# Which Watches Hold Their Value? - Link: https://palazzowatches.com/journal/watches-that-hold-value/ - Published: 2026-09-25T11:35:14-04:00 - Author: Michael Martucci The Journal # Which Watches Hold Their _Value?_ By [Michael Martucci & Mak Khan](https://palazzowatches.com/about/) · Palazzo Watches& Gems 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. In our collection [⌊2006 Rolex Daytona 116520 Black dial Steel 40mm — Palazzo Watches & Gems – photo 1 of 11⌉⌊2006 Rolex Daytona 116520 Black dial Steel 40mm — Palazzo Watches & Gems – photo 1 of 11⌉New ArrivalRolex Daytona 116520 Black Dial Steel Oyster Box & Papers 40mm 2006$23,997](https://palazzowatches.com/product/rolex-daytona-116520-black-dial/) 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](https://palazzowatches.com/journal/best-rolex-models-that-hold-value-2026/). In our collection [⌊1985 Patek Philippe Golden Ellipse 3566 Gold dial Yellow Gold 28mm — Palazzo Watches & Gems – photo 1 of 9⌉⌊1985 Patek Philippe Golden Ellipse 3566 Gold dial Yellow Gold 28mm — Palazzo Watches & Gems – photo 1 of 9⌉New ArrivalPatek Philippe Golden Ellipse 3566 Gold Dial Yellow Gold 28mm 1985$14,897](https://palazzowatches.com/product/patek-philippe-golden-ellipse-3566-1-gold-dial/) ### 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. In our collection [⌊2019 Audemars Piguet Royal Oak Offshore Chronograph 26470IO.OO.A006CA.01 Grey dial Titanium 42mm — Palazzo – photo 1 of 11⌉⌊2019 Audemars Piguet Royal Oak Offshore Chronograph 26470IO.OO.A006CA.01 Grey dial Titanium 42mm — Palazzo – photo 1 of 11⌉New ArrivalAudemars Piguet Royal Oak Offshore Chronograph 26470IO.OO.A006CA.01 Ghost Grey Dial Titanium Full Set 42mm 2019$27,997](https://palazzowatches.com/product/audemars-piguet-royal-oak-offshore-chronograph-26470io-oo-a006ca-01-grey-dial/) ### 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. In our collection [⌊2026 Omega Seamaster Planet Ocean Chronograph Entz Deep Black 215.92.46.51.01.003 Black dial Ceramic 45.5mm – photo 1 of 11⌉⌊2026 Omega Seamaster Planet Ocean Chronograph Entz Deep Black 215.92.46.51.01.003 Black dial Ceramic 45.5mm – photo 1 of 11⌉New ArrivalOmega Seamaster Planet Ocean Chronograph Entz Deep Black 215.92.46.51.01.003 Black Dial Ceramic Box & Papers 45.5mm 2026$11,997](https://palazzowatches.com/product/omega-seamaster-planet-ocean-chronograph-entz-deep-black-215-92-46-51-01-003-black-dial/) ### 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. [⌊1989 Rolex Lady-Datejust 69173 Blue dial Yellow Gold & Steel 26mm — Palazzo Watches & Gems – photo 1 of 11⌉⌊1989 Rolex Lady-Datejust 69173 Blue dial Yellow Gold & Steel 26mm — Palazzo Watches & Gems – photo 1 of 11⌉New ArrivalRolex Lady-Datejust 69173 Blue Dial Yellow Gold & Steel Jubilee Box 26mm 1989$5,597](https://palazzowatches.com/product/rolex-lady-datejust-69173-blue-dial/) [⌊1985 Patek Philippe Golden Ellipse 3566 Gold dial Yellow Gold 28mm — Palazzo Watches & Gems – photo 1 of 9⌉New ArrivalPatek Philippe Golden Ellipse 3566 Gold Dial Yellow Gold 28mm 1985$14,897](https://palazzowatches.com/product/patek-philippe-golden-ellipse-3566-1-gold-dial/) [⌊2019 Audemars Piguet Royal Oak Offshore Chronograph 26470IO.OO.A006CA.01 Grey dial Titanium 42mm — Palazzo – photo 1 of 11⌉New ArrivalAudemars Piguet Royal Oak Offshore Chronograph 26470IO.OO.A006CA.01 Ghost Grey Dial Titanium Full Set 42mm 2019$27,997](https://palazzowatches.com/product/audemars-piguet-royal-oak-offshore-chronograph-26470io-oo-a006ca-01-grey-dial/) [⌊2026 Omega Seamaster Planet Ocean Chronograph Entz Deep Black 215.92.46.51.01.003 Black dial Ceramic 45.5mm – photo 1 of 11⌉New ArrivalOmega Seamaster Planet Ocean Chronograph Entz Deep Black 215.92.46.51.01.003 Black Dial Ceramic Box & Papers 45.5mm 2026$11,997](https://palazzowatches.com/product/omega-seamaster-planet-ocean-chronograph-entz-deep-black-215-92-46-51-01-003-black-dial/) [Shop pre-owned watches](https://palazzowatches.com/shop/)[Get a Free Quote](https://palazzowatches.com/sell-your-watch/) ## 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](https://palazzowatches.com/authenticity-verification-policy/) 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. [Shop pre-owned watches](https://palazzowatches.com/shop/)[Get a Free Quote](https://palazzowatches.com/sell-your-watch/) Or call [(551) 345-4998](tel:+15513454998)· [book a viewing](https://palazzowatches.com/visit/) ## 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. Keep reading * [The Best Rolex Models That Hold Their Value in 2026](https://palazzowatches.com/journal/best-rolex-models-that-hold-value-2026/) * [How Much Is My Rolex Worth?](https://palazzowatches.com/journal/how-much-is-my-rolex-worth/) * [How to Safely Buy a Pre-Owned Rolex, Patek or AP in 2026](https://palazzowatches.com/journal/how-to-safely-buy-pre-owned-luxury-watch-2026/) This guide is general information, not financial advice. Pre-owned prices change with the market.