What to Consider When Investing in Watches in 2026
Investing in watches in 2026 requires careful consideration of various factors due to the current economic uncertainty, which affects market conditions. The primary market for luxury watches has seen a decline in value retention, making flipping watches less profitable, with only a few brands like Rolex and Patek Philippe maintaining positive value retention. The rise of high-end artisanal brands offers new investment opportunities, but caution is advised as reselling can jeopardize relationships with these exclusive brands. Additionally, deciding between multiple lower-priced watches or a single high-end piece is crucial, as data suggests that watches priced above CHF 50,000 are more stable investments compared to those in lower price brackets. The growth of Certified Pre-Owned services from luxury brands enhances security for investors but often comes at a higher initial cost with uncertain long-term value retention. Liquidity remains a significant concern, as the ability to sell watches quickly can vary based on demand and brand reputation. Case studies of various watches showcase differing performance across price ranges, highlighting that while some high-end models like Rolex Daytonas exhibit resilience, more accessible models may struggle in the current market. Ultimately, the focus should be on acquiring watches that are personally enjoyable, with investment potential being a secondary consideration.
