Best Watch Investment Brands

by Barbara Wilson

Investing in watches can be both a passion and a profitable endeavor. With the right knowledge and careful selection, timepieces can appreciate significantly in value over time. This article explores the best watch brands and specific models known for their strong investment potential.


Brands with Strong Investment Value

When considering watches as an investment, certain brands consistently demonstrate strong value retention and appreciation. Here are some of the most notable ones:



Rolex is arguably the most recognized watch brand globally, renowned for its reliability, craftsmanship, and enduring appeal. Models like the Rolex Submariner, Daytona, and GMT-Master II are iconic and tend to hold their value exceptionally well. The brand’s reputation for quality and exclusivity ensures that Rolex watches remain a staple in any investment portfolio.


Patek Philippe

Patek Philippe is synonymous with luxury and precision. The brand’s timepieces are often considered the pinnacle of watchmaking, with intricate designs and complications that attract collectors and investors alike. Patek Philippe watches are known for their limited production and meticulous craftsmanship, making them highly sought after and valuable.


Audemars Piguet

Audemars Piguet, particularly known for its Royal Oak collection, is another top choice for watch investors. The brand’s innovative designs and use of high-quality materials have earned it a loyal following. Audemars Piguet watches, especially limited editions, often appreciate in value due to their exclusivity and desirability.

F.P. Journe

Independent watchmakers like F.P. Journe offer unique and highly collectible timepieces. François-Paul Journe’s creations are renowned for their technical innovation and artistic beauty. Limited production and the personal touch of an independent watchmaker can make F.P. Journe watches valuable assets.


Akrivia, founded by Rexhep Rexhepi, is another independent brand that has gained significant attention. Known for its traditional craftsmanship and contemporary design, Akrivia watches are produced in very limited quantities, enhancing their investment potential. The brand’s dedication to quality and unique aesthetic appeals to discerning collectors.

Philippe Dufour

Philippe Dufour is a master watchmaker whose timepieces are considered some of the finest in the world. Each watch is handcrafted with extraordinary attention to detail, making them rare and highly valuable. Dufour’s limited production ensures that his watches remain exclusive and coveted by collectors.

Roger W. Smith

Roger W. Smith, a protégé of George Daniels, continues the legacy of British watchmaking excellence. His handmade timepieces are incredibly rare, with only a few produced each year. Smith’s dedication to traditional methods and exceptional quality makes his watches highly desirable for investment.


While Swatch may not be the first brand that comes to mind for investment, its limited edition and special collaboration models have shown surprising value retention. Swatch’s ability to blend affordability with unique designs can make certain pieces worthwhile investments.


Seiko offers a range of watches that can be excellent investments, especially their Grand Seiko line. Grand Seiko watches are renowned for their precision, craftsmanship, and understated elegance. Vintage Seiko models, particularly those with historical significance or limited production, can also appreciate in value.

Specific Models Known for Enduring Value

Certain watch models have become synonymous with investment-grade timepieces. These models are known for their enduring appeal and value retention.

Rolex Submariner

The Rolex Submariner is a quintessential dive watch that has been a favorite among collectors for decades. Its robust construction, timeless design, and association with adventure and luxury make it a solid investment. Vintage Submariners, especially those with unique features or historical significance, are particularly valuable.

Rolex Daytona

The Rolex Daytona, particularly the models with the “Paul Newman” dial, is one of the most sought-after watches in the world. Its association with racing and its limited production runs contribute to its high demand and significant value appreciation. Modern Daytonas also retain their value well, making them a good investment choice.

Rolex GMT-Master II

The Rolex GMT-Master II is a versatile and iconic watch known for its dual time zone functionality. Its association with aviation and global travel adds to its allure. Collectors prize both vintage and contemporary models, ensuring that the GMT-Master II remains a strong investment.

Patek Philippe Nautilus

The Patek Philippe Nautilus, designed by Gérald Genta, is one of the most recognizable luxury sports watches. Its unique design, limited production, and high demand make it a highly sought-after model. Vintage Nautilus watches, especially those from the 1970s, have seen significant value appreciation.

Audemars Piguet Royal Oak

The Audemars Piguet Royal Oak, another Genta design, revolutionized the luxury sports watch market. Its bold, industrial design and use of stainless steel were groundbreaking at the time. The Royal Oak’s enduring popularity and limited editions ensure that it remains a valuable investment.

F.P. Journe Chronomètre Bleu

The Chronomètre Bleu by F.P. Journe is a highly coveted model due to its exquisite craftsmanship and unique aesthetic. Its limited production and the brand’s reputation for quality make it a valuable timepiece. Collectors often seek this model for its blend of artistry and technical excellence.

Akrivia Chronomètre Contemporain

The Chronomètre Contemporain by Akrivia showcases the brand’s commitment to traditional watchmaking with a modern twist. Its limited availability and meticulous craftsmanship make it a prized possession for collectors. The watch’s appreciation potential is bolstered by the brand’s rising prominence.

Vintage Watches and Limited Production Models

Vintage watches, particularly those with limited production, can be excellent investments. These timepieces often carry historical significance and unique features that modern watches may lack. Collectors highly prize rare vintage models, and their scarcity can lead to substantial value appreciation.

Vintage Rolex

Vintage Rolex models, such as the Submariner, Daytona, and GMT-Master, are always in demand. Specific references, unique dial variations, and historical connections add to their allure. Investing in well-preserved vintage Rolex watches can yield significant returns.

Vintage Patek Philippe

Patek Philippe’s vintage models, especially those with complicated movements and unique designs, are highly valuable. Limited production runs and historical significance make these timepieces sought after by collectors. Models like the Patek Philippe Calatrava and vintage perpetual calendars are excellent investment choices.

Limited Edition Audemars Piguet

Audemars Piguet’s limited edition models, particularly within the Royal Oak collection, are highly collectible. These watches often feature unique materials, designs, and complications that set them apart. Limited production ensures their exclusivity and investment potential.


Investing in watches requires a blend of passion, knowledge, and strategic selection. Brands like Rolex, Patek Philippe, Audemars Piguet, and notable independents like F.P. Journe and Akrivia offer timepieces with strong investment value. Specific models such as the Rolex Submariner, Daytona, and GMT-Master II, along with vintage and limited production watches, are known for their enduring value. By focusing on these key brands and models, investors can build a valuable and rewarding watch collection.


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