In recent years, luxury watches have evolved far beyond simple accessories. For many collectors and enthusiasts, they now represent a combination of craftsmanship, heritage, and long term value retention. While not every timepiece should be considered a financial investment, certain iconic models consistently outperform others on the second hand market.

From waiting lists at authorized dealers to record breaking auction sales, the demand for collectible luxury watches remains remarkably strong in 2026. Models from brands such as Rolex, Patek Philippe, and Audemars Piguet continue to dominate the resale market thanks to limited availability, timeless design, and enduring collector demand.

But which luxury watches actually hold their value best? And which models offer the strongest resale potential for buyers entering the second hand watch market today?

Here are the iconic references collectors continue to trust most.

Why Some Luxury Watches Retain Their Value Better Than Others

Not all luxury watches perform equally on the resale market. While many models depreciate after purchase, a select group of references consistently maintain or even increase their value over time.

Several factors influence a watch’s resale strength:

• Limited production numbers
• Long waiting lists at retail
• Historical significance
• Strong brand reputation
• Collector demand
• Discontinued references
• Condition and original accessories

In today’s market, stainless steel sports watches remain particularly desirable. Collectors also place significant value on “full sets,” meaning watches sold with original box, papers, warranty cards, and accessories.

Another important factor is cultural relevance. Watches associated with celebrities, motorsport, aviation, or iconic historical moments tend to generate stronger long term demand.

Ultimately, the watches that perform best on the second hand market are usually those that combine rarity, timeless design, and strong emotional appeal.

Top Luxury Watch Models With the Best Resale Value

Rolex Daytona

Few watches have achieved the legendary status of the Rolex Daytona. Originally introduced as a motorsport chronograph, the Daytona has become one of the most sought after luxury watches in the world.

The stainless steel versions, particularly the ceramic bezel references, regularly sell above retail prices due to extremely limited availability. Waiting lists at authorized dealers can extend for years, which pushes many buyers toward the second hand market.

Vintage “Paul Newman” Daytonas in full gold have also become auction icons, helping reinforce the model’s investment reputation among collectors: an example would be the reference 116528 that increased in the last year of 2.3% in value, while looking at the last 5 years (so, since May 2021) we can see a jump of 9.8%. 

For buyers looking for the best Rolex resale value, the Daytona remains one of the safest long term choices.

Rolex Submariner

The Rolex Submariner is arguably the most recognizable luxury sports watch ever produced. Its timeless design, exceptional durability, and universal appeal have made it one of the strongest performers on the second hand market for decades.

One reason the Submariner retains value so effectively is liquidity. Whether vintage or modern, there is always demand for clean examples from collectors and first time luxury buyers alike.

References such as the “Hulk,” “Kermit,” and classic no date Submariners continue to generate strong premiums in the resale market.
The "Hulk" In particular, with its reference 116610LV, had a YoY +2.3% increased, against a steady growth of 3.3% in the last 5 years. 

For many enthusiasts entering the luxury watch world, the Submariner represents the ideal balance between daily wearability and long term value retention.

Patek Philippe Nautilus

Few watches symbolize modern luxury investment better than the Patek Philippe Nautilus.

Designed by Gérald Genta in the 1970s, the Nautilus transformed the concept of the luxury sports watch. Its distinctive integrated bracelet and elegant case design made it an icon almost immediately.

The discontinuation of the famous 5711 reference dramatically accelerated collector demand, causing prices on the secondary market to surge worldwide.

Although prices across the luxury watch market have stabilized compared to the speculative boom of previous years, the Nautilus remains one of the most prestigious and resilient watches available today.

For serious collectors, owning a Nautilus is often viewed as both a passion purchase and a long term store of value.

Audemars Piguet Royal Oak

Like the Nautilus, the Audemars Piguet Royal Oak helped define the modern luxury sports watch category.

Its octagonal bezel, integrated bracelet, and ultra thin profile continue to attract collectors seeking both exclusivity and design heritage.

The “Jumbo” references remain especially desirable due to their proportions and historical importance. Demand for Royal Oak models also benefits from the brand’s relatively limited production compared to larger competitors.
Regarding the ref. 15400ST, with its iconic grey dial, we saw that this year was a stable 2.1% growth YoY, while the most shocking number comes from the comparison against 2021: an increase in value of +25.4% in the last 5 years. 

While the Royal Oak experienced significant price growth during the luxury watch boom, it has maintained impressive resilience thanks to strong collector culture and enduring market demand.

Among high end collectors, few watches carry the same combination of prestige and recognizability.

Rolex GMT Master II “Pepsi”

The Rolex GMT Master II “Pepsi” remains one of the most desirable travel watches ever created.

Originally developed for airline pilots, the GMT Master became famous for its distinctive red and blue bezel, a feature collectors immediately associate with vintage Rolex heritage.

Modern ceramic bezel versions continue to command strong resale prices due to high demand and restricted availability at retail.

Collectors appreciate the model for its versatility, historical significance, and instantly recognizable aesthetic. The “Pepsi” colorway also benefits from strong emotional attachment among long time Rolex enthusiasts.

Also, the latest news in 2026 about the discontinued "Pepsi" 126710BLRO just generated an overall wave of value spikes: +21.7% YoY and 28.2% in the last 5 years. 

However, it is necessary to consider that most of the yearly spike has arrived after the announce and might go "back to normal" after some time (the growth previous this was around 2-3%). 

As a result, the GMT Master II consistently ranks among the best luxury watches for resale value.

Which Luxury Watch Brands Perform Best on the Second Hand Market?

While individual references matter most, some brands consistently outperform others in terms of resale demand and market stability.

In recent years, brands with strong heritage and recognizable designs have proven the most resilient during market fluctuations.

Even during periods of correction, iconic references from established maisons tend to recover faster and maintain stronger collector interest.

Are Luxury Watches Still a Good Investment in 2026?

The luxury watch market has matured significantly over the past decade. While speculative flipping has slowed compared to the post pandemic boom, high quality watches with genuine collector demand continue to perform well over the long term.

However, experienced collectors increasingly view watches as “passion assets” rather than purely financial investments.

The safest strategy is usually:

• buying iconic references
• prioritizing condition and authenticity
• focusing on long term ownership rather than short term speculation

Certified pre owned programs and greater transparency in the second hand market have also made luxury watches more attractive to new buyers entering the space.

In 2026, the strongest performers remain timeless models with established collector communities and proven historical demand.

Tips Before Buying a Luxury Watch for Resale Value

Before purchasing a luxury watch with investment potential in mind, consider the following:

• Buy watches with original box and papers
• Prioritize unpolished or lightly polished cases
• Research discontinued references carefully
• Focus on timeless designs over trends
• Avoid heavily modified watches
• Purchase from reputable dealers or trusted platforms
• Understand current market pricing before buying

Most importantly, buy watches you genuinely enjoy wearing. Even the strongest performing references experience market fluctuations, and long term collector satisfaction should always remain part of the equation.

Our Recap

The best luxury watches are more than status symbols. They are objects of craftsmanship, heritage, and enduring cultural value.

Models such as the Rolex Daytona, Submariner, Patek Philippe Nautilus, and Audemars Piguet Royal Oak continue to dominate the second hand market because they combine rarity, design excellence, and decades of collector demand.

While no watch guarantees financial returns, iconic references from respected brands have consistently demonstrated stronger resale performance than most luxury goods.

For collectors entering the market in 2026, patience, research, and buying quality remain the most reliable strategies.

Frequently Asked Questions

What luxury watch has the best resale value?

The Rolex Daytona is widely considered one of the luxury watches with the strongest resale value due to its limited availability and global collector demand.

Do Rolex watches always increase in value?

No. While many Rolex models retain value exceptionally well, prices can fluctuate depending on market conditions, rarity, and demand.

Is Patek Philippe better than Rolex for investment?

Patek Philippe models like the Nautilus can outperform Rolex in certain segments, but Rolex generally offers stronger liquidity and broader market demand.

Are second hand luxury watches worth buying?

Yes. Buying second hand often allows collectors to avoid waiting lists while accessing discontinued or highly collectible references.

What is the safest luxury watch investment?

Historically, iconic stainless steel sports watches from Rolex, Patek Philippe, and Audemars Piguet have shown the strongest long term performance.