Investment Watch Trends: Why Luxury Timepieces Still Hold Value in 2026
Watches are no longer viewed as just accessories. In 2026, more buyers are treating high-end timepieces as alternative assets, especially as traditional markets feel less predictable. The pre-owned market boom, rising participation from younger collectors, and strong performance from icon models are changing how people think about value, storage of wealth, and long-term ownership.
This guide explains why luxury watches are increasingly viewed as investment-grade assets, which types of models tend to hold or grow in value, and how to think about long-term watch ownership in today’s market.
Why watches are becoming alternative investments
As confidence in traditional asset classes fluctuates, many buyers are looking for assets that are portable, durable, and globally liquid. High-end watches quietly meet all three criteria.
Unlike purely financial instruments, watches also carry emotional and cultural value.
This combination of usefulness, collectability, and market depth is why more people are starting to treat watches as part of a broader wealth strategy rather than just luxury consumption.
Signals coming from the pre-owned market
The strongest signal is simple: transaction volume. The pre-owned market continues to grow, even during periods of economic uncertainty.
Younger buyers are also entering the market through pre-owned rather than retail.
This creates a deeper, more liquid market where prices are discovered through constant trading rather than brand-controlled retail pricing.
Which models tend to outperform over time
Not all watches behave like assets. The best performers usually come from a small group of highly recognizable references with long production histories.
A global benchmark watch with unmatched liquidity and recognition.
Scarcity and demand have made it a long-term value anchor.
An icon whose design relevance spans generations.
Historically important with a deep collector base.
These watches behave less like consumer products and more like cultural objects with price memory.
Why some watches hold value better than others
Value retention usually comes down to three forces: recognizability, consistency of demand, and controlled supply.
Complexity or high price alone does not guarantee long-term value.
Watches that stay visually and culturally relevant for decades tend to build deeper markets and more stable pricing behavior.
How to evaluate long-term investment potential
Long-term potential is not about predicting hype. It is about understanding which watches already have deep markets, broad recognition, and multi-decade relevance.
Condition, completeness, and reference matter more than trend alignment.
The safest strategy is usually to buy watches that people wanted ten years ago and will still want ten years from now.
FAQ
1) Are watches really a good investment?
Some are, some are not. Only a small group of models behave like long-term stores of value.
2) Is pre-owned better than buying new for investment?
Often, yes. Pre-owned prices are closer to real market value and usually carry less downside risk.
3) What matters more: brand or specific model?
The specific model and reference usually matter more than the brand alone.