GUIDE TO BUYING LUXURY WATCHES

Whether you're a first-time buyer or an experienced collector, this guide will help you navigate the world of high-end watches. From choosing the right brand to finding a reputable dealer, we’ve pulled together everything you need to make the right decision.

1. Go with Your Heart

When buying a luxury watch, the most important thing is to choose a piece that YOU genuinely love. Watches are more than just timepieces; they are often an emotional purchase and may mark a special milestone, so select it by going with your heart. If a certain watch speaks to you, don’t overthink it, just go with your gut.

Cartier, Santos

2. Don't Obsess Over Resale Value

Many people buy watches with potential resale value or investment in return. While it’s true that some brands, like Rolex and Patek Philippe, hold or even appreciate in value, the primary reason for buying a luxury watch should always be your personal taste. Buy it because you love it, not because you expect to make a profit. If you choose the right brand, you will likely recoup your investment if you ever decide to sell… in time!

3. The Rolex Factor

If resale value is important to you, brands like Rolex are your best bet. Rolex watches, especially models like the Submariner, Daytona and GMT-Master, have a strong market and are highly desirable. Even if you wear the watch for years, chances are you'll get your money back if you ever decide to sell it. Other high-value brands like Patek Philippe and Audemars Piguet also retain value well, but Rolex remains the safest bet.

Rolex Sea-Dweller

4. Buying Second-Hand: The Grey Market

Buying from grey market dealers (resellers who are not authorised brand dealers) can be a great way to find second-hand luxury watches at competitive prices. However, always ensure that the watch comes with its original box and papers. These documents not only verify authenticity but also preserve the value of the watch. Be cautious, do your research and buy from reputable dealers.

5. Build Relationships with Dealers

One of the best ways to secure desirable watches is to build a relationship with authorised dealers. High-demand watches often have long waiting lists and dealers tend to prioritise loyal customers. By consistently buying from the same dealer and showing genuine interest, you increase your chances of getting access to rare and exclusive pieces.

Ballon Bleu, Cartier

6. The Higher the Price, the Smaller the Market

While ultra high-end watches from brands like Patek Philippe and Audemars Piguet can be excellent purchases, keep in mind that the higher the price, the smaller the market. Not everyone will spend six figures on a watch, so if you ever need to sell, it may take longer to find a buyer. Consider this when purchasing extremely expensive pieces.

7. Working Watches: Tag Heuer, Omega, Tudor

If you’re looking for a high-quality watch that can handle daily wear and still look great, consider brands like Tag Heuer, Omega, and Tudor. These brands are excellent choices at lower prices. They make great "working" watches that can be worn daily without too much concern for scratches or wear and tear.

TAG Heuer, Carrera Chronograph

8. Think About Maintenance and Insurance

It goes without saying that you’ll need to insure your timepiece, as with any other luxury item. Make sure that the value on your insurance is regularly reviewed to allow for an increase in value. You’ll also need to consider regular servicing (every 3–5 years) to maintain accuracy and longevity.

Overview

Buying a luxury watch is also about having an enjoyable experience! Whether you’re after a timeless Rolex, a prestigious Patek Philippe, or a reliable Omega, the key is to buy what you love and enjoy it.