As luxury watchmakers look to raise prices in 2026, the time might be ripe to turn instead to the booming pre-owned luxury watch market. And as timeless models like the Rolex Daytona (among others) show surefire staying power, all signs point to seeking out luxury on the secondary market, at least according to SwissWatchExpo CEO Eugene Tutunikov. “Looking at the market right now feels a bit like being a kid in a candy store—specifically regarding Patek Complications and heavy precious metals,” Tutunikov tells Maxim. “We are seeing incredible value propositions that just can’t be ignored.” Specifically, the horology expert points to stalwarts Patek Philippe and Rolex as ones to watch for on the pre-owned market, a prime space to find rarities like Tutunikov’s top selections below.
Patek Philippe Complications Annual Calendar Regulator (Rose Gold, Ref. 5235)
Patek Philippe watches, with their precision, massive horological history and relative rarity, especially among Complications timepieces, often fetch a pretty penny at auction, for instance. That also holds true at full-price retail, as fervent watch collectors well know. For Tutunikov, a pre-owned option is the next best thing. “We are seeing immense value in Patek Philippe Complications right now,” he said. “Buyers can usually acquire them at a very healthy discount to the retail price, which makes them an incredible entry point for serious collectors.” $42,380
Patek Philippe Grand Complications Perpetual Calendar (White Gold, Ref. 5327G)
When given the chance to find a true novelty, an heirloom of a timepiece that doubles as a showcase in horological mastery on your wrist, there’s arguably never been a better time to invest, Tutunikov explains. Given that this particular complication sells for more than $130,000 full price, a secondary market discount can seem tantalizing, he notes. “The value gap here is staggering,” Tutunikov said, adding that when purchasing this watch, “it’s rare to see a current model trading with this much of a value cushion.” $66,730
Patek Philippe Complications Annual Calendar Chronograph (Platinum, Ref. 5960P)
Patek Philippe timepieces will assuredly reign supreme in the pre-owned luxury market across 2026, the watch expert Tutunikov notes. The chance to find as appealing and complicated a watch as this particular model, especially in luxurious titanium, is worth watching. “This is a heavy hitter in platinum for a price that defies the typical markup,” he said. “When you can buy a platinum Patek Complication for nearly $40k under its original retail sticker (roughly $93,000), you’re making a very smart move.” $54,800
Rolex President Day-Date
There’s an understated, timeless elegance to the Rolex President Day-Date model, a watch hardly ever out of step: Whether dressed up or down, a Rolex signifies more than a mere watch. Finding a model in rose gold, particularly a 1990s edition, is a supreme feat (SwissWatchExpo, it should be noted, boasts a massive number of pre-owned Rolex President Yellow Gold models). “With the price of gold seemingly making new records every day, wearing a gold watch isn’t just about taste—it’s like rocking an asset on your wrist,” Tutunikov wisely notes. Starting at $19,130
Rolex President Day-Date 40 (Platinum, Ref. 228206)
The Rolex President Day-Date takes many crisp, refined forms, including a pleasantly sized 40mm edition that’s certainly worth an exploration of the pre-owned luxury market. It comes down to the precious metals used in this particular edition of the handsome timepiece, Tutunikov said, adding that the price of platinum has increased faster than gold since 2024, giving this model “huge upside” this year.
It seems there’s an elegant, versatile and utterly classic timepiece to suit every taste on the pre-owned market this year, marking both a sign of good taste and an investment in your current watch collection.
