Rolex and Patek Philippe: discover the art of investing in luxury watches, between safe investment and trend

Faced with inflation and economic uncertainty, many savers are looking for alternatives to traditional investments. Luxury watches, particularly Rolex and Patek Philippe, are attracting more and more investors in 2026. But is this a real safe-haven investment or just a fad?

The luxury watch market is undergoing a major transformation

The high-end watch sector has undergone significant changes in recent years. After a period of euphoria, prices on the secondary market have undergone significant corrections. Yet the appeal of these prestigious timepieces to collectors continues unabated.

Swiss watchmakers maintain a strategy of controlled rarity. This approach fuels a demand for certain iconic models that outstrips supply. As a result, waiting lists remain long at official dealers.

The Submariner from the brand with the crown perfectly embodies this tension between limited supply and high demand. This mythical model, created for professional divers, appeals as much to lovers of fine mechanics as to discerning investors.

“The purchase of a luxury watch should first and foremost be the result of love at first sight, before being considered as an investment.

Past performance is no guarantee

Between 2020 and 2022, some references saw their value double or even triple on the second-hand market. This spectacular rise attracted new buyer profiles, some of them unfamiliar with the sector. However, the correction that followed was a reminder that this market remains volatile.

Industry experts advise caution when faced with promises of high returns. A watch bought at a high price may lose some of its value if trends change. What’s more, transaction and maintenance costs reduce potential profitability.

• A model’s rarity has a direct impact on its resale value
• The state of preservation and the presence of the original papers are decisive.
• Regular overhauls represent a significant cost
• The secondary market remains sensitive to fashion trends
• Counterfeiting is a major risk for unsuspecting buyers

Rolex faces competition from other watchmakers

The Geneva manufacturer dominates the market for affordable luxury watches. Its worldwide reputation and controlled pricing policy make it a safe bet for many collectors. By contrast, other brands such as Patek Philippe occupy a more exclusive segment.

Patek Philippe’s Calatrava represents watchmaking elegance in its purest form. This sleek, refined dress watch is for lovers of traditional fine watchmaking.

Each brand has its own positioning and loyal clientele. Sporty models from the brand with the crown appeal to a wider public. As a result, their liquidity on the secondary market is generally higher than that of more confidential pieces.

Essential criteria before investing

Authenticity is the first point of vigilance for any potential buyer. Counterfeit products become more sophisticated every year, making verification by recognized professionals essential. Consequently, choosing official channels or certified retailers considerably reduces the risks.

Complete documentation – box, certificate, original invoice – can account for up to 20% of a piece’s value on the second-hand market. Likewise, a history of regular maintenance by a certified watchmaker reassures future buyers. These elements often make all the difference when it comes to resale.

A passion investment in 2026

Specialists agree on one thing: buying a Rolex or other prestigious watch should first and foremost give pleasure. The financial aspect should only be a potential bonus, never the sole motivation. This approach allows you to enjoy your watch without the stress of market fluctuations.

The luxury watch market is gradually stabilizing after the recent excesses. Buyers are now adopting a more considered attitude to price. The emotional dimension is regaining its central place in the act of buying.

For neophytes, the most prudent strategy is to start with classic, well-known models. These references benefit from constant demand and better liquidity. Finally, diversifying your investments remains a fundamental principle, even for the most passionate watch enthusiasts.

The market for collector’s watches continues to evolve in 2026, driven by an increasingly demanding international clientele. Swiss watchmakers are adapting their production to maintain the balance between exclusivity and accessibility. This dynamic trend promises even brighter prospects for discerning enthusiasts.

Written by zaccharie touboul, on 19 March 2026