Collecting & Community
Are Watches a Good Investment? What Holds Value
Which watches tend to hold their value, why most don't, and how to buy smart if resale matters to you.
By Brandon Volosov · 5 min read · Updated October 9, 2026
The honest answer
Most watches lose value the moment they leave the store, just like cars. A small number of models from a few brands have held or increased their value, but markets go up and down, and past prices don't guarantee future ones. Buy watches to wear and enjoy first, and treat any value they keep as a bonus.
What tends to hold value
- High-demand steel sports models from top brands, especially when supply is limited
- Limited editions with genuine collector appeal
- Watches from respected independent watchmakers with long waiting lists
- Rare vintage references in original condition
What protects resale
- Keeping the full set: box, papers, tags and extra links
- Avoiding heavy polishing, which softens the case's original lines
- Keeping service records
- Buying at a fair price in the first place
Track it
Your collection on Brandon's Brands shows estimated market values and today's retail price for each watch, refreshed daily, so you always know roughly what your collection is worth. Values are estimates from public listings, not appraisals, and this isn't financial advice.