Some say “watches are great investments” and that they hold their value well however the truth is, it’s not that simple.

Oddly enough, watches are just like cars. Watches tend to depreciate most rapidly once they are taken from the store and sold on the secondhand market. Worn or not, once sold considered used.

What Brand of Watches Holds Value

Now, it’s really difficult to mention brands when talking about which brands and watches hold their value best because the truth is that it depends on various factors, such as model, condition, demand, etc.

Something to keep in mind is what actually affects the watch’s resale value. The answer is of course demand on the secondhand market, but also the prestige and reputation, and how people view the brand.

Below are some brands that watches tend to hold their value quite well on the secondhand market:

Rolex

Patek Philippe

Audemars Piguet

Vacheron Constantin

However, since the watch market is ever-changing, what may be the reality today may not be the same truth tomorrow.

If there’s no demand for a particular watch brand on the secondhand market, then naturally the price you’ll be able to sell it for will be significantly lower than the retail price.

Material Effects Resale Value

When buying luxury watches, it is not uncommon to find some models designed using gold, gems, or jewels. This of course adds to the cost of your watch when purchasing.However, it may come as a surprise but a stainless-steel watch can actually cost more than a full-gold one.

This is because the demand for stainless steel watches is much higher than the demand for gold or two-tone watches. Watches in steel also tend to hold their value much better than those of gold due to gold watches have a higher retail price, and the demand for them is thus not as high on the secondhand market as fewer people can afford them. But also, because people prefer steel over gold. This also generally goes for watches with diamonds.

Other Factors

A watch’s condition that is brand new will obviously be worth more than a watch that is scratched up and worn frequently.

Age is something that also affects a watch’s value, especially if it is the age where the warranty is about to, or has just run out.  The older the watch, the more important servicing the watch becomes. If you have a 10 years old watch but have never sent it to service, this can also affect the price on the secondhand market.

Also, the box and papers are also quite important for a watch’s value. Finally, if you have adjusted the bracelet, the extra parts are also important for resale.

Brands that don’t hold their value as well as Rolex, such as brands like Breitling, Tag Heuer, and Oris, tend to lose between 40-50%, but this is of course when we’re talking short-term, and it’s really difficult to know what will happen if you look at the watch’s value long-term

How much a watch can depreciate will depend on a number of things but mainly it is demand. A particular watch from a brand whose watches don’t generally hold its value may hold its value extremely well if the demand for it is there.