Best Investment Watches to Buy in 2026

The luxury watch market has seen some tough times. After reaching a peak in May 2022, secondary market watch prices have fallen for eleven consecutive quarters. As 2026 unfolds, prices remain soft and investors are becoming more selective. Still, for those looking for the best investment watches this year, certain timepieces are holding their value — and in some cases, outperforming expectations.

A recent market analysis shows that resale watch prices dropped another 5.7% in 2024 compared to the previous year. A key factor behind this trend is the oversupply of watches in the secondary market. Many owners who bought watches as investments during the market’s peak have rushed to sell, adding to inventory just as economic uncertainty and high interest rates put pressure on luxury spending.

“Whenever the market cools off and prices begin to dip, a lot of people look to liquidate,” said Gabe Arik, co-owner of Happy Jewelers. “That flood of inventory drives prices down and makes it harder for sellers to get top dollar.”

So far, the market hasn't found a bottom. Analysts suggest secondary prices will continue to decline in the near term. That widening gap between retail and secondary prices is shifting buyer behavior, especially among value-conscious collectors.

Even in this environment, though, certain watches continue to prove themselves as reliable investment pieces. The most sought-after models often come from the Big Three brands: Rolex, Patek Philippe, and Audemars Piguet, which together still account for about 64% of secondary market value.

According to data from early 2026, the majority of Rolex and Audemars Piguet models are selling above retail. In fact, 56% of Rolex and 63% of Audemars Piguet watches are commanding a premium. Around 38% of Patek Philippe models are doing the same.

“The reason these brands hold their value so well is that they manage production tightly,” explained Gabe Arik. “Limited availability at the retail level keeps demand high, especially for iconic models. It’s a similar strategy to what you see in high-end fashion.”

Watches like the Rolex Daytona or GMT-Master II remain perennial favorites and are almost always in demand. Gabe also pointed out that some watches skyrocket in value due to trends on social media, creating short-term spikes that attract investor interest.

“Classic models like the Rolex Submariner or Daytona are timeless,” said Arik. “They’ve proven their value for decades. At Happy Jewelers, Rolex alone makes up the majority of what our customers are buying — they know it’s a smart long-term move.”

For those looking to buy smart this year, marketplace data reveals the top-performing models based on how far their current resale price exceeds the original retail price. Here are the ten best investment watches to consider in 2026:

1. Patek Philippe Aquanaut 5267/200A-001
Retail Price: $22,270
Market Price: $51,790
Markup: 132%

2. Patek Philippe Aquanaut 5968A-001
Retail Price: $55,970
Market Price: $130,850
Markup: 135%

3. Audemars Piguet Royal Oak 15407ST.OO.1220ST.02
Retail Price: $76,400
Market Price: $181,990
Markup: 138%

4. Patek Philippe Nautilus 5712/1R-001
Retail Price: $85,900
Market Price: $207,630
Markup: 142%

5. Rolex Oyster Perpetual 124300 Turquoise Celebration
Retail Price: $6,500
Market Price: $16,015
Markup: 146%

6. Patek Philippe Aquanaut 5167A-001
Retail Price: $24,750
Market Price: $62,960
Markup: 154%

7. Patek Philippe Aquanaut 5261R
Retail Price: $63,750
Market Price: $162,680
Markup: 155%

8. Patek Philippe Aquanaut 5267/200A-010
Retail Price: $22,270
Market Price: $57,595
Markup: 159%

9. Audemars Piguet Royal Oak 15416CE.OO.1225CE.01
Retail Price: $101,100
Market Price: $263,742
Markup: 161%

10. Patek Philippe Cubitus 5821/1A-001
Retail Price: $41,240
Market Price: $112,740
Markup: 173%

While these models are currently leading the way in resale value, Gabe Arik advises against buying a watch purely based on its investment potential.

“Buy something you genuinely enjoy wearing,” Arik said. “Yes, quality watches appreciate over time, just like real estate or stocks. But your best investment watches will also be the ones you personally love and connect with.”

If you're thinking about getting into the market or expanding your collection, 2026 may be a great time to pick up iconic models at more reasonable prices. Focus on proven brands, stick with recognizable references, and always buy from a trusted source like Happy Jewelers.

Make The Smart Investment With Happy Jewelers

For investors looking to purchase a Rolex or other investment watch at a wholesale price, Happy Jewelers is the go-to destination. With decades of experience and a reputation built on trust quality and transparency Happy Jewelers offers an unmatched selection of authentic Rolex timepieces at highly competitive prices. Whether you're a seasoned collector or a first-time buyer, their knowledgeable team is committed to helping you make a smart long-term investment in one of the world’s most iconic luxury watch brands.