Is it still worth investing in watches in 2026?

In 2026, investing in watches is no longer a shortcut to quick profits. And that is precisely why it has become attractive again. Following the post-pandemic boom and subsequent price correction, the market is free from speculation and euphoria. What remains are the numbers, the correct references, and a calmer—but genuine—demand.

Many models continue to decline. Others remain resilient. Some, almost unnoticed, are beginning to gain traction again. This indicates that the market is not over, but has entered a new phase. Anyone wondering whether it is worth investing in watches in 2026 should start from this reality—not from the idea of quick resales, but from the ability to distinguish enduring value from fleeting trends, and solidity from temporary enthusiasm.

The era of easy profits is over. It is now the era of making informed and strategic choices.

In the following paragraphs, we will examine what has actually happened to prices, which brands have held up best during the downturn, and where the most interesting opportunities lie today for those already looking beyond 2026.

How to invest in watches today?

Until a few years ago, investing in watches seemed simple: buy and wait. Today, this approach no longer works. The market now rewards those who can read the context and anticipate trends, rather than those who purchase any watch with a recognized name. After two years of correction, the key is not growth per se, but selective acquisition.

The first step today is not choosing the brand, but understanding why that model is likely to retain or increase in value over five to ten years. The difference lies in the reference, the historical significance of the watch, its position within the brand’s catalog, and how it is perceived by experienced collectors. Not all prices move in the same direction.

Investing today requires patience. One must accept that a watch is not a listed security, that liquidity is limited, and that returns are not immediate. Yet it also offers the opportunity to acquire models that were previously unattainable, now trading at more reasonable levels. This is where the market becomes interesting for those looking toward 2026 and beyond.

Buying wisely is more important than buying early. A watch in impeccable condition, complete with documentation, and recognized as a notable reference is far more likely to retain value than a flashier, overhyped model. In 2026, the market rewards authentic quality, not mere appearances.

Finally, investing in watches today means acknowledging that not everything expensive is an investment. The real benefit lies not in ownership itself, but in the ability to choose what will still be desirable once the momentary hype has faded.

Why invest in watches in 2026

Investing in watches continues to make sense in 2026 for a simple reason: in an increasingly volatile and digital financial world, watches remain physical, tangible assets—recognizable, transferable, and largely independent of traditional financial markets. They do not promise automatic returns, but they offer a perception of value that endures over time, even as economic conditions fluctuate.

High-end watches, especially those associated with historic brands and iconic models, have proven capable of navigating complex economic cycles without losing value. They are not immune to corrections, as demonstrated by the post-pandemic decline, but they tend to stabilize when the market regains equilibrium. This durability is precisely what makes them appealing to investors seeking capital preservation rather than speculative thrills.

There is also the matter of long-term appreciation. Certain watches are not designed for immediate growth but become more desirable over time—when a reference is discontinued, a design becomes iconic, or a model enters the imagination of collectors. In such cases, value grows slowly but steadily. It is a process that rewards those who wait and does not require short-term results.

Investing in watches also allows one to add a different piece to your portfolio. They do not replace stocks, bonds, or real estate, but they can complement them. Their rationale is behavioral, tied to taste, rarity, and reputation rather than traditional financial markets. For this reason, they are often used as a diversification tool, particularly by those with an already structured portfolio.

Finally, there is an element rarely reflected in the numbers but often critical: a watch is not merely an investment. It’s an object you can wear, live with, and pass down. While this does not guarantee profitability, it changes the relationship with invested capital. In some contexts, such as in Italy, even occasional sales by private collectors may be tax-free, making transactions even more attractive.

In 2026, investing in watches is not for everyone. But for those who are knowledgeable, it remains one of the few investments where numbers, time, and passion intersect in the same object.

Understanding whether it is worth investing is one question. Determining what to invest in is an entirely separate matter.

How to choose the best investment watches

Choosing the best watches to invest in involves focusing on models with proven resilience rather than those promising surprises. The past year has made this clear. In a still selective context, certain brands have not only maintained value but continued to appreciate—a sign that demand has not disappeared, only become more discerning.

The ranking of the most expensive watches still features prestigious classics that continue to lead the market.

The first brand to highlight remains Patek Philippe. In 2025, its most iconic models recorded average increases between 10% and 18%, driven by a combination that consistently works in the investment world: genuine scarcity and global visibility. The Nautilus 5711 remains the absolute benchmark, despite being out of production for years. Record auctions and limited availability reinforce its exclusivity, making it one of the most stable watches in terms of value retention.

Rolex is next. In 2025, the brand surprised those who considered it “mature.” Average prices rose between 9% and 20% depending on the reference, with the Daytona 116500LN achieving estimated gains of 15–20% on the secondary market. Notably, the Oyster Perpetual with turquoise dial illustrates how even a simple model can become a significant asset, with a CAGR approaching 20% in recent years. In 2026, Rolex is no longer a brand to chase indiscriminately, but one to be carefully selected.

Audemars Piguet confirmed its strength. Following the post-pandemic correction, the Royal Oak Jumbo returned to growth, appreciating an estimated 10–15% over the past year. Its immediate recognizability, scarcity, and historical significance make it a choice for patient investors, prioritizing stability over rapid gains.

Among the most interesting surprises is Cartier, which firmly entered the top five brands by performance in 2025. The Santos Dumont led growth with gains of 9–11%, indicating the market increasingly values iconic and cross-generational designs. Cartier is no longer an alternative—it is now a serious player in the secondary market.

Finally, Omega continues to represent a balanced option for those seeking liquidity and continuity. The Speedmaster Moonwatch recorded steady growth between 8% and 10%, appealing to investors prioritizing consistent, low-volatility returns.

In 2026, choosing the best investment watches is not about chasing outliers, but recognizing patterns: strong brands, iconic models, genuine demand, and quantifiable metrics. The market no longer offers freebies, but for those who know how to interpret these signals, it continues to present concrete opportunities.

All the mistakes to avoid

Many go wrong here, often without realizing it until it’s too late. In 2026, investing in watches is not difficult—doing it incorrectly is.

The first mistake is thinking that everything expensive is automatically an investment. It is not. Many watches depreciate immediately after leaving the boutique and never recover, regardless of the brand. High retail prices are not a guarantee; often, the opposite is true. The market rewards the right references, not the highest receipts.

Another common error is chasing the models everyone talks about. If a watch is omnipresent—on social media, forums, or dealer content—the potential for growth has likely already been captured by earlier buyers. In 2026, the risk is not arriving late, but arriving after the hype has been monetized.

Then there is the illusion of easy resale. A watch is not a stock and cannot be sold instantly. Liquidity is limited, lead times can be long, and price concessions are often required. Those buying expecting quick flips rarely achieve their desired returns.

Many also underestimate the importance of condition and documentation. Scratches, poor polishing, or missing boxes and certificates can make the difference between a strong investment and a difficult-to-sell item. In today’s market, these factors weigh heavily.

Finally, the biggest mistake is investing without a clear horizon. Watches generate no income and do not provide dividends or coupons. They succeed only when integrated into a broader investment strategy and held over multiple years. Shortcuts disappoint; adherence to market discipline pays off.

Is it worth investing in watches in 2026?

Here is the ultimate question: investing in watches may make sense in 2026, but only under certain conditions. It is no longer an arena for casual speculation. After the end of easy speculation, the market has demonstrated who can participate sustainably. Watches suit those with capital to commit long-term and a structured strategy—not those seeking quick gains.

First, watches remain unproductive assets. They produce no income, coupons, or dividends; their value is entirely market-driven. This makes them both appealing and risky. In 2026, volatility persists: some models remain stable, others slowly decline, and some stagnate for years. Additional risks include theft, loss, and often overlooked costs, from commissions to insurance.

Nonetheless, watches have unique characteristics: they are physical assets, difficult to compromise legally, and sometimes tax-efficient. In Italy, occasional private sales are exempt from taxation—a factor important for high-net-worth individuals. Their market is largely independent of financial indices, enhancing portfolio diversification.

In 2026, watches should be seen for what they are: an alternative asset class, approached with awareness and moderation. They are most suitable as a marginal portion of an already solid portfolio, particularly for investors seeking assets independent of the banking system with a long-term horizon. For others, the rule is simple: assess risks, evaluate alternatives, then decide.

Is investing in watches risky?

Investing in watches can be considered risky unless one has significant capital to acquire the most sought-after models, which may fetch record prices at auction. Newer models may deliver disappointing resale performance in the short term. Therefore, watch investing requires a medium- to long-term perspective and is typically reserved for industry experts.

Primary risks include market uncertainty: collector trends and preferences can change rapidly, affecting watch values over time.

The risk of counterfeiting is also significant, especially for prestigious brands. Buyers must verify authenticity and conduct careful due diligence before making a substantial investment.

Ultimately, investing in watches demands deep industry knowledge, a solid understanding of market dynamics, and the ability to identify promising investment opportunities.

Original article published on Money.it Italy 2026-01-16 13:48:39. Original title: Investire in orologi nel 2026 conviene ancora? Prezzi, modelli ed errori da evitare