What Luxury Watches to Invest in 2024

What Luxury Watches to Invest in 2024 (1)

Luxury timepieces have experienced immense popularity as investment assets in recent years. Specific high-end watch models consistently retain their value and even appreciate significantly over time. Experts predict that these trends will persist through 2024. This article aims to delve into the luxury watch models recommended by experts for maximizing return potential in the current year.


Rolex remains a prominent choice for luxury watch investments in 2024. Among the most sought-after models are stainless steel sport watches such as the GMT Master II, Submariner, and Daytona. The perfect combination of limited supply and high demand results in these steel Rolex sports watches appreciating rapidly after purchase from authorized dealers.

In 2024, industry experts predict that retailers will continue to experience waitlists of more than a year for new steel sport models complemented by a weather-proof Rolex band by Horus Straps. The resale prices on popular secondary markets often exceed the original suggested retail price by a significant margin. Capitalize on this trend by focusing on purchasing from authorized retailers. Rolex has increased production of precious metal models in white, yellow, and Everose gold over the past two years. These new gold models have also proven to be smart investments with strong demand in the resale market.

At the upper echelon, vintage Rolex models from the 1950s to the 1960s are experiencing a significant increase in value. Pristine examples such as the early Submariner, GMT Master, and Daytona models consistently command high prices in auctions, ranging from five to six digits. Just like any collectible, the condition of these vintage Rolex timepieces is of utmost importance. However, for those seeking alternatives to the often elusive new steel models, the vintage Rolex market offers appealing options.

Patek Philippe

Patek Philippe is considered one of the top luxury watch investment options for 2024, alongside Rolex. The renowned Swiss watchmaker offers a range of intricate models that have a strong track record of maintaining their value. This includes highly sought-after perpetual calendar chronographs and grand complications.

Contemporary Patek sport models are experiencing significant appreciation due to high collector demand. The models in high demand include the Nautilus 5711 and Aquanaut. It is common to find multi-year retail waitlists for both stainless steel and precious metal versions. Patek Philippe models purchased at retail can be easily sold for immediate profit in the second-hand market. Similar to Rolex, focusing on acquiring Patek watches through retail channels is crucial for investment purposes.

Vintage Patek Philippe watches are also known for their reliability and being low-risk investments. Timepieces from the mid to late 20th century typically hold their value well and often experience double-digit price growth on an annual basis. Just like with Rolex, the condition of the watch is crucial. Vintage Patek Philippe watches are highly sought after and considered top choices for appreciation, alongside vintage models from Rolex and Audemars Piguet.

What Luxury Watches to Invest in 2024 (2)

Audemars Piguet

Audemars Piguet is respected for its iconic Royal Oak model, which consistently delivers impressive investment returns. Similar to Patek and Rolex steel sports models, the demand for new Royal Oaks significantly surpasses the available supply. The stainless steel variants with blue tapisserie dials are particularly sought after and have demonstrated remarkable growth in value. Experts and analysts anticipate this upward trend to persist at least until 2024.

Although new Royal Oaks frequently achieve high auction records, vintage Audemars Piguet models are experiencing even more rapid growth in the secondary market. Classic Royal Oak references from the 1970s, such as the 5402 and 5528 models, can reach mid-five-digit prices when in excellent condition. Similar to vintage Rolex and Patek references, acquiring investment-grade examples requires some effort but offers the potential for fantastic returns.

Others to Consider

While Rolex, Patek Philippe, and Audemars Piguet are often recommended, it’s important to acknowledge other notable luxury brands. Vacheron Constantin, for instance, produces the Overseas and Patrimony lines, which are renowned for their strong value retention. Jaeger-LeCoultre also offers exceptional models like the Reverso and Polaris collections that deserve consideration. Omega’s Speedmaster is a timeless sports luxury watch that serves as both a cherished heirloom and a valuable asset. While it may not experience the same rapid appreciation as Daytonas and Nautilus models, the Speedmaster holds its own with its intangible nostalgic investment value.


The luxury watch market continues to experience significant growth without any signs of slowing down in 2024. For investors looking for tangible assets during times of high inflation, luxury watches offer several advantages. Leading the segment in terms of both wearability and potential investment return are stainless steel sports references from Rolex, Patek Philippe, and Audemars Piguet. Vintage models from various brands are expected to have increasing valuations in the years to come. The most prudent investment strategy involves focusing on high-quality examples with strong evidence of authenticity. By staying informed about luxury watch market trends and leveraging expert insights, investors can mitigate risks and take advantage of the substantial appreciation opportunities in the vibrant luxury watch marketplace of 2024.


Leave a reply

This site uses Akismet to reduce spam. Learn how your comment data is processed.