The potential growth in the value of premium watches from globally renowned brands, demonstrating positive dynamics over a decade, became evident as early as 2015. The situation gained additional sharpness in 2025, when the U.S. government announced the introduction of import duties exceeding 30% on Swiss goods. And although American threats gradually subsided, as of December 2025 import duties on Swiss watches, by way of exception, stand at 15%.
These economic factors are complemented by marketing strategies as well as limited editions. Moreover, the price growth of certain timepieces from leading Swiss brands sometimes reaches staggering heights — up to 367%, as in the case of the Patek Philippe Nautilus 5711R.
Which Watch Brands Are Increasing in Value
If you want to invest in luxury watches, it is better to follow these approaches:
Continuously study the market and its trends, analyze reviews that suggest potential price growth for specific brands.
Invest in iconic models that already have a history of investment appreciation.
Specialists from the multi-brand boutique Chrono 10:10 have accumulated extensive experience working with luxury-segment watches. We are official dealers of leading Swiss manufacturers and therefore will help you select worthy and secure investment assets. We recommend paying attention, for example, to the following models, which have demonstrated excellent value dynamics over the past 10 years.
Patek Philippe Nautilus 5711R
The rose gold case with a diameter of 40 mm, a warm brown dial, and an integrated bracelet — classic design presented in an exquisite form in this model, which has experienced more than one resurgence in its value. If in 2015 it could be purchased for €39,000, then in 2025 one would need to pay €185,000 for it. The price increase amounted to 367% — impressive, isn’t it?
Patek Philippe Nautilus 5712
The popularity of this model was largely created by the influence of social media, which turned it into a kind of symbol and contributed to a price jump of 272%: €30,000 in 2015 and €115,000 in 2025. The steel-cased watch with a 40 mm diameter features a moon phase indicator. However, its main appeal lies in the discontinuation of production, which resulted in a shortage and increased demand dynamics.
Cartier Panthère
One of the few examples where quartz watches become an excellent investment, created in a style of restrained luxury combining vintage aesthetics with modern charm. Made of high-quality steel, the model contains not a single mechanical component, yet is perceived as a piece of jewelry. This synergy led to an increase in value from €5,000 in 2015 to €9,000 ten years later, representing a growth of 75%.
Rolex GMT-Master II Batman
The blue-and-black bezel of this model is a feature appreciated by many collectors. Interest in the iconic Rolex watches has also been fueled by celebrities appearing in them on red carpets at various events and ceremonies. Meanwhile, pilots — for whom these watches fall into the sports category — appreciate the GMT function. As a result, many are willing to pay €17,500 for them in 2025, which is 135% higher than their original price of €7,500.
Richard Mille RM 029
Lightweight, shock-resistant, featuring an enlarged date indicator and visually reminiscent of a Formula 1 car, these watches from the famous brand are made of titanium and have demonstrated impressive price growth of 165%. The model is still in production, although its release is limited, which is why the 2015 price of €51,000 has now increased to €135,000.
Rolex Submariner Hulk’s Green Glow-Up
The legendary green Rolex watches, priced at €15,000 in 2025, can withstand dives to depths of up to 300 meters and are favored by many divers. They are not deterred even by a price increase of 55% — from €9,500. The discontinuation of production in 2020 initially created artificial scarcity and a price surge to €30,000, after which the situation stabilized, although the watches remain popular.
Audemars Piguet Royal Oak Steel Blue Dial
The octagonal design of this model with a blue “tapisserie” dial by the renowned watch designer Gérald Genta became the source of a trend for luxury steel watches, which began to be purchased by public figures, including those from the sports world. Therefore, despite a 358% increase in the price of the accessory, waiting lists have not shortened, and today the Royal Oak Steel Blue Dial costs €48,000 instead of €10,500.
Undoubtedly, other premium watch brands such as Omega, Blancpain, and Glashütte also raise their price tags. Therefore, periodically review your wish lists, taking into account market fluctuations and risks.
