Best Watches to Invest In: 2026 Guide
Let me be upfront: watches are not stocks. They don’t pay dividends, they require insurance and servicing, and the market can shift on you. Anyone telling you to “invest in watches” as a financial strategy is oversimplifying.
That said, some watches do appreciate, many hold their value well, and knowing which ones do what can save you tens of thousands of dollars over a lifetime of buying. I trade watches every day and track resale data across 8,600+ references. Here’s what the numbers actually say.
Tier 1: Watches That Appreciate
These are the watches that have historically sold for more than their retail price on the secondary market. You can wear them, enjoy them, and sell them later for what you paid — or more.
Rolex Submariner (126610LN/LV)
The Submariner is the single most reliable “investment” watch in the world. The black dial (LN) has traded above retail for years. The green bezel (LV) commands an even larger premium.
- Retail: ~$10,000
- Market: $12,000-14,000
- 5-year trend: Up 25%+
- Retail: ~$11,300
- Market: $15,000-18,000
- Retail: ~$15,100
- Market: $25,000-35,000+
- Retail: ~$6,900
- Market: $5,000-6,000
- Retail depreciation: -25-30%
- Secondary market stability: High
- Buy pre-owned at $4,500-5,500 and you’ll sell for the same
- Retail depreciation: -30-40%
- Secondary market stability: Moderate to high for popular models
- Skeleton dials hold best
- Retail depreciation: -30-40%
- Strong niche demand
- The Big Pilot and Mark series are the most liquid
- Retail depreciation: -35-45%
- Passionate collector base (Paneristi)
- Certain PAM numbers command premiums
Rolex GMT-Master II “Pepsi” and “Batman”
Both the Pepsi (126710BLRO) and Batman (126710BLNR) trade well above retail. Demand consistently outstrips supply at authorized dealers.
Rolex Daytona (126500LN)
The Daytona is arguably the most iconic chronograph ever made. Wait lists are years long. Secondary prices reflect that.
Patek Philippe Nautilus (5711 and successors)
The 5711 was discontinued in 2021 and values have only gone up. The Tiffany dial version is one of the most valuable modern watches in existence. Even standard references hold massive premiums.
Audemars Piguet Royal Oak
The Royal Oak in steel (15500ST and successors) has traded above retail for years. It’s one of the “holy trinity” of watchmaking and demand remains strong.
Tier 2: Watches That Hold Value
These won’t make you money, but they won’t lose money either. You can enjoy them and sell them later without taking a hit.
Omega Speedmaster Professional
The Moonwatch holds 80-90% of retail value consistently. It’s one of the most famous watches in history, and the collector base keeps growing.
Tudor Black Bay 58
Holds 85-95% of retail price. At $3,500-4,000 retail, losing $200-500 over a few years of ownership is essentially free watch ownership.
Cartier Santos
The Santos has been on a tear. Current secondary prices are within 5-10% of retail on popular configurations. One of the best value-holders under $10,000.
Rolex Datejust
The Datejust doesn’t command premiums like the sports models, but it holds value well — especially the 41mm on Jubilee bracelet with fluted bezel. You’ll get 85-95% back.
Tier 3: Watches That Depreciate But Stabilize
These lose 20-40% from retail but then hold steady on the secondary market. If you buy them pre-owned, you’ll lose very little when you sell.
Breitling Navitimer
Hublot Big Bang
IWC Pilot’s Watch
Panerai Luminor
The Golden Rule: Buy Pre-Owned
Here’s the real investment advice: don’t buy new.
The biggest value drop on most watches happens the moment you walk out of the authorized dealer. A $6,000 IWC Pilot becomes a $3,800 watch the second it’s “used.” But if you buy that same watch pre-owned for $3,800, you can probably sell it for $3,500-3,800 after wearing it for a year.
The exception is Rolex, where demand exceeds supply at retail. But for Omega, Tudor, Breitling, Hublot, IWC, Panerai, Cartier, and TAG Heuer, buying pre-owned eliminates the depreciation hit almost entirely.
What Makes a Watch Hold Value
Based on the data across 8,600+ watches in my database:
1. Supply scarcity — limited production, discontinued models, and wait lists all support prices
2. Steel over gold — stainless steel sports watches outperform precious metal dress watches
3. Size matters — 38-42mm is the sweet spot, 44mm+ depreciates faster
4. Brand recognition — Rolex, Omega, and Cartier have mainstream recognition that creates demand beyond the watch community
5. Condition and completeness — full set watches with box and papers hold 10-20% more than watch-only
Thinking About Selling?
If you own a watch from any brand mentioned here and you’re curious what it’s worth — or ready to sell — I buy directly. No consignment, no fees, same-day payment.
Text me a photo at (469) 727-5559. I’ll give you a free valuation based on real market data. No strings attached.