Can the watch on your wrist give better returns than your bank FD, shares or real estate? The latest figures of the luxury watch market are pointing in this direction. An interesting trend has emerged from the report of online watch marketplace ‘Chrono24’. The trend is that mid-range luxury brands like Cartier gave better profits compared to expensive and high-end watch models Rolex, Patek Philippe. According to the report, from 2018 to 2026, the price of Paris-based jeweler company Cartier’s ‘Tank Vermeil’ watch saw an increase of about 300%. Interestingly, no model of Rolex could make it to the list of top-20 most profitable watches. The value of Rolex’s best-selling Datejust 41 has increased by only 59 percent since 2018. There are 10 models of Cartier, 5 of Omega and 2 of Jaeger-LeCoultre in this list. According to this report, watches whose prices increased in the long term (2018-2026) remained strong despite the decline in the market after 2022 and their value continued to increase. However, experts say that Rolex models were already at their peak value by 2018. After the surge in prices during the Covid pandemic, the market is now stabilizing. At the same time, watches like Cartier, which were available at very low prices till a few years ago, have now become the first choice of collectors due to their iconic designs. The reason for the increase in prices of mid-range watches is ‘low base effect’ and ‘organic demand’. That means prices have increased faster than a few years ago. Apart from this, during the Corona period, some people bought watches not out of hobby, but only to earn profits and started selling them at expensive prices. On the contrary, watches with affordable and iconic designs remained in demand among collectors. Due to this, their value saw a steady increase of up to 200%. Balazs Ferenczi, who is involved in the study on this changing trend, says, ‘The special thing about watches is not their price, but their classic design and permanent demand, which is not based on any waiting list but on real collector value.’ Cartier Tank Vermeil emerged as the cheapest and successful investment watch model Growth in 8 years Specialties Cartier Tank Vermeil, 299%, cheapest and successful investment Cartier Panther (Gold), 218%, classic design, high demand Omega Speedmaster, 119%, Omega’s reliable model Rolex Datejust, 41 59%, high demand, limited returns
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Up to 300% profit from Cartier watches, Rolex lags behind: Now only shares or gold are not a guarantee of profit in investment; Luxury watches also asset class
