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How to invest in luxury watches | Guide

Oshin Ahlawat

multiple luxury/exclusive watches

Investors incorporate alternative assets into their strategy to build a resilient financial portfolio consisting of passion investments and ‘assets of desire’ such as fine luxury watches. In the latest 2022 Frank Knight report, the return of luxury watches for the 10 year period was a staggering +108%.

Whether you want to collect it or sell it later on the secondary market, luxury watches serve as a popular investment option. Aside from their convenient size and storage space, rare timepieces also serve as collectibles and are often used to make a statement in the world of fashion. All these factors help establish the investment potential of investing in luxury watches for any collector or investor.

But in order to invest in watches that reap rewards in the longer run, several factors need to be considered. For example:

What are the luxury watch brands worth investing in?

The truth is that 99.9% of watches are not worth an investment. Read that again. A watch to be worth an investment, not a gamble, requires it to be a reliable asset with a high likelihood to increase in value to the extent that it actually competes with other asset classes.

Thus, a reliable investment watch is a watch that 1) money cannot buy because they are so rare and access is the key or 2) watches you can get at a lower price other people cannot by being able to cut out the retail margin when buying directly from the wholesaler or even manufacturer.

Rare luxury watches from brands such as Cartier, Patek Philippe, Audemars Piguet, F.P. Journe, Richard Mille, A. Lange & Söhne, H. Moser & Cie, Philippe Dufour, De Bethune or similar are often potential investment opportunities. But the importance is the rarity, scarcity and the ability to access those watches at a good price in order for them to meet the strict investment criteria.

Should I Invest in Limited Edition watches?

Yes. The answer is yes. As mentioned above, scarcity is one of the strong drivers of value appreciation for luxury watches that collectors love.

However, it’s extremely hard to access limited edition watches, as they are usually offered to special high-value clients and don’t even end up in retail stores. Once a limited edition watch is released and sold out to selected clients, that watch can no longer be purchased directly from the concessionaire at retail price. As a result, there is usually a surge in demand in the secondary market, and the price of that timepiece will skyrocket.

Limited edition vintage watches bought from the secondary market on platforms such as Chrono24, Chronext or Horando, however, can be a great value-storing investment. They are less likely to lose their worth over time - if you did not pay a premium on the price. For example, a 64-year-old Omega Speedmaster, nicknamed the Tropical Broad Arrow was sold for just over CHF 3.15 million at the autumnal Geneva sale at the premier auction houses.

What is the best strategy to invest in luxury watches?

It is important that you buy the right watch at the right time and also from the right source. If you are a high-end client that is offered rare watches directly from the brands or concessionaires - great! But unfortunately this holds only for a very small number of people.

For watch enthusiasts who are not there yet, it’s important to understand if you buy a watch for collecting purposes or driven by investment and high return motivations.

If you’re looking to make money from luxury watch investing and don’t really care about wearing the watch, make sure you’re able to access the right watches, at the right time and the right price. This requires expertise, knowledge and industry network. Another option would be to invest through the few trustworthy watch investment vehicles in the world.

The WatchFund based in Singapore is the leading and most renowned watch investment vehicle with a track record of 20% p.a. average historical appreciation for their club of high-net-worth individual investors. Investors can invest directly through WatchFund from 250,000$ minimum investment amounts or through WatchFund’s partner Konvi allowing crowd-investing for retail investors from only 250€.

luxury watches worth investing in with WatchFund and Konvi's fractionalisation platform


  • Access to very rare limited edition watches
  • Access to watches at wholesale prices with strong collector demand to resell at a profit
  • Very high potential returns (beating the stock market in the past)
  • Very low correlation to other assets like stocks, bonds, crypto
  • Strong potential inflation-hedge
  • Safe storage & insurance


  • To preserve their value, you cannot wear the watches
  • You cannot choose the watches based on personal taste, as they are chosen based on collector demand, scarcity and the highest ROI potential
  • Liquidity is not as high as on the stock market - watches need 3-5 years to maximize their return potential and give you the best ROI

If you choose to invest in luxury watches, check out Konvi x WatchFund to get access to watches that are actually worth investing in. Invest smarter, not harder!

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