Jump to: Key Points | Deep Dive | Verdict
The watch investment market has matured significantly over the past decade. While 2021-2022 saw extraordinary appreciation across many categories, the market has since normalized — presenting both buying opportunities and cautionary lessons. Here are the best watches to buy as investments in 2025.
Top Investment Picks for 2025
1. Rolex Submariner (steel, any variant)
The Submariner remains the safest watch investment in the market. Production constraints, universal recognition, and consistent demand from both collectors and new luxury buyers support strong secondary market pricing. Current retail: $9,600-$17,000 depending on configuration.
2. Rolex Daytona (steel)
Rolex’s most coveted reference. Steel Daytonas are virtually impossible to buy at retail; gray market premiums of 30-50% are standard. The 116500LN with either black or white dial has appreciated more than any other Rolex reference over the past decade.
3. Patek Philippe Nautilus (5711)
The discontinued 5711 Nautilus has appreciated 300-400% from its original retail price. Even the replacement 5726A maintains strong premiums. These require serious collector budgets ($100,000+) but represent the upper tier of watch investment.
4. AP Royal Oak (steel, 41mm)
Like the Nautilus, the Royal Oak trades at significant premiums above retail. Less liquid than Rolex but equally strong in appreciation for patient investors.
What to Avoid as Investment
Avoid: Omega (excellent watches, poor investment), TAG Heuer, Breitling (strong brands but depreciate significantly), and any limited edition novelties (appreciation is speculative and often disappoints).
👉 Shop Luxury Watches at Jomashop | Browse on Amazon
Related Guides
Learn more: Official Website
