Luxury Watch Investment Myths Debunked

Luxury watches can be incredible investments — but they’re not magic money machines. Misinformation, hype, and unrealistic expectations have led many new collectors to make costly mistakes. If you’re serious about watch investing, it’s time to separate fact from fiction.

Here are the most common luxury watch investment myths — and the truth behind them.

1️⃣ Myth: All Luxury Watches Go Up in Value

The Reality: Most luxury watches depreciate after purchase, especially modern models without scarcity or special significance. While certain pieces like the Rolex Daytona or Patek Philippe Nautilus can appreciate, the majority will hold value or increase only modestly over time.

Pro Tip: Focus on models with strong demand, limited supply, and proven resale performance — not just brand names.

2️⃣ Myth: New Releases Are Always Good Investments

The Reality: Many assume buying the latest watch means future profit, but hype-driven demand often fades. Limited editions can hold value, but mass-produced models typically drop in price after the initial release unless they become unexpectedly rare.

Example: Some modern steel sports watches soar in value after launch, but fashion-driven or oversized trend pieces often lose appeal quickly.

3️⃣ Myth: You Need to Spend Six Figures to See Returns

The Reality: While high-end grail watches can deliver strong returns, entry-level and mid-range models from top brands can also perform well. The Tudor Black Bay, Omega Speedmaster, and certain Grand Seiko models have all shown strong value retention — without a six-figure price tag.

Pro Tip: Start small, learn the market, and upgrade strategically.

4️⃣ Myth: Condition Doesn’t Matter If It’s Rare

The Reality: Even rare watches lose value if they’re in poor condition, heavily polished, or missing original parts. Collectors pay a premium for full sets (box, papers, original accessories) in unaltered condition.

Pro Tip: Always consider provenance and originality as part of the investment equation.

5️⃣ Myth: The Secondary Market Is Too Risky

The Reality: The pre-owned market can be incredibly profitable if navigated carefully. Buying from reputable dealers or platforms with authentication services can give you access to discontinued and in-demand models that aren’t available at retail.

Pro Tip: Avoid impulse buys, research recent sales data, and verify authenticity before purchasing.

Final Thoughts

Watch investing can be rewarding, but it’s not foolproof. Understanding the myths — and the truths behind them — helps you avoid costly mistakes and focus on watches with genuine long-term potential.

At Investment Watches, we guide our clients with expert insights, market data, and access to the world’s most sought-after timepieces, ensuring every purchase is a smart one.