Interest in investment watches soars, experts highlight the brands to look out for in 2026

Patek Philippe, Rolex, and Audemars Piguet set to dominate watch auctions in 2026

In the past month UK online searches for ‘Best Rolex to buy for investment’ have risen by 5,000%, suggesting a powerful surge in consumer interest in luxury watches as both status symbols and investment opportunities.

With this in mind, the luxury goods experts at Dawsons Auctioneers have

The watches set to dominate 2026

Patek Philippe

A Patek Philippe platinum Calatrava watch recently sold at auction for £19,000, highlighting the brand’s strong appeal among collectors. Renowned for its meticulous craftsmanship, technical mastery, and exclusivity. Not only are collectors particularly interested in this rare brand for its often record-breaking auction price and high demand, but also its ability to hold its value as one of the luxury watch ‘powerhouses’. Limited production and intricate designs often sell for thousands, making these timepieces not only objects of beauty but also popular alternative investments.

Models to watch include the Calatrava, Ellipse d’Or, Gondolo, vintage gold-set watches, and the highly coveted Nautilus, currently subject to waiting lists of up to five years. The sustained scarcity of these models continues to drive competition and premium prices on the secondary market, strengthening the brand’s enduring appeal.

Vintage gold set watches are also on the rise, benefiting from the recent surge in gold price, reaching record levels of  £3,659 per ounce in January 2026. The intrinsic value of these timepieces are therefore increasing alongside their collectible appeal. Combined with the limited availability of certain models, rising demand among collectors make vintage gold watches not only luxurious objects of craftsmanship but also increasingly sought-after investment pieces.

Rolex

Rolex watches continue to attract significant attention at auction, particularly for their iconic sports models, which are prized for their durability, instantly recognisable design, and deep-rooted brand heritage.

Vintage and limited edition models remain perennial favourites among collectors. For example the Daytona Cosmograph, in particular, continues to perform exceptionally well, with a recent model featuring the sought-after APH dial achieving £11,000 at auction. Vintage Submariners and GMT-Masters also attract consistent interest, driven by their historical significance and timeless design. Other models to watch also include the Explorer, Sea-Dweller, Yacht-Master, and Milgauss, all of which have performed well in previous auctions.

Collectors also place strong emphasis on bezel variations, which have become cultural touchstones in their own right and are frequently referenced by celebrities and watch enthusiasts alike. Notable examples include the bezels, such as the Pepsi dials on the GMT-Master and GMT-Master II, popularised by Tom Selleck in Magnum PI and has been discussed by Brooklyn Beckham, following being gifted a GMT by his father. The green-bezel Submariner is also popular, and known as “The Hulk,” the lighter green “Kermit,” and the blue-and-black GMT variants nicknamed “The Batman” and “The Batgirl.”

Jonathan Pratt, TV Expert and Managing Director at Dawsons Auctioneers, commented:

“Collectors and buyers are increasingly drawn to pre-owned models, both for sustainability and the opportunity to access these luxury timepieces at competitive prices — and, in many cases, without the long waitlists associated with certain references. Rarity, provenance, and condition remain critical factors influencing both the desirability and value of each watch, and “completeness” is increasingly important too: original box, papers, warranty card, booklets, tags, service history, and correct bracelet links can all add confidence and value.”

“Interesting, well-documented provenance can be a genuine multiplier, particularly for watches with specialist or historic connections such as COMEX-supplied Rolex sports models or wartime and military-associated Rolex watches. With expert guidance, sellers can access a global auction audience, ensuring strong results for rare and highly sought-after pieces.”

“When investing in luxury watches, a few key factors are essential; rarity and supply versus demand drive value, with limited or discontinued models often appreciating as collectors compete for them — but provenance and the presence of the original “set” (box and papers especially) can materially influence where the final hammer lands. Brand prestige matters too — Rolex, Patek Philippe, Omega, and Audemars Piguet are highly sought after for their craftsmanship and heritage, and often achieve strong hammer prices, such as an Audemars Piguet Royal Oak Dual Time Tantalum recently selling at auction for £24,000.”

“Condition and authenticity are critical, as even rare watches lose value if components are missing, replaced, or incorrect, and heavy polishing or swapped parts can cap upside for collectors. Finally, provenance and proper maintenance help preserve both functionality and long-term value, with well-documented histories often commanding higher prices at auction. It’s also worth recognising that demand is not driven by quality alone: brand marketing and cultural visibility play a meaningful role, particularly for iconic sports models such as Rolex Submariners and Daytona’s, where sustained global demand can be as much about narrative and recognition as it is about the watch itself.”

The post Interest in investment watches soars, experts highlight the brands to look out for in 2026 appeared first on USNewsRank.