For years, watches have been more than just timekeepers; they’ve been status symbols, heirlooms, and yes, investments. But when markets are unpredictable and digital collectables dominate headlines, many collectors are asking: are watches still a good investment in 2025? The answer is yes — if you know what to look for. Here’s a complete guide to understanding how watches can appreciate, what makes them collectable, and how to choose pieces that hold (or even grow) their worth over time. Let’s dive in!
Are Watches a Good Investment in 2025?
Why Watches Can Be Investment Pieces
Unlike most consumer goods, luxury watches often retain, or increase, their value. Here’s why:
- Rarity and Limited Production – Many brands produce only a small number of certain models each year, driving demand.
- Heritage and Brand Recognition – Classic luxury names like Rolex, Patek Philippe, and Audemars Piguet are well-known for long-term value. However, entry-level luxury brands like Longines, Oris and Tudor are becoming increasingly collectable, offering more accessible price points with strong brand heritage.
- Mechanical Craftsmanship – High-end mechanical movements are works of art that don’t become obsolete the way tech gadgets do.
- Global Demand – The watch collector community is growing worldwide, especially in Asia and the Middle East, keeping resale markets active.
What Makes a Watch Valuable?
If you’re considering a watch as an investment, focus on characteristics that historically contribute to value retention:
- Iconic Design – Timepieces with designs that have stood the test of time, such as the Submariner or Speedmaster, are highly sought after.
- Condition and Provenance – Watches with original boxes, papers, and a documented service history often command a premium.
- Materials – Stainless steel sports models are particularly popular, though gold, titanium, and ceramic pieces can also perform well.
- Complications – Functions such as chronographs, perpetual calendars, and moonphase displays tend to attract collectors.
- Limited Editions – Smaller production runs, particularly under 1,000 pieces, can become highly desirable over time.
Top Investment Watches in 2025
While no one can predict the market with certainty, several categories remain popular among collectors. Steel sports watches continue to dominate at nearly every price point. Vintage timepieces with original, unpolished cases are increasingly sought after, as are models from independent watchmakers known for innovation and artistry.
Modern icons like the Omega Speedmaster, Cartier Tank, and Audemars Piguet Royal Oak remain perennial favourites, but collectors today are exploring beyond the usual suspects. Entry-level luxury watches are carving out their place in the investment conversation. Models such as the Longines Heritage collection, the Oris Divers Sixty-Five and Aquis, the Rado Captain Cook, and the Seiko Prospex and Presage offer exceptional craftsmanship, strong brand stories, and growing interest on the secondary market.
How to Protect Your Watch Investment
Protecting your watch investment is just as important as choosing the right timepiece. Regular servicing every three to five years keeps mechanical movements running accurately and prevents costly repairs down the road. When not in use, store your watch in a dedicated watch box or case, away from moisture, direct sunlight, and extreme temperature changes that can damage the movement or strap. For high-value pieces, consider adding them to your home insurance policy or getting a specialised watch insurance plan for peace of mind. Finally, keep all original packaging, papers, and receipts; these items can significantly increase your watch’s resale value and appeal to future collectors.
Investment and Emotion
Ultimately, a watch is more than a financial asset. It’s a companion you wear and enjoy every day, and in many cases, an heirloom to pass down to the next generation. The best investment is a watch that brings you joy now and pride later; whether or not its market value climbs.
What are your thoughts on our blog? Do you think watches are a good investment in 2025? Let us know in the comments below!
