Investing in the watch industry occupies a special niche, combining technical excellence, design artistry, and financial appeal. Unlike traditional assets such as stocks, real estate, or cryptocurrency, luxury watches provide both the pleasure of horological mastery and the stimulation of knowledge and cultural value.
Although Swiss watch sales fell slightly in late spring – early summer 2025 due to new U.S. tariffs, by July the export of luxury timepieces from Europe had recovered and even increased by 7% π At the same time, the liquidity of many models from Rolex, Patek Philippe, Vacheron Constantin, Omega, and other elite brands shows remarkable growth dynamics.
π Are Swiss watches a good investment?
High-end watches as an investment are not a new trend. They have long been part of diversified portfolios, showing lower volatility compared to other assets:
stock markets and Bitcoin are highly sensitive to competition, geopolitics, crises, and natural disasters;
real estate requires significant capital, maintenance, and is not mobile;
antiques and art are not always liquid.
β Advantages of investing in watches:
Compact and mobile asset: easy to carry, show, inherit, and wear.
Consistent appreciation: luxury watches priced above $100,000 often grow by around 70% in a decade.
Stability: their value does not correlate strongly with stock or crypto markets.
β οΈ Disadvantage:
The only real risk is fraud. To avoid counterfeits, work only with certified dealers such as our multi-brand boutique Chrono 10:10.
π How to determine a watch’s investment value
Rarity and exclusivity. Limited editions, numbered pieces, and discontinued models all rise significantly in value at auctions.
Authenticity and brand prestige. Certification and a brand with a century-long reputation ensure long-term liquidity.
Technical features and materials. Tourbillon, perpetual calendar, sapphire cases, carbon fiber - all increase value.
Condition and completeness. Original parts, bracelet, packaging, warranty, documents - can boost value by 20–40%.
π§ How to choose an investment-worthy watch
Study the market (e.g., Chrono24).
Consider your budget and time horizon (5–10 years).
Focus on brands with strong resale values.
Store watches properly - in a dry case, dial facing upward.
Luxury watches are not only a profitable long-term asset but also a wearable symbol of prestige and personal success πΌβ
π Investment Attractiveness of Watch Models
| Model | Original Price (year) | Value in 2025 | Investment Attractiveness Dynamics, % |
|---|---|---|---|
| Rolex Daytona Ref. 6239 (Paul Newman) | $200 (1960s) | $17.75 million (auction 2017) | + $8.88 million |
| Patek Philippe Nautilus 5711/1A | €30.4k (2021) | €135k | +344 |
| Audemars Piguet Royal Oak Jumbo Extra-Thin | €30k (2022) | €90k | +200 |
| Richard Mille RM 11-03 | $191.5k (2018) | $293.96k | +53 |
| Omega Speedmaster Moonwatch | €3k (2010) | €25k | +733 |
| F.P. Journe Chronomètre Bleu | $20k (2009) | $83.99k | +320 |
| Vacheron Constantin Overseas | $25k (2023) | $36k | +44 |
