August 16, 2023 0 Comments Luxury Asset Loan, Watches

Top 10 Luxury Watch Brands to Invest In


Luxury watches have been long recognized as hallmarks of sophistication and success, but in recent years, they’ve evolved beyond their role as elegant adornments. Investing in luxury watches is as old as time itself, but the scale and scope of this investment route have significantly expanded in recent years. 

A watch is a physical asset, much like gold or real estate, but it carries an added dimension of desirability and exclusivity. This allure is particularly pronounced in luxury watches, where the fusion of craftsmanship, heritage, and brand prestige can result in substantial value appreciation.

Today, these exquisite timepieces are increasingly seen as tangible assets, offering promising returns and a fascinating way to diversify one’s investment portfolio. But how do luxury watches appreciate? Well, several factors come into play. Rarity, condition, brand reputation, historical significance, and market demand contribute to a watch’s value. When these factors align, a luxury watch can become a profitable investment, its value soaring over time. In the following sections, we will delve deeper into these dynamics and explore the top ten luxury watch brands you should consider for investment.

Criteria for Evaluating Watch Brands for Investment

When investing in luxury watches, making an informed decision based on various factors is essential. Here are the key criteria you should consider while judging the top 10 luxury watch brands:

  • Brand Reputation and History: 

The reputation and lineage of a watch brand play a significant role in determining its investment potential and its place in luxury watch rankings. Brands with a long and storied history, well-established reputation, and a track record of innovation and craftsmanship are often safe bets for investment. They often command a loyal following, which sustains demand and helps maintain or even increase their value over time.

  • Quality and Craftsmanship: 

The caliber of a watch isn’t just about its brand name. The quality of materials used, its movement’s finesse, and its design’s intricacy all contribute to its long-term value. Superior craftsmanship not only ensures the durability and performance of a watch but also adds to its aesthetic appeal, making it a coveted possession that buyers are willing to pay a premium for.

  • Rarity and Uniqueness of Models: 

Limited editions, unique designs, or watches associated with significant historical events often hold a higher value. Their rarity can create a sense of exclusivity, driving up demand and, consequently, their market price.

  • Demand in the Secondary Market: 

A watch’s value in the secondary market indicates its investment potential. Brands and highly sought-after models in the resale market usually promise better returns on investment.

  • Past Performance and Appreciation in Value: 

While past performance is not always an indicator of future returns, it provides insight into the brand’s value trajectory. Brands with a consistent history of appreciation are likely to be safer investments.

  • Individual Brand Variation:

While the brand and model of a watch are essential starting points in determining its investment value, it is equally important to recognize that each individual timepiece possesses unique characteristics that can influence its price. Whether it’s a Rolex Daytona or an FP Journe Chronomètre, individual history, provenance, wear-and-tear, servicing history, and specific model variations play a pivotal role in shaping its valuation. For instance, two watches of the same model could differ considerably in value based on factors such as previous ownership (with watches owned by celebrities or historical figures often fetching a premium), unique dial variations, or limited edition releases. Even minute details like original packaging, accompanying paperwork, or a specific patina developed over time can significantly sway a watch’s market desirability. Thus, potential investors should adopt a meticulous approach, examining each watch holistically rather than merely relying on brand or model reputation. It’s these intricacies that underscore the importance of expert appraisal in the world of luxury watch investments.

In the following section, we will apply these criteria to identify the top 10 luxury watch brands in many luxury watch rankings lists and offer promising investment prospects.

How Your Luxury Watch Can Fund Your Financial Objectives

Luxury watches, aside from their aesthetic appeal and function, possess an intrinsic value that can be utilized in a lesser-known financial strategy called luxury asset lending. This strategy allows owners to leverage their high-value watches to secure collateral loans, providing a flexible, discreet, and efficient source of funds. Vasco Assets, a multinational luxury conglomerate, has been designing novel financial products that leverage the inherent value of people’s luxury assets – watches, jewelry, coins, precious metals, pieces of art, yachts, and many more. 

Vasco offers a seamless experience to clients, offering free valuations and loans based on the fair market value of the luxury asset. Vasco’s carefully-crafted products and services enable luxury watch owners to unlock the inherent financial potential of their treasured timepieces without having to part with them permanently – from short-term bridge loans with 30-60-90-120 day terms to LuxLoc, an asset-backed line of credit. 

We also offer the opportunity for outright selling of your luxury assets since we have access to an international network of verified buyers and can assure you of the best possible dollar amount for your assets. If you like our proposed offer, you can complete the documentation within hours and walk away with money in hand the same day. The entire process is secure, confidential, and designed with your convenience in mind, making Vasco Assets a trusted name in the luxury asset lending arena.

Top 10 Luxury Watch Brands

Diving into the world of luxury watches is akin to stepping into a universe of precision, craftsmanship, and timeless elegance. The top-tier brands that command this universe are revered for their mastery of horology and enduring value in the investment landscape.


Rolex, founded in 1905 by Hans Wilsdorf, is one of the most iconic and revered luxury watch brands globally. Known for their timeless designs, unparalleled craftsmanship, and impressive durability, Rolex watches have been the wristwear of choice for luminaries from various fields, further cementing its position as a prestigious brand.

Regarding investing, Rolex watches have a proven track record of maintaining and often appreciating value. Noteworthy models for investment include the Rolex Submariner, the Rolex Daytona, and the Rolex GMT-Master II. These models have been highly sought after in the secondary market, owing to their classic appeal and the brand’s reputation for excellence.

Historically, Rolex watches have exhibited steady appreciation, with certain models witnessing significant value spikes due to particular events or trends. For instance, the Daytona model saw a surge in value after the 2017 “Paul Newman Daytona” auction, which saw the watch sell for a whopping $17.8 million. As for future projections, while the watch market can be unpredictable, Rolex is expected to remain a safe and potentially profitable investment with its strong brand image and consistent demand. Always thoroughly research and consider the condition, rarity, and market demand before investing.

Patek Philippe

Patek Philippe, a Swiss luxury watch and clock manufacturer, has been a stalwart in the horological world since its inception in 1839. It can walk into any conversation on the top 10 luxury watch brands. Revered for its superior craftsmanship, technical mastery, and exquisite designs, Patek Philippe is often considered the pinnacle of Swiss watchmaking. Their timepieces grace the wrists of discerning collectors and high-profile individuals alike, adding to the brand’s allure.

In the realm of investment, Patek Philippe holds an exemplary track record. Models such as the Patek Philippe Nautilus and the Patek Philippe Calatrava are particularly noteworthy. The Nautilus, especially, has seen enormous demand in recent years, with its value soaring in both primary and secondary markets.

Looking at past performance, Patek Philippe watches have consistently appreciated over time. Exceptional cases like the Patek Philippe Grandmaster Chime, which sold for $31 million at a charity auction in 2019, underscore the brand’s immense investment potential. Given the enduring reputation and the high demand for the brand’s timepieces, Patek Philippe watches will likely remain an attractive investment option for the foreseeable future. 

As with any investment, potential buyers should thoroughly research individual watch models and market trends before purchasing.

Audemars Piguet

Founded in 1875, Audemars Piguet is a Swiss manufacturer known for creating exceptional luxury watches. Their impeccable craftsmanship, innovative spirit, and adherence to traditional watchmaking techniques have earned them a spot among the most prestigious watch brands globally.

Audemars Piguet has built a solid reputation in the luxury watch investment world. Their Royal Oak and Royal Oak Offshore models, unique octagonal bezel, and integrated bracelet design are especially popular among investors. The Royal Oak line, introduced in 1972, broke conventions and set a new trend for luxury sports watches.

Audemars Piguet’s performance as an investment piece has historically been strong, with some models appreciating substantially in value over the years. The Royal Oak line, for example, has consistently commanded high prices in the secondary market, and new releases are often met with high demand.

Future projections for Audemars Piguet are positive. With their commitment to producing a limited number of watches each year, they maintain the exclusivity and desirability of their timepieces. However, as with any investment, it’s essential to do thorough research before purchasing, paying close attention to factors like the condition of the watch, market trends, and the reputation of the specific model.

Vacheron Constantin

Vacheron Constantin, established in 1755, holds the title of the world’s oldest continuously operating watch manufacturer. Hailing from Switzerland, the brand is globally renowned for its craftsmanship, complex mechanical watches, and elegant designs. One of the “Holy Trinity” members of watchmakers, standing alongside Patek Philippe and Audemars Piguet, it is one of the world’s top 10 luxury watch brands.

For potential investors, Vacheron Constantin offers several noteworthy models. Particularly, the Patrimony and the Historiques collections are worthy of attention. The former is praised for its understated elegance and timeless design, while the latter revisits and modernizes the brand’s historical models.

Historically, Vacheron Constantin watches have proven to be sound investments. They have shown steady appreciation in value over the years, primarily due to the brand’s prestigious reputation, limited production numbers, and the high quality of their timepieces.

Looking ahead, the outlook for investing in Vacheron Constantin remains optimistic. The brand’s dedication to preserving its heritage, exceptional craftsmanship, and continuing innovation contribute to its enduring allure in the luxury watch market. As always, before investing, potential investors should conduct comprehensive research, considering factors like watch condition, market demand, and the historical performance of specific models.


Established in 1847, Cartier is a French luxury goods conglomerate recognized globally for their elegant jewelry and finely crafted timepieces. Over the years, Cartier has earned a reputation for its innovative designs, high-quality craftsmanship, and status as a symbol of luxury and sophistication.

For potential investors, notable models include the Cartier Tank and Santos collections. The Tank, with its clean lines and timeless design, has been a staple of the brand since its introduction in 1917. The Santos, first created in 1904, is one of the first wristwatches ever made and remains a popular choice today.

Historically, Cartier watches have maintained their value well, and some models have even seen substantial appreciation. The classic designs and the brand’s enduring reputation for luxury have contributed to the strong performance of Cartier watches in the secondary market.

Looking forward, the investment potential of Cartier watches appears positive. The brand’s commitment to innovation, its heritage, and the enduring appeal of its designs contribute to Cartier’s strong position in the luxury watch market. As always, potential investors should undertake thorough research, factoring in elements like the watch’s condition, market demand, and the historical performance of specific models before making an investment decision.

Richard Mille

Relatively new in the sphere of horology, Richard Mille was founded in 2001, yet has already significantly impacted the luxury watch market. The brand has quickly established itself as a game-changer with its innovative use of materials, avant-garde designs, and high-precision movements. It has collaborated with many celebrities, including musicians and athletes, to produce limited-edition watches that are highly sought after. Tennis superstar Rafael Nadal (the RM 27-04 Tourbillon was specially created for Nadal), Soccer star Didier Drogba, Rapper Pharell Williams, and F1 star Fernando Alonso are a few of the brand’s ambassadors.  

Regarding investing, the RM 011 and RM 056 collections are particularly noteworthy. These models encapsulate the brand’s commitment to pushing the boundaries of watchmaking. The RM 011, with its sporty aesthetic and automatic chronograph movement, and the RM 056, famed for its all-sapphire crystal case, are just two examples of the brand’s innovative spirit.

As the brand has gained recognition, Richard Mille watches have seen impressive value appreciation on the secondary market. The brand’s distinctive approach, limited production numbers, and high demand have made it a coveted choice among collectors, thereby driving up resale values.

Future projections suggest a continued positive trend for Richard Mille watches as investments. The brand’s ongoing dedication to innovation, combined with its growing prestige and popularity, bodes well for its future performance in the market. However, as with all investments, thorough research is advised before purchasing, considering factors such as condition, demand, and the historical performance of specific models.

Alain & Soné

Hailing from Switzerland, the cradle of horology, Alain & Soné has been renowned for their exquisite watchmaking craftsmanship since their inception. While not as old as some of its Swiss counterparts, the brand has built an impressive reputation over the decades. Their dedication to intricate detail, innovation, and commitment to maintaining high-quality standards has positioned them as a respected name in the luxury watch industry.

For those seeking to invest in Alain & Soné, noteworthy models to consider include the Royal Regatta series, known for its intricate details and maritime influences, and the Elegance Collection, which is lauded for its timeless designs and premium materials.

Past performance of Alain & Soné watches has shown steady appreciation, particularly for limited edition and rare pieces. As the brand continues to innovate while maintaining their commitment to quality, future projections indicate that select models could be sound investment choices, continuing to appreciate in the years to come. Always conduct thorough research or consult with a watch investment specialist to understand potential risks and rewards.

FP Journe

Born out of the vision of Francois-Paul Journe, FP Journe is a relatively young brand that has quickly made a name for itself in the world of high-end horology. Since the brand’s establishment in 1999, it has been celebrated for its innovation, unique designs, and commitment to in-house production.

Investors interested in FP Journe may want to look into models like the Chronomètre à Résonance, known for its unique resonance complication, or the Tourbillon Souverain, admired for its intricate tourbillon mechanism and elegant design.

FP Journe’s watches have demonstrated an impressive performance in the past, with some models significantly appreciating in value, especially in the secondary market. This is in part due to their low-production numbers, which enhances their rarity. The future also seems promising for FP Journe’s timepieces as the brand’s reputation and demand continue to grow. As with all investment decisions, conducting comprehensive research or seeking expert advice is advisable.


Omega is a Swiss luxury watchmaker with a history dating back to 1848. Known for their accuracy, durability, and innovative spirit, Omega watches have been part of numerous significant historical moments. An Omega Speedmaster was the first watch worn on the moon during the Apollo 11 mission in 1969, earning the Speedmaster its nickname, the “Moonwatch.”

The Omega Speedmaster and Seamaster collections are particularly notable for potential investors. The Speedmaster, apart from its historical significance, is cherished for its timeless design and reliable chronograph movement. With its robust build and stylish aesthetic, the Seamaster has become an icon in diving watches.

In terms of investment, Omega watches have consistently increased in value over the years. For instance, the Speedmaster and Seamaster models have enjoyed considerable appreciation. Limited edition models, like the Speedmaster Moonwatch Anniversary editions, have especially shown promising returns.

Future projections suggest a continued positive trend for Omega watches as investments. The brand’s reputation, history of innovation, and association with significant global events contribute to its appeal in the market. However, as with any investment, it is recommended to conduct thorough research before purchasing, focusing on the watch’s condition, market demand, and the historical performance of the specific model.


Breitling, founded in 1884, is a Swiss luxury watchmaker well-known for its precise chronometers designed with aviators in mind. The brand is associated with aviation and adventure, demonstrated through its robust and technical timepieces that are both functional and stylish.

For investors, the Navitimer and Superocean models are worth considering. The Navitimer, introduced in 1952, has become an icon in the pilot watch world due to its innovative slide-rule bezel. On the other hand, the Superocean is a classic dive watch known for its high level of water resistance and readability.

Breitling watches have generally held value over the years, and some specific models have seen substantial appreciation. Limited edition models, in particular, have proven to be a good investment as their uniqueness often drives up demand in the secondary market.

Future projections for Breitling watches continue to look promising. With the brand’s strong history, commitment to quality and innovation, and established market presence, Breitling’s timepieces are expected to remain a sound investment. However, as always, thorough research should be conducted before making an investment decision, considering the condition of the watch, market demand, and the historical performance of specific models.

Parting Thoughts

Investing in luxury watches is more than just an indulgence in fine craftsmanship and style; it’s a strategic move that can yield significant financial returns over time. Brands like Rolex, Patek Philippe, Audemars Piguet, and others in the top 10 luxury watch brands create masterpieces of horological art and promise a certain degree of value, preservation, and even appreciation through their reputation and history.

Remember, your luxury watch isn’t just a statement piece; it’s an asset with inherent value. This value can be tapped into, enabling you to secure short-term financial needs without selling your cherished piece outright. Luxury asset lending, offered by Vasco Assets, allows you to leverage this value discreetly and efficiently.

To know more about how to fund your financial dreams using your luxury watches or other luxury assets, check out our various products and services. We invite you to visit us at 2024 Quail Street, Newport Beach, CA, 92660, call us at 949.610.7774/800.688.2994, or write to us at