The study covers two periods, from 2018 to 2026 and from 2022 to 2026. This approach made it possible to take into account both the sharp surge of interest during the pandemic and the subsequent stabilization of the market. The final ranking includes models that not only added value in the long term, but also continued to increase in price in recent years.
Unexpectedly, not the most expensive or promoted watches were among the leaders. The top 20 included 10 Cartier models, 5 – Omega and 2 – Jaeger-LeCoultre. Rolex was not on the list at all.
According to representative Chrono24 representative Balaz Ferenczi, the results refute the popular belief that for a profitable investment must buy the most expensive and the hottest models. Many watches that are now considered successful in terms of price growth were relatively inexpensive a few years ago.
The Must de Cartier Tank Vermeil (Ref. 1613) was the absolute leader: its price has increased by almost 300% compared to 2018. Panthère models also showed significant growth – the two-color version added over 200%, and the gold version – over 210%. Among Omega, the Speedmaster (approximately +119%) and the Seamaster Aqua Terra (approximately +83%) rose significantly in price.
Experts note that what unites these models is not the initial price, but strong design and steady interest from collectors. It is this, rather than a big name or rarity, that becomes the key growth factor.
Against this background, Rolex looks more restrained. For example, the popular Datejust 41 model rose in price by about 59% over the same period. This is explained by the fact that the brand had already entered a pandemic boom with high prices, after which the market simply stabilized.
Individual iconic watches have experienced a correction at all. For example, the Patek Philippe Nautilus (Ref. 5712/1A) has fallen in price by almost half since its peak in 2022, although it still costs considerably more than it did eight years ago.
Thus, the watch market is gradually shifting its focus: not only status and scarcity, but also the long-term appeal of design and the real interest of collectors are increasingly important.
