Investment & Guides
Best Investment Watches 2026: What the Market Data Says
The short answer
By 2025 performance, Patek Philippe led the majors (up ~7.7% brand-wide, with the Aquanaut +10.7%), Rolex stayed the safest and most liquid choice (+4.6%), and Audemars Piguet recovered late in the year. The strongest individual performers were the Patek Aquanaut 5167A and gold Rolex Daytona. For 2026, the playbook is unchanged: buy scarce steel sports and blue-chip complications, full-set, and avoid the depreciation traps.
"Investment watch" is an overused phrase, so let's anchor it to data. These are the references and brands that actually performed in 2025 — the most recent full year — and why they remain the strongest candidates for 2026.
Patek Philippe — the 2025 leader
Patek was the best-performing major brand in 2025, up about 7.7% brand-wide (some WatchCharts windows show low-teens), led by the Aquanaut (+10.7%) and Nautilus (+6.1%) (WatchCharts; Knight Frank). The Aquanaut 5167A in particular has been the star — one example sold for $95,250 at Sotheby's — and remains among the hardest pieces to source.
Rolex — the safest, most liquid bet
Rolex isn't always the top gainer, but it is the bellwether: the Rolex Market Index rose about 4.6% over the trailing year, and steel sports models (Submariner, Daytona, GMT-Master II) are the most liquid assets in the category. Bloomberg singled out the gold Daytona 116508 among 2025's top individual performers.
Audemars Piguet — the late recoverer
AP lagged the trinity for much of 2025 (roughly +3.4%, briefly negative) before stringing together consecutive months of growth into December. The Royal Oak remains one of the most desirable designs in watchmaking, and steel Jumbos trade well above their ~$30,000+ list.
Where Omega and Tudor fit
Below the trinity, Omega holds the second-highest secondary-market share of any brand on Chrono24 and kept growing in 2025, with the Speedmaster Professional the standout. Tudor was among the strongest gainers of the year (+6.6% market-share change), offering "Rolex DNA" — the Black Bay 58 often holds near or above retail.
“The Aquanaut 5167A has been Patek's star performer, remaining one of the hardest to source.”
— Knight Frank, Wealth Report 2026
Watches to approach with caution
Appreciation is concentrated. Brands frequently cited as the fastest depreciators include TAG Heuer, Breitling, Hublot and Panerai — wonderful watches, but rarely investments. Buy those because you want to wear them, not because you expect a return.
Browse Rolex, Patek and AP icons in stock now, payable in crypto.
Explore the maisonsFrequently asked questions
- What is the best investment watch for 2026?
- By 2025 data, the Patek Aquanaut/Nautilus led on appreciation, while Rolex steel sports models remain the safest, most liquid choice.
- Is Audemars Piguet still a good buy?
- Yes — AP lagged early in 2025 (~+3.4%) but recovered into year-end, and the Royal Oak remains highly desirable.
- Which entry-level watch holds value best?
- The Tudor Black Bay 58 and Omega Speedmaster Professional are the strongest value-retainers at accessible prices.
- Which watches should I avoid as investments?
- Fast-depreciating brands commonly include TAG Heuer, Breitling, Hublot and Panerai — buy them to wear, not to flip.
Sources
Julian Vossen
Horology & Crypto-Payments Editor, SatoWatch
Julian Vossen has covered the secondary watch market and crypto payments since 2017. He writes SatoWatch's buying and authentication guides, drawing on market data from WatchCharts, Chrono24, Knight Frank and Morgan Stanley.