Best Investment Watches That Hold Their Value in 2026

The watches most likely to hold — and grow — in value come from Rolex, Patek Philippe, and Audemars Piguet. Stainless steel sports models like the Rolex Submariner, Patek Philippe Nautilus, and Audemars Piguet Royal Oak consistently trade above retail on the pre-owned market. If you’re buying a watch as a store of value in 2026, these are the references serious collectors keep returning to.

Why Some Watches Hold Value Better Than Others

Not every luxury watch appreciates. Plenty of Swiss timepieces drop 30–40% the moment you leave the boutique. What separates the watches that hold their value is a combination of scarcity, brand equity, and demand that consistently outstrips supply.

Rolex, Patek Philippe, and Audemars Piguet deliberately constrain production on their most-coveted references. Rolex reportedly produces around one million watches per year — but only a fraction are the steel sports pieces collectors actually want. That manufacturing discipline is what underpins secondary market premiums.

Other factors that move the needle: keeping box and papers (losing them can cost 15–20% on resale), movement type (in-house calibres command more), and whether a reference has been discontinued. Discontinued pieces often spike in value within 12–18 months of production ending.

Rolex: Still the Benchmark for Pre-Owned Value

No brand commands more consistent pre-owned demand than Rolex. The Submariner Date (ref. 126610LN) retails at approximately A$17,000 through authorised dealers in 2026 — and regularly sells on the secondary market for A$22,000–A$26,000. That’s not speculation; it’s sustained demand from buyers who simply cannot get one at retail.

The Daytona (ref. 126500LN) in stainless steel is even more dramatic. Retail sits around A$23,000, but grey market prices hover between A$40,000–A$55,000 in Australia depending on dial colour. Ceramic bezel Daytonas have been outperforming most conventional growth assets since their release.

The GMT-Master II “Pepsi” (ref. 126710BLRO) is another strong performer — the red and blue ceramic bezel has become genuinely iconic, and demand from travellers and collectors keeps secondary prices well above retail.

Worth noting: Rolex values have moderated from the fever pitch of 2021–2022. That’s not a bad thing — it reflects a more rational market driven by genuine collector demand rather than speculative flipping.

Patek Philippe and Audemars Piguet: The Heavy Hitters

Patek Philippe’s Nautilus 5711 — discontinued in 2021 — remains one of the most coveted watches on earth. Pre-owned examples routinely sell for A$120,000–A$180,000 in Australia, against an original retail of roughly A$40,000. The current Nautilus 5726A annual calendar holds its value strongly too, typically selling pre-owned within 10–15% of retail.

Audemars Piguet’s Royal Oak 15500ST retails around A$45,000 and trades on the secondary market at A$60,000–A$75,000 in good condition with the full set. The Royal Oak Offshore trades more variably, but special editions — particularly titanium models and those with in-house flyback chronographs — have shown strong long-term appreciation.

More Accessible Watches Worth Considering

Not everyone is spending $20,000 or more on a timepiece. A few more accessible references hold value reasonably well:

• Omega Speedmaster Professional “Moonwatch” (ref. 310.30.42.50.01.001): Retails around A$11,000 and holds value thanks to its status as the only watch qualified by NASA for spaceflight. Pre-owned examples with box and papers rarely dip below A$8,500.
• Grand Seiko SBGA211 “Snowflake”: The Spring Drive movement is technically remarkable, and Grand Seiko’s profile has risen sharply among serious collectors globally. Retails around A$8,500 and has shown consistent stability on the pre-owned market.
• Tudor Black Bay 58: The compact 39mm diver retails under A$6,000 and consistently holds 80–90% of its value on resale — partly because of Rolex’s ownership of Tudor and the shared manufacturing heritage.

What to Verify Before Buying

Always keep the full set — box, papers, hang tags. Have the watch serviced through authorised centres and retain all records. Avoid personalised engravings. In Australia, buy from authorised dealers or well-regarded pre-owned specialists like Watches of Switzerland, Crown & Calibre, or Bob’s Watches.

The AUD/CHF exchange rate also matters. A weakening Australian dollar increases the effective cost of Swiss watches locally, which typically pushes secondary prices upward. If you’re timing a purchase, it’s worth monitoring.

Frequently Asked Questions

Do luxury watches really appreciate in value?

Only a small percentage of watches appreciate meaningfully. Rolex steel sports models, select Patek Philippe references, and specific Audemars Piguet pieces have a strong track record — but they’re the exception, not the rule. Most watches depreciate. Buy for value retention first, potential appreciation second.

Should I buy new or pre-owned for investment purposes?

Pre-owned almost always makes more financial sense — you avoid the immediate retail depreciation, and reputable dealers provide authenticity guarantees. The exception is if you can secure an allocation on a high-demand new reference like a Rolex Daytona or Submariner Date at retail, which are effectively already profitable at point of sale.

What is the best investment watch under $10,000 AUD?

The Tudor Black Bay 58, Grand Seiko SBGA211 “Snowflake”, and Omega Speedmaster Professional are the strongest contenders. Of these, the Omega Speedmaster has the deepest collector community and the most established pre-owned market in Australia, making it the most liquid of the three.