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Outbyte Driver Updater FREEFix the driver behind crashes, sound loss and screen glitchesFind Drivers →Outbyte PC Repair FREEClear out junk files and repair common Windows errorsFree Scan →For most buyers, watches are better treated as personal purchases or collectibles than as dependable investments. Secondary-market prices vary by brand, model and time period, and an index or headline auction price does not tell you what an individual owner will net after buying, maintaining and selling a watch.
Do watches hold their value?
Some watches retain value or appreciate, but that is not a reliable outcome across the category. WatchCharts’ Overall Market Index tracks a selected basket of 300 watches from 10 major brands, weighted by transaction value. On the page last updated September 22, 2026, the index was down 5.3% over five years but up 8.6% over one year. Those figures describe secondary-market price movement for that basket, not the return earned by an individual owner.
Another WatchCharts snapshot illustrates why the measurement window matters: its mid-year 2025 report estimated a 0.4% decline in Q1 2025 and a 0.3% decline in Q2; 29 of 35 tracked Swiss brands fell in Q2. The report said the index was about 20% higher nominally over five years, while US inflation over that period exceeded 25%, leaving the index lower in real terms. These are WatchCharts estimates for its index and stated period, not results for every watch or buyer.
For index composition and methodology, see WatchCharts’ Overall Market Index and its explanation of market indexes.
Why a brand’s reputation is not a return forecast
Brand averages can help describe market conditions, but they do not establish what a specific reference will sell for. In an August 2025 analysis, WatchCharts said Rolex and Patek Philippe were trading above retail on average, while Audemars Piguet had moved into negative average value-retention territory in Q2 2025. The analysis also found differences between sports and dress models. These are snapshots, not guarantees: purchase price, reference, condition and sale timing all matter.
A high retail price, strong brand recognition or a single prominent resale result is not enough to label a watch an investment. The relevant question is whether the exact example can be acquired and later sold at a price that covers the owner’s full costs.
What auction records do—and do not—show
Auctions demonstrate that exceptional watches can attract substantial bidding, but they are not a proxy for typical ownership outcomes. Phillips reported that its May 2026 Geneva sale totaled CHF 74,846,995, with 224 of 225 lots sold and 43 world records. One rare Patek Philippe Ref. 2523 sold for CHF 7,961,000. Phillips also reported US$212,319,367 in watch auction sales for 2024 in its year-in-review published in 2025.
These figures concern selected auction lots and reported sale activity. They do not establish the return on an ordinary watch purchase, and a sale price does not by itself show the seller’s net proceeds after acquisition cost, fees, insurance, servicing or taxes. Phillips’ account of its Geneva results is available in its May 2026 release; its prior-year total appears in its 2024 review.
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How to assess a watch’s resale prospects
If resale value matters to your decision, assess the exact reference and the complete transaction rather than relying on a brand average or price-guide estimate.
- Compare completed sales. Look for recent realized prices for the same reference and compare them with current asking prices. An asking price is not evidence that a buyer paid that amount.
- Calculate your entry price. Compare what you would actually pay—including any premium or discount to retail—with observed secondary-market prices.
- Check the individual watch. Condition, originality, box and papers, provenance, authenticity, and service history can affect desirability and price. Verify seller protections and authentication arrangements.
- Account for ownership and exit costs. Include likely service or repair, insurance, shipping, authentication and selling costs. Taxes and legal requirements vary by location and route of sale.
- Consider liquidity and timing. A quoted value does not guarantee a quick sale or a buyer at that price. The time needed to sell can matter if you need access to the money.
- Use guides as context, not promises. Indexes and price guides can help track broad movements, but they do not guarantee a sale at a displayed estimate or calculate your net return.
WatchCharts describes itself as a provider of watch price guides and market data; its index methodology is useful for understanding what its figures represent, not for predicting a particular owner’s outcome. See WatchCharts’ description of its services.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.When buying a watch can still make sense
A watch may be worth buying because you enjoy wearing it, value its design or craftsmanship, or want to collect it. Those are personal benefits, not investment returns. If you would be unhappy with the purchase unless the watch appreciates, the uncertainty of resale pricing, transaction costs and time to sell makes that a risky basis for the decision.
The available market snapshots and auction reports do not establish that watches as a whole outperform diversified financial investments, nor do they support a forecast for any particular model. Treat potential resale value as one uncertain factor in a purchase—not as a dependable financial plan.
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