Most of us have one somewhere. A watch inherited from a parent, bought to mark a milestone, or retired to a drawer when tastes changed. It’s easy to dismiss it as sentimental. That assumption could be costing you.

Luxury watches have become one of the most resilient stores of value in the collectible’s world, holding and often appreciating steadily, unlike most luxury goods.
That momentum has carried into 2026. Rolex again raised retail prices this year, lifting the reference point for the entire pre-owned market. The watch in your drawer may be worth more than you think, and the second-hand market has matured, with better-informed buyers and more rigorous authentication.

So, what determines what your watch is worth?

Brand and model matter most

Names like Rolex, Omega, Cartier, Patek Philippe and Audemars Piguet carry the strongest and most liquid demand, but they are far from the only watches with real value.

Condition is decisive

An original dial, an unpolished case and sound working order all count firmly in your favour.

Box and papers

Together with any service records, can make a meaningful difference. Documentation reassures buyers and lifts value.

Materials play their part too

With gold sitting at historically high levels, a solid-gold watch carries a firm floor of intrinsic worth beneath its collectible value.

It’s a common mistake to assume only famous sports models are worth something. Everyday classics, a vintage Rolex, an elegant dress Omega, a well-kept Cartier, hold genuine value too. The only way to know is a proper assessment by someone who understands the market.

For many South Africans, a fine watch is also a quiet asset, one that can be unlocked to free up funds, simplify an estate, or fund something new. Knowing its true worth puts that decision in your hands.

At Gold & Finance, we’ve been buying fine timepieces, jewellery and precious items since 1992. GIA and JCSA accredited, we assess each watch on its own merits, brand, condition, movement, materials and demand, explaining our reasoning openly. There is never any pressure to sell.

If that watch has been gathering dust, this may be the moment to discover its true worth. Visit us in Cape Town, Sandton or Durban, or start the conversation online.