VALUE
Are watches a good investment?
It’s the question every new collector asks. The honest answer: a few watches appreciate spectacularly, most depreciate, and the smart move is to buy what you love. Here’s the reality without the hype.
The honest picture
Two truths that both matter.
A few appreciate
Scarce, iconic references from the most in-demand brands have grown in value — especially unworn, original, with box and papers.
Most depreciate
Like cars, the majority of watches lose value once worn and trade below retail pre-owned. Appreciation is the exception.
What holds value
Enduring designs, limited production, strong brand demand and original condition are the common threads among value-holders.
The hidden costs
Service, insurance, storage and the buy/sell spread all reduce returns — and watches produce no income.
If value matters to you
The bottom line
Passion first
A watch you wear and love is a good buy no matter what it’s worth later.
Upside is a bonus
If it holds or grows in value, great — but don’t bet the house on it.
Records protect value
Provenance and service history are the cheapest way to defend resale value.
Selling a watch
Realise value the safe way.
Protect value
Document service & provenance.
See market prices
What watches actually sell for.
Frequently asked questions
Are luxury watches a good investment?
Some hold or grow their value, but most watches depreciate like any luxury good. A small number of highly sought-after references from top brands have appreciated strongly, but that’s the exception, not the rule. Treat watches as a passion first and any financial upside as a bonus.
Which watches hold their value best?
Historically, iconic stainless-steel sports models from the most in-demand brands have held value best, especially in original condition with box and papers. Limited production, enduring designs and strong brand demand are the common threads — but demand can shift.
Do most watches lose value?
Yes. The majority of watches, like cars, lose value the moment they’re worn, and many trade well below retail on the pre-owned market. The pieces that appreciate are a minority driven by scarcity and hype.
What are the hidden costs of “investing” in watches?
Servicing, insurance, secure storage, and the spread between buying and selling all eat into returns. Watches also produce no income and can be illiquid. Documented condition and service history help protect resale value.
Should I buy a watch as an investment?
Buy a watch because you love it and will wear it — then it’s a win regardless of its future value. If it also happens to hold or grow in value, treat that as a bonus. Chasing “investment watches” on hype is how people get burned.
Buy what you love — track what you own
A documented wear and service history protects resale value. Track it all free in the Veloce app.