For collectors and buyers alike, the dream of a luxury watch that not only wears beautifully but also appreciates in value is compelling. While most watches do not grow in value significantly, a select few timepieces—as supported by market data—have shown exceptional appreciation over recent years. This article takes a deep dive into what drives fast appreciation, highlights which watches are leading the charge, and gives you practical tips on how to increase your chances of picking a timepiece that’s more asset than accessory.
What “Fast Appreciation” Really Means
Appreciation in the watch industry refers to a watch increasing in value over time—often well above its original retail price. Unlike typical consumer goods that depreciate once they’re worn, certain luxury watches behave more like collector assets or alternative investments. According to long-term market data, the fastest-growing models often combine brand prestige, scarcity, historical significance, and strong secondary-market demand.
To give a benchmark: in one recent review of data, watches from certain luxury houses showed five-year gains of between +27% and +52%. However, “fast” is relative—these gains still take years, and past performance is not a guarantee of future returns.
Top Models That Have Appreciated Rapidly
Below are a few standout examples of watches that have shown strong value movement. These should be viewed more as archetypes than recommendations.
Rolex Submariner
No list of appreciating watches is complete without the Submariner. As one of the world’s most recognised luxury sports watches, it benefits from high demand, limited supply at retail, and strong resale pricing. Recent data shows steel sport models from Rolex continuing to command premiums and hold value aggressively.
Omega Speedmaster
While not always reaching Rolex-levels of appreciation, the Speedmaster has historically been cited as one of the better value luxury watches. Good examples, especially special editions or limited runs, offer both heritage and appreciation potential.
TAG Heuer Carrera Chronograph
Though TAG Heuer isn’t currently among the fastest appreciating brands, the Carrera and other iconic models demonstrate how design heritage + limited availability can drive appreciation. For buyers seeking value growth, these may offer a more accessible entry point.
Why Some Watches Appreciate Faster Than Others
Understanding the mechanics behind appreciation helps differentiate between hype and genuine long-term value. Here are the key drivers:
1. Brand and Model Prestige
Brands like Rolex, Patek Philippe and Audemars Piguet dominate studies of value appreciation thanks to their reputation, craftsmanship and collector loyalty.
2. Scarcity and Limited Supply
When a model is produced in limited quantities or has long wait-lists at retail, the secondary market often drives prices upwards. Discontinued or special-edition models are especially prone to rapid value growth.
3. Condition, Documentation & Originality
A watch in excellent condition, with original box and papers, and all-original parts, will always have more appreciation potential than one that’s been heavily polished or modified.
4. Historical or Cultural Significance
Watches tied to milestones—whether brand anniversaries, iconic designs or collaborations—often command higher demand. For example, vintage references or cult models.
5. Market Trends & Demographics
Shifts in collector-demographics matter. The rise of younger buyers, especially Gen Z, entering the luxury watch market, is creating new demand drivers.
What to Watch Out For (Avoiding Pitfalls)
While the potential for appreciation is appealing, there are many risks and misconceptions.
Not every luxury watch appreciates, and many depreciate or simply retain value. For example, certain brands or models may stagnate or fall in value.
Buying purely for investment often leads to disappointment—if you don’t enjoy the watch, holding onto it for years can feel like a burden.
Trends shift: what’s hot today may fade tomorrow. The hindsight bias in watch investment is real. The secondary market is less liquid than many assume—it may take time (and network-access) to sell smoothly at top prices.
Every model has its cycles. A peak price point doesn’t guarantee more growth ahead—sometimes the market consolidates or corrects.
How to Increase Your Chances of Getting a “Fast-Appreciating” Watch
If your goal is value growth (as well as enjoyment), consider these steps:
- Choose iconic models from established brands with strong demand and resale support.
- Look for limited editions, rare finishes, or discontinued references that increase scarcity.
- Keep the watch in excellent condition, save all documentation and maintain service history.
- Buy from trusted sources and avoid overpaying at retail unless you’re specifically chasing a model for collection, not just investment.
- Think long-term. Appreciation is seldom overnight—it often takes 5, 10 or 15 years.
- Keep it wearable. Watches that are worn and appreciated tend to maintain better condition and hence value.
Final Thoughts
Yes—it’s possible for a watch to appreciate quickly, and indeed some have done so. But it’s important to view the process realistically. Watches are not guaranteed investments like stocks, bonds or real estate—they combine mechanical craft, cultural value and market dynamics. The best approach is to seek a watch you’ll love wearing, that ticks solid value-criteria, and then hold it patiently.
If you want the thrill of a rising asset and the joy of an exceptional timepiece you actually wear—then you’ve hit the sweet spot. Choose wisely, buy carefully, maintain diligently—and let your watch tell time and build value.
