The luxury watch market has changed.

Between 2020 and 2022, prices surged. Headlines focused on record-breaking auction results and waiting lists that stretched for years. Certain models doubled overnight. Everyone suddenly became an “investor.”

Now, in 2026, the market looks different — and frankly, healthier.

The real question serious buyers are asking today isn’t:

Will this watch double in value?

It’s:

Will this hold its value — and is it worth owning long term?

That’s a much smarter question.

Because while names like Rolex and Patek Philippe dominate the headlines, most collectors buy outside of those brands. And that’s where thoughtful decisions matter most.

Let’s take a clear, data-driven look at what “holding value” actually means in 2026 — and how to buy intelligently in today’s market.

What “Holding Value” Really Means in 2026

Not every watch is an investment. In fact, very few are.

When collectors talk about value retention today, they’re usually talking about one of three outcomes:

1. Appreciation
   Rare. Typically driven by hype, extreme scarcity, or cultural moments. This is the exception — not the rule.
2. Strong Retention (60–85% of value over time)
   This is where most respected Swiss brands land when purchased at the right price.
3. Stable Ownership Value
   The watch may depreciate modestly but delivers years — sometimes decades — of wear, reliability, and enjoyment.

In 2026, smart collectors understand something important:

Luxury watches are not lottery tickets.
They’re long-term assets.

The more practical way to think about it is cost-per-year of ownership. A watch purchased thoughtfully, worn consistently, and maintained properly often costs far less over time than most other luxury goods — especially when resale demand remains steady.

Condition, original box and papers, brand strength, and market supply all play a role. But so does one critical factor:

The price you pay on day one.

What the 2024–2026 Market Correction Taught Collectors

After the pandemic surge, the secondary market cooled.

Prices normalized. Supply returned. Buyers became more rational.

And that’s a good thing.

What we learned:

• Scarcity premiums don’t last forever
  • Speculative buying is risky
  • Brand strength matters more than social media buzz
  • Discounts at retail make a real difference
  • Trusted sellers matter more than ever

Today’s buyer is more measured. More analytical. Less emotional.

The collectors winning in 2026 aren’t chasing hype — they’re buying quality at the right price.

That shift has created opportunity.

Which Watches Actually Hold Value 

While ultra-rare pieces grab headlines, many established Swiss brands offer consistent value retention when purchased intelligently.

Here are categories that historically perform well:

Strong Swiss Heritage Brands

Brands with decades — often over a century — of watchmaking history tend to maintain steady global demand.

Examples include:

• Omega
  
  
• Breitling
  
  
• TAG Heuer
  
  
• Longines
  
  

These brands share key characteristics:

• Recognizable worldwide
  • Established resale markets
  • Strong distribution networks
  • Iconic core collections
  • Mechanical expertise and heritage

When purchased below MSRP, many of these watches retain value well relative to their category.

They may not skyrocket. But they tend to hold steady.

Iconic Models Perform Better Than Obscure References

Within every brand, certain collections consistently outperform others.

For example:

• Omega Seamaster and Speedmaster
  • Breitling Navitimer
  • TAG Heuer Carrera
  • Longines HydroConquest

Core collections with decades of history typically retain value better than short-lived experimental releases.

Collectors trust familiarity. The secondary market does too.

Mechanical Over Quartz

While quartz watches are incredibly accurate and practical, mechanical and automatic watches often maintain stronger long-term resale demand.

Why?

Because collectors value craftsmanship.

Mechanical watches represent traditional horology — gears, springs, balance wheels. They appeal emotionally as much as technically.

That emotional factor supports resale stability over time.

This isn’t an absolute rule — but it’s a consistent pattern.

What Hurts Value

Understanding what weakens resale performance is just as important as knowing what strengthens it.

Here are common mistakes buyers make:

Poor Condition

Scratches, over-polishing, missing components — these matter. Condition is one of the largest drivers of resale value.

Missing Box and Papers

Original packaging and documentation increase buyer confidence in the secondary market.

Trend-Driven Designs

Watches built around short-lived trends may not age well. Timeless designs outperform fashion-driven pieces.

Microbrands With Limited Market Demand

Some smaller brands produce excellent watches. But limited resale demand means liquidity can be lower.

Established demand matters.

The Smart Way to Buy in 2026

Today’s collector mindset is simple: buy intentionally.

Here are four principles that make a measurable difference:

1. Buy Brands With Staying Power

Heritage, recognition, and consistent production history support long-term demand.

2. Focus on Core Collections

Iconic models carry brand identity. They tend to perform better in the resale market.

3. Buy Below MSRP Whenever Possible

This is one of the most overlooked factors in value retention.

If you purchase at a competitive market price, depreciation risk decreases significantly.

4. Buy From a Trusted, Established Seller

Authenticity and reputation matter — especially in today’s online market.

An established retailer with thousands of verified ratings, clear authenticity guarantees, and transparent return policies reduces buyer risk.

It’s not just about price. It’s about confidence.

Are Luxury Watches Still Worth Buying?

If your only goal is rapid appreciation, the answer is nuanced.

But if your goal is long-term ownership, craftsmanship, and value retention relative to other luxury goods — the answer is still yes.

Consider this:

Most consumer purchases lose nearly all their value within a few years.

A thoughtfully chosen Swiss timepiece often retains a significant portion of its value — while delivering daily enjoyment, craftsmanship, and wearability.

Luxury watches sit in a unique category:

• Wearable assets
  • Functional art
  • Emotional objects with mechanical depth

When bought correctly, they combine personal satisfaction with financial stability.

That’s a rare combination.

The 2026 Collector Mindset

The smart collector in 2026 isn’t chasing headlines.

They aren’t speculating on short-term hype.

They’re buying watches they respect.

They’re focusing on heritage brands with proven demand.

They’re paying attention to the entry price.

They’re thinking long term.

And when you approach the market with that mindset, value tends to follow.

Not because you gambled.

But because you bought wisely.