*This post is updated regularly for price accuracy*
Knowing the average price for a new/unused luxury watch is helpful to understand when looking to purchase one. If you know the average price of a certain luxury watch brand or model, you can determine whether it fits into your budget, or you will know exactly how much money you would need to save up to buy the luxury watch you love in the future.
| Watch Brand | Average Price For New/Unworn Watch Models On Second-Hand Market |
| Rolex | $12,780.06 |
| Omega | $2,381.90 |
| Cartier | $5,449.45 |
| Panerai | $5,754.22 |
| Audemars Piguet | $58,228.83 |
| Patek Philippe | $26,061.00 |
| A. Lange & Sohne | $28,516.75 |
| IWC Schaffhausen | $5,571.00 |
| Hublot | $10,044.62 |
| Blancpain | $13,377.00 |
| Bulgari | $2,636.28 |
| TAG Heuer | $1,584.50 |
| Breitling | $3,311.00 |
| Tudor | $4,171.00 |
| Seiko | $441.14 |
In this post, I got the average price of the most popular watch models from 15 popular watch brands. I calculated the averages by taking the prices of the most popular watch models of each brand, which are from Chrono24’s vast catalog of new/unworn luxury watches, and using those numbers to find the average price. I have written numerous amount of blog posts about luxury watches, but this one has been the longest and hardest by far, and I made it just for you.
The list of watches is in no particular order; I just picked some of the top brands of watches that came to my mind and I calculated the average price for each of them.
1. Rolex Average Price
The average price of the most popular, unworn Rolex models is $12,780.06 on the second-hand market. A new/unworn Rolex can cost anywhere from $5,000 to $22,000 and up.
| Rolex Watch Average Price: $12,780.06 | Rolex Watch Models with Prices |
| Best Watch Models Above The Average | Daytona ($22,567) Day-Date ($22,811) |
| Best Watch Models Around The Average | Submariner ($12,815) Sea-Dweller ($14,966) Explorer ($10,500) |
| Best Watch Models On The Low End Of The Average | Datejust ($5,621) Air King ($6,411) Oyster Perpetual ($5,411) |
It’s no surprise to see that Rolex has one of the highest price averages: they are the most popular watch brand on the whole planet and they represent prestige, class, and elegance. Buying a Rolex is a milestone in itself because of how valued they are in today’s society.
If I were to buy a Rolex for myself, I would get a Submariner or an Air King. I love the Submariner because it’s such an iconic and well-made luxury watch, and it’s a luxury watch that will always be on my radar. Also, I love the Air King because it’s a Rolex model that doesn’t get as much love as the other Rolex models, and I love the sleek and elegant design of it.
2. Omega Watch Average Price
The average price of the most popular, unworn Omega watch models is $2,381.90 on the second-hand market. A new/unworn Omega watch can range anywhere from $700 to $5,000 and up.
| Omega Watch Average Price: $2,381.90 | Omega Watch Models with Prices |
| Best Watch Models Above The Average | Professional Moonwatch ($5,248) Seamaster Planet Ocean ($4,159) Speedmaster ($3,163) |
| Best Watch Models Around The Average | Seamster Aqua Terra ($2,134) De Ville Prestige ($2,049) |
| Best Watch Models On The Low End Of The Average | De Ville ($764) Seamaster ($944) Geneve ($982) |
Omega watches, in my opinion, is one of the watch brands that provide the most value for your money. Getting one of the most popular watch brands in the world that are unworn for under $1000 absolutely stuns me, and it can be an overall great investment to start or grow your watch collection.
If I were to recommend an Omega watch, I would recommend the Speedmaster or the De Ville. The Omega Speedmaster is one of the most popular luxury watch models on the market, and the De Ville is a more affordable Omega watch that’s simple and classy.
3. Cartier Watch Average Prices
The average price of the most popular, unworn Cartier watch models is $5,449.45 on the second-hand market. A new/unworn Cartier watch can range anywhere from $2,600 to $14,000 and up.
| Cartier Watch Average Price: $5,449.45 | Cartier Watch Models with Prices |
| Best Watch Models Above The Average | Tortue ($15,125) Rotonde de Cartier ($7,664) Baignoire ($8,391) |
| Best Watch Models Around The Average | Drive de Cartier ($5,308) Calibre de Cartier ($6,000) |
| Best Watch Models On The Low End Of The Average | Tank ($2,619) Santos ($3,573) Ronde de Cartier ($2,654) Ballon Bleu ($4,335) |
Cartier is most known for their jewelry and bracelets, but they also make exquisite watches as well. In fact, some Cartier watch models are some of the more respected and admired timepieces because of their unique dial design and high-quality materials.
If you are looking to buy a Cartier watch, I think that the watches on the lower end of the average are the most iconic and classic. Their Tank watch model is my favorite and it is Cartier’s iconic rectangular timepiece that’s fashionable and makes a statement: it can be one of the best Cartier watches to go for because it’s also one of their most affordable options. Nonetheless, I do see the “Tank” watch increasing in value as time goes by since it’s so iconic.
Another Cartier watch that I like is the Ronde de Cartier. It’s simple, classy, and a fantastic luxury watch overall: everything from the watch design to the watch materials is beautifully crafted.
4. Panerai Average Price
The average price of the most popular, unworn Panerai watch models is $5,754.22 on the second-hand market. An unworn/new Panerai watch can cost anywhere between $4,000 to $8,000 and up.
| Panerai Watch Average Price: $5,754.22 | Panerai Watch Models with Prices |
| Best Watch Models Above The Average | Luminor Chrono ($8,436) Luminor GMT Automatic ($7,119) |
| Best Watch Models Around The Average | Panerai Radiomir 1940 ($6,073) Panerai Ferrari ($6,155) |
| Best Watch Models On The Low End Of The Average | Panerai Luminor ($4,411) Panerai Radiomir ($4,063) Panerai Radiomir Black Seal ($4,206) |
Panerai is a classic and minimal watch brand that pays close attention to its craftsmanship, which makes them one of the top timepieces on the market. I personally love the Panerai brand. They are the first luxury watch brand that sparked my love for luxury watches.
If you are looking to get a Panerai watch, I would recommend the Panerai Luminor Chrono on the higher end of the average. I personally own one and I am extremely happy with it, and it’s one of the best options that you can get from the Panerai brand.
5. Audemars Piguet Average Price
The average price of the most popular, unworn Audemar Piguet watch models is $58,228.83 on the second-hand market. A new/unworn Audemars Piguet can cost anywhere from $15,000 to $175,000 and up, with some watch models selling over $1 million.
| Audemars Piguet Watch Average Price: $5,754.22 | Audemars Piguet Watch Models with Prices |
| Best Watch Models Above The Average | Royal Oak Concept ($175,006) Royal Oak Perpetual Calendar ($121,043) Royal Oak Tourbillon ($137,674) |
| Best Watch Models Around The Average | Edward Piguet ($56,194) Royal Oak Chronographic ($43,596) |
| Best Watch Models On The Low End Of The Average | Royal Oak ($19,368) Jules Audemars ($15,386) Royal Oak Offshore ($22,327) |
You may be wondering, “How the heck can a watch cost so much money?” Audemars Piguet watches cost so much money because of the painstaking and extremely detailed craftsmanship put behind them.
If you are still stunned how a luxury watch can cost as much as a house, please do me a favor and Google the inside of an Audemars Piguet watch: you can see how many intricate moving parts and details are perfectly placed to make a timeless masterpiece, and that’s only the inside of the watch itself: it can take just as much work to design the outside of the watch.
It can take years of in-depth designing and crafting to make an amazing timepiece, which is why they are priced so high. And on top of that, Audemars Piguet watches are rare and they make far fewer watches than other watch brands.
6. Patek Phillipe Average Price
The average price of the most popular, unused Patek Phillipe luxury watch models is $26,061.00 on the second-hand market. An unworn/new Patek Phillipe watch can range anywhere from $11,000 to $50,000 and up, with some watch models selling over $2 million.
| Patek Philippe Watch Average Price: $26,061.00 | Patek Philippe Watch Models with Prices |
| Best Watch Models Above The Average | Nautilus ($46,114) Grand Complications ($49,802) |
| Best Watch Models Around The Average | Aquanaut ($34,877) Vintage ($17,933) |
| Best Watch Models On The Low End Of The Average | Calatrava ($11,345) Gondolo ($15,883) Golden Ellipse ($15,083) Twenty~4 ($11,989) |
Patek Phillipe is a luxury watch powerhouse. Patek Phillipe is built with pristine design and overall careful attention to detail, which puts them at the top of the luxury watch market and contemporary culture for years to come. And as of right now, they have a World Time Minute Repeater watch selling for over $1 million+, which conveys how much extreme and intricate watch detailing they put into every single one of their timepieces.
Buying a Patek Phillipe is one of my goals because I love the craftsmanship put behind them along with what they stand for. In the future, I am striving to get a Nautilus or a Grand Complications, and getting my hands on a World Time Minute Repeater would be an absolute dream.
7. A. Lange & Sohne Average Price
The average price for the most popular, unworn A. Lange & Sohne watch models is $28,516.75 on the second-hand market. A new/unworn A. Lange & Sohne watch can cost anywhere from $15,000 to $176,000 and up.
| A. Lange & Sohne Watch Average Price: $28,516.75 | A. Lange & Sohne Watch Models with Prices |
| Best Watch Models Above The Average | Zeitwerk ($63,956) Datograph ($37,018) Grand Lange 1 ($37,740) |
| Best Watch Models Around The Average | Langematik ($35,800) Lange 1 ($32,333) |
| Best Watch Models On The Low End Of The Average | Saxonia ($14,760) 1815 ($21,785) Cabaret ($21,760) |
A. Lange & Sohne is one of the most popular German luxury watch brands out right now, which explains its high average price. I think that their sleek and elegant design is timeless, especially for the models on the lower end of the average, and I can see how the majority of watch enthusiasts find A. Lange & Sohne as a respectable timepiece.
My favorite timepiece from A. Lange & Sohne is the “1815” and “Zeitwerk”. Both of these watches are so clean, sleek, and fashionable, and it really speaks to me in terms of craftsmanship and design.
8. IWC Average Price
The average price for the most popular, unworn IWC Schaffhausen watch models is $5,571 on the second-hand market. A new/unworn IWC watch can range anywhere from $1700 to $10,000 and up.
| IWC Watch Average Price: $5,571.00 | IWC Watch Models with Prices |
| Best Watch Models Above The Average | Pilot Chronographic Top Gun Miramar ($10,621) Pilot Double Chronographic ($7,374) Aquatimer Automatic 2000 ($8,724) |
| Best Watch Models Around The Average | Portuguese ($6,136) Da Vinci ($4,678) Ingenieur ($4,910) |
| Best Watch Models On The Low End Of The Average | Pilot ($3,803) Portofino ($4001) Porshe Design ($1,678) |
IWC (International Watch Company) is a massively underrated watch brand in my opinion. IWC watches are engineered with precision timekeeping and high-end, creative designs. And in addition to their beautiful craftsmanship, IWC watches are durable, which makes them a well-respected watch brand on the market.
My favorite timepiece from IWC has to be the “Da Vinci” or the “Portuguese”. Similar to other luxury watches I like, both of these watches are simple yet elegant, and I love the moon phase on the Da Vinci model.
9. Hublot Average Price
The average price of the most popular, unworn Hublot watch models is $10,044.62 on the second-hand market. An unworn/new Hublot watch costs anywhere from $1,000 to $19,000 and up.
| Hublot Watch Average Price: $10,044.62 | Hublot Watch Models with Prices |
| Best Watch Models Above The Average | King Power ($13,444) Big Bang Unico ($13,273) Spirit of Big Bang ($13,085) Big Bang Ferrari ($18,850) |
| Best Watch Models Around The Average | Classic Fusion Aerofusion ($11,469) |
| Best Watch Models On The Low End Of The Average | Big Bang ($5,070) Classic Fusion ($4,303) Classic ($836) |
Hublot, unlike other watch brands, designs its watches with a multitude of different metals, leathers, and fabrics. Because of this, Hublot is a unique watch brand and a pioneer in the luxury watch industry.
I personally love Hublot watches because of the deep attention to detail they put into every watch they make. The intricate craftsmanship plus how much authority they have in the watch game make them an all-time watch brand to me.
If I were to choose a Hublot watch, I would personally choose the “Classic Fusion” or the “Spirit of Big Bang” because they’re classic, well-designed, and very popular.
10. Blancpain Average Price
The average price for the most popular, unworn Blancpain watches is $13,377 on the second-hand market. A new/unworn Blancpain watch costs anywhere from $7,000 to $32,000 and up.
| Blancpain Watch Average Price: $52,456.12 | Blancpain Watch Models with Prices |
| Best Watch Models Above The Average | Air Command ($20,289) Le Brassus ($32,095) |
| Best Watch Models Around The Average | L-Evolution ($12,271) Women ($10,651) |
| Best Watch Models On The Low End Of The Average | Fifty Fathoms ($7,710) Villeret ($6,669) Leman ($9,593) |
This Swiss-made watch brand is a force to be reckoned with. Even though they only make 30 watches a day, it shows they are more concerned about watch quality precision over quantity.
If I were to choose a Blancpain watch, I would personally choose the “Villeret” or the “Fifty Fathoms” because of their craftsmanship, popularity, and design. Both of these Blancpain watches are so popular, and they’re more of my style since they lean toward a minimal design.
11. Bulgari Average Price
The average price of the most popular, unworn Bulgari watch models is $2,636.28 on the second-hand market. A new/unworn Bulgari watch can cost anywhere from $2,000 to $3,500 and up.
| Bulgari Watch Average Price: $2,636.28 | Bulgari Watch Models with Prices |
| Best Watch Models Above The Average | Serpenti ($3,564) Assioma ($3,017) |
| Best Watch Models Around The Average | Bulgari ($2,622) Diagono ($2,787) |
| Best Watch Models On The Low End Of The Average | B.Zero1 ($1,945) Ergon ($2,293) Rettangolo ($2,226) |
Bulgari, the Italian brand known for creating jewelry, is all about being bold and standing out. Not only are they passionate about their watch design, but they make sure they make a statement: one of their coolest watches, the “Serpenti”, is designed like a snake around your wrist, and it has gained huge popularity.
If I were to choose a Bulgari watch, I would definitely go with the “Bulgari” or the “Serpenti”. The Bulgari model is just a classic and simple design that I really like, and the Serpenti watch model is one of the most unique and popular watch designs I’ve ever seen.
12. TAG Heuer Average Price
The average price for the most popular, unworn TAG Heuer watch models is $1,584.50 on the second-hand market. An unworn/new TAG Heuer watch costs anywhere from $1,000 to $3,300 and up.
| TAG Heuer Watch Average Price: $1,584.50 | TAG Heuer Watch Models with Prices |
| Best Watch Models Above The Average | Monaco ($1,811) Monza ($3,319) Autavia ($2,226) |
| Best Watch Models Around The Average | Connected ($1,599) Carrera ($1,303) |
| Best Watch Models On The Low End Of The Average | Aquaracer ($1,065) Link ($1,268) Formula 1 ($922) |
TAG Heuer is one of the most affordable luxury watch brands, which is why it’s a perfect brand for young watch enthusiasts and those starting a passion for luxury watches. Also, TAG Heuer watches are very durable: their “Aquaracer”, for example, can dive up to 300 meters, which shows how exceptionally made they are.
If I were to decide on a TAG Heuer watch, I would love to have the “Aquaracer” or the “Carrera” because they’re sleek and minimal, which is more of my style. I think that TAG Heuer is an excellent watch brand to start a watch collection or get your feet wet in the luxury watch industry.
13. Breitling Average Price
The average price for the most popular, unworn Breitling watch models is $3,311.00 on the second-hand market. An unworn/new Breitling watch costs anywhere from $2,000 to $5,400 and up.
| Breitling Watch Average Price: $3,311.00 | Breitling Watch Models with Prices |
| Best Watch Models Above The Average | Bently ($5,430) Montbrilliant ($5,225) Transocean ($3,901) |
| Best Watch Models Around The Average | Chronomat ($2,956) Superocean Heritage ($3,023) |
| Best Watch Models On The Low End Of The Average | Colt ($2,049) Professional ($2,472) Navitimer ($2,639) |
Breitling is another underrated watch brand: they’re made with high-quality materials for style and durability, and they also have great utility for military soldiers and pilots. For example, the “Chronomat” has different dials and bezels for navigational purposes. Nonetheless, Breitling watches are an all-around fantastic timepiece for everyday use.
I personally love Breitling watches. I own a Breiling watch “Wings”, and I am fond of its design, look, and craftsmanship. If you are looking in buying a Breitling watch, I would definitely recommend the Chronomat because it’s elegant and sleek at the same time, and built with pristine precision and intricate craftsmanship.
14. Tudor Average Price
The average price for the most popular, unworn Tudor watches is $4,171.00 on the second-hand market. A new/unworn Tudor watch can cost anywhere from $2,000 to $14,000 and up.
| Tudor Watch Average Price: $4,171.00 | Tudor Watch Models with Prices |
| Best Watch Models Above The Average | Submariner ($14,238) |
| Best Watch Models Around The Average | Pelagos ($3,889) Heritage Chrono ($3,689) Fastrider Black Shield ($3,560) |
| Best Watch Models On The Low End Of The Average | Classic ($2,025) Black Bay ($2,355) Fastrider ($2,817) |
Tudor is a great watch brand if you are looking for a more affordable option that rivals Rolex. After Tudor made their own Submariner watch, people began to compare them to Rolex because the craftsmanship and design are just as good. However, Tudor isn’t just known for being a Rolex contender, but being a staple brand in the watch industry due to their attention to detail and class.
If I were to choose a Tudor watch, I would definitely go with a Black Bay, a Heritage Chrono, or a Submariner. I love the design of all three of them because they’re simple and sleek, and they have the same look as a Rolex but at a cheaper price.
15. Seiko Average Price
The average price of the most popular, unworn Seiko watches is $441.14 on the second-hand market. An unworn/new Seiko watch can cost anywhere from $125 to $1,600 and up.
| Seiko Watch Average Price: $441.14 | Seiko Watch Models with Prices |
| Best Watch Models Above The Average | Grand Seiko ($1,598) |
| Best Watch Models Around The Average | Astron ($653) Presage ($282) |
| Best Watch Models On The Low End Of The Average | Prospex ($125) 5 Sports ($132) Kinetic ($154) |
This Japanese luxury watch brand is known for being durable, affordable, and stylish. For those really wanting a good luxury watch but are on a strict budget, getting a new or unworn Seiko watch can be hard to beat: you get everything you want from a luxury watch and more at a reasonable price. If you want a full guide about how to buy a luxury watch on a budget, click here.
If I were to choose a Seiko watch, I would go with the Prospex, 5 Sports, or Grand Seiko. The Prospex and 5 Sports are just so affordable and can really fit into any budget, which is why I would take them, and the Grand Seiko is just an all-around amazing watch: it’s sleek, elegant, and gorgeous.
Looking at all of the prices for these popular watch brands can be very exciting but overwhelming at the same time. I implore you to find a luxury watch that you love and admire that fits into your budget, whether it be under $200 or over $100,000. The benefits of owning, caring, and wearing a luxury watch that you love makes it totally worth it.