Which Are The Best Watches for Investment in 2025?

Investing in luxury watches has become an increasingly popular strategy for those seeking to combine their passion for horology with the potential for financial appreciation.

Certain timepieces not only serve as functional accessories but also as valuable assets that can appreciate over time, offering a legacy to pass down through generations.

In 2025, several watch brands and models stand out as promising investment opportunities. In this article we will observe some models that have already an "history" behind, so our words are supported as much as possible by facts and data (all by Chrono24).

Also, this is our personal opinion, based on data retrieved from third party: we don't want to give financial advise nor we suggest to follow any investment strategy.

1. Rolex: The Epitome of Timeless Investment

Rolex continues to dominate the luxury watch market, renowned for its enduring designs and robust value retention.
Factors to keep in mind: During the years 2022-23 ww saw a spike of the prices, due to the "Rolex Bubble": the prices were much higher, but didn't reflect the real market at the time.
If you are looking for a long term investment, you must keep in mind the big picture, that has low and highs all the time, in the short term.

Notable Rolex models include:

• Submariner: An iconic dive watch that has consistently appreciated in value due to its timeless design and high demand.

  Over the past six years, the Rolex Submariner "Hulk" (Reference 116610LV) has experienced significant appreciation in value. Introduced in 2010, the "Hulk" features a distinctive green bezel and matching green dial, making it a standout piece among Rolex enthusiasts. Its production was discontinued in 2020, which has further increased its desirability and market value.

  Value Appreciation:

  • March 2019: Approximately €12,000
  • March 2025: Approximately €17,500

  This represents a 45% increase over six years.
  
  

• Daytona: Celebrated for its association with motorsports, the Daytona's limited availability has driven its desirability and investment potential.

  Over the past six years, the Rolex Daytona Reference 116515LN has experienced significant appreciation in value due to its iconic status (it symbolize luxury and prestige) and the limited availability.
  This model, featuring a white dial and rose gold case, has seen its price increase by approximately 88% during this period.

  Investors and collectors view the Daytona Reference 116515LN as a valuable asset, both for its aesthetic qualities and its potential for long-term appreciation.

  • Value Appreciation:

    • March 2019: Approximately €24,000
    • March 2025: Approximately €36,000

    This represents a 50% increase over six years.

  
  

• GMT-Master II: Designed for international pilots, this model's dual time zone feature and classic aesthetic make it a sought-after piece among collectors.

  Over the past six years, the Rolex GMT-Master II 'Pepsi' (Reference 126710BLRO) has experienced significant appreciation in value. Introduced in 2018, this model features the iconic red and blue bezel and has become highly sought after by collectors and enthusiasts.
  The Rolex GMT-Master II 'Pepsi' exemplifies how certain luxury watches can serve as both functional timepieces and appreciating assets over time.
  

  Value Appreciation:

  • March 2019: Retail price approximately €15,600.
  • March 2025: Retail price approximately €19,700.
    

    This represents a 50% increase over six years.

2. Patek Philippe: The Collector's Choice

Patek Philippe's reputation for exclusivity and intricate craftsmanship makes its watches highly coveted. Key investment pieces include:

• Nautilus: Designed by Gérald Genta, the Nautilus has seen substantial appreciation, with demand often exceeding supply.
  

  Over the past six years, the Patek Philippe Nautilus 5711/1R-001 has experienced remarkable appreciation in value. This model, crafted in rose gold, have also appreciated significantly, due to the rose gold variant's substantial value increase underscores a strong market preference for precious metal versions.

  The exclusivity of this model, with around 1,200 pieces produced, has heightened its desirability among collectors. 

  Value Appreciation:

  • March 2019: Retail price approximately €72,000.
  • March 2025: Retail price approximately €160,000.
    

    This represents a 122% increase over six years.

• Calatrava: Known for its understated elegance, the Calatrava's classic design appeals to both enthusiasts and investors.
  

  From 2019 to today, the Patek Philippe Calatrava Reference 2526 has experienced notable appreciation in value. This model, introduced in 1953 as Patek Philippe's first self-winding watch, is highly esteemed among collectors for its historical significance and exquisite craftsmanship.

  As Patek Philippe's inaugural self-winding model, the Reference 2526 holds a pivotal place in horological history. With only around 3,000 units produced, its scarcity enhances its desirability.
  

  Value Appreciation:

  • March 2019: Retail price approximately €63,000.
  • March 2025: Retail price approximately €87,000.
    

    This represents a 38% increase over six years.

  
  

3. Audemars Piguet: The Royal Oak Legacy

Audemars Piguet's Royal Oak, introduced in 1972, revolutionized luxury sports watches with its distinctive design. Its enduring popularity ensures robust investment potential. 

The Audemars Piguet Royal Oak 15500ST, introduced in 2019, has experienced significant appreciation in value. This model, featuring a 41mm stainless steel case and the signature "Tapisserie" dial, has become highly sought after among watch enthusiasts and collectors. The 15500ST model has been discontinued, increasing its scarcity and appeal among collectors.
These factors have collectively contributed to the substantial appreciation of the Audemars Piguet Royal Oak 15500ST, making it a noteworthy consideration for long-term investors and watch enthusiasts alike.

• Value Appreciation:

  • March 2019: Retail price approximately €22,000.
  • March 2025: Retail price approximately €40,000.
    

    This represents a 81% increase over six years.

Emerging Trends and Brands

Beyond these established names, the luxury watch market is witnessing emerging trends:

• Vintage Resurgence: Models like the Seiko Half Moon have gained popularity, especially among younger collectors, due to their unique designs and affordability.

• Influence of Social Media: Platforms like TikTok have propelled certain vintage models into the spotlight, increasing their desirability and market value.

   

Investment Considerations

When investing in watches for long-term value appreciation:

• Authenticity: Ensure the watch comes with original documentation and verify its authenticity through reputable dealers.

• Condition: Watches in excellent condition with original parts typically retain and increase their value better.

• Market Trends: Stay informed about current market trends and emerging brands that may offer investment potential.
  
  

Investing in luxury watches requires careful consideration and research.
By selecting timepieces with historical significance, brand prestige, and enduring designs, you can build a collection that not only brings personal satisfaction but also serves as a valuable legacy for future generations.