When it comes to smart investments, the conversation usually revolves around stocks, real estate, or precious metals. But in the world of luxury, another asset class quietly delivers exceptional returns: pre-owned luxury watches that hold value. For collectors and investors, pre-owned luxury watches are more than style statements—they’re time-tested assets that often appreciate in value.

In this guide, we’ll uncover why certain watches appreciate, highlight the top five pre-owned luxury watches with strong long-term value, and help you understand what collectors are seeking in today’s shifting market.

Not every luxury watch is destined to become an investment piece. While many models retain some resale value, only a handful consistently appreciate or hold strong against market fluctuations. Factors that influence this include:

• Brand Prestige – Heritage brands like Rolex, Patek Philippe, Audemars Piguet, and Omega dominate the investment category. Their centuries-long reputations for craftsmanship, precision, and exclusivity build trust and desirability.

• Supply & Demand – Limited production runs, waitlists, and discontinued models drive demand higher, especially in the pre-owned market.

• Cultural Significance – Watches tied to iconic moments—such as the Omega Speedmaster going to the moon—create lasting desirability.

• Rarity & Exclusivity – Unusual dial colors, special editions, or discontinued variations often see sharp appreciation.

• Condition & Provenance – Collectors prefer watches with original parts, complete box and papers, and strong service histories.

Ultimately, investment watches 2025 share a common thread: timeless design, proven demand, and scarcity.

Now let’s dive into the five best pre-owned luxury watches to invest in. These models are not only historically strong performers but also poised to remain safe bets in 2025 and beyond.

Few pre-owned luxury watches command the respect of the Rolex Submariner, a diving icon since its debut in 1953. Known for its durability, versatility, and timeless aesthetic, the Submariner has long been one of the most pre-owned luxury watches that hold value across all market cycles.

Why It Holds Value:

• Strong global recognition and demand.

• Limited new supply with long waitlists at authorized dealers.

• Stainless steel references, especially with black or green bezels (“Hulk” and “Kermit”), consistently sell above retail in the secondary market.

Investment Outlook 2025:
The Rolex Submariner remains one of the best watches to invest in, offering both wearability and appreciation. With collectors favoring stainless steel sports models, expect prices to remain steady or climb further as production continues to be tightly controlled.

The Rolex Daytona Cosmograph has evolved from a niche racing chronograph into one of the most sought-after pre-owned luxury watches in the world. Originally undervalued in the mid-20th century, today the Daytona commands premium resale prices. Among all pre-owned luxury watches, the Rolex Daytona is one of the most traded and valued.

Why It Holds Value:

• Paul Newman Daytonas set world records at auctions, cementing their legend.

• Stainless steel versions, such as reference 116500LN with ceramic bezel, sell for multiples of retail on the secondary market.

• It embodies the perfect blend of sportiness, exclusivity, and heritage.

Investment Outlook 2025:
Rolex has refined the Daytona line in recent years, fueling collector interest. With new references released in 2023 and 2024, older discontinued models are already appreciating. For those asking, “What are the best watches to invest in 2025?”—the Daytona deserves a top spot.

When Gérald Genta designed the Patek Philippe Nautilus in the 1970s, few anticipated its explosive rise decades later. The reference 5711, in particular, became a cultural phenomenon, sparking multi-year waitlists and skyrocketing resale premiums.

Why It Holds Value:

• Patek Philippe’s reputation for crafting heirloom-quality watches.

• The Nautilus blends sportiness with elegance, a rare balance in luxury design.

• Discontinuation of the 5711 sent values soaring, with newer references continuing the legacy.

Investment Outlook 2025:
Even with market corrections, the Nautilus remains one of the top investment in pre-owned luxury watches. As supply tightens and collectors pivot to alternative dial variants (blue, green, or rose gold models), secondary market demand stays strong. Long-term, owning a Nautilus is like holding a share of horological history.

Another Gérald Genta masterpiece, the Audemars Piguet Royal Oak debuted in 1972 as the world’s first luxury sports watch in stainless steel. Once controversial, it is now among the most revered investment watches globally.

Why It Holds Value:

• The octagonal bezel and integrated bracelet design are instantly recognizable.

• Limited supply due to Audemars Piguet’s boutique-only strategy.

• Iconic references like the Royal Oak “Jumbo” Extra-Thin (15202) and newer iterations consistently see strong demand.

Investment Outlook 2025:
The Royal Oak’s blend of exclusivity and design innovation ensures it will continue appreciating. As AP phases out older references, collectors rush to secure discontinued models, making the Royal Oak a staple for those seeking pre-owned luxury watches that hold value.

No investment list is complete without the Omega Speedmaster Professional Moonwatch. Worn during NASA’s Apollo missions, the Speedmaster holds a place in history that few watches can rival.

Why It Holds Value:

• “The Moonwatch” is tied to one of humanity’s greatest achievements.

• Omega’s updates (such as the Caliber 3861 movement) strengthen its appeal while preserving its heritage design.

• Among all pre-owned luxury watches, Speedmasters offer an accessible entry point compared to Rolex or Patek, with strong long-term value retention.

Investment Outlook 2025:
The Speedmaster is more approachable than some high-demand Rolex or Patek models, making it ideal for new collectors. Special editions—like the Speedmaster “Snoopy” or Apollo commemoratives—have seen extraordinary appreciation, proving this classic remains one of the best pre-owned luxury watches to invest in 2025.

Understanding current trends is crucial when selecting investment watches. In 2025, collectors focus on:

• Stainless Steel Sport Models – These remain in highest demand, especially from Rolex, Patek, and Audemars Piguet.

• Discontinued References – Once production halts, scarcity fuels appreciation.

• Unique Dial Colors – Green, blue, and meteorite dials command premiums.

• Full Set Provenance – Watches with original box, papers, and service records fetch higher resale values.

• Condition Matters – Mint condition and unpolished cases are especially desirable.

The pre-owned luxury watches market also follows cycles. While short-term corrections occur, historically, top-tier models rebound and continue their upward trajectory. Today’s collectors look for more than hype—they focus on pre-owned luxury watches with rarity, heritage, and long-term desirability.

While the financial upside of pre-owned luxury watches is appealing, it’s important not to view them solely as assets. When buying pre-owned luxury watches, it’s important to balance investment potential with personal enjoyment.

Tips for Buying Smart:

1. Do Your Research – Learn about references, production years, and market performance before buying.

2. Work with Trusted Dealers – Authenticity is critical; avoid gray-market risks.

3. Think Long-Term – Pre-owned luxury Watches often take years to appreciate significantly.

4. Diversify – Mix investment pieces with models you genuinely enjoy wearing.

5. Service & Care – Regular servicing protects both wearability and resale value.

A Rolex Submariner may outperform a stock index in certain years, but its greatest value lies in being worn, admired, and passed down as an heirloom.

The world of pre-owned luxury watches is more than just ticking movements—it’s about heritage, craftsmanship, and passion. For those seeking pre-owned luxury watches that hold value, the Rolex Submariner, Rolex Daytona, Patek Philippe Nautilus, Audemars Piguet Royal Oak, and Omega Speedmaster represent the top five investment watches of 2025.

Each of these timepieces offers a proven track record, strong collector demand, and enduring style. Whether you’re a seasoned collector or a newcomer to horology, these pre-owned luxury watches balance the thrill of ownership with the reassurance of long-term value retention.

As with any investment, patience and knowledge are key. Buy smart, care for your timepiece, and enjoy the journey—because in the world of pre-owned luxury watches, value goes beyond price. It’s about wearing a legacy on your wrist. Whether you’re a seasoned collector or a first-time buyer, pre-owned luxury watches remain some of the most rewarding and reliable investments in 2025.