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Are Luxury Watches Still a Good Investment in 2026?
In 2026, the debate around luxury watches as investments isn’t as straightforward as headlines from the pandemic era suggested.
Lisa Munnik
February 27, 2026
In 2026, the debate around luxury watches as investments isn’t as straightforward as headlines from the pandemic era suggested. After years of unprecedented price surges during 2020–2022, the market has evolved — and so should our expectations about what “investment” really means for timepieces.
Market Reality Check: A Cooling, Reshaping Sector
After the pandemic-era boom, luxury watch prices and demand began to soften. Analysts now describe this as a market correction, not a crash, but one that could stretch for years — possibly even a decade — before returning to speculative highs.
This correction reflects real forces:
slower global luxury demand, with caution in consumer spending;
tariff changes and geopolitical impacts (like recent U.S. tariff rulings that can affect pricing and supply);
brands adapting production strategies rather than artificial scarcity;
remarkable growth in pre-owned sales, now a huge chunk of the market.
So if you’re thinking about a luxury watch strictly as a get-rich-quick investment, 2026 is not the “speculative gold rush” environment it once was. Returns are more modest and selective.
Where Value Still Exists: The Smart Strategies
1. Hold for Long-Term Value, Not Quick Profits
Industry guides say that luxury watches can still be a diversification asset — much like art or rare wine — but patience is key. They often retain value better than many consumer goods, and certain icons have real, long-term appreciation histories.
2. Pre-Owned Market = New Investment Frontier
The secondary market is thriving — expected to be a multi-billion-dollar segment worldwide in 2026 — because buyers increasingly prefer value and accessibility over retail showroom prices.
Certain watches trade above their original retail price even after correction, especially those that are:
discontinued or rare,
from top tier makers,
documented and authenticated with strong provenance.
3. Focus on Proven Performers
Most watches do not appreciate — but a curated few do:
Rolex sports models still command premiums above retail and trade quickly in secondary markets.
Patek Philippe and Audemars Piguet icons remain highly collectible with robust demand.
Other respected brands like Omega also hold decent relative value, even if not “investment grade”.
The Investment Lens: Risks vs. Rewards
Pros
Lower correlation with stock markets — can diversify a portfolio.
Pre-owned market growth suggests lasting appeal.
Rare/limited models can appreciate significantly over years.
Cons
Not guaranteed returns — many watches never appreciate.
Prices can fluctuate with broader luxury sentiment.
Costs (servicing, insurance, authentication) impact net returns.
So, What Is a Luxury Watch Investment in 2026?
Rather than seeing luxury watches as a replacement for stocks or crypto, think of them as alternative assets with emotional and collectible value:
They’re hedges against volatility — especially globally portable assets in uncertain economies.
They’re long-term collectibles, not short-term flips.
They perform best when chosen carefully — rare references, top brands, strong
Final Verdict
Yes — luxury watches can still be a good investment in 2026.
But only if you treat them as long-term, curated assets — not lottery tickets. The golden era of quick flips and massive multipliers has faded. Today’s market rewards knowledge, patience, and focus on quality over hype.
If you’re buying watches you love to wear and appreciate over time, the financial return — combined with lifestyle enjoyment — can be a win.