Some watches appreciate, most don't. Which brands and models hold value, why the MoonSwatch and Royal Pop became collectibles, and what to know before you buy.
Watches occupy a strange place in the investment conversation: a handful appreciate spectacularly, while most lose value the moment they leave the shop. Knowing the difference is everything.
What actually holds value
- Scarcity: waitlisted steel sports models from the top houses have historically traded above retail.
- Icon status: designs that stay in production for decades and remain instantly recognisable.
- Cultural collaborations: limited drops that capture a moment and sell out instantly.
- Condition and completeness: full set — box, papers, all links — is essential to value.
The accessible collectibles
You do not need a five-figure budget to own a genuine collectible. The Swatch x Omega MoonSwatch and the Swatch x Audemars Piguet Royal Pop put grail-watch design on the wrist at an accessible price, are released in limited drops, and trade above retail — proof that scarcity and culture, not just cost, drive collectibility.
A word of caution
Most watches are not investments, and buying purely to profit is risky. Buy what you love first; if it happens to hold value, all the better. And buy authenticated and complete — condition and provenance make or break resale.
We source authenticated collector timepieces and the collaborations everyone wants — tell us the reference and colourway you are chasing.
Frequently asked questions
Are luxury watches a good investment?
A small group of scarce, iconic and collaboration watches appreciate, but most lose value after purchase. Scarcity, icon status, cultural relevance and full-set condition are what separate an appreciating watch from a depreciating one.
Do MoonSwatches hold their value?
Popular MoonSwatch and Swatch x Audemars Piguet Royal Pop references are released in limited drops, sell out instantly and trade above retail — showing that scarcity and culture, not just price, drive collectibility.
Should I buy a watch as an investment?
Buy what you love first — most watches are not investments. If a scarce, iconic or collaboration piece holds value, that is a bonus. Always buy authenticated and complete, as condition and provenance drive resale.