Very true… but both Rolex and Audemars (in particular) is in a bubble right now. They used to depreciate the day you bought them… then “some” iconic models like the subs and Daytonas held close to MSRP or climbed ‘some.” And some went to stratospheres.
The last 10 years or so have been good to Rolex and owners. I think the AP thing has been spawned by rap stars and Pawn Stars, where Rick is an AP fan and has massively promoted the brand. Paneri has also been in a bubble for several years. Now is not the time to buy one!
Meanwhile, amazing pieces like Chopard, IWC and a lot of YLC and even bottom-end Pateks languish. Definitely time to buy those! Well above Rolex and in AP territory. Another one that is an opportunity is Lange. Very small production. Beautiful. And right now, selling for 1/2 to 1/4 their retail a few years ago.
My “watch to buy cheap” list right now is older Seikos (really only one more on my list — a Pogue.}. Lange. A 1990’s vintage IWC. Chopard Mille Miglia. 1960’s Doxa Shark Hunter. JLC reverso. An SS Cartier Tank. A couple of other obscure things.
All suffering in the Rolex Bubble! And the AP bubble, which I think is great, because they don’t appeal to me… so let those who want them enjoy them. I’m not playing!
So there are great opportunities out there… and I’ll mention Resco because the jury is out on whether they will ever hit the “iconic” brand. They are very niche… almost a cult following. Some models have done really well, but only among a small group. I have them because Ia love the company and the owner/collector/enthusiast community. And they are hard wearing. But not “investments" at this point.
A lot of the others are investments I can enjoy every day. Little bits of precision that are more fun than T-bills or SVB shares. And Bernie Madoff can’t steal them.
So folks should buy what you like. In a bubble if you want to run with the trendy great! Go for it. But as with any collectible or item of intrinsic worth… there are always dips and booms. Treat buying an investment grade watch like any investment. Buy low, hope to sell high. But at least when you buy low… you almost never lose. And can enjoy a piece of mechanical art on your wrist.
But also, buy and wear what “you” like. If one chases every bubble, you can end up with stuff you (and soon everyone else) doesn’t like when the bubble bursts and it is passé to wear one. If you buy what you like and think is your style and idea of great looking… you never lose. Because of the enjoyment you get. And screw the trends. I don't wear my Rolexes much these days because they are 'trendy.' That's the last thing I want. When the bubble bursts I'll buy more and wear them again.
A fine watch will always be a fine watch. No matter what the “market” may tell you. So you can’t go wrong buying what you wan and love! Buy RIGHT and it will be a fine watch that makes you more $$ than your 401K!
Sirhr
Prices haven’t gone down in. Years
New SS Daytonas are averaging $26K against a $14K MSRP.
Most Rolexes will continue to sell at 50-70% above MSRP to the "I got to have it now crowd."
And bear in mind that Rolex is a low end collectible compared to PP and Audemars and a few others. Different crowd buys those. People that buy these things buy in cash and aren't overly affected by the economic woes of most
.