OPINION: Watches should be celebrated as investments

In the old days, if you bought a luxury watch it was because you loved it — the history of the brand, the finishing on the case, the movement that ticked more beautifully than anything digital.

But those days have matured into something smarter in today’s luxury watch market. It’s now one where emotional satisfaction and financial savvy walk hand-in-hand, and that’s a great thing for the industry as a whole.

Across the luxury world, buyers increasingly think about resale value. They want timepieces that are not just objects of desire but tangible assets that can hold up during market shifts and even appreciate over time. This natural evolution of a mature luxury sector is good news for brands, retailers and collectors alike.

Let’s be clear about what’s driving this shift. The pre‑owned luxury watch market has exploded in scale and significance. Once a niche corner of auction houses and specialised dealers, it is now mainstream and accelerating at speed. Top watches from brands like Rolex, Patek Philippe, and Audemars Piguet are consistently outperforming many traditional collectables thanks to limited production, historic desirability, and robust secondary demand.

You might ask whether this is truly a positive shift for the industry. I’d argue it is. It positions the luxury watch market alongside other established alternative assets like fine art and rare wine but without separating ownership from enjoyment. Unlike a painting that remains on a wall or a bottle kept in storage, a watch can be worn, lived with and appreciated while it potentially goes up in value. That feels like a rare convergence — owning a tangible asset that delivers daily pleasure and still earns its place in a diversified portfolio. 

This trend also incentivises brands to invest even more in timeless design, scarcity strategies, and heritage storytelling. Those steel sports models — like the Submariner, the Nautilus, the Royal Oak — all carry with them decades of cultural cachet and craftsmanship, which keeps demand high and liquidity strong.

Retailers will also see the benefit. When customers know that a watch retains value, their hesitation to make a high‑ticket purchase diminishes. It becomes a reason to buy today rather than to wait. Today’s buyers, especially Millennials and Gen Z, are more value-savvy and sustainability-orientated than any previous generation. Buying pre‑owned or vintage isn’t seen as second best, instead it’s often preferred, and that’s because it respects resources, recycles scarcity, and rewards informed collecting.

Of course, luxury watches aren’t risk‑free assets like government bonds. There is always volatility and market cycles, but that doesn’t diminish the underlying shift that the market now respects watches as more than just ornaments. Watches have become stores of value, cultural artefacts, and, at times, investment vehicles.

By redefining the watch as both a cherished heirloom and a considered balance-sheet asset, the industry has expanded its appeal, bringing together enduring craftsmanship and financial acumen. For brands and B2B partners willing to embrace this dual identity, the path ahead is built to stand the test of time.