OCT, 27

The Best Watches and Brands for Resale


If the long-term value of a watch is important to you, it’s wise to consider which watches have the best resale value. Certain watch brands tend to hold value better than others and the same can be said for particular watch models from those brands. Wondering which watches are usually better bets? Here’s our list of the best watch brands and models for resale.


No luxury watch brand holds value better than Rolex. The reason Rolex watches hold value so well comes down in part to the Swiss watch brand’s rich history.

Rolex is a brand that has had many firsts. Rolex invented the first self-winding mechanism, created the first divers watch to be waterproof to 100 meters depth, debuted the first-ever ceramic bezel, and was the first brand to use 904L stainless steel for their watches. Rolex also made the first watch to reach the summit of Mt. Everest and the first watch ever worn by James Bond. These types of achievements have given Rolex watches an iconic status and kept demand for the brand very high.

Other reasons for the excellent value retention of Rolex watches include the brand’s broad appeal and limited availability. Rolex watches are known worldwide and they appeal to a wide range of buyers. Rolex watches are popular among everyone from watch enthusiasts to casual buyers who are shopping for their first watch. The fact that many Rolex models are hard to get ahold of keeps demand up. Even new Rolex watches, such as new Rolex Daytona watches, can have years-long waiting lists.

One last thing that adds to the excellent resale value of Rolex watches is this value retention itself. People know that both modern and vintage watches from Rolex are easy to resell and that they tend to depreciate less than other watches. This helps keep demand for new and used Rolexes strong.

rolex watch

Best Rolex Watch Models for Resale:

  • Rolex Submariner
  • Rolex Cosmograph Daytona
  • Rolex GMT Master II
  • Rolex Deepsea
  • Rolex Oyster Perpetual

Patek Philippe

Patek Philippe is a luxury watch brand that’s revered for its elegant design and immaculate in-house craftsmanship. Patek Philippe watches are considered to be of heirloom quality. A well-known slogan from the brand says it best: “You never actually own a Patek Philippe. You merely look after it for the next generation.”

The impeccable reputation of Patek Philippe keeps the resale value of the brand high. Certain Patek Philippe models also tend to significantly appreciate in value over time. For example, some Patek Philippe Nautilus models are now selling for over twice their original retail price.

patek philippe watch

Best Patek Philippe Watch Models for Resale:

  • Patek Philippe Aquanaut
  • Patek Philippe Nautilus
  • Patek Philippe Chronograph


Omega is another luxury watch brand with a strong legacy. Omega is famous for being the first watch worn on the moon, acting as the official timekeeper for the Olympics, and being the watch that’s currently worn by James Bond.

Thanks to their enduring style and excellent reputation, Omega watches tend to have a healthy resale value across the board. However, note that their limited edition models tend to fetch higher resale prices than the rest of the brand’s lineup.

Best Omega Watch Models for Resale:

  • Omega Speedmaster
  • Omega Speedmaster Moonwatch
  • Omega Seamaster Planet Ocean
  • Omega Seamaster Co-Axial Master Chronometer
  • Omega Constellation

Audemars Piguet

Audemars Piguet is a prestigious Swiss brand that’s particularly popular among business owners and executives. The watchmakers at Audemars Piguet produce a limited quantity of their mechanical watches each year, keeping all Audemars Piguet watches in limited supply.

Audemars Piguet watches hold value well in general, but one model is particularly popular on the resale market. Their most iconic watch, the Royal Oak, is consistently in demand. Certain Royal Oak models have also been shown to appreciate in value over time.

Best Audemars Piguet Watch Models for Resale:

  • Audemars Piguet Royal Oak
  • Audemars Piguet Royal Oak Jumbo
  • Audemars Piguet Royal Oak Offshore


Cartier is a legendary luxury brand that has created some of the most admired watches of all time. The brand’s luxury timepieces are known for their beauty, functionality, and technology. Cartier is a brand that holds value very well, but be aware that their new models don’t always hold the same value as their more classic designs. The brand’s most iconic watches, such as the Cartier Tank, are a safer bet if you’re primarily concerned with value retention.

Best Cartier Watch Models for Resale:

  • Cartier Tank
  • Cartier Calibre de Cartier

Richard Mille

Richard Mille has a dominant presence in the ultra-luxury watch market. The brand is beloved for its striking and idiosyncratic designs, its immensely complicated movements, and its unusual use of materials. Richard Mille is also a brand that’s in high demand thanks to its virtually unmatched exclusivity. The brand’s least expensive model is priced at $80,000 and they produce only 5,000 watches per year. The brand’s rarity makes getting your hands on a new watch from them a challenge, while their steep price point makes wearing one a status symbol. These factors combined ensure Richard Mille watches are in high demand on the resale market.

Best Richard Mille Watch Models for Resale:

  • Richard Mille RM 56-02 Tourbillon Sapphire
  • Richard Mille Rafael Nadal RM 27-04
  • Richard Mille RM 056
  • Richard Mille McLaren


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