Which Luxury Watch Brands Hold Their Value Best in 2026?
Buying a luxury watch is one of the most satisfying decisions a discerning collector can make — but not all timepieces are created equal when it comes to resale value. In a market that has matured considerably since the speculative highs of the early 2020s, understanding which luxury watch brands genuinely hold their value in 2026 is more important than ever.
Whether you are purchasing your first serious timepiece or expanding a considered collection, this guide offers an honest, expert-led breakdown of the brands and references most likely to reward you financially — and aesthetically — over time. At Luxorra, we have spent years curating exceptional watches from some of the world’s most coveted houses, and this is the insight we share with our most valued clients.
Why Resale Value Matters More Than Ever in 2026
The secondary watch market reached an estimated £22 billion globally in 2025, and while the frenzied flipping culture of previous years has settled, serious collectors and first-time buyers alike are asking smarter questions before they invest. Resale value is no longer a niche concern — it is a core part of the luxury watch conversation.
Several factors influence how well a watch retains its value:
- Brand heritage and prestige — centuries-old maisons with unimpeachable reputations command consistent demand
- Movement quality and in-house manufacture — watches with proprietary calibres are almost always more desirable on the secondary market
- Limited production or iconic status — scarcity drives value, whether through deliberate limitation or cult following
- Condition and provenance — original box, papers, and service history can add 20–40% to resale price
- Material and complication — precious metals, tourbillons, and perpetual calendars tend to appreciate more reliably
The Top Luxury Watch Brands for Resale Value in 2026
1. Rolex — The Undisputed Benchmark
No conversation about watch resale value begins anywhere other than Rolex. The Geneva manufacture remains the single most recognised luxury watch brand on the planet, and its most iconic references — the Submariner, Daytona, GMT-Master II, and Datejust — consistently sell on the secondary market at or above retail price.
The Rolex Cosmograph Daytona in stainless steel remains one of the most sought-after watches in the world, with waiting lists at authorised dealers often stretching years. Even entry-level Rolex models in good condition retain between 80–120% of their original value, making them almost uniquely reliable as wearable assets.
“A Rolex is not just a watch. It is the closest thing the watch world has to a global reserve currency.”
For collectors focused purely on value preservation, Rolex in steel with sporting references offers the most dependable long-term returns.
2. Patek Philippe — The Connoisseur’s Choice
If Rolex is the benchmark, Patek Philippe is the pinnacle. The Geneva-based independent manufacture has long operated at the apex of horological achievement, and its watches — particularly the Nautilus, Aquanaut, and Calatrava — are among the most aggressively appreciated timepieces of the past decade.
The Patek Philippe Nautilus Ref. 5711, discontinued in 2021, continues to trade at multiples of its original retail price. Even current production models in precious metal command significant premiums. Patek’s commitment to in-house movements, finishing standards that border on obsessive, and a strict authorised dealer network all contribute to extraordinary value retention.
Patek Philippe watches are genuinely multigenerational assets — the brand’s own marketing slogan, that you never truly own a Patek Philippe but merely look after it for the next generation, is, in financial terms, entirely accurate.
3. Audemars Piguet — The Royal Oak Effect
The Royal Oak, designed by Gérald Genta in 1972, remains one of the most influential watch designs in history — and one of the most financially rewarding to own. Audemars Piguet occupies a unique position: a brand with genuine manufacture credentials, a fiercely loyal collector base, and a flagship reference that shows no signs of losing cultural relevance.
Steel Royal Oak models — particularly the 15202 Jumbo and limited edition collaborations — regularly achieve two to three times retail on the secondary market. The brand’s decision in recent years to prioritise direct sales and reduce grey market exposure has, somewhat counterintuitively, strengthened resale values further.
4. Chopard — Craftsmanship That Compounds
At Luxorra, we are proud to be an authorised Chopard stockist, and it is with genuine expertise that we highlight this exceptional Swiss manufacture as a brand with compelling long-term value credentials.
Chopard’s L.U.C collection — the brand’s in-house manufacture line — represents some of the finest movement finishing available at its price point. References such as the L.U.C XPS and L.U.C Perpetual Twin combine extraordinary technical achievement with restrained, timeless design. Chopard’s commitment to ethical sourcing — including their pioneering use of Fairmined gold — also resonates strongly with the values-conscious luxury buyer of 2026.
Chopard’s Happy Sport and Happy Diamonds collections, meanwhile, maintain consistent demand in the pre-owned market, particularly in diamond-set precious metal configurations. As an authorised retailer, Luxorra can provide full provenance documentation, which is invaluable for future resale.
5. Tissot — The Intelligent Entry Point
Not every watch investment requires a five-figure outlay. Tissot, part of the Swatch Group and another brand stocked by Luxorra, offers exceptional value retention at the more accessible end of the Swiss watch market.
The Tissot PRX, in particular, has become one of the most discussed watches of recent years — a beautifully designed integrated bracelet watch that draws clear aesthetic inspiration from the great sports-luxury references of the 1970s. Its combination of Swiss manufacture credibility, iconic design, and accessible price point has created genuine secondary market demand.
For buyers entering the luxury watch space for the first time, a Tissot PRX or Le Locle represents a financially sensible starting point — a watch that can be worn daily without anxiety and sold, when the time comes, with minimal depreciation.
Brands to Watch: Emerging Resale Performers in 2026
Porsche Design Timepieces
As an authorised Porsche Design stockist, Luxorra has observed growing collector interest in the brand’s horological output. Porsche Design watches — particularly the Chronograph 1 and its titanium variants — occupy a fascinating niche: genuinely engineered timepieces with the backing of one of the world’s most respected automotive brands.
The crossover appeal between automotive enthusiasts and watch collectors is well documented, and Porsche Design benefits from this intersection more than almost any other brand. Limited production numbers and strong brand identity suggest improving resale performance in the years ahead.
Michael Kors and Tommy Hilfiger — The Accessible Luxury Tier
Within the accessible luxury segment, brands such as Michael Kors and Tommy Hilfiger offer reliable quality and recognisable design at price points that democratise the watch-buying experience. While these brands do not command the same secondary market premiums as the Swiss manufacture houses, they retain value well relative to their price point and remain consistently in demand on the pre-owned market — particularly gift-oriented models in gold-tone and stainless steel.
How to Maximise the Resale Value of Your Luxury Watch
Owning a watch with strong resale credentials is only part of the equation. How you care for and document your timepiece matters enormously. Here are the practices our most experienced clients follow:
- Keep the original box and papers — these can add 20–40% to secondary market value and are non-negotiable for serious buyers
- Service at authorised centres only — unauthorised servicing can void manufacturer records and reduce buyer confidence
- Avoid unnecessary polishing — original brushed and polished surfaces in untouched condition are significantly more desirable to collectors
- Store correctly — a quality watch winder for automatic movements, away from magnetic fields and extreme temperatures
- Retain all purchase documentation — receipts, warranty cards, and correspondence with authorised retailers like Luxorra all add to provenance
- Photograph your watch regularly — dated photographs showing condition over time provide useful evidence for future buyers
Buying for Value: What to Look for at Point of Purchase
When buying with resale value in mind, the smartest decisions are made before the purchase is completed. Our Luxorra concierge team advises clients to consider the following:
- Always buy from an authorised stockist — provenance and authenticity documentation are foundational to future resale value. Luxorra’s status as an authorised Chopard and Porsche Design retailer means every watch we sell comes with complete, verifiable documentation.
- Favour steel over base metal — stainless steel sports models consistently outperform fashion metal alternatives on the secondary market
- Prioritise iconic references over novelties — a classic Submariner or Royal Oak will always be more liquid than a limited collaboration piece, however exciting at launch
- Consider the movement — in-house calibres with COSC chronometer certification or equivalent finishing standards are the foundation of long-term value
Discover Luxorra’s Curated Watch Collection
At Luxorra London, every timepiece in our collection is selected with the same criteria our clients apply to their own purchases: enduring design, exceptional craftsmanship, and genuine value. As authorised stockists of Chopard and Porsche Design, and with access to exclusive collections sourced directly from Milan and New York, we offer a level of curation and authenticity assurance that the grey market simply cannot match.
Every purchase comes with our 30-day money-back guarantee, full provenance documentation, and access to our Lux Concierge service — personalised guidance from a team that understands both the emotional and financial dimensions of luxury watch ownership.
Whether you are beginning your collection or adding a considered investment piece, we invite you to explore our current watch collection — or speak directly with our concierge team for a personalised recommendation tailored to your taste, lifestyle, and long-term goals.
Shop our curated luxury watch collection at Luxorra, or contact our concierge team today to begin your journey.