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Short answer: In EveryWatch’s H1 2026 data, Patek Philippe led the average value-retention measure, while Rolex had the largest share of references trading above retail. Audemars Piguet ranked strongly on both measures. Those are brand-level results, not guarantees for any individual watch: the exact reference, purchase price, condition and completed-sale evidence matter.
What “holding value” means
There are two useful but different ways to measure it. Average value retention describes how far above or below retail a reference trades on average. Retention rate describes the share of references trading above retail, no matter how large or small their premium. A brand can rank highly on one measure without leading the other.
For example, EveryWatch reported that Patek Philippe had the highest average value retention among the three brands discussed, but Rolex had the largest proportion of references above retail. These results answer different questions: one concerns the average premium, the other how broadly above-retail trading is distributed across a catalog.
EveryWatch’s H1 2026 Secondary Market Report covers transactions from January 1 through June 30, 2026. Its analysis aggregates transaction data from 650 dealers and 472 auction houses, rather than relying on asking prices or estimates. The period is historical market evidence, not a live quote or forecast.
#1 Best Overall
- Capturing the daring style of Marc Anthony, one of music’s most influential artists, Bulova presents the all-new Marc Anthony Series A.
- The bold, angular silver-tone stainless steel case features brushed finishing with polished accents, a silver-tone bezel with grey accents, a flat mineral crystal, and a screw-down crown. The stunningly vibrant blue dial combines sunray texture along the hour track and a central dial with a radiant sunburst finish, complete with hands with luminescent treatment, polished indices, and a grey running seconds sub-dial.
- The dial is further accented with diamond hour markers at 1, 3, and 5 o’clock, chosen by Marc for their personal significance. Visible through both the dial aperture and an exhibition case back, the open heartbeat automatic movement features 21 jewels and a 42-hour power reserve.
- The 44mm watch has 200m of water resistance and is complemented with a matching silver-tone stainless steel bracelet with a push-button deployant clasp. Uniting Marc Anthony’s iconic music with Bulova’s proprietary technology and Bold at Heart spirit, this new men’s timepiece will keep you always within style’s rhythm.
- 200M Water Resistant and 3 Year Limited Warranty
Which brands ranked highest in EveryWatch’s H1 2026 data?
| Brand | Average value retention | References trading above retail |
|---|---|---|
| Patek Philippe | +75.4% | 52% |
| Rolex | +6.12% | 75.86% |
| Audemars Piguet | +35.73% | 67.89% |
All figures in the table are EveryWatch estimates for H1 2026, January 1–June 30, based on the report’s aggregated transaction data. The average-retention and above-retail share columns are separate measures; neither says that every model from a brand trades above its retail price. See the report’s methodology and market results.
Which Rolex models hold value better?
EveryWatch’s editorial analysis identifies the GMT-Master, Daytona, Submariner and Yacht-Master sports collections as stronger retainers than Rolex’s catalog overall. That is a collection-level observation, not a guarantee for every size, dial, material, generation or reference. The specific configuration and what you pay for it still determine your starting point for a resale comparison.
Rank #2
- Case Size: 39.30 mm, Band Width: 19 mm, Case Thickness: 9.75 mm
- Automatic movement, leather strap, Roman dial type, Date
- Water-resistant up to a pressure of 3 bar (30 m / 100 ft): suitable for short periods of recreational swimming and showering, but no diving or snorkeling.
EveryWatch’s 2026 brand analysis discusses these Rolex collections alongside the distinction between average retention and the share of references above retail. It does not establish a safe purchase, guaranteed appreciation or a certain resale price for an individual watch.
Why other rankings can show different numbers
WatchCharts uses value retention to describe the secondary-market premium or discount relative to retail for current-production watches. Its page, observed for this comparison, displayed brand averages of +23.9% for Patek Philippe, +15.6% for Rolex and +5.8% for Audemars Piguet. These are a separate provider snapshot, not the same H1 2026 figures reported by EveryWatch.
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- STYLE: This Michael Kors Slim Runway mens watch features a black sunray dial, three-hand movement and black stainless steel bracelet
- CASE & DIAL: This watch for men has a round 44mm stainless steel case with a black dial; mineral crystal face resists scratches
- WATCH BAND: A mens wrist watch with a black gray stainless steel bracelet band; 22mm band width; links can be removed for a customized fit
- PRECISION TIMEKEEPING: A men's watch with Quartz movement and three-hand analog display; imported
- SWIM-READY Water Resistant: This wrist watch for men is wearable while swimming in shallow water up to 50m (165ft); 5 ATM
Do not average or combine the two providers’ estimates into one ranking. Coverage, definitions and observation dates can differ. WatchCharts says its analysis is in USD and lists the number of in-production watches covered; consult its Value Retention page for its current definitions and displayed data.
How to assess a particular watch before buying
- Identify the exact reference and configuration. Brand-wide averages conceal differences among references and production status. Confirm the reference, material, dial and generation rather than treating a collection name as a valuation.
- Compare the actual purchase price with completed sales. An asking price is not proof that a watch sold for that amount. Prefer recent realized sale evidence for the same or a closely comparable reference, and note the sale date and market.
- Check the metric and its period. Establish whether a figure is an average premium or the share of references above retail, and keep the provider and reporting period attached to it.
- Account for the watch’s condition and selling route. Condition, completeness and the difference between a dealer’s offer and a buyer’s price can affect what you receive. The cited brand-level reports do not provide a universal adjustment for these factors.
- Separate resale value from net proceeds. Historical market data does not establish what you will take home after seller spreads, fees or other costs, nor how quickly your individual watch will sell.
Market context is not an individual resale forecast
EveryWatch reported $10.5 billion in secondary-market sold value across 795,000 watches in H1 2026, with a median sale price of $5,900. It also reported that 55% of listed watches sold and the median time to sell was 43 days, compared with 39 days in H1 2025. These are broad-market statistics from that period; they do not predict the price or selling time of a particular watch.
Quick Recap
Best Value
- Featuring Precisionist, the world’s most advanced chronograph with a continuously sweeping second hand. Celebrated for its blend of technology and design innovation, features statement-making case shapes and the incorporation of innovative materials.
- 1/1000 Second Chronograph, Calendar
- Silver-Tone Stainless Steel
- Curved Mineral Crystal
- 300M Water Resistant and 3 Year Limited Warranty
Rank #4
- Features a classic big dial and quartz movement with stable quality. High hardness coated glass mirror is wear-resistant, scratch-proof, Butterfly double buckle ensures comfortable weara
- Mirror diameter is 1.6 inches (41 mm), case thickness is 0.43 inches (11 mm), and band length is 7 inches (180 mm). The length of the watch can be adjusted, and it weighs 132 g(4.65 ounces). Maximum applicable to about an 8-9" wrist
- Luminous function can be activated by illuminating the watch under strong light for 30-40 seconds, providing a new visual experience at night. Manual includes detailed instructions for adjusting time and calendar
- Fashionable and elegant design for any man who appreciates quality and style. Versatile and stylish men's watches are suitable for any occasion, including parties, work, daily life and dating
- Water resistance for daily life, waterproof to 100 feet (30 m), generally resistant to splashing or brief submersion, but not suitable for swimming or bathing
Product prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on Amazon at the time of purchase will apply.
