Watch Investment Basics:
Honest Expectations

The Honest Starting Point

The vast majority of watches — including most of the watches in our catalog — are best thought of as objects to enjoy, not assets to profit from. A Seiko 5 Sports purchased new for $70 will not appreciate meaningfully. An Orient Bambino purchased for $190 will not appreciate meaningfully. These are excellent watches offering genuine value for money, but their value proposition is in the experience of wearing them, not in market appreciation.

Which Categories Have Historically Held Value?

Certain watch categories and brands have demonstrated stronger value retention historically. It's important to note that past performance is not a guarantee of future results, and the watch market, like all collectibles markets, experiences cycles.

• Established Swiss luxury houses: Brands with long heritage, limited production and strong collector communities have historically shown resilience. This applies primarily to Rolex, Patek Philippe, Audemars Piguet and a handful of others — brands operating well above the price points we cover.
• Limited and discontinued references: When a specific watch model is discontinued, remaining examples often appreciate due to reduced supply. This is unpredictable and impossible to reliably forecast.
• Condition and completeness: Watches in unpolished, original condition with original boxes, papers and documentation retain value far better than polished or incomplete examples.

Entry-Level and Mid-Range Watches — Realistic Expectations

At the price points we cover — $60-700 — watches are consumer goods rather than investment assets. A Tissot PRX Powermatic 80 purchased for $675 today is unlikely to be worth significantly more (or less) in 10 years in real terms. It may hold a decent percentage of its value on the secondary market if kept in good condition with original packaging — but this is value preservation, not investment return.

The realistic view: buy watches you love and would be happy to own regardless of any market movement. The "investment" in watch collecting at accessible price points is primarily in the enjoyment — the daily pleasure of wearing a well-made mechanical object, the education in horology, the development of taste over time.

Condition Is Everything

If you do intend to preserve resale value, condition is the single most important factor:

• Avoid polishing — polished watches lose original surface texture and character valued by collectors
• Retain original straps, bracelets and buckles
• Keep original boxes and documentation (papers)
• Store properly to avoid scratches, UV fading and moisture damage — see our storage guide
• Service conservatively — only when genuinely needed

The Market Cycle Reality

The watch market experienced a significant boom period roughly 2020-2022, when certain references appreciated dramatically. That period saw some correction subsequently. Market cycles in collectibles are real — what appreciates in one decade may stagnate in the next. Anyone presenting watch investment returns from the peak period as representative of typical long-term performance is presenting incomplete information.

The Better Framework: Invest in Enjoyment

The most satisfying approach to watch collecting at accessible price points is to think of your watches as objects of enjoyment and education, not financial instruments. The Seiko 5 Sports may not appreciate, but 20 years of wearing and appreciating it — the daily ritual of an automatic movement, the knowledge of its NH36 caliber, the community of fellow enthusiasts — represents genuine value that has nothing to do with resale prices.

For buying guidance, see our first luxury watch guide. For care to preserve condition, see our watch care guide. Browse all our watch guides for comprehensive ownership resources.