Value for Money: Why Now Is a Smart Time to Buy Luxury Watches

From 2020 to 2022, luxury watch collecting reached unprecedented heights. For many enthusiasts, the challenge wasn’t deciding which watch to buy — it was whether they could even access one. Iconic models from Patek Philippe, Rolex, Audemars Piguet, and Vacheron Constantin were nearly impossible to obtain at official retail prices. Waitlists stretched years into the future, and market prices soared far above retail.

Today, the market looks very different. Many of the most coveted watches are now offered below retail price — a rare shift that creates an attractive entry point for collectors and first-time buyers alike.

A Rare Buying Opportunity

For decades, retail prices of luxury watches have steadily increased by an average of 3–5% annually, with even steeper rises during the recent boom years. That long-term trend has not changed — official retail prices continue to climb year after year.

What has changed is the secondary market. The correction after 2022 has temporarily opened the door to pricing opportunities not seen in years. For buyers, this means you can now purchase exceptional timepieces at values that were once unthinkable.

Protecting Yourself Against Price Increases

When financing your purchase, you effectively lock in today’s price. As retail prices rise in the future — as history suggests they will — you enjoy the security of having secured your watch at yesterday’s cost, all while enjoying the ownership experience today.

Signs of a Rebound

In a recent interview with Handelsblatt, Chrono24 highlighted that global demand for luxury watches is beginning to grow again, with prices slowly edging upward. This suggests that the current “below retail” window may not last for long.

Emotional and Financial Value

Luxury watches have always carried a dual reward. They are an emotional investment in craftsmanship, heritage, and personal style — and at the same time, they hold long-term financial value. Buying a watch today at below retail is not only an opportunity to own a piece of horological art, but also a decision that may prove wise financially in the years to come.

Conclusion

The luxury watch market has always moved in cycles, but history is clear: retail prices continue to rise. Today’s unique opportunity — acquiring world-class watches below retail — is unlikely to remain forever. For those considering their first step into collecting or adding to their existing collection, now is a moment worth seizing.