Tim Mosso returns to talk about watch collecting in 2025. While buyers - and speculators - remain fixated on brand names such as Patek Philippe, Audemars Piguet, and Rolex, the reality is that watches are collectibles first and investments second - or never. Despite occasional auction drama and obsessive fixation on the price of hype watches, the larger luxury watch landscape is more like the car market than the stock market.
Cars, like watches, generally lose a large amount of value the moment they are sold. And even in the event that a watch does gain value, the timetable for such a process generally spans years or decades. Over such a timeframe, traditional investments such as stocks, real estate, and even cash can match or exceed the returns realized from buying and holding on to a significant Rolex or Patek Philippe watch. And that's assuming the watch is NEVER worn - a sad fate for any watch.
Where watches differ from cars is the expected centuries-long lifespan of luxury watches. Due to their longevity, they tend to reach a price floor and stabilize at that level a few years after original sale. Cars tend to depreciate and degrade until they are scrapped and recycled. As a result, a watch - especially one bought used - can be viewed as a genuine "store of value" but not an "investment" in most instances.
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