Which luxury watch brands best hold their value?

November 9th, 2021

If you’re wondering “Do watches lose value?” wonder no more. Like cars, watches have also been known to lose their value the minute they leave the showroom. While this is true for most cases, some luxury watch brands that retain value well can actually appreciate their original worth. Trying to discern the future and profitability of a luxury watch is close to impossible, but making informed decisions based on past patterns while properly performing maintenance can help you identify which watch brands hold their value and can act as a valuable asset. If you’re looking for what watches hold their value here is our pick of 8.


A pioneer in watch-making since 1905, Rolex is hands-down the manufacturer of some of the best investment watches out there. Some of the best choices include Submariner, Oyster Perpetual, and Deepsea because of their resale value. Rolexes are known to be watches that hold value well so they are sure to give you returns when you eventually resell it.

Suggested Read: How to Tell if a Rolex is Real | BriteCo Jewelry Insurance

Rolex Daytona Oyster Perpetual Superlative Chronometer

 Patek Philippe

With a legacy lasting almost two centuries, Patek Philippe is associated with class, sophistication, and exclusivity. Using intricate techniques, the brand assembles different components in-house by professional artisans. These make their products extremely valuable in the market. For best picks, go for the Chronograph, Philippe Nautilus, and Aquanaut.

Classic Patek Phillipe 5204 watch - Rose gold with black dial and leather strap.

Cartier Paris

Cartier Paris has reached heights of fashion and status in the field of watch-making, and its timepieces definitely stand tall against time. You can generally buy a Cartier watch for around $4000 and expect its value to remain stable if you keep it in optimal condition.

Monochrome Cartier Drive De Cartier Chrono Golden Steel Men's Watch with brown leather strap

Lange & Sohne

This luxury German watch brand has been perfecting its craft since 1945 and believes in self-sufficient work practices. Every component is designed and developed in-house using either silver or nickel. Expert artisans carefully assemble each piece with care to ensure perfection. Though the newer models don’t retain their value in the short run, older models resell quite a lot.

luxury 18ct gold watch from A. Lange & Söhne

Jaeger-Le Coultre

This is another well-known watch brand that features beautiful designs. Watch collectors consider the brand a fantastic option in terms of investment. It has manufactured some of the most highly prized and respected watches in the market, appreciating prices of $100,000. Specific Jaeger – Le Coultre models that are total show-stoppers include Duoplan, the Atmos, Master Control, and Memovox Polaris.

Man with green Goyard bag and Jaeger Le coultre Reverso watch

TAG Heuer

Established in 1860, TAG Heuer is a luxury watch brand known for its diverse variety of watches as well as its foolproof marketing. Chris Hemsworth and Elvis Presley are just a few personalities who own a TAG Heuer watch. Their watches maintain a unique vintage quality, as well as a beautiful and functional design that is very consumer-friendly. Their recommended models include Monaco, Monza, and of course, TAG Heuer Carrera.

Older model Tag Heuer Watch


Omegas are best known as one of the popular watch brands that hold value well, while not being as costly a purchase as some of the other brands discussed. Buzz Aldrin wore an Omega watch for the first moon landing, and Omega still continues to manufacture high-quality in-house assembled watches. Recommended models for investment include Speedmaster, Constellation, or the Omega Seamaster.

Omega Wrist watch with Navy Blue Dial

Richard Mille

Richard Mille is a Swiss brand established in 2001 that has since become associated with renowned athletes, particularly race cars. The company has pioneered various watch-making technologies, like sapphire crystals, carbon nanofiber baseplates as well as a complex G-force sensor. The price tag for Richard Mille watches range from $80,000 to over $5 million.

A black Richard Mille RM 65-01 wrist watch

If you are smart, strategic, and aware of the upcoming trends in the watch market, you can definitely invest in timepieces that will reap you high rewards over time.

How to protect luxury watches

To ensure that your timepieces are an investment, make sure you are protecting them in case of theft or loss. BriteCo is the modern-day jewelry and watch insurance for your luxury watch. Insurance built specifically to provide the full coverage needed at the best price. See why watch owners love BriteCo with a FREE watch insurance quote.

Also Check:

How to Remove Watch Links | BriteCo Jewelry Insurance
What are the parts of a watch? | BriteCo Jewelry Insurance
How to Clean A Stainless Steel Watch? | BriteCo Jewelry
Is a Watch Considered Jewelry?
The Most Expensive Watch Brands in the World

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Dustin Lemick

About the Author

Dustin Lemick is the Founder and CEO of BriteCo and a third-generation jeweler with over thirteen years of retail jewelry experience. He holds a Graduate Gemologist degree from the Gemological Institute of America (GIA) and has in-depth knowledge and expertise in appraisal systems, diamond and gemstone markets, retail pricing models, insurance replacement models, and jewelry quotation pricing systems.