Luxury brands like Rolex and Audemars Piguet have a loyal client base, elevating their resale value.
Exclusive models and limited release add appeal, driving up demand and ensuring that top brands command high prices in the pre-owned Luxury watch market.
Buy a watch you love and if it grows in value, treat it as a Bonus.
Factors affecting watch value

The use of materials like Gold, Platinum and Diamonds significantly increases the cost.

High end watches often involve extensive hand finishing, which adds to cost.

Complex movements like chronographs, calendars and tourbillons are more expensive.

Brand Prestige........the more they cost, the more people want them.

Potential for Applications, some models especially from well-known brands, can hold or increase in value over time.