Which Watches Hold Their Value Best? A 2026 Resale Guide

The short answer

Steel sports watches from Rolex, Patek Philippe, and Audemars Piguet hold their value best. The Rolex Daytona, Submariner, and GMT-Master II, plus the Patek Philippe Nautilus and the Audemars Piguet Royal Oak, have held or grown their value for years. Dress watches and gold pieces usually lose more. Nothing here is guaranteed.

Buy steel sports models from brands people line up for. Condition, box, and papers do the rest.

The Rolex Cosmograph Daytona 116500LN, the poster child for watch value retention.

Editorial note: the photographs in this guide are AI-generated illustrations, each created from a real reference photo of the actual watch.

Do luxury watches hold their value?

Some do, most do not. As a group, watches returned about 125 percent over the past decade, second only to fine wine among alternative assets (The Ethos, 2026).

That average hides a split. A small set of steel sports models carries the market, while most watches depreciate like any luxury good. Rolex alone accounted for about 34 percent of secondary market trade volume from 2020 to 2024.

This is not investment advice, and past performance is not a promise. Buy a watch you actually want to wear first, and treat strong resale as a bonus.

The watches that hold their value best

Rolex Cosmograph Daytona

The steel Daytona 116500LN is the clearest example. It retailed near 14,800 dollars and has traded around 30,000 to 35,000 pre-owned, up roughly 358 percent since 2014 (The Ethos, 2026).

Rolex Submariner and GMT-Master II

The Submariner is up about 249 percent since 2014 and trades at or above retail in clean condition.

The Rolex GMT-Master II Pepsi, another steel sport model with deep demand.

The GMT-Master II, especially the Pepsi 126710BLRO, sits right beside it. Discontinued references often command the biggest premiums.

The Rolex Submariner, one of the most reliable value holders in the market.

Patek Philippe Nautilus

The steel Nautilus 5711 is one of the most in-demand watches in the world. When Patek discontinued the 5711 in 2021, secondary prices jumped well past retail.

The Patek Philippe Nautilus 5711, scarcity driven value at the top of the market.

Audemars Piguet Royal Oak

The Royal Oak, the original luxury steel sports watch, holds value on the same mix of scarcity and demand.

The Audemars Piguet Royal Oak, the watch that created the steel sports category.

Why steel sports models win

Three things drive value retention: demand that outruns supply, brand strength, and steel over precious metal. Steel sports models check all three.

Waitlists at retail push buyers to the secondary market, which lifts pre-owned prices. Gold and dress watches rarely see that pressure, so they usually depreciate.

What helps and what hurts resale

Condition and completeness matter more than people expect. Original box and papers can add roughly 15 to 30 percent to resale value.

• Helps: box and papers, an unpolished case, a popular reference, a steel sport model.
• Hurts: heavy polishing, missing paperwork, aftermarket parts, gold or dress pieces, niche references.

Omega is a useful counterexample. Most in-production Omegas trade around 38 percent below retail, though the Speedmaster Professional and limited editions are exceptions that hold or grow.

How to buy for value

Buy the best condition you can afford, with box and papers, from a dealer who authenticates in house. Then verify before you pay.

Our guide on how to spot a fake Rolex covers authentication. New to this? Start with the best first luxury watch guide. Choosing between two icons? See Rolex Submariner vs Omega Seamaster.

FAQ

Which watches hold their value best?

Steel sports models lead: the Rolex Daytona, Submariner, and GMT-Master II, plus the Patek Philippe Nautilus and Audemars Piguet Royal Oak. All combine high demand with limited supply.

Do luxury watches go up in value?

A few do, most do not. Watches as a group returned about 125 percent over the past decade, but that gain is concentrated in a small number of steel sports models. Most watches lose value.

Does Rolex hold its value better than other brands?

Rolex steel sport models are among the strongest value holders and make up about a third of secondary market volume. Patek Philippe and Audemars Piguet steel sports watches are also very strong.

Do box and papers matter for resale?

Yes. A complete set with the original box and papers can add roughly 15 to 30 percent to resale value, and it makes the watch easier to authenticate and sell.

Should I buy a watch as an investment?

Buy a watch because you want to wear it. Strong resale is a bonus, not a guarantee, and prices can fall as well as rise.

Shop watches that hold their value

Browse authenticated pre-owned Rolex, Patek Philippe, and Audemars Piguet at floridaluxeco.com, each inspected and backed by our team.