Why Buying a Pre-Owned Luxury Watch Is a Smart Move
Thinking about buying a luxury watch? Discover why pre-owned watches offer better value, access to rare models, and a smarter way to buy with confidence.
Luxury watches have never been more desirable but buying brand new isn’t always the smartest option. More UK buyers are turning to pre-owned luxury watches to get better value, rare models, and investment-grade timepieces without paying retail premiums.
At JF Jewellers, we specialise in sourcing, checking, and supplying authentic pre-owned luxury watches you can buy with confidence.
Here’s why going pre-owned might be the best decision you make.
Better Value for Money
One of the biggest advantages of buying pre-owned is instant savings.
Avoid steep first-owner depreciation
Get more watch for your budget
Access higher-end models for less
Many luxury watches hold their value extremely well once they’ve already changed hands making pre-owned the smart buy.
Access to Discontinued & Rare Models
Some of the most sought-after watches are no longer available new.
Buying pre-owned allows you to:
Find discontinued references
Secure watches with unique dials or variations
Own models that are no longer produced
This is especially appealing to collectors and enthusiasts looking for something different from what’s in current boutiques.
Investment Potential
Luxury watches are increasingly seen as alternative assets.
Certain models can:
Hold value extremely well
Appreciate over time
Be easily resold when demand is high
Buying pre-owned often means you’re entering at a more stable price point compared to buying new at retail.
Every Watch Is Fully Checked
At JF Jewellers, authenticity and condition come first.
Every pre-owned watch we sell is:
Fully inspected
Verified for authenticity
Carefully checked for performance and condition
You’ll know exactly what you’re buying no surprises, no guesswork.
Sustainable & Responsible Choice
Buying pre-owned is also a more sustainable option.
Extends the life of a luxury item
Reduces unnecessary manufacturing
Supports circular luxury
Luxury should last and pre-owned watches are built to do exactly that.
Why Buy From JF Jewellers?
We’re a UK-based independent jeweller focused on quality, transparency, and trust.
⭐️ Carefully sourced stock
⭐️ Honest descriptions
⭐️ Competitive pricing
⭐️ Secure UK delivery or collection
Whether you’re buying your first luxury watch or adding to a collection, we’re here to help.
Top 5 Investment Watches to Buy in 2025
A breakdown of the top investment watches for 2025, including models known for strong demand, long-term value, and collectability.
Time is money especially when it’s strapped to your wrist. In a world where markets fluctuate and crypto keeps you guessing, luxury watches remain one of the most stylish and reliable assets to invest in. Whether you’re a first-time buyer or a seasoned collector, here are five standout timepieces in 2025 that combine heritage, rarity, and rising value.
1.
Rolex Submariner (No-Date Ref. 124060)
Why invest?
The Submariner is the iconic dive watch. With demand perennially outstripping supply, it holds its value better than your average blue-chip stock. The no-date version adds a clean, symmetrical dial that purists (and investors) love.
2025 bonus: Rolex price hikes and limited AD availability continue to drive resale values up.
📈 Estimated annual appreciation: 8–12%
2.
Omega Speedmaster Professional “Moonwatch” (Co-Axial Master Chronometer)
Why invest?
It’s the watch that went to the Moon and in 2025, it’s gone fully modern under the hood with a METAS-certified movement. Omega has tightened production, making this new-gen Moonwatch both reliable and collectable.
2025 bonus: Still under the £7K mark, but steadily climbing as collectors snap them up.
📈 Estimated annual appreciation: 5–8%
3.
Tudor Black Bay 58 (Navy Blue)
Why invest?
Tudor continues to punch above its weight, especially with the Black Bay 58. It’s slimmer, vintage-inspired, and packed with an in-house movement. Enthusiasts love the heritage vibe at an accessible price.
2025 bonus: Tudor’s growing prestige and limited editions make this a quiet climber.
📈 Estimated annual appreciation: 4–6%
4.
Audemars Piguet Royal Oak (Ref. 15510ST)
Why invest?
The Royal Oak isn’t just a watch it’s a flex. Designed by Gérald Genta, it’s one of the most recognisable and hyped pieces in high horology. Supply remains painfully limited and secondary prices remain strong.
2025 bonus: The updated 15510ST is scarce, modern, and primed for future classic status.
📈 Estimated annual appreciation: 10–15% (if you can get one!)
5.
Tag Heuer Carrera Glassbox Chronograph 2023/2024 Editions
Why invest?
Tag Heuer’s Carrera reissue with a domed sapphire “glassbox” is already a fan favourite. Retro design meets modern engineering. It’s still flying under the radar for now.
2025 bonus: Undervalued, beautiful, and still available at retail. Think of it as the watch world’s best-kept secret.
📈 Estimated annual appreciation: 5–7%
Final Thoughts
A smart watch investment isn’t just about resale it’s about history, craftsmanship, and the thrill of wearing something timeless. If you’re ready to invest in a piece that tells more than just time, browse our selection at JF Jewellers. Your next heirloom might just be a click away.