Watches as Alternative Investments
The world of watch collecting is undergoing a transformation.
What began as a niche passion for craftsmanship and heritage is now tracked like a stock portfolio. Ask around, and you’ll hear: “Is the Submariner still a safe bet?” or “Should I flip this Speedmaster or hold?”.
The lines between collector and investor are blurrier than ever. So, where do watches stand as alternative investments in 2025?
The Financialization of Horology
The pandemic-era boom of 2020–2022 saw steel sports models from Rolex, Patek Philippe, and Audemars Piguet skyrocket in value, with waiting lists extending for years and grey market prices exploding. Watches became hot assets. However, as with any overheated market, a correction ensued.
By 2023 and 2024, prices cooled and valuations became more rational. Patek’s 5711 fell from six figures to five, while some hype-driven releases lost 20–30% of their peak value.
Nonetheless, many iconic references retained impressive value compared to traditional investments.
What Makes a Watch a Good Investment?
Not all watches are created equal. Here's what tends to perform well:
Blue-Chip Models
One can consider blue-chip models as the S&P 500 of watches: they offer high liquidity, strong demand, and established track records.
- Rolex Submariner (124060)
- Omega Speedmaster Moonwatch (3861)
- Patek Philippe Nautilus or Aquanaut (if you can get one!)
- Audemars Piguet Royal Oak (especially ref. 15202)
Neo-Vintage Picks
Collectors are looking at the ‘90s and early 2000s as the next goldmine. They’re old enough to feel classic, modern enough to be reliable, and still (somewhat) under the radar.
- Omega Seamaster 2254.50
- Breitling Colt
- Early Grand Seikos
Independents and Limited Editions
Indie brands like F.P. Journe, H. Moser, and Ming have established significant followings. Limited supply and distinct aesthetics make them particularly investment-worthy. Yet, they are riskier if the hype fades.
Tools for Tracking Watch Value
You can now confidently assess the worth of your watch. With tools available, you can monitor appreciation, volatility, and historical prices. These resources have transformed enthusiastic collectors into knowledgeable buyers.
Is the watch market currently in a bubble? Not at this point, certainly not as it was in 2022. The extreme fluctuations have stabilized, creating a more realistic environment influenced by dedicated collectors, careful investors, and analytical platforms. Value now increasingly depends on rarity, condition, and history rather than hype.
However, watches are not meant for quick resale; they serve as enduring companions. By purchasing pieces you genuinely love and making thoughtful choices, your collection can increase in both value and significance. The true reward is not merely financial; it is deeply personal.
