Purchasing a Swiss watch is not simply about buying a luxurious symbol of status and prosperity. It is a promising investment in watches, characterized by strong growth dynamics. Therefore, it is important to understand which brands are worth investing in so that such an expensive purchase can pay off and possibly even generate a return. At the same time, no one is immune to unforeseen life circumstances that may force you to sell your watch as a financial asset.
Why Luxury Watches Have Become an Investment Asset
Exclusive premium-segment watches have become an excellent example of how, during periods of turbulence in the global economy and uncertainty in stock markets, one can prepare for difficult times and create a personal financial safety cushion. Thanks to the relatively stable prices of luxury products from renowned Swiss brands, which remained steady for some time, watches as an investment generated impressive returns for those who took the risk and invested in them. However, there is no absolute guarantee that the value of any particular model will increase, and brands should not be chosen spontaneously or based on hearsay, but only after carefully weighing all the pros and cons. Buying investment watches without proper consideration is risky, and if you are unfamiliar with market conditions, it is better to seek advice from the professional experts at Chrono 10:10.
The main reasons why mechanical wristwatches should be considered among the best watches for investment:
- Premium Swiss wristwatches are compact financial assets that are easy to carry and store securely.
- Watch prices, like those of any other asset, depend on fluctuations in the global market, so all calculations are made in freely convertible currencies considered the most stable — the euro, US dollar, and Swiss franc.
- Many renowned Swiss brands support demand on the secondary watch market by using various marketing tools to create scarcity around popular models. Rolex was the first such brand, with its most desirable models increasing in price every year.
Therefore, choosing luxury watches as an investment requires careful and responsible consideration of the factors affecting their investment potential. This is necessary not only to maximize returns but also to minimize risks.
Key Aspects of Choosing Luxury Watches for Investment
If you have decided on the brand, model, and, most importantly, the budget, and are ready to spend a certain amount on a luxury-segment watch, consider the following important aspects:
- The condition of the watch, which significantly affects its value. The most liquid watches are those in perfect condition that have not undergone repairs and therefore retain strong investment potential.
- Provenance, documents, and packaging. All of these not only confirm the authenticity of an exclusive watch but also complement its history and increase its investment and collectible value. This is particularly important for vintage pieces that may be associated with interesting historical events or may have belonged to politicians, public figures, celebrities, and others.
- Timing of the purchase. As with any other financial asset, timing can sometimes be crucial. It is important to monitor the market, follow releases from well-known brands, and attend watch boutiques and presentations, all of which undoubtedly help in making informed decisions. Consider the price surge of the Rolex Pepsi or Patek Philippe Nautilus Ref. 5711/1A before these models were discontinued. This is why professional expert assistance is essential.
- Supply and demand dynamics. This criterion is crucial because brand policies and limited production volumes, combined with global developments in the watch industry, can affect watch availability and, consequently, their value.
Collectors continue to debate whether investing in vintage watches is worthwhile. Both sides present genuine advantages and disadvantages of such an investment. In reality, understanding the nuances of both the vintage and modern watch markets helps investors make informed decisions based on their goals and acceptable level of risk.
| Watches | Value dynamics | What makes them attractive | Potential issues |
|---|---|---|---|
| Vintage | Significant growth potential | Historical significance, rarity, provenance | Condition, originality of components, complete documentation and packaging |
| Modern | Limited editions and models in demand at watch auctions demonstrate strong price performance | Modern materials, high accuracy, manufacturer’s warranty, reliability | Scarcity of certain models, including artificially created scarcity, which increases their price even on the secondary market |
Among vintage models, Chrono 10:10 experts recommend paying attention to the following:
- Rolex Submariner (Ref. 1680). Introduced in the late 1960s, this model marked an important milestone in the history of the entire collection — it was the first to feature a date function. Today, it is considered one of the best watches for value retention. It combines historical significance, brand prestige, and potential for price appreciation, even despite the patina that develops over time on the dial markers and hands.
- Patek Philippe Nautilus 3800/1A — elegant classic sports watches made of stainless steel and produced from 1981 to 2006. Gérald Genta’s iconic design — the recognizable octagonal bezel with “ears” and the integrated bracelet with an exceptionally high level of finishing — gave this model the status of a neo-vintage classic. The watch has steadily appreciated due to its limited historical production.
- Rolex King Midas — an avant-garde collectible watch whose case and bracelet are carved from a solid piece of 18-karat gold. One of Gérald Genta’s earliest and boldest creations for Rolex, it features distinctive asymmetrical geometry and a left-side crown. At the time of its launch in 1964, it was the heaviest and most expensive gold wristwatch on the market. The model was inspired by the architecture of the Greek Parthenon. Early references (ref. 9630 and ref. 3580) were produced in strictly limited numbered series, making them highly attractive from an investment perspective. King Midas watches were worn by Elvis Presley and John Wayne.
At the same time, in addition to vintage watches, collectible pieces from leading watch brands are certainly worth considering. Overall, the luxury watch market, which in 2025 was estimated at $50–60 mlrd depending on the source and methodology, is forecast to grow annually. The main estimates of the luxury watch market size in 2025 and its projected growth are shown in the table below.
| Source | 2025 estimate | Growth forecast |
|---|---|---|
| Fortune Business Insights | $57,83 mlrd | up to $119 mlrd by 2034 |
| Mordor Intelligence | $79,87 mlrd | up to $114 mlrd by 2031 |
| DataIntelo | $52,4 mlrd | up to $89,6 mlrd by 2034 |
| Persistence MR | $45 mlrd | up to $61,2 mlrd by 2032 |
| Market Research Future | $50,01 mlrd | up to $83,83 mlrd by 2035 |
| MarkNtel Advisors | ~$54–55 mlrd | up to $72,9 mlrd by 2030 |
Best Brands for Investment
So, which watches increase in value? Here is a short list of brands that, according to experts, have maintained the premium quality and value of their watches over a long period.
The Most Liquid Brand for Investment
Rolex watches are among the most liquid thanks to their quality, high reliability, and precision, which continue to inspire admiration. Over the past decades, many modern and vintage models from the brand have attracted collectors and investors with significant price surges that can make their owners wealthy literally overnight. At the same time, demand usually significantly exceeds supply, which is why the secondary Rolex market is also developing rapidly.
Steel Rolex Submariner models and sophisticated vintage Rolex Daytona watches are considered particularly stable in terms of value. These collections are attractive for their limited editions in precious metals, models with special dials, and improved water resistance. Therefore, watches from this brand are unlikely to lose their investment appeal in the coming years. At the same time, the Rolex Oyster Perpetual, with its understated classic design and robust construction, can be an excellent investment and an accessible entry point into the world of this prestigious brand.
Ultra-Luxury With Auction Records
The fact that Patek Philippe and Audemars Piguet are among the most successful watch companies on both the primary and secondary markets is undeniable. Their investment appeal has demonstrated an upward trend for many years. However, to purchase models from these brands, you may need to join a waiting list where your turn may not come for several years. But believe it: these masterpieces of watchmaking are worth it.
Patek Philippe owners have already benefited from increases in the value of models from the Aquanaut collection. The Patek Philippe Nautilus 5711 broke all records when the company announced that it would discontinue the watch. However, the brand specializes in elegant dress watches made from exceptional materials: 18-karat rose, yellow, and white gold.
As for Audemars Piguet, its Royal Oak collection, for example, is diverse and includes numerous attractive models, such as automatic gold versions, elegant two-tone watches for women, and sophisticated skeleton watches. And the Grande Complication models feature an incredible number of complications. Because the manufacturer produces a very limited number of pieces, Audemars Piguet watches become rarities almost immediately, increasing their appeal to investors.
Best Entry Point for a Mid-Range Investment Budget
Cartier is a benchmark of elegance and quality and a symbol of success. It also offers a unique investment opportunity through models such as the Tank, Santos de Cartier, and Pasha de Cartier. The versatility of these watches, suitable for both everyday wear and various occasions, is further enhanced by the brand’s recognition and the historical significance of many models.
The name Omega has long symbolized excellence, and this is no metaphor. Among the brand’s offerings, Seamaster and Speedmaster models can compete with many Rolex masterpieces in terms of investment appeal and technical innovation. This is especially true given Omega’s significant achievements in movement manufacturing, particularly the co-axial movement, as well as the Constellation model, which gained recognition for its distinctive bezel and mono-rang bracelet.
Best First Swiss Watches
Breitling is an excellent starting point for investing in watches with investment potential. For example, the Colt model is becoming increasingly popular. As an entry-level investment option, these watches offer the brand’s signature quality and style at an affordable price. Breitling Navitimer watches are no less attractive from an investment perspective — iconic pilot’s watches that have retained their appearance and functionality since 1952. The bezel with a slide rule developed for aviation calculations alone is remarkable.
Among leading Swiss brands, the investment potential of certain models as of the end of 2025 looks as follows:
| Model | Price at launch (year) | Maximum value in 2025 | Investment appeal dynamics, % |
|---|---|---|---|
| Rolex Daytona Ref. 6239 (Paul Newman) | about $200 (1960s) | $17,75 mln (2017 auction) | +8,88 mln |
| Patek Philippe Nautilus 5711/1A | €30,4k. (2021) | €470k. | +1536 |
| Audemars Piguet Royal Oak Jumbo Extra-Thin | €30k. (2022) | €461k. | +1526 |
| Omega Speedmaster Moonwatch | €3k. (2010) | €25k. | +733 |
Five Common Mistakes Made by Watch Investors
Alongside the promising investment prospects of watches from many Swiss brands, it is important not to forget the risks and challenges investors may face. Understanding common mistakes in this field can help investors make more informed decisions and manage their expectations correctly:
- Market volatility. These are fluctuations that determine market trends and can change rapidly, affecting watch values in different directions. Economic factors may appear to cause a decline in demand for watches as luxury goods; however, valuable and sought-after models retain their appeal.
- Liquidity. Unlike securities traded on stock exchanges, there is no such centralized market for watches as a financial asset. This can lead to difficulties in converting the value of a watch into cash. Auction houses and specialized trading platforms facilitate effective sales, but commissions and other unforeseen expenses should be taken into account when developing investment strategies.
- The growing number of high-quality counterfeits. As technology improves, distinguishing authentic watches is becoming increasingly difficult. Therefore, to reduce risk, it is extremely important to purchase watches from reliable suppliers and carefully check that the complete set is present: documents, warranty card, and original packaging. If there is even the slightest doubt, it is better to consult the experts at Chrono 10:10, who will authenticate the watch and provide additional confidence.
In fact, investing in luxury watches is an exciting and potentially profitable endeavor. The main thing is to remember that the true value of a watch still lies in its craftsmanship, the history and provenance of the model, and the personal enjoyment provided by these masterpieces of engineering and design.
FAQ
Which Watches Are Best for Beginners to Start Investing In?
Rolex Submariner (Ref. 124060) or Omega Speedmaster Moonwatch. They are liquid, easy to understand, easy to sell, and do not require an enormous budget.
Why Are Patek Philippe and Audemars Piguet More Expensive but Not Always Better for Beginners?
They have a high entry threshold (€40 ts. and above), high volatility, and a narrow pool of buyers. A purchasing mistake, such as overpaying at the peak, can result in a loss of €10–20 ts.
Is Cartier a Good Investment?
Yes, especially vintage Tank and Santos models. They steadily increase in value, are less exposed to hype-driven price spikes, and have high liquidity among collectors.
Is Breitling Worth Considering?
Breitling is a niche brand. Limited-edition Navitimer watches and vintage models from the 1950s–1970s have investment potential. New models appreciate more slowly than Rolex or Omega.
What Destroys the Investment Value of a Watch?
Case polishing, replacing parts with non-original components, missing documents, loss of the original box, and a poor service history.
How Often Should Investment Watches Be Serviced?
Every 5–7 years. The main thing is to have them serviced at an authorized service center and keep all receipts. A good service history increases the watch’s value when it is sold.
