Luxury watch brands and iconic models drive high-value investment market

The luxury watch market features specific models and brands that maintain high value and serve as significant investment pieces. Iconic timepieces such as the Rolex Daytona, famously associated with Paul Newman, and the Cartier Santos, created in 1904, are noted for their historical importance and increasing desirability.

Investment potential in horology is often driven by rarity, historical significance, and material composition. Experts suggest that steel models, limited editions, and pieces with unique historical ties—such as those worn by cultural icons or used in significant historical events—tend to perform well. Major brands like Rolex, Cartier, and Patek Philippe continue to see high demand for their classic models.

In the segment of ultra-rare timepieces, scarcity is defined by unique pieces or extremely limited production runs. For example, the Boucheron Ajourée ‘Massy Le Caméléon’, a unique white gold piece featuring diamonds and sapphires, was sold at the Only Watch 2021 charity auction for 75,000 Swiss francs.