When people talk about luxury watches, one question always comes up: “Will this watch hold its value over time?”
This is a very important question, especially if you’re planning to invest thousands of dollars in a timepiece. Buying a luxury watch is more than choosing a stylish accessory—it’s a long-term decision. A good watch can last for generations, and the right brand can even grow in value.
The luxury watch market has changed a lot in recent years, but a few brands continue to stand strong because of their quality, history, and reputation. In this blog, you’ll learn about the top 7 luxury watch brands that hold their value.
1. Rolex
When it comes to luxury watches that hold their value, Rolex sits at the very top. For many collectors and watch lovers, Rolex is the first name that comes to mind. The brand has built such a strong reputation that even people who don’t know much about watches still recognize the name.
Rolex watches hold their value for several reasons. First, the company controls production very tightly. They do not flood the market with too many watches, which keeps demand high. There are long waiting lists for many popular models, especially the Submariner, Daytona, and GMT-Master II. This high demand keeps prices stable—and often pushes them even higher in the resale market.
Second, Rolex’s quality is unmatched. Every watch is made with strong materials, cutting-edge technology, and years of research behind it. They are built to last a lifetime. Some people even pass down their Rolex watches through generations, and the value often continues to rise over decades.
Third, Rolex watches are timeless in style. They don’t rely on fast-changing fashion trends. Their designs remain classic, recognizable, and deeply connected to the brand’s history. This timeless appeal keeps both new buyers and collectors interested year after year.
Because of all these reasons, Rolex is considered the safest luxury watch brand for value retention. It’s a favorite among both seasoned collectors and first-time buyers who want a watch that’s not only beautiful but also financially smart.
2. Patek Philippe
If Rolex is the king, Patek Philippe is the crown jewel. Many experts believe Patek Philippe watches hold value better than Rolex, especially in the long term. Some of their vintage models have sold for millions at auctions.
Patek Philippe focuses on high-end, handcrafted luxury. Their watches are not mass-produced. Each piece takes a lot of time, skill, and craftsmanship, making them rare and extremely desirable. Collectors admire the brand’s dedication to tradition. Many of Patek’s watch designs have been made the same way for generations, with tiny mechanical parts carefully assembled by hand.
One reason Patek watches hold their value is their exclusivity. The brand produces few watches per year. In fact, they produce far fewer watches than most other luxury brands. Their Nautilus and Aquanaut lines are extremely hard to get at retail, and because supply is so limited, resale prices are often much higher than the original retail price.
Patek Philippe also benefits from emotional value. Many people see owning a Patek as a symbol of success, legacy, and heritage. Their slogan says it perfectly: “You never actually own a Patek Philippe. You merely look after it for the next generation.”
This powerful message reflects the brand’s unmatched ability to hold—and increase—value over time.
3. Audemars Piguet
Another brand that holds its value extremely well is Audemars Piguet, often known as AP. This Swiss brand is loved for its bold, modern style and luxury sports watches. The most famous AP model is the Royal Oak, which changed the industry when it was first released in 1972.
The Royal Oak is known for its unique octagonal shape, visible screws, and integrated bracelet. These design elements make it stand out in a crowded luxury market. Because of its rarity and strong demand, the Royal Oak often sells in the resale market for much more than its retail price.
AP focuses on high-quality materials, detailed finishing, and advanced mechanics. Their watches are more exclusive than Rolex because the company produces far fewer units each year. Scarcity naturally boosts value retention.
In recent years, AP has become especially popular among celebrities, athletes, and collectors. This cultural influence has helped the brand gain even more demand, keeping resale prices strong.
If you want a luxury watch that makes a bold statement and retains its value over time, Audemars Piguet is one of the best choices.
4. Omega
Omega is one of the most respected Swiss luxury watch brands in the world, and it enjoys strong value retention because of its history, recognition, and quality. While Omega watches may not appreciate as quickly as Rolex or Patek Philippe, they still maintain strong demand and retain their value over the years.
Omega is known for many achievements. The Speedmaster was the first watch worn on the moon. The Seamaster is world-famous for its connection to James Bond. These iconic associations give Omega watches lasting appeal.
One thing that sets Omega apart is its advanced technology. They use Co-Axial movements, anti-magnetic materials, and modern innovations that keep the watches extremely accurate and durable. This focus on long-lasting quality helps maintain resale value.
Collectors appreciate Omega because the brand offers great craftsmanship without extremely high prices. Their watches are more accessible, yet hold value strongly because of their reliability and global reputation.
If you're looking for a luxury watch that blends history, technology, and style—and still holds its value—Omega is a smart and trusted option.
5. Cartier
Cartier is best known as a luxury jewelry brand, but it also produces some of the most valuable luxury watches in the world. Cartier watches are stylish, elegant, and timeless. Their designs are iconic—especially models like the Santos, Tank, and Ballon Bleu.
Because Cartier designs are classic and recognizable, they do not go out of style. This helps the watches hold value for many years. Buyers know that a Cartier piece is more than a watch—it’s a symbol of luxury, fashion, and heritage.
Cartier also focuses heavily on craftsmanship. The brand uses high-quality materials and reliable movements, making their watches beautiful on the outside and strong on the inside.
Another reason Cartier holds value is its global popularity. The brand appeals to watch collectors, jewelry lovers, and fashion enthusiasts. This wide appeal keeps demand high, especially for popular models in stainless steel and precious metals.
If you want a luxury watch that is sophisticated, timeless, and strong in resale value, Cartier is a fantastic choice.
6. Vacheron Constantin
Vacheron Constantin is one of the oldest and most prestigious watchmakers in the world. The brand has been around since 1755, making it even older than many countries. With a history this rich, it’s no surprise that their watches hold great value.
Collectors admire Vacheron Constantin for its pure elegance and detailed craftsmanship. Their watches are often compared to Patek Philippe because of their fine finishing, complex movements, and sophisticated designs.
While the brand doesn’t produce as many watches as larger companies, its limited production actually helps value retention. Scarcity makes the watches more desirable, especially models like the Overseas or complicated models featuring perpetual calendars and tourbillons.
Vacheron Constantin watches tend to attract serious collectors who appreciate artistry, history, and craftsmanship. This dedicated customer base keeps resale prices steady and often high.
If you want a luxury watch rooted in tradition with strong long-term value, Vacheron Constantin is a powerful contender.
7. Richard Mille
Richard Mille is the newest name on this list, but it has already become one of the most valuable luxury watch brands in the world. Known for futuristic designs, innovative materials, and extremely limited production, Richard Mille watches are often described as “billionaire watches.”
The brand uses advanced materials like carbon nanotubes, titanium, and sapphire crystal cases. These materials make the watches lightweight, durable, and visually unique. Most models are produced in very limited numbers, which significantly increases demand and resale prices.
Richard Mille’s value retention is incredibly strong. Some models are nearly impossible to buy at retail and often sell for two to four times their original price on the secondary market. Celebrities, athletes, and business leaders love the brand, giving it even more popularity and global attention.
If you're looking for a modern luxury watch brand that performs exceptionally well in value retention, Richard Mille is one of the top choices.
Final Thoughts: Top 7 Luxury Watch Brands That Hold Their Value
Luxury watches are more than fashion accessories—they are long-term investments, personal treasures, and valuable assets. Brands like Rolex, Patek Philippe, Audemars Piguet, and others on this list have proven their ability to maintain strong value over time because of their craftsmanship, history, and demand.
If you need help finding authentic luxury watches that hold their value, Superlative Watch Company is here to guide you. Our expert team makes it easy to choose the perfect timepiece with confidence and trust.
