The Journal
Which Watches Hold Their Value?
Most watches lose value the moment they leave the boutique. A small group of brands, and a smaller group of references within them, are the exception. They are the watches buyers ask for by name, that sell quickly on the pre-owned market, and that can be bought and sold again without a painful discount.
We buy, sell, trade and consign these watches at our desk in Jersey City, so this guide is written from the side of the table where the value is actually tested: when a watch changes hands.
Quick answer
Rolex, Patek Philippe and Audemars Piguet hold their value best, led by steel sports models such as the Submariner, Nautilus and Royal Oak; Vacheron Constantin‘s steel Overseas holds close to retail. Tudor sells quickly at its price point; most Omega and Cartier models trade below retail, with the Speedmaster “Moonwatch”, Santos and Tank the easiest to resell and the most stable after the initial drop. Box and papers, unpolished condition and originality decide where your own watch lands.
First, what “holds its value” really means
Two different ideas get mixed together. Liquidity is how quickly and reliably a watch sells near its market price. Appreciation is whether that price rises over time. Liquidity is common among the brands below. Appreciation is rare, unpredictable, and not something any honest dealer promises.
Prices also move. The pre-owned market cooled from its early-2022 peak, and some models that traded far above retail came back toward it. A watch that holds its value protects your money better than most luxury purchases, but it is still a watch, not an investment product.
The watch brands that hold value best
Rolex
Rolex is the benchmark. Recognition is universal, designs change slowly, and demand runs year-round. The steel sports models, like the Submariner, GMT-Master II and Daytona, are among the most liquid watches on the pre-owned market. The precious-metal Day-Date varies more by configuration: distinctive dials command the premiums. We go model by model in The Best Rolex Models That Hold Their Value in 2026.
Patek Philippe
Patek Philippe produces far fewer watches than Rolex, and its collectors are patient and well informed. The steel sport models, the Nautilus and Aquanaut, lead demand. The Nautilus 5711 became even more sought after once Patek discontinued it in 2021. Classic references like the Calatrava trade in thinner volume and usually below retail, in a steady market among collectors who know them.
Audemars Piguet
The Royal Oak defined the luxury steel sports watch in 1972 and remains the heart of Audemars Piguet’s value. Steel Royal Oaks, the time-only “Jumbo” and the chronographs, are the strongest. The Royal Oak Offshore typically trades well below retail.
Vacheron Constantin
Together with Patek Philippe and Audemars Piguet, Vacheron Constantin completes what collectors call the “holy trinity” of Swiss watchmaking. Its steel sports line, the Overseas, holds close to retail on the pre-owned market; most of the rest of the range trades below it.
Tudor
Tudor is Rolex’s sibling brand, and the Black Bay is its best-known line. Pre-owned Tudors usually sell below retail, but they sell quickly and predictably, which is what holding value means at this level.
Omega and Cartier
Both are great brands with deep, steady demand, but supply more readily meets demand, so most models trade below their retail price pre-owned. The Omega Speedmaster Professional “Moonwatch” and Cartier’s Santos and Tank are the ones to watch: iconic designs, easy to resell, and stable once the initial drop from retail has happened. That makes a pre-owned example one of the smartest ways to own one.
| Brand | Models that hold best | Why |
|---|---|---|
| Rolex | Submariner, GMT-Master II, Daytona, Day-Date | Recognition, limited supply, year-round demand |
| Patek Philippe | Nautilus, Aquanaut | Low production, collector demand |
| Audemars Piguet | Royal Oak (steel) | The original luxury steel sports watch |
| Vacheron Constantin | Overseas | “Holy trinity” name, steel sports design |
| Tudor | Black Bay | Sells predictably at its price point |
| Omega / Cartier | Speedmaster Professional, Santos, Tank | Iconic designs; stable after the retail drop |
From our collection
Watches at Palazzo
Available now and recently sold, each one authenticated in-house.
What makes one watch hold value better than another
Brand gets a watch into the conversation. These details decide where your watch lands:
- Steel sports models. Across brands, they are the most in demand and the easiest to resell.
- Discontinued references. Once production ends, supply is fixed, and desirable references can gain from it.
- Box and papers. A complete set is easier to verify and resell, so it’s worth more than the watch alone.
- Condition, unpolished. Sharp, original case lines are worth more than a watch that has been heavily polished.
- Originality. Factory dials, hands, bezels and bracelets hold value. Aftermarket diamonds and replacement parts usually lower it.
- Service history. Documented servicing makes a watch an easier sale, especially an older one.
Watches that usually don’t hold their value
Fashion-brand watches and most quartz watches from non-luxury brands lose most of their value once sold. So do luxury watches that have been customized with aftermarket diamonds or refinished dials, or over-polished. The watch may be beautiful, but buyers pay for originality.
How to protect the value of the watch you buy
A watch only holds its value if it is authentic, correct and documented. That’s why every watch we sell is authenticated in-house before it reaches the showroom, with its box, papers and condition disclosed in writing on the invoice. When the time comes to sell, trade or consign, the same documentation makes your watch easier to value.
The Palazzo desk
Buying or selling?
Every watch we sell is authenticated in-house, with its box, papers and condition disclosed in writing.
Or call (551) 345-4998 · book a viewing
See the pre-owned Rolex in our collection. Keeping a watch’s service history current protects its value — we offer watch repair and service in Jersey City.
Frequently asked questions
Which watch brand holds its value best?
Rolex is the most reliable overall because of its recognition and year-round demand. Patek Philippe and Audemars Piguet steel sports models, like the Nautilus and Royal Oak, are also strong value holders at a higher price point.
Do luxury watches go up in value?
Some do, but most don’t. A few references have risen over time, while the wider pre-owned market cooled from its early-2022 peak. Buy a watch you want to wear and treat any appreciation as a bonus, not a plan.
Is it better to buy a watch pre-owned to protect its value?
Often, yes. Most watches take their biggest drop in value when they’re first sold. Buying pre-owned, from a dealer who authenticates and documents each watch, avoids that first drop.
Do box and papers affect resale value?
Yes. A complete set with the original box and papers is easier to verify and resell, so it’s worth more than the watch alone.