Why Luxury Watches Remain One of the Smartest Investments in 2026
In an era of volatile markets and shifting asset classes, one category has quietly and consistently held its ground: luxury timepieces. The global pre-owned luxury watch market surpassed £20 billion in value by mid-2026, and demand from both seasoned collectors and first-time buyers continues to accelerate. But not every luxury watch appreciates in value — and knowing which brands, references, and complications to target is what separates a smart acquisition from an expensive mistake.
At Luxorra, we work closely with collectors, stylists, and watch enthusiasts across London and beyond. This guide draws on that expertise to give you a clear, honest breakdown of the luxury watch brands most worthy of your attention — and your investment — right now.
“A great watch is not merely a time-telling device. It is a portable monument to human ingenuity — and increasingly, a store of enduring value.”
What Makes a Luxury Watch a Strong Investment?
Before diving into specific brands, it is worth understanding the fundamentals that drive watch investment value. Not all expensive watches appreciate — in fact, many depreciate the moment they leave a boutique. The watches that hold or grow in value tend to share several key characteristics:
- Heritage and brand prestige: Brands with decades or centuries of horological history command stronger collector demand.
- Limited production: Scarcity is a primary driver of value. Watches produced in limited numbers or discontinued references consistently outperform standard production models.
- In-house movements: Timepieces powered by proprietary, hand-finished movements signal craftsmanship and exclusivity.
- Condition and provenance: Original box, papers, and service records can add 20–40% to resale value.
- Complication rarity: Tourbillons, perpetual calendars, and minute repeaters are complex to produce and highly sought after.
With these criteria in mind, here are the brands most consistently delivering investment-grade timepieces in 2026.
Top Luxury Watch Brands Worth Investing In Right Now
1. Chopard — Artistry Meets Enduring Value
As an authorised Chopard stockist, Luxorra has a privileged perspective on what makes this Swiss maison so compelling for collectors. Chopard occupies a rare position: it is simultaneously a high jewellery house and a serious watchmaker, with its manufacture-grade L.U.C movements earning consistent acclaim from horological experts worldwide.
The Chopard L.U.C Perpetual T and the L.U.C XPS Twist QF are standout references in 2026 — combining perpetual calendar complications with Chopard’s signature Fairmined gold, which appeals to the growing segment of ethically conscious luxury buyers. Limited production numbers and the brand’s dual identity as a jewellery and watch house create natural scarcity, supporting long-term value retention.
For those entering the Chopard universe for the first time, the Happy Sport collection — particularly in steel with diamond bezels — has demonstrated impressive secondary market resilience over the past decade.
2. Porsche Design — Engineering Precision, Collector Momentum
Porsche Design timepieces occupy a fascinating niche: they sit at the intersection of automotive engineering culture and Swiss watchmaking excellence. As an authorised Porsche Design stockist, Luxorra has witnessed growing collector momentum around this brand — particularly for references that tie directly to iconic Porsche automotive milestones.
The Porsche Design Chronograph 1, a reimagining of the original 1972 design by Ferdinand Alexander Porsche, continues to attract serious attention in 2026. Its all-black titanium construction and COSC-certified movement make it both technically credible and aesthetically distinctive. Limited anniversary editions connected to Porsche’s automotive heritage have shown particularly strong appreciation trajectories.
For collectors who value design pedigree as much as horological heritage, Porsche Design offers a compelling entry point into investment-grade watchmaking.
3. Tissot — The Intelligent Entry Point
Investment watches need not always carry six-figure price tags. Tissot, part of the Swatch Group, has built a remarkable reputation for producing Swiss-made timepieces at accessible price points — and certain references have demonstrated impressive value retention over time.
The Tissot PRX collection has become one of the most talked-about watches of the mid-2020s, drawing comparisons to the Audemars Piguet Royal Oak and Patek Philippe Nautilus in terms of its integrated bracelet aesthetic — but at a fraction of the price. As demand for this aesthetic continues to grow and Tissot’s global recognition strengthens, early adopters of key PRX references stand to benefit.
Tissot is also an intelligent choice for those building a diversified watch portfolio — pairing an accessible Swiss-made piece with higher-value Chopard or Porsche Design references creates balance without sacrificing quality.
4. Gucci — Fashion House Watches With Serious Collector Appeal
Gucci’s horological output is often underestimated by traditional watch collectors — but this is precisely what creates opportunity. The Gucci G-Timeless and Grip collections have built devoted followings, and limited collaborations tied to Gucci’s broader cultural moments (runway shows, artist partnerships) have generated secondary market premiums.
In 2026, Gucci watches benefit from the brand’s sustained cultural dominance and the broader trend of fashion-house timepieces gaining credibility among younger luxury buyers. Iconic references in limited colourways or with unusual dial treatments tend to hold value best.
5. Michael Kors & Tommy Hilfiger — Smart Accessible Luxury
While these brands sit at a different tier to Chopard or Porsche Design, both Michael Kors and Tommy Hilfiger produce watches that punch above their price point in terms of design quality and brand recognition. For buyers entering the luxury accessories space, these represent intelligent first acquisitions — particularly limited editions and signature styles that benefit from the brands’ global retail footprints and strong resale ecosystems.
Key Investment Watch Complications to Prioritise
Regardless of brand, certain watch complications consistently command collector premiums. If you are purchasing with investment intent, prioritise timepieces featuring:
- Tourbillon: The pinnacle of mechanical watchmaking complexity, designed to counteract gravitational effects on movement accuracy. Tourbillon watches from credible manufactures rarely depreciate significantly.
- Perpetual Calendar: Automatically accounts for varying month lengths and leap years. Chopard’s L.U.C perpetual calendar references are particularly well-regarded in this category.
- Chronograph: A functional complication with broad appeal — both to everyday wearers and collectors. Vintage-inspired chronographs from established brands have shown consistent appreciation.
- Minute Repeater: Among the rarest and most technically demanding complications. Watches featuring minute repeaters are produced in very small numbers and command significant premiums.
- GMT / Dual Time Zone: Increasingly relevant in a connected world, GMT complications from respected Swiss manufactures offer strong utility alongside collector appeal.
How to Buy Investment Watches With Confidence
The secondary market for luxury watches has expanded enormously, but so have the risks. Counterfeit timepieces, grey market pieces without provenance, and watches with undisclosed service histories can all erode investment value significantly. Here is how to protect yourself:
- Buy from authorised stockists: Purchasing from an authorised retailer like Luxorra guarantees authenticity, full manufacturer warranty, and proper documentation — all of which are essential for future resale.
- Retain all original packaging and papers: Box and papers can add 20–40% to a watch’s resale value. Store them carefully and never discard them.
- Request full service history: For pre-owned pieces, a documented service history from an authorised service centre is a strong indicator of proper care.
- Understand the 30-day return window: At Luxorra, every purchase comes with a 30-day money-back promise — giving you the confidence to invest without risk.
- Seek personalised guidance: Our Lux Concierge service provides one-to-one assistance for clients making significant watch acquisitions, including sourcing specific references from our Milan and New York networks.
Building a Balanced Watch Collection in 2026
The most resilient watch portfolios in 2026 combine pieces across different value tiers, brands, and complication types. A well-considered collection might include:
- A Chopard L.U.C piece as the anchor — a genuine manufacture movement with strong heritage credentials
- A Porsche Design Chronograph for design pedigree and automotive collector crossover appeal
- A Tissot PRX as an accessible, high-design piece with strong cultural momentum
- A Gucci limited edition for fashion-forward appeal and cultural relevance
This kind of diversification mirrors the logic of any sound investment portfolio — spreading exposure across different risk profiles while maintaining a coherent aesthetic vision.
The Luxorra Advantage: Sourcing, Authenticity, and Expertise
Luxorra is not simply a retailer — it is a curated destination for those who approach luxury accessories with intention. As an authorised stockist of Chopard and Porsche Design, and with direct sourcing relationships in Milan and New York, we are uniquely positioned to help clients acquire timepieces that are both beautiful and strategically sound.
Every watch sold through Luxorra comes with guaranteed authenticity, full documentation, and our signature 30-day money-back promise. For clients seeking specific references or requiring personalised guidance, our Lux Concierge and Lux Elite membership programmes offer an elevated acquisition experience tailored to your collection goals.
Start Your Investment Watch Journey Today
Whether you are acquiring your first serious timepiece or expanding an existing collection, the watches available through Luxorra represent some of the finest investment opportunities in the luxury accessories market right now. With authorised access to Chopard and Porsche Design, a curated selection of the world’s most respected brands, and a team of genuine experts behind every purchase, there has never been a better moment to invest with confidence.
Explore our current watch collection at Luxorra — and take advantage of our Private Sale, currently offering up to 50% off selected luxury timepieces. Speak with our Lux Concierge team to discuss your investment goals and discover which pieces are right for you.