I put your question in ChatGPT:
It's great that you're thinking strategically about buying luxury watches with the intention to resell in a few years. I'll break this down into several key points to help guide your decision-making:
1.
You're right to be frustrated with Rolex. Their waiting lists, limited stock, and highly controlled distribution make it difficult to buy models like the Submariner, Daytona, or GMT-Master II at retail prices. Rolex’s shortage and pricing strategy contribute to a sense of exclusivity, which can make flipping watches for profit tricky (especially in the short term) as the prices are often inflated in the secondary market.
Patek Philippe and Audemars Piguet are also notoriously difficult to get directly from authorized dealers, particularly for the more sought-after models. For Patek, models like the Nautilus, Aquanaut, and Calatrava are in constant high demand, and dealers often prioritize long-standing clients. Audemars Piguet's Royal Oak and Royal Oak Offshore also tend to have long waitlists or are allocated to established buyers.
In general,
getting watches from these brands directly from an authorized dealer (AD) is often about having a good relationship with them, and even then, you may be limited to a small number of pieces per year.
2.
Since buying directly from ADs for sought-after models is tough,
grey market dealers and
pre-owned watch specialists may be a more practical route. Websites like
Chrono24 are certainly reliable in terms of verifying sellers and offering buyer protection, but always proceed with caution:
- Check Seller Reputation: Look for sellers with verified ratings and solid reviews.
- Authenticate the Watch: Many sellers on Chrono24 provide authentication services or offer watches with certificates of authenticity.
- Pricing: Be prepared to pay a premium on watches that are already in demand and hard to find at retail prices.
Other grey market sources include
WatchBox,
JomaShop, and
Hodinkee Shop (for pre-owned and sometimes new models).
3.
When buying watches to resell, it's crucial to focus on models with strong brand recognition and consistent demand. These tend to be easier to move on the secondary market. Here's a breakdown:
- Rolex: While it's difficult to buy directly from ADs, Rolex watches (especially steel models) such as the Submariner, GMT-Master II, and Daytona are incredibly liquid on the secondary market. Rolex’s desirability, scarcity, and brand power give their models high resale value.
- Patek Philippe: Patek's Nautilus and Aquanaut models are arguably the most liquid in the luxury watch world right now. The Calatrava is also a classic, though it’s not as trendy at the moment. However, the challenge here is getting one at retail, as Patek has similar distribution policies to Rolex.
- Audemars Piguet: The Royal Oak is one of the most iconic watches of the 21st century, and it has high resale potential. The Royal Oak Offshore (with its larger case) is also highly sought after, but typically commands a lower price than the standard Royal Oak.
- Omega: While not on the same level as Rolex or Patek, Omega's Speedmaster (especially the Professional Moonwatch) has solid resale value, and the Seamaster can be a good option for investment at a lower price point.
- Tudor: Tudor (Rolex’s sister brand) is a great entry point for diversifying your collection without spending over the top. Models like the Black Bay Fifty-Eight have seen a steady increase in secondary market demand and could be easier to acquire than a Rolex.
4.
The pre-owned market offers significant advantages if you're after
liquidity and
diversification. Watch prices on the secondary market (e.g., Chrono24) can vary widely, and a savvy buyer can often pick up pieces that are expected to appreciate over time. Since your goal is to hold for 3-5 years, focusing on
pre-owned pieces from reliable sources might give you more options at competitive prices.
5.
- Condition is King: Watches with boxes, papers, and original receipts tend to hold value much better. Limited editions or watches in mint condition (or close to it) will also be much easier to sell.
- Market Trends: Be aware that luxury watch trends can shift. A watch like the Patek Nautilus has seen massive price hikes in recent years, but the market can change. Keep an eye on brands, models, and overall watch trends.
- Selling Platforms: Apart from Chrono24, you can also consider WatchBox, Watchfinder, or Bob’s Watches (especially for Rolex). These platforms often give you the option to either sell directly to them or list your watch for sale.
6.
If you’re targeting watches in the
€10k range, here are some models that tend to be liquid and have good resale potential:
- Rolex Oyster Perpetual (especially 36mm or 41mm).
- Rolex Explorer 1 and Explorer 2.
- Audemars Piguet Royal Oak 15400 or 15500 (used).
- Patek Philippe Calatrava (used, entry-level models like the 5196).
- Omega Speedmaster Professional (new or used).
- Tudor Black Bay Fifty-Eight.
- Jaeger-LeCoultre Reverso (classic models).
These watches offer
strong brand equity, are sought-after in the second-hand market, and provide the potential for value retention or even appreciation.
Conclusion:
Buying luxury watches for resale is definitely a viable strategy, but it requires careful planning. The more sought-after models (Rolex Submariner, Patek Nautilus, Audemars Royal Oak) will almost always hold value or appreciate, but acquiring them at retail prices is the hardest part. Consider buying from grey market dealers (with good reputation), watch brokers, or reputable second-hand platforms like Chrono24. Be aware of the market trends, and ensure the watches you buy are in excellent condition with all the original documentation to maximize their resale value.
Good luck with your watch journey!
Want to buy it now.
