If you’ve ever asked yourself, “Do luxury watches lose value?”—the short answer is yes… and no. Like cars, many watches depreciate the moment they leave the boutique. But when it comes to high-end watch brands that hold value, some timepieces not only retain their worth but can also appreciate over time, making them a smart long-term investment.
While predicting future resale value is never a guarantee, certain luxury watches have consistently performed well thanks to timeless design, brand prestige, and quality craftsmanship. If you’re looking to buy watches that hold their value in 2025, here are eight standout brands and models worth considering.
1. Rolex
No surprise here—Rolex is the undisputed leader in luxury watches that retain value. Known for its precision, prestige, and iconic status, Rolex models like the Submariner, Oyster Perpetual, and Deepsea are considered some of the best investment watches on the resale market.
2. Patek Philippe
With a legacy dating back nearly two centuries, Patek Philippe combines technical mastery with timeless elegance. The Nautilus, Aquanaut, and Chronograph are especially desirable and often command sky-high resale prices, making them excellent choices for collectors and investors alike.
3. Cartier
Cartier isn’t just a fashion house—it’s also a powerhouse in luxury watchmaking. Known for its blend of style and status, Cartier watches like the Tank and Ballon Bleu are great entry-level luxury watches that hold steady value if kept in good condition.
4. A. Lange & Söhne
This German brand is all about meticulous in-house craftsmanship. Though newer models may take time to appreciate, older or limited-edition pieces from A. Lange & Söhne have gained serious traction in the resale market.
5. Jaeger-LeCoultre
Often called “the watchmaker’s watchmaker,” Jaeger-LeCoultre offers refined, collectible pieces like the Reverso, Master Control, Atmos, and Duoplan. These models are known for their innovation and aesthetic, making them favorites among seasoned collectors.
6. TAG Heuer
TAG Heuer combines luxury with accessibility. Popular models such as the Carrera, Monaco, and Monza carry a strong brand identity and vintage appeal, holding value especially well among entry-level investors and collectors.
7. Omega
Renowned for its connection to space travel and Olympic timekeeping, Omega watches are among the most affordable brands that hold value. Look out for the Speedmaster, Seamaster, and Constellation as solid picks with strong resale potential.
8. Richard Mille
For those shopping at the ultra-luxury level, Richard Mille stands out with cutting-edge technology, rare materials, and bold design. Though starting prices begin at around $80,000, these watches often appreciate dramatically, with some models fetching over $5 million.
https://brite.co/blog/which-luxury-watch-brands-best-hold-their-value/
