4 Key Brands to Look After

Your luxury watch collection is both a statement of fashion, and each carries a great investment value. However, not all watches are created equal. Some luxury watches are highly sought-after which makes them more valuable than other brands or models. In this blog, we’ll be covering the different types of luxury watches that hold their value more than others.

Patek Philippe

A Patek Philippe watch’s price can vary anywhere from $5,000, all the way to $100,000+ for a standard edition model. Some of Patek Philippe’s luxury watch models are way more sought-after than others, with some examples being the Nautilus, Aquanaut, & Calatrava. We should also note, that stainless steel & blue-dialed Patek Philippe watches are even more popular configurations than others, which makes them rare to find nowadays.


We couldn’t really complete this article without mentioning the king of all sought-after brands, could we? Rolex is the most popular watch brand in the world, which gets them into a whole separate category. Rolex watch models can sell anywhere from $10,000 up to $5,000,000! For example, a Rolex Daytona model owned by the legendary Paul Newman sold for $5,475,000 in 2020. Now before you think that’s an extreme price to pay for a Rolex Daytona, it doesn’t come close to another Daytona also worn by Paul Newman which sold for $17.8 million in 2017. On the contrary, you don’t need to be a celebrity of some sort in order for your watch to gain value. In the watch market for Rolex, it would be pretty common to find models made out of stainless steel selling 2x or 3x its original retail price, such as the Submariner, GMT Master, & Cosmograph Daytona, to name a few.

Audemars Piguet

A short history lesson on Audemars Piguet would go against this article’s main topic, but for this brand, it’s necessary to mention. For many years before 1972, Audemars Piguet struggled to be on par with its bigger rivals, Rolex, Patek Philippe, and other Swiss watch brands. During that time, all brands faced troubled financial times due to newly introduced quartz watches, also known as “the quartz crisis”. Audemars Piguet had been one of the many financially affected Swiss watch brands until they released the first edition of the “Royal Oak ref. 5402” in 1972. Since then, this particular model has saved the brand from financial collapse and essentially revitalized the brand’s standing with its Swiss counterparts. To this day, the “Royal Oak” model retains its value very well, and could be found selling for 2x, 3x, or even 4x its original value.

Van Cleef & Arpels

Van Cleef and Arpels watches have become very popular in recent years. Their Cadenas model has made it onto the top model lists back in 2015 and still has relevance in the watch market today. The yellow gold and diamond configuration is expected to retain its value for a long time as well. Currently, you can expect to find Van Cleef watches selling anywhere from $5,000 all the way to $200,000+ depending on configurations, materials, and specifications.

No matter which brand, every watch is a masterpiece of creativity and the intricate science of horology. A luxury watch should be considered as an investment opportunity, whether you are buying or selling! When you’re ready to take the opportunity to invest in a quality timepiece, get in touch with Modern Jewel’s excellent sales team who are diligently ready to answer any of your questions.


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