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Can you invest in a watch?

Can you invest in a watch?
Written by
Watch Certificate™
April 2023

Patek Philippe, Audemars Piguet, Rolex, Omega, Jaeger-Lecoultre, Breitling, Tag Heuer, and many others... These brands are known for their know-how and some of their models are so sought-after that it might be worth investing in one of their watches.

You have to ask yourself a number of questions:

- What kind of budget should I set aside?

- How to choose your model?

- What type of model is to be preferred? And why?

- How do we know if our model is authentic?

The most complicated choice is choosing the model that best suits you while having fun at the same time. It all depends on your tastes, your personality, but also on the history of the brand, the quality of manufacture, and of course your budget.

Here are a few tips that will help you make your investment a reality while enjoying yourself.

First, there are two types of markets, new and used. In the new market, very few brands see some of their models increase in value as soon as the customer buys them.

There are three different types of second-hand market:

- the grey market, i.e. the resale market where the models come straight out of the shop. Generally, the watches are in very good condition, or even new, and some have their original stickers. In this market, we mainly find the most popular brands.

- the second-hand market or there, these are watches already worn that have a history and are no longer available in the catalog of the different brands.

- the vintage market sells watches that have already been worn and are considered collector's watches. Usually, these watches have very nice stories behind them and are quite old.

The first question to ask. What are you looking for? Are you looking for a watch for pleasure or for another type of investment? Where do you stand between the two? Do you want to please yourself while investing?

Second question, how long do you keep a watch on average? In the short-term (less than 1 year), the medium-term (between 1 and 10 years), or the long-term, beyond 10 years?

Ask yourself these questions first. Then, the first piece of advice we can give you is to determine your budget.


It is very important to set your budget because it will determine what type of model and brand you will potentially choose.

The budget is an unavoidable element. Buy within your means! However, the higher the price, the more you will have access to top-of-the-range and sought-after timepieces.

We can find very good second-hand models, and therefore, focus on the second-hand market and the vintage market, because, on average, that's where you get the best deals.

If you are interested in this opportunity, we advise you to acquire models in full set, i.e. with original papers, certificate of authenticity, the box, everything that was in the shop when you bought the watch at the time. If you wish to buy a watch, we advise you to buy a Watch Certificate, because you will have the guarantee that the watch is authentic as well as the parts.


For this advice, we will tell you, do it according to you and your means. You want a pilot's watch, a diver's watch, an aviator's watch, or just an elegant watch... All styles are available. Your watch should be an extension of your personality.


As far as investment is concerned, always choose emblematic and iconic models from manufacturers and brands. Emblematic models are the most sought-after and have the highest value over time. For example :

At Cartier, you have two models that are truly iconic and have made the history of the brand. You have the Tank, and you have the Santos.

At Jaeger-Lecoultre, you have the Reverso, the Géophysic, and the Memovox, which are the most popular models of the brand.

At Omega, you have the Speedmaster and the Seamaster, which are mythical models.

At Rolex, you have the Daytona, the GMT-Master, and the Submariner.

At Audemars Piguet, you have the Royal Oak. When we talk about Audemars Piguet, we inevitably think of the Royal Oak presented at the Basel Fair in 1972 and designed by Gérald Genta.

Patek Philippe with his Nautilus presented in 1976 is also designed by Gérald Genta.

You also have Tag Heuer with the Monaco, the emblematic watch worn by Steve Mcqueen.

At IWC, you have the Pilot and the Portuguese which are flagship models of the brand.

At Breitling's, you have the Navitimer and the Chronomat.

At Zenith, you have the mythical El Primero, renowned for its movement which makes it the DNA of the brand.

At Panerai, you have the Radiomir and the Luminor, extremely well known in the world of scuba diving.

At BlancPain, you have the Fifty Fathoms which is a diver's watch, mainly used by the military, and known for its exploits.


With the number of fake watches in circulation, it is very important to pay attention to the authenticity of the watch you plan to buy. To do so, do not hesitate to call upon our experts who are world-renowned and who possess all the necessary tools to recognize the authenticity of your watch down to the last detail.

If you plan to buy a vintage watch, make sure that the parts are original, because on the vintage market there are a lot of tampered watches. For example, a replacement dial that is not vintage, or even, other parts that have been changed, but are not original.

Finally, what you need to remember to invest while enjoying yourself is:
- determine your budget

- cater to your tastes

- favor models that are emblematic of manufacturers and brands, as these are the models most sought-after by collectors and will increase in value over time.

- The market for secondhand and vintage, but pay attention to the authenticity of the model and its condition.

We are at your disposal for any questions, do not hesitate to contact us on our website.


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