The Safest Watch Brands for Long-Term Investment in 2025

Luxury watches have become a trusted alternative asset class for investors seeking both prestige and performance. As with any investment, not all watches appreciate equally — and choosing the right brand can make all the difference. Whether you're new to collecting or expanding your portfolio, this guide breaks down the most dependable watch brands for long-term growth and value retention in 2025.

1. Rolex

Why it’s safe: Unmatched global recognition, limited production, and consistent resale value.
Best models to consider: Submariner, GMT-Master II, Daytona, Explorer I.

Market Insight: Rolex continues to dominate the secondary market with demand exceeding supply for most stainless-steel models. Even amid economic fluctuations, resale values remain stable, and some references have doubled in price over a decade.

2025 Outlook: With steady production control and strong branding, Rolex remains the gold standard for low-risk luxury watch investing.

2. Patek Philippe

Why it’s safe: Heritage, exclusivity, and high demand for key references.
Best models to consider: Nautilus (especially Ref. 5711 and 5811), Aquanaut, Calatrava.

Market Insight: Patek Philippe operates on the philosophy: “You never actually own a Patek Philippe, you merely look after it for the next generation.” This mindset translates to long-term collectibility and steady value growth.

2025 Outlook: With production focused on quality over quantity, the brand’s iconic steel sport models remain highly coveted in both collector and investment circles.

3. Audemars Piguet

Why it’s safe: Innovative design and strong resale performance, especially in Royal Oak models.
Best models to consider: Royal Oak Jumbo, Royal Oak Chronograph, Royal Oak Offshore.

Market Insight: The Royal Oak's integrated bracelet and avant-garde design made it a trendsetter — and its investment value has followed suit. Limited production and frequent boutique-only releases drive scarcity and market strength.

2025 Outlook: The Royal Oak continues to be a staple in investment collections, with rising interest in mid-size references and new materials like ceramic.

4. Richard Mille

Why it’s safe (with a caveat): Ultra-low production, bold innovation, and celebrity endorsements.
Best models to consider: RM 011, RM 07-01, RM 035.

Market Insight: While entry prices are high, certain Richard Mille pieces have appreciated dramatically due to exclusivity and trend-driven appeal. However, the brand can be volatile — it’s best suited for seasoned investors.

2025 Outlook: Remains a high-risk, high-reward option — but select models continue to outperform traditional assets in the ultra-luxury segment.

5. Omega (Selective Models)

Why it’s safe: Historical legacy and affordable entry points for appreciation.
Best models to consider: Speedmaster Professional “Moonwatch”, Seamaster 300.

Market Insight: Omega isn’t as explosive as Rolex or Patek in resale, but certain limited editions and heritage models offer excellent long-term value for more budget-conscious investors.

2025 Outlook: With a strong brand presence and ties to space history and James Bond, Omega continues to perform steadily in the mid-tier collector market.

Honorable Mentions

• Vacheron Constantin: Excellent craftsmanship and value, particularly in the Overseas model.

• Tudor: Rolex’s sister brand, with recent popularity among first-time collectors (look into Black Bay models).

• F.P. Journe & A. Lange & Söhne: Niche collector brands that are increasing in value as demand outpaces supply.

Final Thoughts

When it comes to long-term investment in watches, brand reputation, model scarcity, condition, and market demand are everything. Rolex, Patek Philippe, and Audemars Piguet continue to lead the pack in 2025, offering consistency and growth for serious collectors.

At Investment Watches, we curate only the most investment-worthy timepieces — authenticated, inspected, and ready to add value to your portfolio. Whether you’re buying your first Rolex or hunting for your next Royal Oak, we’re here to guide you.