Luxury watches can appreciate, but they are not a dependable investment category. Resale performance varies by brand, model and buying date, and market-index gains do not show what an individual owner will earn after purchase premiums, servicing, insurance and selling costs. Buy a watch primarily because you want to own and wear it; treat any future resale value as uncertain.
What luxury-watch market data can—and cannot—tell you
Chrono24’s transaction-based ChronoPulse index offers a view of secondary-market price movements, not a forecast or a calculation of an individual buyer’s net return. The company says the index draws on more than 600,000 transactions. Its figures are company-published market data, not an independent academic study, and they do not account for each buyer’s purchase price or ownership and selling costs.
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For the five years from October 2019 to October 2024, Chrono24 reported a 22.85% increase in its luxury-watch secondary-market index. Brand results differed substantially over that same period:
| Brand | Change in average secondary-market price, October 2019–October 2024 |
|---|---|
| Audemars Piguet | +64.85% |
| Vacheron Constantin | +52.27% |
| Cartier | +39.06% |
| Patek Philippe | +33.59% |
| Rolex | +27.59% |
| Tudor | −9.54% |
| Hublot | −2.99% |
| Panerai | −16.88% |
These are historical brand-level index results, not returns that a buyer of any particular reference would necessarily have achieved. A brand average can hide large differences between models, production years and individual watches.
#1 Best Overall
- Bulova's Men's Classic Automatic Collection features meticulously crafted beautiful timepieces with self-winding movements that are powered by the motion of your wrist.
- 3 Hand, Automatic, Full Skeleton
- Silver-Tone Stainless Steel
- Mineral Crystal
- 100M Water Resistant and 3 Year Limited Warranty
Prices have fallen from their peak, despite five-year gains
Time period matters. Chrono24 reported that its secondary-market index fell 25% from April 2022 to October 2024. For calendar 2024, it recorded a 0.35% increase; within that year, the index fell 0.83% in the first half and rose 1.18% in the second half.
In a separate report, Chrono24 recorded a 3% index decline in Q1 2025 and a 23.9% decline from the March 2022 peak. Its five-year measure at March 2025 was still up 24.5%. These numbers describe different windows and should not be combined as though they measure the same period.
Rank #2
- The "Tsuyosa" Automatic, from the NJ015 series, brings ultramodern sports styling right to your wrist. Executed in a versatile 40mm footprint, the sophisticated design of the watch makes a strong impression via a silver-tone stainless steel case and a seamlessly integrated, matching bracelet.
- . Underneath an anti-reflective sapphire crystal, the sporty timepiece makes use of a sunray green dial, with a 3 o’clock date window and contrasting silver-tone details adding to its classic aesthetic. Powered by an automatic movement and offering up to 50 meters of water resistance, the refined timepiece is a daily wearing choice ready for work, play, and everything in between. Caliber 8210.
- 3 Hand with Date, Automatic, 42 Hour Power Reserve
- Sapphire Crystal
- 50M Water Resistant and 5 Year Limited Warranty
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-era surge. That is a company representative’s characterization, not an independent finding; the index’s subsequent period-specific declines also show why a past recovery or rise cannot establish future performance.
How to assess a specific watch before buying
Identify the exact reference and condition
Do not use a brand’s index performance to value an individual watch. Compare the precise reference, production year and condition, as well as whether the watch is complete with its box and papers and has documented provenance. The large spread in Chrono24’s own brand data illustrates how much broad averages can conceal.
Rank #3
- 【OLEVS Automatic Watch for Men】No need to use battery, self-winding mechanical movement. durable and comfortable men's watch, The strap is made of 316L stainless steel, which is strong and not easy to break.adjustable black/silver/gold Stainless Steel Strap is very comfortable to wear. if the strap length is not enough, you can contact us through Amazon to get the link.
- 【Self Winding Men Skeleton Watch】 elegant Big face watch for man with day date.The ingenious tourbillon skeleton design enhances the grade of the watch. The month, week, and day display windows provide more detailed time.
- 【Waterproof /Luminous Watch】Waterproof to a depth of 100 feet, it can withstand daily splashing and brief immersion in water.the luminous function can read the watch in the dark environment.
- 【Perfect Mens Gift】High quality watch and exquisite packaging. A suitable gift for your father, husband or boyfriend grandchildren. birthday,graduation ceremony,Thanksgiving, Christmas ideal gifts.
- 【OLEVS Mechanical Watch】We provide a 2-year product quality guarantee for OLEVS watches.If you encounter problems during the use of the two tone male watch, you can contact us through Amazon.
Use completed sales, not just asking prices
Chrono24 describes ChronoPulse as transaction-based. Where comparable sales are available, look for recent completed transactions for the exact reference and distinguish those results from sellers’ asking prices. An asking price shows what a seller hopes to receive, not what a buyer has paid.
Compare your actual entry price with likely resale value
Separate the authorized-retail price from the amount you would actually have to pay in the primary or secondary market. If the purchase price is above a realistic resale value, the watch starts at a disadvantage before ownership or selling costs are counted.
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
Estimate the full cost of ownership and sale
Account for servicing, insurance, taxes, shipping, selling commissions, dealer spread and auction charges. These costs vary by watch, location and sales route; no universal cost estimate is established here. Check the amounts that apply to your circumstances before calculating a net return.
Do these 3 things before closing this tab:
1Scan for outdated or missing drivers - takes under a minute2Clear out junk files and repair common Windows errors3Fix the driver behind crashes, sound loss and screen glitchesConsider liquidity and how long you can wait
A quoted market value is not cash available immediately. Check how many comparable transactions exist and how long a sale might realistically take. Model-specific liquidity and sale-time figures are not established here, so do not assume that a watch can be sold quickly at an index price.
Make comparisons on equal terms
A headline watch-price change is not directly comparable to another asset’s total return unless the time periods, costs, inflation treatment and risk are comparable. Chrono24’s historical comparisons with equity indices do not provide a risk-adjusted personal investment comparison or account for a buyer’s fees and ownership costs.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.A practical decision rule
- Buy for enjoyment: Choose a watch you would be comfortable owning even if its resale price fell or failed to keep pace with the broader index.
- Assess resale separately: Base any estimate on the exact reference, condition and recent completed sales—not brand reputation, market headlines or asking prices alone.
- Calculate net proceeds: Subtract your purchase premium and expected ownership and selling expenses from a realistic resale estimate.
- Keep the uncertainty visible: Treat historical index returns as context, not as a promise that the watch will appreciate or remain easy to sell.
The available figures are chiefly Chrono24 company analysis of secondary-market indices. They do not establish a comprehensive net-return record after fees and ownership costs, or a reliable forecast for a particular watch.
Quick Recap
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