Luxury watch resale value turned a corner in 2025. After roughly two years of decline, the secondary market stabilized and the strongest references posted real gains. Patek Philippe led all major brands at about +7.7% for the year, driven by the Aquanaut at +10.7% and the Nautilus at +6.1%. Top-tier Rolex, Patek Philippe, Audemars Piguet and Richard Mille continued to hold value better than almost any other category of luxury good.
Methodology
This report combines leading public secondary-market sources, including WatchCharts, the Bloomberg Subdial Watch Index and EveryWatch year-end data, with CJ William’s own buying and selling activity at our Surfside, Florida showroom. Public indices show where transaction prices moved. Our desk shows what South Florida buyers actually requested and paid. That combination makes this a dealer-side view of luxury watch resale value, not a listings snapshot.
Brand performance in 2025
| Brand | 2025 direction | Note |
|---|---|---|
| Patek Philippe | Strongest, about +7.7% | Led by sports references, Aquanaut and Nautilus |
| Rolex | Stabilized | Recovery described as broad and healthy |
| Audemars Piguet | Returned to growth | Consecutive months of gains late in the year |
| Cartier | Quiet value play | Outperformed the broader index in its recent cycle |
| Omega | Steady | Limited Speedmaster editions trade above retail |
Top 10 watches by resale value appreciation in 2025
| Rank | Reference | 2025 appreciation |
|---|---|---|
| 1 | Richard Mille RM 67-02 | +30% |
| 2 | Rolex GMT-Master II 126710BLRO | +17% |
| 3 | Patek Philippe Nautilus 5712/1A | +12% |
| 4 | Patek Philippe Nautilus Chronograph 5980/1R | +10% |
| 5 | Patek Philippe Nautilus Perpetual Calendar 5740/1G | +10% |
| 6 | Rolex GMT-Master II 126710BLNR | +9% |
| 7 | Rolex Daytona 116500LN | +9% |
| 8 | Rolex GMT-Master II 126711CHNR | +8% |
| 9 | Patek Philippe Nautilus 5990/1R | +8% |
| 10 | Rolex Datejust 16233 | +8% |
Source: EveryWatch 2025 year-end summary, reflecting realized secondary-market activity.
Where the value is hiding in 2026
Gold neo-vintage Rolex references lagged the market despite the run in gold prices, and in some cases the melt value of the gold alone exceeds half of the watch’s market price. With the broader index still well below its 2022 peak, 2026 reads as a normalized entry point rather than a speculative bubble. For buyers focused on long-term luxury watch resale value, discontinued and gold references remain the most asymmetric opportunities.
The Miami and South Florida market
In our Surfside showroom, the fastest movers are steel sports Rolex. Every Submariner, GMT-Master II and Daytona sells quickly, and the white-dial Daytona Panda, reference 126500LN, is the single hottest watch on the desk right now. Patek Philippe Nautilus and Aquanaut demand remains very strong. Cartier tells a quieter story: request volume for the Tank and Santos is steady year over year, but secondary-market prices on those references have climbed, which is why we flag Cartier as a value play rather than a fading one. On the non-watch side, Hermes Birkin bags continue to move quickly, while antique silver trades at a slower, more collector-driven pace. Pieces with original box and papers consistently command the strongest offers, and CJ William makes same-day offers on watches we buy.
Frequently asked questions
Are luxury watches a good investment in 2026?
Top-tier references from Rolex, Patek Philippe, Audemars Piguet and Richard Mille have historically held or grown their value, and 2025 saw the market stabilize after a multi-year correction. Watches should be bought because you love them, but blue-chip references remain among the more resilient luxury goods.
Which watch brand holds its value best?
Rolex and Patek Philippe lead on value retention, with Audemars Piguet close behind. In 2025 Patek Philippe was the strongest performer among major brands, led by the Aquanaut and Nautilus.
Did luxury watch prices go up in 2025?
Yes. After two years of decline, the broader market stabilized and the strongest references posted gains, with Patek Philippe up roughly 7.7% for the year and select references appreciating double digits.
Is now a good time to sell my Rolex or Patek?
With prices recovering from multi-year lows, sellers are seeing stronger offers than in 2023 and 2024, particularly for steel sports models with box and papers. CJ William provides same-day offers and in-house New York authentication.
Where can I sell a luxury watch in Miami?
CJ William buys luxury watches at its Surfside showroom near Bal Harbour, with same-day offers, in-house authentication, an 18-month warranty on pieces we sell, and fully insured FedEx overnight shipping for clients nationwide.
Buy, sell, or value a luxury watch with CJ William
Visit our Surfside showroom, send an inquiry, message us on WhatsApp, or call (347) 510-0668 for a same-day offer or a private appointment. In-house New York authentication, 18-month warranty, fully insured FedEx overnight shipping. If you want a same-day offer specifically, see our pages on how to sell your Rolex in Miami and sell your Patek Philippe in Miami.
This page is part of Luxury Asset Liquidation in Miami, our complete buyer service for South Florida watch, jewelry, Hermès, diamond, gold, and antique silver sellers.