Investment Watch Trends: Why Some Luxury Watches Hold Value in 2026

More buyers in 2026 see high-end watches as more than accessories. With traditional markets feeling less predictable, many treat them as alternative assets. A growing pre-owned market, younger collectors and the steady performance of icon models are changing how people think about value and long-term ownership.

Why watches are treated as alternative assets

When confidence in traditional investments wavers, people look for things that are portable, durable and easy to sell anywhere. High-end watches meet all three. They also carry emotional and cultural value that a financial product doesn’t.

That mix of use, collectability and a deep market is why more people now count watches as part of their wider wealth, not only as luxury spending.

What the pre-owned market tells us

The clearest signal is how many watches change hands. The pre-owned market keeps growing, even in uncertain times, and younger buyers often enter through pre-owned rather than retail.

That makes for a deeper market, where constant trading sets prices instead of brand retail lists.

Models that tend to hold up

Most watches don’t behave like assets. The ones that do usually come from a small group of well-known references with long production histories:

• Rolex Submariner. A benchmark recognised and traded everywhere.
• Patek Philippe Nautilus. Scarcity and demand have made it a long-term anchor.
• Audemars Piguet Royal Oak. A design that has stayed relevant across generations.
• Omega Speedmaster. Real history and a deep collector base.

People remember what these watches are worth, and they trade more like cultural objects than consumer products.

Why some watches hold value better

It usually comes down to recognition, steady demand and controlled supply. Complexity or a high price alone doesn’t protect value. Watches that stay visually and culturally relevant for decades build deeper markets and steadier prices.

How to judge long-term potential

Don’t try to predict the next hype piece. Look for watches that already have deep markets, broad recognition and decades of relevance. Condition, completeness and the exact reference matter more than following a trend.

The safest approach is usually to buy a watch people wanted ten years ago and are likely to still want ten years from now. Prices can still fall, so buy something you’re happy to own either way.

Common questions

Are watches a good investment?

Some are, most are not. Only a small group of models has behaved like a long-term store of value.

Is pre-owned better than new for holding value?

Often. Pre-owned prices sit closer to real market value, so there’s usually less room to fall.

What matters more, brand or model?

The specific model and reference usually matter more than the brand alone.