Luxury watches are now far more than just an expression of style and personality – they are considered stable tangible assets and, in recent years, have evolved into an attractive investment class. Especially in economically uncertain times, investors look for assets that are not only resilient but also offer long-term potential for value appreciation. In 2025, three models will remain market favorites: the Rolex GMT-Master II, the Patek Philippe Nautilus, and the Audemars Piguet Royal Oak.
Why These Watch Models Will Continue to Increase in Value in 2025
The Rolex GMT-Master II
The Rolex GMT-Master II is much more than a functional instrument for frequent travelers. Its distinctive design with a two-tone Cerachrom bezel and practical dual time zone function has made it a collector’s favorite for decades. Particularly sought after are the “Pepsi” (blue/red) and “Batman” (blue/black) variants, which regularly sell well above list price.
In 2025, Rolex is bringing fresh energy to the collection: a new version with a green Cerachrom dial expands the series and is generating enormous interest among collectors and investors. Historically, limited or visually striking updates to the GMT-Master II have always led to a price increase on the secondary market – a trend that is likely to continue in the coming years.
The Patek Philippe Nautilus
Since its introduction, the Patek Philippe Nautilus has been synonymous with sporty elegance and understatement. Designed by Gérald Genta, it has evolved from a niche model into an international status symbol.
Demand for the Nautilus has exceeded supply for years, as Patek Philippe deliberately produces only a limited number. In 2025, variants with additional complications such as a moon phase display or Travel Time will also continue to grow in popularity. This strict limitation, combined with timeless design, makes the Nautilus one of the most value-retaining watches on the market – and a clear candidate for long-term value appreciation.
The Audemars Piguet Royal Oak
With its distinctive octagonal bezel, “Tapisserie” dial, and integrated bracelet, the Audemars Piguet Royal Oak set new standards for sporty luxury watches. More than 50 years later, it remains one of the most sought-after models on the market.
Especially coveted are the Jumbo Extra-Thin versions and models in rose or yellow gold, which regularly change hands at prices far above retail. The Royal Oak combines iconic design with rare availability and strong brand recognition – all key factors for sustainable value development.
Three Models with Substance and a Future
Whether it’s the Rolex GMT-Master II, Patek Philippe Nautilus, or Audemars Piguet Royal Oak – all three models in 2025 represent a combination of timeless design, high demand, and limited availability. These factors ensure not only stable prices but also continuous potential for value appreciation.
For investors, this means: anyone who invests in one of these watches is opting for stylish value preservation with the prospect of long-term returns. And for enthusiasts: there is hardly a better combination of craftsmanship, history, and investment appeal than in these three icons of watchmaking.