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Highlights
- Purchase new watches online at affordable prices
- New Rolex or Panerai watches maintain their value
- Rare watches have the potential to increase in value
- Popular brands: Rolex, Omega, Breitling, IWC, TAG Heuer
What to Pay Attention to When Buying a New Watch
When buying a new watch, you're faced with many questions that aren't always easy to answer. It's important that you find the right watch to suit you. Do men's watches, women's watches, or unisex models appeal to you most? Are designer watches your only option, or does the brand not matter? Often, the history of the watch and the brand's prestige play an important role. Once you've decided on a model, you must choose between purchasing it pre-owned or new. If the watch is new, it should be in its original packaging with box and papers. "Unworn" is a synonym that is often used for new. Check to make sure that the dealer is offering all the accessories and documents with the watch. This can be very important if you choose to resell the watch at a later point in time, as having the complete package raises its value. This also reduces your chance of falling victim to a scammer.
Collectors also consider models from Rolex or Panerai to be investment opportunities. If you fancy a watch that will increase in value, take a closer look at models from these two companies. Rolex's Submariner and Daytona are particularly appealing timepieces, as is Panerai's Luminor. You should switch the original Panerai strap with a strap of your choosing to preserve the watch's value. Luckily, it's quite straightforward to change the strap on the Luminor.
Other popular manufacturers include the International Watch Company (IWC), Breitling, Omega, and TAG Heuer. Their most famous models are the IWC Portugieser, Breitling Avenger, Omega Speedmaster, and the TAG Heuer Carrera. Affordable new watches for men and women are available from manufacturers such as the Japanese brand Seiko.
Checklist for Buying a New Watch
- Is it a complete set? (Box, papers, accessories)
- Do the details match those of the manufacturer?
- Is the watch in its original packaging?
- Is the asking price realistic?
How much do new watches cost?
Prices for new watches on Chrono24 range from a few hundred euros for an affordable quartz watch, to millions of euros for a Patek Philippe Grandes Complications with reference number 6300G-001. The Grandes Complications has multiple complications such as a minute repeater, perpetual calendar, and a grande and petite sonnerie. You should plan on spending around 3 million euros on this timepiece, making it one of the most expensive new watches in the world.
Rolex also offers some affordable new luxury watches. The Genevan manufacturer has every single one of their movements certified by the Official Swiss Chronometer Testing Institute (COSC). Afterwards, the movements undergo an in-house precision test. Thanks to these high quality standards, Rolex watches are considered especially precise, reliable, and long lasting. Furthermore, the brand enjoys a high level of prestige, counting celebrities, economic power houses, and politicians as fans. New Oyster Perpetuals or Air Kings cost as little as 3,500 euros.
| Model | Price (approx.) | Features |
| Rolex Submariner No Date, Ref. 114060 | 6,200 euros | Without a date display |
| Rolex Submariner Date, Ref. 116610LN | 7,300 euros | Date display with Cyclops lens |
| Rolex Daytona, Ref. 116500LN | 15,700 euros | In-house chronograph caliber, potential to increase in value |
| Rolex Sea-Dweller, Ref. 116600 | 11,500 euros | Model no longer produced, potential to increase in value, 40-mm case, date display without Cyclops lens |
| Rolex Sea-Dweller, Ref. 126600 | 11,500 euros | 2017 Sea-Dweller model with 43-mm case and Cyclops lens, already more expensive than the list price |
| Breitling Avenger, Ref. A1338012 | 3,500 euros | Chronograph, very rare in new condition |
| Breitling Avenger II, Ref. A1338111 | 3,500 euros | Chronograph feature |
| Breitling Superocean, Ref. A17365C9 | 2,200 euros | Diving watch with unidirectional rotatable bezel and date display |
| Breitling Superocean Chronograph, Ref. A13311C9 | 3,200 euros | Diving chronograph with unidirectional rotatable bezel |
| IWC Pilot's Watch Mark XVIII, Ref. IW327001 | 3,200 euros | Classic three-hand pilot's watch with date display |
| IWC Pilot's Watch Chronograph, Ref. IW377709 | 4,000 euros | Pilot's chronograph |
| IWC Portugieser Chronograph, Ref. IW371446 | 5,000 euros | Classic, elegant chronograph |
| Hublot Big Bang Unico Titanium, Ref. 411.NX.1170.RX | 13,000 euros | Titanium case, in-house chronograph caliber |
| Hublot Big Bang Unico Full Magic Gold | 25,000 euros | Scratch-resistant Magic Gold case, in-house chronograph caliber |
New Rolex Timepieces
The Submariner is one of the most famous diving watches in the world and one of Rolex's most beloved models. The timepiece is available with or without a date display (called "Date" or "No Date," respectively). The No Date version costs around 6,200 euros, while the Date model costs about 7,300 euros.
If a date window is present, the watch also has a magnifying lens, known as a Cyclops lens, to improve readability. This lens makes it easy to distinguish between the Submariner and Sea-Dweller models. However, since 2017, the new 43-mm Sea-Dweller (126600) has featured a Cyclops lens at three o'clock. This model is so popular that its value has already risen: It originally had a list price of 10,350 euros, but that has since risen by about 1,000 euros. Rolex stopped producing its predecessor (116600) in order to allow newer models to become rare in the future. Currently, you can purchase this Rolex diving watch for 11,500 euros new. It's the perfect opportunity for an investment, as its price is predicted to increase over time.
Rolex's famous Daytona chronograph is also highly sought after by collectors. The stainless steel version is an especially solid investment, as these timepieces, like the Sea-Dweller, sell for over their original list price as new watches. This is due to the fact that you often need to wait long periods of time to buy a watch in-store. However, if you buy online on Chrono24, you can get the watch significantly faster. A stainless steel Daytona (116500LN) has a current list price of 11,300 euros. If you can't or don't want to wait, you should plan on paying at least 15,700 euros.
Famous Breitling Models
The watch manufacturer Breitling is world famous for their pilot's watches and chronographs. Their most beloved models include the Avenger and Avenger II. The Avenger was only produced until 2013, making it difficult to find new models. Pre-owned Avengers are available for around 2,500 euros. With a bit of luck, you'll find a new version for only about 1,000 euros more. In contrast, you can find countless new Avenger II timepieces with prices starting at 3,400 euros.
Another popular Breitling timepiece is their Superocean diving watch. New non-chronograph versions are available for around 2,300 euros. If you want a chronograph, however, you should plan on spending at least 3,200 euros.
New IWC Watches
IWC, based in Schaffhausen, Switzerland, is another famous producer of pilot's watches. Their Pilot's Watch collection inspired what is now the standard look of pilot's watches. A classic three-hand watch with a black dial and luminous numerals and hands costs around 3,200. Of course, chronograph versions are also available, which cost around 4,000 euros new.
One of IWC's leading models is the Portugieser, a classic, elegant wristwatch available in different versions with a variety of complications, including a chronograph. You should plan on spending around 5,000 euros on a Portugieser Chronograph .
Hublot's Big Bang
Though the company was only founded in 1980, the brand has already established a large fan base. Their Big Bang collection is especially popular and is defined by its eye-popping, distinctive design and large case. The collection has watches for women as well as men. One big hit is the Big Bang Unico chronograph with an in-house caliber, a perfect choice if you're looking for a gold watch. The timepiece is available in titanium, ceramic, or gold. Hublot offers a unique, patented case material called Magic Gold, a scratch-resistant gold alloy with ceramic mixed in. A titanium Big Bang Unico costs around 13,000 euros, while a Magic Gold watch costs about 25,000 euros.
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