No watch is a guaranteed investment, but some hold their value better than others, and in 2026 the strongest candidates are still steel sports watches from Rolex, Audemars Piguet and Patek Philippe, plus a small number of Richard Mille references. What they share is limited supply, steady demand, a recognisable design and a service network that keeps them running. This guide sets out what makes a watch hold value, which references from each brand collectors compare, what they cost on dated catalogue asks, what ownership costs and what to check before you buy. Bizak & Co. sources each watch to order; the Daytona collection is a good place to start for the most-watched Rolex.
Last reviewed on October 1, 2026 by Filip Biczak. Prices are dated observations, not quotes.
Are luxury watches a good investment in 2026?
They can preserve value, but they are not a reliable way to make money. Prices for the most sought-after steel models rose sharply in the early 2020s and have since moved in both directions, and dealer asking prices are not the same as what a watch will sell for. A watch also costs money to own: servicing every several years, insurance and storage. A sensible way to think about it is as a durable object you enjoy that may keep much of its purchase price, not as a financial product. If you intend to resell, buy full sets in good condition, keep every document and compare several dated quotes before you commit.
What makes a watch hold its value?
- Limited supply against steady demand. Brands that ration production, and models with waiting lists at authorised dealers, tend to hold secondary prices better.
- A recognisable design. The Submariner, Daytona, Royal Oak and Nautilus look the same to a stranger as to a collector, which keeps the buyer pool wide.
- Condition and completeness. Unpolished cases, original dials and a full set of box, card and receipts add to resale value.
- Discontinuation. When a reference ends, supply is fixed, though that does not guarantee a rise.
- Service and parts support. A watch that any approved watchmaker can maintain is easier to hold for decades.
Which Rolex watches hold value best?
The steel professional models are the usual answer: the Daytona, the Submariner and the GMT-Master II. The Cosmograph Daytona has the longest waiting lists and the highest premiums over retail, while the Submariner is the easiest to find and to sell. On October 1, 2026 our sourced catalogue listed the Submariner 126610LN from US$15,785 and the Daytona 126500LN from US$33,990. Our guides to the Daytona 126500LN and the Submariner 126610LN cover each in detail, and Rolex's collection pages show the current line.
Is the Audemars Piguet Royal Oak a safe store of value?
It is one of the most liquid luxury watches. The Royal Oak, designed by Gerald Genta and launched in 1972, has an instantly recognisable octagonal bezel and integrated bracelet. The current 41 mm steel models, the 15500 and its successor the 15510, were listed in our catalogue from US$46,350 and US$54,223 on October 1, 2026. Complicated and precious-metal versions behave differently from the steel models and are harder to price. Our Audemars Piguet price guide explains how to compare quotes, and the AP collection page lists the current models.
What about the Patek Philippe Nautilus and Aquanaut?
Patek's steel sports watches have had very strong demand, partly because of tight supply. The steel Nautilus 5711/1A was discontinued in 2021 and its white-gold successor, the 5811/1G, followed in 2022; our catalogue listed the 5811/1G-001 from US$212,175 on October 1, 2026. The Aquanaut 5167A, a steel watch on a composite strap, was listed from US$77,620 on the same date. The Calatrava is the quieter option, with the 5226G listed from US$46,977. Read our guides to the Nautilus 5740 and Aquanaut 5167, or browse the Patek collection page.
Is Richard Mille an investment?
Richard Mille is a collector purchase more than an investment. Production is small, the cases are made from carbon, ceramic and titanium, and the watches have a loyal following, but they are priced at levels where the pool of buyers is narrow. Our catalogue listed the RM 011 Felipe Massa Black Night from US$278,999 on October 1, 2026. Resale depends heavily on the specific reference and on whether the watch is a limited edition. See our Richard Mille price guide for context.
Which watches to compare: a summary
| Watch | Why collectors compare it | Bizak catalogue ask, 1 Oct 2026 |
|---|---|---|
| Rolex Submariner 126610LN | Widest buyer pool, easiest to sell | From US$15,785 |
| Rolex Daytona 126500LN | Longest waiting lists | From US$33,990 |
| AP Royal Oak 15510ST | Iconic design, liquid market | From US$54,223 |
| Patek Aquanaut 5167A | Tight supply, strong demand | From US$77,620 |
| Patek Nautilus 5811/1G | Successor to the discontinued 5711/1A | From US$212,175 |
| Richard Mille RM 011 Black Night | Small production, material innovation | From US$278,999 |
These are our asks on that date, not market medians or predictions.
What does it cost to own a collectible watch?
Allow for servicing, insurance and the difference between the price you pay and the price a dealer will pay you. Mechanical watches need a service every several years; Rolex describes its approach on its watch care and service page. Insurance should cover replacement value. The buy-sell gap is the largest hidden cost: a dealer buying a watch from you will pay less than the retail ask, so a purchase is better treated as a multi-year holding. If you might need the money back within a year or two, a watch is the wrong place for it.
It also pays to decide the exit before you buy. Know whether you would sell through a dealer, at auction or privately, and what each route costs. Auction houses such as Phillips and Sotheby's publish their watch departments and sale calendars, which is a useful way to see which references are being offered and how they are described. A watch with a clear, well-documented history and a common reference is simpler to sell than a rare one that needs the right buyer.
What should you check before buying an investment watch?
- Full set. Box, card and receipts that match the serial number.
- Originality. Dial, bezel and bracelet should be original, with no replaced parts.
- Case condition. Unpolished lugs and sharp edges.
- Price against several asks. Compare at least three dated quotes for the exact reference.
- Seller and return terms. Written authentication and a clear policy.
Our authentication process describes what we inspect before dispatch.
Quick answers
What is the best watch to invest in for 2026?
There is no safe best. Steel professional Rolex models, the Audemars Piguet Royal Oak and Patek Philippe's steel sports watches have held value best over recent years, but past prices do not predict future ones.
Do Rolex watches hold their value?
Many steel professional Rolex models have held much of their price, especially full sets in good condition. Not every reference does, and dealer asking prices are not sale prices.
Is a Patek Philippe a good investment?
Steel Patek sports watches have had strong demand, but they are priced accordingly. Buy one because you want to wear it, and treat any gain as a bonus.
Is Richard Mille a good investment?
It is a collector purchase with a narrow buyer pool. Resale depends on the reference and condition, so ask for a written assessment before you commit.
How much do investment watches cost?
Bizak's sourced catalogue listed examples from US$15,785 for a Rolex Submariner to US$278,999 for a Richard Mille RM 011 on October 1, 2026.
Request an investment-watch sourcing quote
Tell us the reference, condition, set and your budget and timing through our sourcing enquiry form. We confirm the specific watch, photographs, documents and final price before you commit. Browse the Rolex Daytona, Audemars Piguet Royal Oak, Patek Philippe Nautilus and Richard Mille collections, or sell or trade your watch.
Related reading: Rolex watch prices · Patek Philippe watch prices · How to sell a Rolex · Rolex waitlist explained.
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