If you’re looking for a way to diversify your portfolio, express your personal style, and enjoy a collectible that can appreciate in value over time, you might want to consider watch investing.

Watch investing is the practice of buying and selling luxury watches as an alternative asset class. It can be a rewarding hobby and a lucrative strategy for long-term wealth creation.

But how do you get started with watch investing? What are the best brands and models to look for? How much should you spend on a watch? How do you protect and care for your watch investment?

In this article, we’ll answer these questions and more. We’ll provide you with a comprehensive guide on how to invest in watches, from choosing the right watch to tracking its value. We’ll also explore some alternative ways to invest in the watch market, such as watch company stocks, watch investing funds, and fractional watch investing.

Why Invest in a Watch?

There are many reasons why you might want to invest in a watch. Here are some of the main ones:

A Collectible with Good (And Growing) ROI

One of the most appealing aspects of watch investing is the potential return on investment (ROI) that you can achieve. Watches are not only functional and fashionable accessories, but also valuable collectibles that can increase in value over time.

As of 2024, the global luxury watch market holds a value of $49.8 billion, and projections indicate an annual growth rate of 2.25% from 2024 to 2028.

According to the Knight Frank Luxury Investment Index, watches exhibit a noteworthy average return on investment (ROI) of 147% over a decade, ranking second only to wine and rare whiskey.

‍Specific examples of pre-owned watches showing robust performance include various versions of Patek Philippe’s Nautilus, which experienced a 150% increase from 2019 to 2022, and Rolex’s Daytonas, with a 60% rise during the same time frame.

These figures show that watches can be a good investment, especially if you choose the right brands and models. Some watches can even fetch millions of dollars at auctions, such as the Patek Philippe Grandmaster Chime, which sold for a record-breaking $31 million in 2019.

Diversification

Diversification plays a crucial role in personal finance as it serves as a safeguard against extremes in portfolios.

Popular asset classes for diversification include real estate, exchange-traded funds (ETFs) and mutual funds, cash and cash equivalents (CCE), digital assets, and alternative assets like collectibles — such as watches.

By investing in watches, you can diversify your portfolio and reduce your exposure to market volatility and inflation. Watches are tangible assets that can retain their value even in times of economic uncertainty. They can also hedge against currency fluctuations, as they are priced in Swiss francs, euros, or US dollars, depending on the brand and market.

Moreover, watches can offer a unique advantage over other alternative assets, such as art, wine, or cars. They are portable, durable, and easy to store and transport. They can also be worn and enjoyed, unlike some other collectibles that require special care and maintenance.

An Important Note: Not All Watches Appreciate in Value

Before you dive into watch investing, you should be aware of one important caveat: not all watches appreciate in value. In fact, the majority of watches are prone to depreciate in value, especially if they are mass-produced, low-quality, or damaged.

Only a select few models from reputable brands should be considered investment-worthy assets. Specific brands and models regularly demonstrate significantly better performance than the overall market. And you should do your research to determine which ones. But it can also be random — some brands can become famous or trendy or appreciate in value for unforeseen reasons.

Therefore, you should not invest in watches with the sole expectation of making a profit. You should also consider other factors, such as your personal preference, style, and enjoyment.

Investing in watches should be a passion, not a gamble.

How Much to Spend on a Watch

One of the most common questions that aspiring watch investors ask is: how much should I spend on a watch? The answer depends on several factors, such as your budget, your goals, and your taste.

Of course, don’t spend more than you can afford to lose on a watch. Prioritize obtaining value for your money.

For an quality entry-level mechanical Swiss watch anticipate spending between $1,000 and $3,000.

Mid-range options can cost from $5,000 to $10,000 or slightly more.

After that, you’re more so paying for the brand than the quality. That’s not a bad thing — it’s just important to be realistic.

The price of a watch is not always indicative of its quality or value. Some watches can be overpriced or overhyped, while others can be underrated or undervalued. You should do your homework and compare prices across different sources, such as authorized dealers, secondary market, and auction houses.

You should also factor in the cost of ownership, such as insurance, servicing, repairs, and storage. These expenses can add up over time and affect your net return.

How to Choose the Right Watch

Choosing the right watch is a personal and subjective decision. There is no one-size-fits-all formula for finding the perfect watch. However, there are some general guidelines that can help you narrow down your options and make an informed choice.

Decide What You Like in a Watch

The first step to choosing the right watch is to decide what you like in a watch. This includes aspects such as:

• The style: Do you prefer a classic, sporty, or modern look? Do you want a simple or complex dial? Do you like round, square, or rectangular cases?
• The size: How big or small do you want your watch to be? How does it fit on your wrist? Is it comfortable and proportionate?
• The material: What kind of metal or material do you want your watch to be made of? Do you like gold, silver, steel, titanium, ceramic, or something else?
• The movement: Do you want a mechanical, quartz, or hybrid movement? Do you care about the accuracy, reliability, and craftsmanship of the movement?
• The features: What kind of functions or complications do you want your watch to have? Do you need a date, chronograph, moon phase, or something else?
• The brand: Do you have a preference for a certain brand or manufacturer? Do you care about the history, reputation, and prestige of the brand?

These are some of the questions that you should ask yourself when deciding what you like in a watch. You can also browse online or visit physical stores to get a feel for different watches and see what appeals to you.

Opt for a Watch that Aligns with Your Personal Preferences and Style

Once you have a clear idea of what you like in a watch, you should opt for a watch that aligns with your personal preferences and style. A watch is more than just a timepiece — it’s a reflection of your taste, lifestyle, and success. It’s a statement of who you are and what you value.

Therefore, you should choose a watch that suits your personality and complements your wardrobe. You should also consider the occasions and settings where you plan to wear your watch. Do you need a watch that can go from the office to the gym to the dinner party? Or do you want a watch that is more specialized for a certain activity or event?

Avoid purchasing a watch solely based on popularity or others’ choices.

Don’t buy a watch just because it’s trendy, hyped, or recommended by someone else. While it’s good to seek advice and opinions from experts and enthusiasts, you should ultimately trust your own judgment and taste. After all, you’re the one who’s going to wear and enjoy the watch, not someone else.

Research How Different Watches Retain Value

Another important factor to consider when choosing a watch is how well it retains its value over time. This is especially relevant if you’re investing in watches with the intention of reselling them in the future.

To research how different watches retain value, you can conduct a search — Google, Ebay, etc. — to explore watch prices online, and compare the used price to the retail price.

This can give you an indication of how much demand and appreciation there is for a certain watch. You can also look at historical data and trends to see how the value of a watch has changed over time.

Find Your Market and Make Your Purchase

After you have decided what kind of watch you want and how much you are willing to spend, the next step is to find your market and make your purchase. There are different ways to buy a watch, each with its own advantages and disadvantages. Here are some of the main options:

Authorized dealers

These include retail jewelers or department stores that have direct connections with the watch brands. They can offer you both new and pre-owned watches, as well as warranty, service, and authenticity guarantees. However, they may also charge higher prices, have limited stock availability, and be reluctant to negotiate discounts.

If you choose to buy from an authorized dealer, you should contact them in advance to confirm their inventory and availability of the watch you want. You should also ensure that a knowledgeable salesperson is present to guide you through the purchase process and provide you with the necessary documentation and certification.

Secondary market

This includes online platforms, such as Ebay, Chrono24, or Watchfinder, as well as auction houses, such as Christie’s, Sotheby’s, or Phillips, that sell pre-owned or vintage watches. They can offer you lower prices, wider selection, and more flexibility than authorized dealers. However, they may also pose higher risks of fraud, counterfeits, or damage, and require more due diligence and verification.

If you choose to buy from the secondary market, you should exercise caution and do your research before making a purchase. You should check the seller’s reputation, feedback, and ratings, as well as the watch’s condition, history, and provenance. You should also ask for clear and detailed photos and videos of the watch, and request a third-party authentication or inspection if possible.

Alternative: Indirect Watch Investing

If you are not interested or able to buy a physical watch, you can still invest in the watch market indirectly. There are some alternative ways to gain exposure to the watch industry, such as:

Watch company stocks

You can consider buying stocks in watch companies or conglomerates that own multiple watch brands. For example, you can invest in Swatch Group, which owns brands such as Omega, Longines, and Tissot, or Richemont, which owns brands such as Cartier, IWC, and Jaeger-LeCoultre. You can also invest in Watches of Switzerland, a leading retailer of luxury watches in the UK and US, which has performed well on the London Stock Exchange.

By investing in watch company stocks, you can benefit from the growth and profitability of the watch industry, without having to own or maintain a physical watch. However, you should also be aware of the risks and challenges that the watch industry faces, such as competition, innovation, regulation, and consumer preferences.

Watch investing funds

Another option is to invest in watch investing funds, which are pools of money that are used to buy and sell watches as an asset class. These funds are usually managed by professional watch investors or collectors, who have the expertise and access to the best deals and opportunities in the watch market.

By investing in watch investing funds, you can leverage the knowledge and experience of the fund managers, and diversify your portfolio across different brands and models of watches. However, you should also be careful about the fees, liquidity, and transparency of the fund, and make sure that it aligns with your goals and risk appetite.

One example of a watch investing fund is the Watch Fund, which claims to have delivered an average annual return of 30% since its inception in 2012. The fund requires a minimum investment of $250,000 and offers various investment plans and exit options.

Fractional watch investing

A third option is to invest in fractional watch investing, which is a form of crowdfunding that allows you to buy partial ownership in high-value watches. This way, you can own a share of a watch that you might not be able to afford otherwise, and benefit from its appreciation and dividends.

By investing in fractional watch investing, you can access a curated selection of rare and desirable watches, and enjoy the perks of being a watch owner, such as voting rights, viewing rights, and buyout rights. However, you should also consider the fees, regulations, and risks involved in this type of investment, and make sure that you trust the platform and the community behind it.

One example of a fractional watch investing platform is Rally, which offers shares of collectible watches, such as a Rolex Paul Newman Daytona, a Patek Philippe World Time, and a Audemars Piguet Royal Oak. The platform allows you to buy and sell shares of watches on its app, and also hosts live events and exhibitions for its members.

Top Options for Watch Investing

Now that you know how to choose and buy a watch, you might be wondering what are the best options for watch investing. There are thousands of watch brands and models in the market, but not all of them are worth investing in.

To help you narrow down your choices, we’ve compiled a list of some of the top options for watch investing, based on different criteria, such as price, resale value, brand, and style. These are not definitive or exhaustive, but rather indicative and illustrative. You should always do your own research and due diligence before investing in any watch.

Expensive Options Likely to Hold Value

If you have a large budget and want to invest in the most prestigious and sought-after watches, you can opt for some of the expensive options that are likely to hold their value or even appreciate over time. These are the watches that are considered the pinnacle of luxury, craftsmanship, and exclusivity, and are often coveted by collectors and connoisseurs.

When investing in luxury watches, you can choose to prioritize renowned brands for value retention.

Luxury watch brands like Rolex, Patek Philippe, Audemars Piguet, and Vacheron Constantin are esteemed for their history, craftsmanship, and collector desirability.

These brands ensure a solid investment due to their highest quality, reliability, and Swiss luxury.

Some of the most popular and valuable models from these brands include:

• Rolex Submariner: The quintessential dive watch, the Rolex Submariner is one of the most iconic and recognizable watches in the world. It was introduced in 1953 and has been worn by celebrities, explorers, and even James Bond. It is known for its robust and elegant design, its water resistance up to 300 meters, and its distinctive rotating bezel. The Rolex Submariner is also one of the most stable and consistent performers in the watch market, with a high demand and a strong resale value.

• Patek Philippe Nautilus: The Patek Philippe Nautilus is one of the most coveted and expensive watches in the world. It was launched in 1976 and designed by the legendary Gerald Genta, who also created the Audemars Piguet Royal Oak and the IWC Ingenieur. It is known for its distinctive porthole-shaped case, its integrated bracelet, and its exquisite dial. The Patek Philippe Nautilus is also one of the most scarce and exclusive watches in the world, with a limited production and a long waiting list. It has seen a tremendous increase in value over the years, especially for the stainless steel models.

• Audemars Piguet Royal Oak: The Audemars Piguet Royal Oak is another masterpiece by Gerald Genta, and one of the most influential and innovative watches in history. It was introduced in 1972 and revolutionized the concept of luxury sports watches, with its bold and unconventional design, its octagonal bezel, and its exposed screws. It is known for its superb craftsmanship, its refined movement, and its versatile style. The Audemars Piguet Royal Oak is also one of the most prestigious and desirable watches in the world, with a loyal fan base and a high demand. It has maintained or increased its value over time, especially for the rare and limited editions.

• Vacheron Constantin Overseas: The Vacheron Constantin Overseas is the youngest and most modern of the luxury sports watches, but it still has a rich and illustrious heritage. It was launched in 1996 and inspired by the Vacheron Constantin 222, which was created in 1977 to celebrate the brand’s 222nd anniversary. It is known for its elegant and refined design, its interchangeable bracelet and strap system, and its sophisticated complications. The Vacheron Constantin Overseas is also one of the most refined and sophisticated watches in the world, with a high level of quality and finishing. It has shown a steady and solid performance in the watch market, especially for the chronograph and dual time models.

Brands With High Resale Value

If you want to invest in watches that can offer you a high return on investment (ROI) upon resale, you can opt for some of the brands that have a proven track record of high resale value. These are the brands that have a strong reputation, a loyal fan base, and a high demand in the secondary market.

To measure the resale value of a watch, you can look at the percentage of the retail price that you can recoup when you sell it. For example, if you buy a watch for $10,000 and sell it for $8,000, you have a resale value of 80%. The higher the resale value, the better the investment.

According to a study by Luxe Digital, the top 10 watch brands with the highest resale value in 2020 were:

• Rolex: 88.3%
• Patek Philippe: 85.4%
• Omega: 76.8%
• Audemars Piguet: 75.8%
• Breitling: 74.7%
• Jaeger-LeCoultre: 73.9%
• Cartier: 72.4%
• TAG Heuer: 71.5%
• Panerai: 70.6%
• IWC: 69.7%

Some of the most popular and valuable models from these brands include:

• Rolex Daytona: The Rolex Daytona is one of the most legendary and sought-after chronographs in the world. It was introduced in 1963 and named after the Daytona International Speedway, where it was used by racing drivers. It is known for its precise and reliable movement, its tachymeter bezel, and its sporty and elegant design. The Rolex Daytona is also one of the most expensive and rare watches in the world, with some models fetching millions of dollars at auctions, such as the Paul Newman Daytona, which sold for a record-breaking $17.8 million in 2017.

• Patek Philippe Calatrava: The Patek Philippe Calatrava is one of the most classic and refined dress watches in the world. It was launched in 1932 and inspired by the Bauhaus movement, which emphasized simplicity, functionality, and harmony. It is known for its minimalist and elegant design, its thin and round case, and its exquisite dial. The Patek Philippe Calatrava is also one of the most prestigious and desirable watches in the world, with a high level of quality and craftsmanship. It has maintained or increased its value over time, especially for the vintage and rare models.

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• Breitling Navitimer: The Breitling Navitimer is one of the most legendary and functional pilot watches in the world. It was introduced in 1952 and designed for professional aviators, with its distinctive slide rule bezel, which can perform various calculations and conversions. It is known for its complex and sophisticated design, its chronograph function, and its aviation heritage. The Breitling Navitimer is also one of the most recognizable and collectible watches in the world, with a high level of quality and performance. It has shown a consistent and solid performance in the watch market, especially for the vintage and special edition models.

On a Budget? Look to Japanese Watches

If you have a limited budget and want to invest in quality watches that won’t break the bank, you can look to Japanese watches. Japanese watches are known for their exceptional quality, reliability, and innovation, as well as their affordability and accessibility.

Japanese watchmakers, such as Seiko, Orient, or Citizen, have been producing some of the finest mechanical and quartz watches in the world, with features and technologies that rival or surpass their Swiss counterparts. For example, Seiko invented the first quartz watch, the first automatic chronograph, and the first spring drive movement, while Citizen pioneered the first solar-powered watch, the first satellite-synchronized watch, and the first Bluetooth watch.

By investing in Japanese watches, you can get a lot of value for your money, as well as a variety of styles and functions to choose from. You can also enjoy the benefits of owning a watch that is durable, accurate, and easy to maintain.

Some of the most popular and valuable models from Japanese brands include:

• Seiko SKX007: The Seiko SKX007 is one of the most iconic and affordable dive watches in the world. It was introduced in 1996 and has been a favorite among divers, adventurers, and watch enthusiasts ever since. It is known for its robust and classic design, its water resistance up to 200 meters, and its reliable automatic movement. The Seiko SKX007 is also one of the most versatile and customizable watches in the world, with a plethora of aftermarket parts and accessories available. It has shown a consistent and solid performance in the watch market, especially for the discontinued and rare models.

• Orient Bambino: The Orient Bambino is one of the most elegant and refined dress watches in the world. It was launched in 2012 and has been a hit among watch lovers who appreciate its minimalist and vintage-inspired design, its domed crystal and dial, and its smooth automatic movement. The Orient Bambino is also one of the most affordable and accessible watches in the world, with a price range of $100 to $300, depending on the version and color. It has shown a steady and solid performance in the watch market, especially for the newer and improved models.

• Citizen Eco-Drive: The Citizen Eco-Drive is one of the most innovative and eco-friendly watches in the world. It was launched in 1995 and has been a leader in the field of solar-powered watches, with its patented technology that converts any light source into energy to power the watch. It is known for its sleek and modern design, its high accuracy and durability, and its diverse features and complications. The Citizen Eco-Drive is also one of the most convenient and hassle-free watches in the world, as it never needs a battery change or winding. It has shown a consistent and solid performance in the watch market, especially for the advanced and limited edition models.

Vintage Options

While we caution against vintage watch purchases for most, vintage watches can be emotionally pleasing investments.

Vintage watches are watches that are at least 20 to 30 years old, and have a historical or cultural significance. They can offer a unique charm, character, and story that modern watches may lack. They can also be rare and valuable, as they are no longer in production and may have limited supply.

However, vintage watches may also require more care and upkeep, as they are more fragile and prone to damage. They may also be harder to authenticate, verify, and service, as they may have been modified, repaired, or replaced over time. They may also be more expensive and less accessible, as they are often sold at auctions or by private collectors.

Therefore, the decision to invest in vintage watches should depend on your personal preference, budget, and expertise. You should also be prepared to deal with the challenges and risks involved in buying and owning vintage watches.

Some of the most popular and valuable vintage watches include:

• Rolex GMT-Master: The Rolex GMT-Master is one of the most iconic and versatile pilot watches in the world. It was introduced in 1954 and designed for Pan Am pilots, who needed a watch that could display two time zones simultaneously. It is known for its dual-time function, its rotating bezel, and its colorful dial. The Rolex GMT-Master is also one of the most collectible and sought-after vintage watches in the world, with some models fetching hundreds of thousands of dollars at auctions, such as the Pepsi, the Coke, and the Bakelite.

• Omega Speedmaster: The Omega Speedmaster is one of the most iconic and historical watches in the world. It was introduced in 1957 and became the first watch to be worn on the moon, by astronaut Buzz Aldrin in 1969. It is known for its robust and versatile design, its chronograph function, and its tachymeter scale. The Omega Speedmaster is also one of the most popular and collectible watches in the world, with a loyal fan base and a high demand. It has shown a steady and solid performance in the watch market, especially for the moonwatch and limited edition models.

• Heuer Carrera: The Heuer Carrera is one of the most legendary and elegant racing watches in the world. It was introduced in 1963 and named after the Carrera Panamericana, a dangerous and prestigious road race in Mexico. It is known for its clean and legible design, its chronograph function, and its racing heritage. The Heuer Carrera is also one of the most collectible and sought-after vintage watches in the world, with some models fetching tens of thousands of dollars at auctions, such as the 2447, the 3647, and the 1153.

• Zenith El Primero: The Zenith El Primero is one of the most innovative and groundbreaking watches in history. It was launched in 1969 and was the first automatic chronograph movement in the world, beating the competition from Seiko and a consortium of Breitling, Heuer, and Hamilton. It is known for its high frequency, its accuracy, and its complexity. The Zenith El Primero is also one of the most respected and admired vintage watches in the world, with some models fetching high prices at auctions, such as the A386, the A384, and the Rainbow.

How to Protect Your Watch Purchase

Once you have purchased your luxury watch, you should take steps to protect it from loss, theft, or damage. One of the most important things you should do is to secure insurance for your watch.

Do not assume that your homeowners policy will adequately cover your watch, as most policies limit coverage for personal possessions to $1,000 or $2,000. This may not be enough to cover the full value of your watch, especially if it is rare, expensive, or appreciating.

You should seek specialized jewelry insurance for your watch, which can cover loss, theft, and damage, with no deductibles and affordable monthly payments. You should also make sure that your insurance policy covers the current market value of your watch, not the original purchase price, as your watch may have increased in value over time.

Insurance typically costs between 0.5% to 1.5% of the appraised value of your watch.

To get insurance for your watch, you should follow these steps:

• Get an appraisal: You should get an appraisal from a reputable and certified appraiser, who can provide you with a detailed and accurate valuation of your watch. You should also update your appraisal every few years, as the value of your watch may change over time.
• Shop around: You should compare different insurance companies and policies, and choose the one that best suits your needs and budget. You should also read the fine print and understand the terms and conditions of your policy, such as the coverage, the exclusions, the claims process, and the customer service.
• Keep records: You should keep records of your watch purchase, such as the receipt, the warranty, the certificate of authenticity, and the serial number. You should also keep records of your insurance policy, such as the policy number, the contact information, and the proof of payment. You should store these records in a safe and accessible place, such as a fireproof safe or a cloud storage service.

Caring for Your Watch Investment

If you intend to wear your watch, it is essential to maintain its condition to ensure optimal resale value. Here are some guidelines on how to care for your watch investment:

• Regularly clean your watch with a soft, dry cloth, avoiding harsh chemicals. This can help remove dust, dirt, and sweat from the case, the bracelet, and the crystal. You can also use a soft brush or a toothpick to gently clean the gaps and crevices of your watch.
• If your watch comes into contact with moisture, promptly dry it. This can prevent rust, corrosion, or mold from forming on your watch. You should also avoid exposing your watch to extreme temperatures, humidity, or sunlight, as this can damage the movement, the dial, or the strap of your watch.
• When not in use, store your watch in a cool, dry place. You can use a watch box, a watch winder, or a safe to protect your watch from dust, moisture, or theft. You should also avoid placing your watch near magnets, electronics, or other sources of interference, as this can affect the accuracy or functionality of your watch.
• Ensure professional servicing at a brand service center every five years to maintain the watch’s performance and longevity. You should also have your watch checked by a qualified watchmaker if you notice any signs of malfunction, such as poor timekeeping, water infiltration, or mechanical damage. You should avoid opening or repairing your watch yourself, as this can void the warranty, compromise the authenticity, or cause further damage to your watch.

Track the Value of Your Watch and Every Other Investment With Kubera

The final step to watch investing is to track the value of your watch and every other investment with Kubera, a sophisticated balance sheet software.

Kubera is the ultimate wealth management solution for high net worth individuals (HNWIs) who have a diverse and complex portfolio of assets, including traditional and alternative investments.

Kubera allows you to:

• Connect your bank accounts, brokerage accounts, crypto wallets, and other online platforms to automatically import and update your financial data.
• Add your offline assets, such as real estate, art, jewelry, watches, and more, by manually entering their details or entering values from third-party valuation services.
• Organize your assets into sheets and sections (like an excel sheet), and view them in a simple and intuitive dashboard.
• Monitor the performance, allocation, and returns of your portfolio, and get insights and rebalancing recommendations on how to optimize it.
• Model portfolio performance, evaluate investment decisions, and plan for future financial scenarios using the Fast Forward feature which can help you make better and more informed financial decisions
• Share your portfolio with your family, advisors, or beneficiaries, and control what they can see and do with your data.
• Plan for your legacy with a unique feature that allows you to designate trusted contacts and beneficiaries who can access your portfolio in case of an emergency.

By using Kubera, you can manage and optimize your watch portfolio and other alternative assets, along with your traditional investments, in one place. You can also enjoy the peace of mind that your wealth is well-protected and well-prepared for the future.

Sign up for a trial and get started with Kubera today!