To start with the last one, it seems that the all-time classics (or “iconic” watches, if you wish) are the ones that keep their value to a certain extent. There are a number of watches and watch brands that are likely to increase in value, or at least keep value, over time. The long answer is what I try to cover in the following part of this article. The short answer is simple: Rolex and Patek Philippe. The basic question is: “What brands offer watches that tend to increase in value over time?” As I wrote before, there are two answers here, a short version and a long version. Now let’s do a rundown on a few brands that you need to keep an eye on for the long term. If you take that into account, there are a number of watch brands that will give you a decent chance on increasing your watch’s value over time. Paying full list price for a new watch and still expecting to make a buck is difficult these days, even with a stainless-steel sports Rolex. So, it is also a matter of buying watches at the right moment for the right price. What I’ve experienced is that those that are closest to the initial model at the time it was introduced, and those pieces that are as ‘clean’ as possible, are most likely to keep their value or even increase in value. However, not even all examples of these watch models will keep, or increase, their value over time. Such watch models include popular classics like (for example) the Rolex Submariner, Rolex Daytona, Patek Philippe Calatrava, Omega Speedmaster, Breitling Navitimer, Panerai Luminor Marina, TAG Heuer Carrera, Patek Philippe Nautilus, Audemars Piguet Royal Oak, and so on - what a watch enthusiasts would call the usual suspects. We would have to look more closely into which specific models from such brands are most in demand. This doesn’t mean that every watch these brands produce will automatically increase in value. Aside from Rolex and Patek Philippe, luxury watch brands with a high demand (in the United States) include Breitling, Omega, Audemars Piguet, Cartier, Panerai, Jaeger-LeCoultre and IWC (in no particular order).
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