Rolex, Cartier, Patek Philippe, Audemars Piguet, and Omega: The investment potential of these iconic brands hasn’t escaped your notice. And the list is far from exhaustive. These pieces of refinement and precision embody horological excellence and tell a thousand stories. You’ve decided to start a watch collection.
Just as wines improve with age, watches can become true treasures over the years. However, estimating the value of a timepiece despite its price or making your collection profitable can be challenging. Whether you’re a novice or seasoned investor, follow our guide to acquire your first watches and make the best investment without losing sight of their resale potential.
Luxury watches mean precision craftsmanship and masterful engineering: they are incomparable jewels of mechanics and technology. If you’re a staunch defender of sartorialism and love wearing meticulously handcrafted items, whether suits or shoes, you probably already own one or more watches. If not, we will guide you to start your collection passionately, without losing sight of the investment and the potential return you could gain from reselling such an object.
How to start a watch collection with investment potential
Collecting watches doesn’t prevent you from combining passion with profitable investment. With the variety of brands and models on the market sparking many favorites, it’s best to keep a cool head.
Choosing your first watches based on budget and appreciation potential
With the price of collectible watches varying greatly, set a clear and realistic budget before making any purchase. This habit will help guide your choices and protect you from regret.
Focus on the appreciation potential of the models that attract you and research their history. Not all will see their value skyrocket. Turn to pieces known for their elegance, horological complications, rarity, or antiquity.
Opting for brands and models recognized for their investment potential
Certain brands, such as Rolex, Omega, or Patek Philippe, are renowned for their investment potential. Collectors clamor for the most coveted models, like the Rolex Daytona or Submariner, and resale prices soar. This is evident at auctions, a true niche market for horology.
For example, here is a list giving you an overview of some of the most elegant luxury watch brands and models.
Here is our selection of Rolex watches, a globally renowned brand in the world of horology, and a secure investment for you :
- Rolex Daytona : A true boon for enthusiasts, the Daytona remains one of the most sought-after chronographs in the world. Both modern and vintage versions are considered wise financial investments.
- Rolex Submariner : A benchmark in horology, the Submariner is a dive watch distinguished by its timeless design. Special editions demonstrate significant appreciation.
- Rolex Day-Date : The renowned Day-Date is available with a leather strap, which will delight those seeking noble and warm materials.
- Rolex Sea Dweller : Like the Submariner, the Oyster Perpetual Sea-Dweller is a dive watch, waterproof up to 1220 meters. It accompanied the first major underwater habitat experiments. Today, it combines polymers for seals, Oystersteel, and precious metals or RLX titanium for mechanical and aesthetic elements.
- Rolex Datejust : An iconic watch, the Rolex Datejust is known for its timeless elegance and reliability. Featuring an Oyster case, Jubilee bracelet, and Cyclops date window, it combines sophistication and functionality, perfect for any occasion.
But you should know that Rolex is not the only option available to start collecting and investing in luxury watches.
- Patek Philippe Nautilus: With its famous porthole-shaped design, the value of this luxury sports watch has skyrocketed. Stainless steel models are highly coveted among collectors.
- Audemars Piguet Royal Oak: It’s impossible not to mention the Royal Oak in this list. With its meticulous finishes and octagonal design, this watch remains a benchmark in luxury horology, as evidenced by its various editions, from the initial stainless steel version to rose gold versions.
- Omega Speedmaster: The first watch to go to the moon, the Speedmaster comes in a wide range of models and materials, from stainless steel to gold. Limited editions stir great excitement.
- Jaeger-LeCoultre Master Ultra Thin: The Jaeger-LeCoultre Master Ultra Thin is a masterpiece of minimalism and precision. Its sleek design, with a thin case in steel or gold and a simple dial, showcases horological expertise. Ideal for lovers of elegant and refined watches.
- GMT Ocarat: The GMT Ocarat is a versatile watch, ideal for travelers. With its second time zone, it offers practical functionality without sacrificing style. Featuring a robust case and modern design, it is perfect for adventurers and globe-trotting professionals.
This list of watches should guide you in making your investment choices, ensuring you acquire a piece that, while it does represent a significant cost, will not disappoint you and will reassure you if you ever need to resell it.
Avoiding common beginner mistakes
Beginners are prone to mistakes. Ensure that your future acquisition fits into a collection strategy ; otherwise, you risk regretting an impulsive purchase. Before diving in headfirst, take the time to do your research and engage with other enthusiasts. The condition of a watch affects its value. Verify that the desired timepiece has been properly maintained, especially if it comes from the secondary market.
The Importance of Authentication and Maintenance of Watches
Emphasize the authentication and maintenance of watches: this will preserve their beauty and mechanisms, while also increasing their value over time.
Verifying the Authenticity of a Watch
Authenticity is a crucial criterion to check when purchasing a collectible watch. Ensure that the timepiece comes with a certificate of authenticity, original documents such as the purchase invoice, and its original box. Examine the watch’s serial number, weight, finishes, and the quality of its movement. If you have any doubts about the piece’s authenticity, consult an expert who can guide you.
Maintaining Your Watch to Increase Its Value
When not wearing it, store your timepiece in its box, away from heat and humidity. Avoid storing it near electronic devices, as magnetic fields can affect its functioning.
To prevent dust and dirt buildup, regularly clean your watch with a soft cloth. This maintenance doesn’t replace periodic professional servicing.
According to master watchmaker Ulrich Kriescher, a complete service is necessary every 5 to 7 years. This includes disassembling and inspecting the movement, cleaning the caliber and the watch, reassembling, and ensuring proper function. (Source: Chrono 24)
3 Strategies for buying and selling watches to make a profit
Optimize your buying and selling of collectible watches: it’s the best way to ensure a profit.
1 – Choose the best places and times to buy watches
Some places and times are more favorable for buying watches. Focus on renowned jewelry stores and specialized markets. Auctions and horological fairs offer great deals, especially when the value of models hasn’t yet soared !
2 – Follow market trends
You are more likely to determine which watch is the best investment if you stay informed about horological market trends. Prices fluctuate with models and periods. Take advantage of special events such as major brand anniversaries, limited edition launches, and exclusive auctions to acquire unique pieces and eventually benefit from lucrative resale options.
3 – Accurately evaluate your watch’s value and adopt effective negotiation techniques
Accurately evaluating your watch helps ensure the best resale price. While some online tools allow you to compare your watch with reference models, consulting an expert for a fair and precise estimate is advisable. Prepare yourself before entering negotiations. The more informed you are, the better you can argue your case. Patience and diplomacy are essential, but don’t compromise your minimum price.
You are now ready to start your watch collection. While much speculation focuses on the holy trinity of Rolex, Audemars Piguet, and Patek Philippe, know that half the market offers affordable prices between €300 and €1.500 (Source: Alexandre Léger, jewelry and collectible watch expert, Connaissance des Arts).
Even if you’re sure to avoid risks with a sacred Rolex Daytona or Day-Date, remember they aren’t the only watches that appreciate over time! So, what are you waiting for ?
To keep a clear head and make the best choice for yourself – whether you’re more concerned about the purchase price or the resale price – do your market research.
Make a list of the watch references you observe, follow events, and monitor dates to take advantage of special event deals. Regularly compare prices; they can significantly change from one place to another and from one date to another.
