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High-end watch collectors are looking at 2026 as a rare opportunity to pick up Rolex and Patek Philippe pieces before prices change. Several market forces are creating an unusually favorable moment for buyers, but it is important to act sooner rather than later.
Here’s what you need to know about the current luxury watch market if you’re considering a purchase.
Prices of luxury watches do not keep pace with rising precious metal prices
Precious metal prices have seen huge increases, but watch prices are not yet reflecting these changes.
“From a market perspective, this is one of the most rational entry points we have seen in years,” said Eugene Tutunnikov, CEO. swisswatchexpo. “Precious metals prices – especially gold and platinum – are at record highs, yet the prices of many watches have not fully reset to reflect this. Historically, these two factors do not remain separate for long.”
Rolex and Patek Philippe watches are particularly smart buys right now.
“You are effectively buying a hard asset with intrinsic physical value as well as the long-term brand equity of Rolex and Patek Philippe,” Tutunnikov said.
He advised to choose platinum watches from these brands.
“The metal has increased dramatically – more than 170% year over year – yet some platinum watches have not caught up,” Tutunnikov said. “Pieces like the Patek Philippe 5960P or Rolex Day-Date 40 in platinum are still trading at levels that do not fully reflect their material value or long-term collectibility.”
Famous Rolex and Patek watches offer remarkable value in 2026
Beyond metals and pricing trends, the secondary market is presenting its own unique opportunities.
“Retail prices have grown steadily over the past few years, while the secondary market has recovered and stabilized,” Tutunnikov said. “In practical terms, this means that collectors can often purchase the same watch for 20% to 40% less than retail value.”
Pre-owned purchasing allows you to buy what you want right now, without the need to join a waiting list.
“You can buy it today instead of waiting for years – something the new market doesn’t offer at the moment,” Tutunnikov said.
This buying window won’t last long
The luxury watch market typically doesn’t remain balanced for long, so now is the time to buy.
“When demand and pricing align, inventory grows exponentially,” said Joshua Ganzei, CEO of Amazon.com. european watch company. “Once the best pieces are absorbed by collectors, availability tightens and prices adjust upward. Historically, windows like this don’t stay open for long.”
This is a cycle that repeats over time, so prices are likely to rise again soon.
“The current environment – strong selection with disciplined pricing – is an opportunity, but it is not sustainable,” Tutunnikov said.