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Audemars Piguet Royal Oak Selfwinding
TOP
Audemars Piguet Royal Oak Selfwinding
AU$ 56,587
Seller
LUXE WARE (HK) LIMITED
65
HK
Omega Speedmaster Tokyo 2020 limited Edition
TOP
Omega Speedmaster Tokyo 2020 limited Edition
AU$ 17,311
Seller
chronostars
9
AT
Zenith EL PRIMERO TOURBILLON
TOP
Zenith EL PRIMERO TOURBILLON
AU$ 52,807
Seller
ZEGG & CERLATI
47
MC
Urwerk UR-1001 Zeit Device
Urwerk UR-1001 Zeit Device
AU$ 565,000
Seller
SWISS TIME MACHINE
AU
Omega Seamaster Aqua Terra
TOP
Omega Seamaster Aqua Terra
AU$ 9,778
Seller
Private Seller
 
AU
Corum ADMIRALS CUP ACOUSTICA MINUTE REPEATER
TOP
Corum ADMIRALS CUP ACOUSTICA MINUTE REPEATER
AU$ 83,669
Seller
Melvyn Franks Luxury Watches
13
US
Chopard L’heure Du Diamant Medium Oval – 139383-1001
TOP
Chopard L’heure Du Diamant Medium Oval – 139383-1001
AU$ 83,379
Seller
Mall of the Watch
742
MC
Benzinger Frosted Barley II
TOP
Benzinger Frosted Barley II
AU$ 10,955
Seller
Private Seller
 
AU
Panerai Luminor Submersible 1950 3 Days Automatic
Panerai Luminor Submersible 1950 3 Days Automatic
AU$ 9,200
Seller
Private Seller
AU
Poljot Traveller Chronograph
Poljot Traveller Chronograph
AU$ 550
Seller
Private Seller
AU
Oris Royal Flying Doctor Service Limited Edition
Oris Royal Flying Doctor Service Limited Edition
AU$ 1,888
Seller
Private Seller
AU
Seiko SARB033
Seiko SARB033
AU$ 650
Seller
Private Seller
AU
Breguet SECRET DE LA REINE
TOP
Breguet SECRET DE LA REINE
AU$ 139,759
Seller
ZEGG & CERLATI
47
MC
Frederique Constant Vintage Rally
Frederique Constant Vintage Rally
AU$ 3,050
Seller
Private Seller
AU
Seiko SARB065 Spirit Cocktail Time - NEW
Seiko SARB065 Spirit Cocktail Time - NEW
AU$ 680
Seller
Private Seller
AU
Rolex Sea-Dweller
Rolex Sea-Dweller
AU$ 19,790
Seller
Private Seller
AU
TAG Heuer Monaco 24 (Calibre 36)
TAG Heuer Monaco 24 (Calibre 36)
AU$ 12,300
Seller
Private Seller
AU
Rolex Datejust
Rolex Datejust
AU$ 13,000
Seller
Private Seller
AU
Raymond Weil Freelancer 7731-STC-20021
Raymond Weil Freelancer 7731-STC-20021
AU$ 1,995
Seller
Private Seller
AU
Rolex Sky-Dweller
TOP
Rolex Sky-Dweller
AU$ 21,000
Seller
Private Seller
UK
IWC Portofino Chronograph
IWC Portofino Chronograph
AU$ 5,750
Seller
Private Seller
AU
Girard Perregaux CAT’S EYE TOURBILLON WITH GOLD BRIDGE
TOP
Girard Perregaux CAT’S EYE TOURBILLON WITH GOLD BRIDGE
AU$ 176,763
Seller
ZEGG & CERLATI
47
MC
Cartier Santos 100
Cartier Santos 100
AU$ 7,723
Seller
Private Seller
AU
Seiko SSC295P1 Prospex Men's Solar Military Alarm Chronograph...
Seiko SSC295P1 Prospex Men's Solar Military Alarm Chronograph...
AU$ 400
Seller
Private Seller
AU
Seagull 1963
Seagull 1963
AU$ 487
Seller
Private Seller
AU
Yves Saint Laurent
Yves Saint Laurent
AU$ 366
Seller
Private Seller
AU
Rolex Sea-Dweller
Rolex Sea-Dweller
AU$ 19,900
Seller
SWISS TIME MACHINE
AU
Baume & Mercier Promesse
Baume & Mercier Promesse
AU$ 3,275
Seller
Private Seller
AU
Perrelet Turbine Macau  (Limited Edition)
TOP
Perrelet Turbine Macau (Limited Edition)
AU$ 6,511
Free shipping
Seller
Istock LTD
99
LV
Baume & Mercier Hampton Chronograph
Baume & Mercier Hampton Chronograph
AU$ 1,525
Seller
Private Seller
AU
Panerai Luminor Due
Panerai Luminor Due
AU$ 8,100
Seller
Private Seller
 
AU
Girard Perregaux Heritage 1957 Limited Edition
Girard Perregaux Heritage 1957 Limited Edition
AU$ 12,000
Seller
Private Seller
AU
Patek Philippe Aquanaut 5167 Roze Gold NEW
TOP
Patek Philippe Aquanaut 5167 Roze Gold NEW
AU$ 53,204
Seller
Juwelier Burger, since 2001
689
NL
Oris Artelier Hand Winding, Small Second
Oris Artelier Hand Winding, Small Second
AU$ 1,100
Seller
Private Seller
AU
Fossil FS 4671
Fossil FS 4671
AU$ 139
Seller
Private Seller
AU
Longines Evidenza
Longines Evidenza
AU$ 2,287
Seller
Private Seller
AU
Chronoswiss Delphis
Chronoswiss Delphis
AU$ 14,000
Seller
Private Seller
 
AU
Panerai Radiomir Black Seal
Panerai Radiomir Black Seal
AU$ 9,764
Seller
Private Seller
 
AU
Girard Perregaux Laureato
Girard Perregaux Laureato
AU$ 11,288
Seller
Private Seller
 
AU
IWC Ingenieur Chronograph Racer
IWC Ingenieur Chronograph Racer
AU$ 12,758
Seller
Private Seller
AU
Louis Moinet Jurassic Tourbillon   NEW PRICE
Louis Moinet Jurassic Tourbillon NEW PRICE
AU$ 195,000
Seller
SWISS TIME MACHINE
AU
TAG Heuer Carrera Lady
TAG Heuer Carrera Lady
AU$ 4,200
Seller
Private Seller
AU
Ball Watch for BMW GMT
Ball Watch for BMW GMT
AU$ 2,750
Seller
Private Seller
 
AU
Oris WILLIAMS 40TH ANNIVERSARY ORIS LIMITED EDITION
Oris WILLIAMS 40TH ANNIVERSARY ORIS LIMITED EDITION
AU$ 4,100
Seller
Private Seller
AU
Corum AdmiralS.C.One
TOP
Corum AdmiralS.C.One
AU$ 8,735
Seller
CANTELI JOYEROS SL
5
ES
Maurice Lacroix MP7228-SS001-000
Maurice Lacroix MP7228-SS001-000
AU$ 4,850
Seller
Private Seller
 
AU
Hublot Wall Clock Ferrari Hublot NEW
TOP
Hublot Wall Clock Ferrari Hublot NEW
AU$ 7,925
Seller
Timepiece Bank
377
BE
Chopard L.U.C Lunar One 161927-1001
TOP
Chopard L.U.C Lunar One 161927-1001
AU$ 52,330
Seller
Watchdeals
166
NL
Hamilton Khaki Navy Sub Auto Chronograph
TOP
Hamilton Khaki Navy Sub Auto Chronograph
AU$ 1,200
Seller
Private Seller
AU
Baume & Mercier Classima
Baume & Mercier Classima
AU$ 1,690
Seller
Private Seller
 
AU
Baume & Mercier Hampton
TOP
Baume & Mercier Hampton
AU$ 2,000
Seller
Private Seller
AU
Rolex Yacht-Master II
Rolex Yacht-Master II
AU$ 29,500
Seller
SWISS TIME MACHINE
AU
Dornblüth & Sohn Centersecond Silver Dial German men’s watch...
Dornblüth & Sohn Centersecond Silver Dial German men’s watch...
AU$ 5,685
Seller
Define Watches
 
AU
Longines Evidenza
Longines Evidenza
AU$ 2,560
Seller
Private Seller
AU
TAG Heuer Formula 1 Quartz
TAG Heuer Formula 1 Quartz
AU$ 1,799
Seller
Private Seller
 
AU
TAG Heuer Aquaracer 300M
TOP
TAG Heuer Aquaracer 300M
AU$ 1,900
Seller
Private Seller
AU
Bulgari Lucea
Bulgari Lucea
AU$ 3,995
Seller
Private Seller
 
AU
Vacheron Constantin Overseas Chronograph 42mm Silver Dial NEW
TOP
Vacheron Constantin Overseas Chronograph 42mm Silver Dial NEW
AU$ 24,617
Seller
Timepiece Bank
377
BE
Breguet Tradition 7027BA
TOP
Breguet Tradition 7027BA
AU$ 24,934
Seller
Watchdeals
166
NL
Rolex NEW Rolex 126711CHNR NEW GMT Master II SS/18K ROOT BEER
TOP
Rolex NEW Rolex 126711CHNR NEW GMT Master II SS/18K ROOT BEER
AU$ 23,744
Seller
WearingTime LLC
14
US
Davosa Ternos Dual Time Automatic
Davosa Ternos Dual Time Automatic
AU$ 1,100
Seller
Private Seller
 
AU
Mb&f Legacy Machine
Mb&f Legacy Machine
AU$ 4,190
Seller
SWISS TIME MACHINE
AU
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Brand New Luxury Timepieces

New timepieces make an ideal gift and are often excellent investments, especially models from Rolex or Panerai. Rarer models often increase in value. You can often save money when purchasing your new watch online, but not always.

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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