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Luxury watches can rise in value, but the evidence does not make them a dependable investment category. Performance differs sharply by brand and model, and a market index is not the return an individual owner will net after purchase, ownership, and selling costs. If you buy one, make enjoyment the primary reason and evaluate resale prospects for the exact watch—not the brand name alone.
What the market data shows—and what it does not
Chrono24’s ChronoPulse tracks secondary-market prices using transaction data. Its company-published figures show both gains and substantial declines, depending on the period and brand. They describe historical market movements, not guaranteed future prices or an individual buyer’s net return.
| Measure | Reported result | Period and context |
|---|---|---|
| Broad luxury-watch secondary-market index | Up 22.85% | Five years to October 2024, according to Chrono24’s 2024 analysis. Chrono24’s five-year analysis. |
| Selected brand averages | Audemars Piguet up 64.85%; Vacheron Constantin up 52.27%; Cartier up 39.06%; Patek Philippe up 33.59%; Rolex up 27.59% | October 2019–October 2024, per Chrono24’s brand-level index figures. The same analysis reported Tudor down 9.54%, Hublot down 2.99%, and Panerai down 16.88%. Chrono24’s five-year analysis. |
| Secondary-market index | Down 25% | From April 2022 to October 2024, according to Chrono24’s 2025 report. Chrono24’s 2024 market report. |
| Calendar-year index change | Up 0.35% | Calendar 2024, according to Chrono24’s 2025 report. It also reported a 0.83% decline in the first half of 2024 and a 1.18% increase in the second half. Chrono24’s 2024 market report. |
| Secondary-market index | Down 3% in Q1 2025; still up 24.5% over five years | The five-year measure ended March 2025; Chrono24 also reported a 23.9% decline from the March 2022 peak. These are different windows from the October 2024 results above. Chrono24’s Q1 2025 report. |
These are vendor-published index figures, not independent academic findings or a comprehensive study of net returns after costs. Chrono24 says ChronoPulse uses more than 600,000 transactions; an index can provide useful context, but it cannot establish the price you could get for a particular watch or how quickly you could sell it. The latest dated market result cited here is Q1 2025, so these figures should not be read as a measure of the 2026 market.
Why an index gain is not your investment return
The specific watch may behave differently
Brand averages combine watches with different references, production years, condition, completeness, and provenance. A brand’s index gain does not establish that a particular reference appreciated—or that the same trend will continue. Chrono24’s own brand figures illustrate how sharply results can diverge.
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Your purchase price sets the starting point
Compare the price you would actually pay with recent completed sales for the exact reference. Authorized-retail pricing and a buyer’s actual entry price can differ; in the secondary market, a high purchase price can leave little room for resale value to cover costs.
Ownership and sale have costs
Service, insurance, taxes, shipping, selling commissions, dealer spread, and auction charges can all affect the proceeds. Their amounts depend on the watch, location, and route to sale; check them before estimating a net return rather than treating an index percentage as money you will keep.
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A quoted value is not cash in hand
Market value does not show how many buyers are looking for the watch or how long a sale may take. Check recent comparable transaction volume and consider whether you could wait for a suitable offer. Model-specific liquidity statistics are not established by the index figures cited here.
How to evaluate a watch before buying
- Identify the exact reference. Record the reference and production year, then assess condition, completeness, and provenance. Do not use a brand-level average as a valuation for an individual watch.
- Check completed sales. Look for recent transactions for that exact reference where available. Separate completed-sale data from asking prices: an advertised price is not proof that a buyer paid it. Chrono24 describes ChronoPulse as transaction-based rather than listing-based. Chrono24’s description of ChronoPulse.
- Work out your real entry price. Compare the amount you would pay with recent completed sales and distinguish authorized-retail pricing from the price actually available to you.
- Estimate the full cost of ownership and exit. Check likely service and insurance expenses, applicable taxes, and the fees and spread for your intended selling route. These vary by jurisdiction and transaction, so use local, watch-specific figures.
- Consider time and liquidity. Assess how many comparable sales exist and whether your time horizon allows for a slower sale or a lower offer than expected.
- Keep comparisons fair. If comparing a watch with another asset, use comparable periods and account for costs, inflation treatment, risk, and any income. Chrono24’s historical index comparisons do not provide an equivalent risk-adjusted personal investment comparison.
When buying for potential resale may make sense
A watch may be a reasonable purchase for someone who values wearing and owning it and can afford the possibility of a loss. A resale case is more credible when it rests on evidence for the exact reference, a disciplined entry price, and a realistic allowance for costs and time to sell—not a brand’s reputation or a headline index increase. Chrono24’s October 2024 report quotes its Head of Brand Engagement, Balazs Ferenczi, describing the secondary market as having “returned to normalcy” after the pandemic surge. That is a company representative’s characterization, not an independent forecast or assurance of future prices. Chrono24’s October 2024 report.
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When it is a poor fit
- You need predictable returns, quick access to the money, or a dependable resale price.
- The purchase only works financially if the watch appreciates.
- You have not checked comparable completed sales, likely costs, or the selling route.
- You are comparing an index’s price movement with another asset’s total return without accounting for different risks, periods, costs, or income.
Chrono24’s historical data shows why caution matters: an aggregate rise can coexist with falling prices for particular brands, and the broader market can retreat from a peak. It does not establish whether watches will outperform other investments or what any buyer will earn after costs.
Quick Recap
Rank #4
- From Bulova's Men's Marine Star Collection, live and play in maritime watches that feature bold accents, iconic patterns and innovative materials inspired by the sea.
- 3 Hand, Automatic, Sub Second Hand, Hack Feature
- Two-Tone Stainless Steel
- Mineral Crystal
- 200M Water Resistant and 3 Year Limited Warranty
Product prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on Amazon at the time of purchase will apply.
