Luxury watches are more than just status symbols—they’re assets that can appreciate over time. With the global resale market booming in 2025, many collectors and investors are asking: which brands truly hold and grow their value? Here’s a concise guide to the top 10 luxury watch brands worth considering for investment this year, along with the reasons behind each ranking.
1. Rolex
Rolex remains the gold standard for watch investment. Models like the Submariner and Daytona see steady annual value increases, often 8–12%. Limited production and strong global demand keep resale prices high, even for discontinued pieces.
2. Patek Philippe
Patek Philippe is the ultimate collector’s brand, famed for its rarity and craftsmanship. Discontinued icons like the Nautilus 5711 often sell for two to three times their retail price, and the brand’s heritage ensures lasting demand.
3. Audemars Piguet
Audemars Piguet’s Royal Oak series is a favorite among high-end collectors. Limited editions and innovative designs drive strong appreciation, with many models commanding premiums on the secondary market.
4. Richard Mille
Richard Mille has quickly become a powerhouse in the investment watch world. Ultra-limited production, technical innovation, and bold designs mean certain models trade for several times their original price.
5. Omega
Omega’s Speedmaster and Seamaster lines are legends in their own right. While appreciation is more modest than the top three, Omega’s broad appeal and reliable demand make it a safe investment choice.
6. Breguet
Breguet is renowned for its technical innovations and historical significance. Limited editions and vintage pieces are particularly prized, often yielding strong returns for collectors.
7. Jaeger-LeCoultre
Jaeger-LeCoultre is known as the “watchmaker’s watchmaker,” offering in-house movements and elegant designs. Models like the Reverso are increasingly sought after by collectors.
8. Cartier
Cartier blends jewelry heritage with watchmaking expertise. Iconic models such as the Santos and Tank attract younger collectors, and limited editions regularly see price appreciation.
9. Blancpain
Blancpain, the pioneer of the modern dive watch, is best known for the Fifty Fathoms. Early and special editions are highly valued in the collector community.
10. Grand Seiko
Grand Seiko, Japan’s premier luxury watchmaker, is gaining global recognition for precision and craftsmanship. Limited editions and popular models are increasingly holding and growing in value.
2025 Investment Value Ranking at a Glance
| Rank | Brand | Investment Highlights | Key Models |
|---|---|---|---|
| 1 | Rolex | High resale value, limited supply, global demand | Submariner, Daytona |
| 2 | Patek Philippe | Extreme rarity, auction records, elite status | Nautilus, Calatrava |
| 3 | Audemars Piguet | Innovation, Royal Oak series, limited editions | Royal Oak |
| 4 | Richard Mille | Ultra-limited, cutting-edge, high resale | RM series |
| 5 | Omega | Resale resilience, broad appeal, iconic models | Speedmaster, Seamaster |
| 6 | Breguet | Technical innovation, historical significance | Tourbillon, Classique |
| 7 | Jaeger-LeCoultre | In-house movements, technical mastery, elegant design | Reverso, Master Ultra Thin |
| 8 | Cartier | Jewelry heritage, unique design, strong collector base | Santos, Tank |
| 9 | Blancpain | Dive watch pioneer, limited editions | Fifty Fathoms |
| 10 | Grand Seiko | Japanese precision, rising global demand | Spring Drive, Hi-Beat |
When considering a luxury watch investment in 2025, look beyond just the brand name—focus on rarity, model popularity, and market trends. The above brands have consistently shown strong performance in the resale market and are trusted by collectors worldwide.