3 Reasons Rolex and Patek Philippe Watches Are Top Buys for Collectors in 2026
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Gabrielle Olya
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Molly Sullivan
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High-end watch collectors are eyeing 2026 as a rare chance to pick up Rolex and Patek Philippe pieces before prices reset. Several market forces are creating an unusually favorable moment for buyers, but it’s 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.
Luxury Watch Prices Haven’t Caught Up to Rising Precious Metal Costs
Precious metal prices have seen astronomical growth, but watch prices aren’t yet reflecting these changes.
“From a market standpoint, this is one of the most rational entry points we’ve seen in years,” said Eugene Tutunikov, CEO of SwissWatchExpo. “Precious metal prices — especially gold and platinum — are at record highs, yet many watches haven’t fully repriced to reflect that. Historically, those two factors don’t stay disconnected for long.”
Rolex and Patek Philippe watches are particularly smart buys right now.
“You’re effectively buying a hard asset with intrinsic material value, plus the long-term brand equity of Rolex and Patek Philippe,” Tutunikov said.
He recommended opting for platinum watches from these brands.
“The metal itself has risen dramatically — over 170% year over year — yet certain platinum watches haven’t caught up,” Tutunikov said. “Pieces like the Patek Philippe 5960P or the Rolex Day-Date 40 in platinum are still trading at levels that don’t fully reflect either their material value or long-term collectability.”
Preowned 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 moved up steadily over the past few years, while the secondary market has corrected and stabilized,” Tutunikov said. “In practical terms, that means collectors can often buy the same watch for 20% to 40% below retail.”
Buying preowned also allows you to buy what you want right now, without needing to get on a waitlist.
“You can buy it today rather than waiting years — something the new market simply doesn’t offer at the moment,” Tutunikov said.
This Buying Window Won’t Last Long
The luxury watch market typically doesn’t stay balanced for long, so now is the time to buy.
“When demand and pricing realign, inventory moves quickly,” said Joshua Ganjei, CEO of 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 tends to repeat over time, so prices will likely be on the upswing again soon.
“The current environment — strong selection paired with disciplined pricing — is an opportunity, but it’s not a permanent one,” Tutunikov said.
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