Understanding the Luxury Watch Market

Who came up with these prices anyway?

From the outside, it can look random. Why is this Rolex worth $14K and that one $8K?

Why are some watches under retail and others selling for double $$ the MSRP?

Here’s what really drives watch prices:

- Brand Strength & Model Reputation
Rolex, AP, and Patek tend to hold value best — but only certain references. Not all luxury watches are investment pieces.

 
- Market Supply & Hype Cycles
A discontinued model or limited run can spike in value overnight — but hype can fade just as fast.

 
- Condition & Service History
Two identical references can have wildly different values depending on polish, original parts, or who serviced it.

 
- Box & Papers
Full sets always bring the best resale value. Having the  warranty card or manufacturer papers provides further authenticity.

 
- Dealer & Platform Markups
Platforms (like eBay) charge hefty transaction fees, Dealers carry large overhead expenses, and naturally those costs are passed on to buyers.

The good news?
Once you understand the market you can spot a smart buy, and use Mackai Time to avoid a bad one.

If you ever want a second opinion on a listing or just want to talk through a brand you’re considering, we're happy to help. Our goal is to make sure you buy a watch that fits your style and goals.

Talk soon,

- Aaron with Mackai Time