chronograph, the right cover may be an important consideration as your collection grows in both value and significance.

Quick Tips for New Collectors

Not sure where to start? These simple habits can go a long way in helping you track and care for your timepieces:

• Keep all original packaging and receipts - Boxes, papers, certificates, and warranty cards all help preserve resale value and streamline the claims process.

• Update valuations periodically - While some watches appreciate quickly, others change with the market. Specialist policies, such as those from JewelCover, include annual revaluation so your cover reflects the current market value.

• Photograph your collection annually - A simple, front-and-back photo taken in natural light (with the serial number visible, where possible) helps document the condition and authenticity over time.

Key Features to Look For in Watch Insurance

If you're insuring watches worth thousands—or tens of thousands—you may want to consider cover that goes beyond a generic contents policy. Here are a few features that may be worth looking into:

• No wear restrictions - Some home and travel policies exclude wear during everyday use or when overseas, while some specialist policies may offer coverage for accidental loss or theft while the watch is worn—check the PDS for full inclusions and exclusions.

• Return to your original watch boutique for repairs and replacements - If your watch needs repairs or replacement, some policies allow you to return to your original or authorised jeweller—so the craftsmanship and sourcing remain consistent.

Want to go deeper?
Explore more with: Luxury Watches and Travel: Are You Covered When Going Overseas?

Frequently Asked Questions 

Curious about how to start or cover your luxury watch collection? These commonly asked questions help demystify the world of horology and highlight the importance of choosing the right cover.

What are luxury watch brands?

Luxury watch brands are known for precision craftsmanship, limited production, and historical significance. Some of the most sought-after brands in 2025 include:

• Rolex

• Patek Philippe

• Audemars Piguet

• Richard Mille

• Vacheron Constantin

• Grand Seiko

• Jaeger-LeCoultre

Why are luxury watches so expensive?

Several factors contribute to the cost of a luxury watch:

• Precision engineering – Many movements are hand-assembled and tested to exceptional tolerances.

• Premium materials – Gold, platinum, titanium, ceramic, sapphire crystal and rare alloys are often used.

• Low production numbers – Rarity drives value, particularly with limited editions and discontinued models.

• Heritage and innovation – Centuries of watchmaking history and the latest advancements in horology often coexist in these pieces.

Some also feature complications—functions beyond standard timekeeping—such as perpetual calendars, moonphases, or tourbillons, each of which adds complexity and value.

Are luxury watches a good investment?

They can be—but like all investments, results vary. Some watches have shown strong performance over time, particularly:

• Limited-production models from brands like Patek Philippe and Richard Mille

• Discontinued icons (e.g. the steel Nautilus 5711)

• First-edition releases or models tied to historical events

How to insure a watch?

Insuring a luxury watch typically involves these steps:

• Submit proof of value/ ownership – This could be a receipt, valuation, or grading certificate.

• Choose a specialist provider – Insurers who understand high-end jewellery and timepieces may offer tailored cover.

• Review the Product Disclosure Statement (PDS) – Coverage varies by policy. Always read the details carefully.

Some specialist jewellery policies may include worldwide cover, annual revaluation, and the ability to return to your original jeweller for authorised repairs or replacements.

Are watches covered on home insurance?

Sometimes—but the cover may be limited. Some restrictions may include:

• Low per-item sub-limits – Some home policies may cap jewellery claims under a certain amount.

• Exclusions while travelling or wearing – Some policies may not cover watches when worn outside the home or overseas.

For high-value or frequently worn watches, specialist watch insurance may be a worthwhile consideration. Always refer to the PDS for policy details.

Collect, Wear, Cover

A luxury watch collection in 2025 is about acquiring pieces that embody the essence of luxury. It's about curating something meaningful—where each watch reflects a story, a milestone, or an appreciation for the art of timekeeping.

Whether you gravitate toward the sculptural boldness of the RM 88 or the quiet precision of the Lange 1 Time Zone, what you wear on your wrist says as much about your values as your style.

And as your collection grows, so too does the responsibility of caring for it. From understanding emerging market values to knowing what's covered while travelling or modifying a strap, the small print matters just as much as the serial number.

That's where tailored watch cover may be worth considering, built to reflect the way you actually live with and wear your timepieces.

Want to explore options for specialist watch insurance in Australia? Get an indicative quote from JewelCover and learn how cover tailored to luxury collectors can support you from boutique to boarding gate.

All embedded images in this article are sourced directly from the respective brand’s official Instagram accounts. JewelCover is not affiliated with or endorsed by any of the brands shown. These posts are used under Instagram’s embedding functionality for editorial purposes only.