Which Watches Hold Their Value Best? A Collector’s Guide for 2025
When buying a luxury watch, many enthusiasts think about more than just aesthetics or engineering—they think about investment potential. While watches should first and foremost be loved and worn, there’s no denying the appeal of choosing a timepiece that holds its value (or even appreciates).
If you’re planning your next big watch purchase in 2025, here’s a collector-friendly guide to which brands and models are known for strong resale value—and why.
Why Does Watch Value Retention Matter?
✅ Protects your investment: Less depreciation means more value if you sell or trade later.
✅ Signals brand strength and demand.
✅ Lets you upgrade or rotate your collection more easily.
✅ Provides peace of mind—you’re not throwing money away.
While no watch is guaranteed to make you rich, some consistently do better than others on the secondary market.
Top Watch Brands for Value Retention
1. Rolex
Rolex is the undisputed champion of holding value.
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Timeless designs.
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Strict production limits keep demand high.
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Global brand recognition.
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Robust servicing and parts availability.
Models with top retention:
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Submariner
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GMT-Master II (Pepsi, Batman, Rootbeer)
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Daytona (especially steel versions)
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Explorer
Pro Tip: Two-tone Rolexes often lag in value retention compared to all-steel or solid-gold models.
2. Patek Philippe
Patek is synonymous with haute horology—and their resale values prove it.
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Limited production.
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Exceptional finishing and heritage.
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High demand from collectors.
Models with top retention:
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Nautilus (especially the 5711)
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Aquanaut
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Complicated Calatravas and Grand Complications
Note: Recent secondary-market bubbles have cooled slightly, but Patek remains a blue-chip choice.
3. Audemars Piguet
AP’s Royal Oak line is a favorite among collectors.
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Iconic Genta design.
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Limited supply.
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High-quality movements and finishing.
Models with top retention:
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Royal Oak Jumbo Extra-Thin
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Royal Oak Chronograph
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Royal Oak Offshore (certain limited editions)
4. Omega
More accessible price point but with certain models that hold value very well.
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Strong brand heritage.
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Bond association for Seamaster.
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High-quality movements with METAS certification.
Models with top retention:
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Speedmaster Professional (Moonwatch)
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Seamaster 300M (Bond editions or limited runs)
5. Tudor
Rolex’s more affordable sibling.
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Excellent quality at a lower price point.
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Vintage-inspired designs with loyal fan bases.
Models with top retention:
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Black Bay Fifty-Eight
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Pelagos
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Ranger
Key Factors That Influence Value Retention
✅ Brand Reputation: Prestige matters. Rolex, Patek, and AP dominate.
✅ Model Popularity: Icons like Submariner and Royal Oak don’t go out of style.
✅ Condition: Original parts, minimal wear, serviced history.
✅ Rarity: Limited editions and discontinued models often command premiums.
✅ Box and Papers: Completeness can significantly boost resale value.
Buying Tips for Value-Conscious Collectors
✔ Do your homework—know current market prices and trends.
✔ Buy from reputable dealers to avoid fakes or hidden issues.
✔ Keep everything: box, papers, links, receipts.
✔ Wear it, but take care of it—avoid unnecessary scratches or damage.
✔ Be patient. Watch markets fluctuate, but quality holds up over time.
Why Strap Choice Matters Too
Even the best watch can look worn-out with a bad strap. A high-quality, well-chosen strap doesn’t just refresh the look—it can help maintain value by preserving the original bracelet from wear and scratches.
At WIS Watch Straps, we specialize in:
✅ Premium quick-release rubber straps (non-toxic silicone blend)
✅ Handmade Italian leather for dressy refinement
✅ Rugged, classic NATO straps
Protect your investment—and personalize it to your style.
Conclusion
Investing in a luxury watch can be both a passion and a smart decision. Brands like Rolex, Patek Philippe, Audemars Piguet, Omega, and Tudor consistently top the charts for value retention.
And when you’re ready to make that watch truly yours?
Explore the perfect strap at WISStraps.com to match your style and protect your investment for years to come.
