Time that lasts – prestige, status and prosperity on your wrist

RIEDEL Magazine, Issue 01 Spring 2026 | Text: Barbara Schneeberger | Reading time: 5 minutes

There are objects that transcend their original purpose. They tell stories, embodying craftsmanship, attitude, image and value. In an ever-faster-moving world, there is a deep longing for rare constants that stand for durability and precision. It is against this backdrop of a longing for the analogue, the mechanical and the enduring that luxury watches emerge, quietly and convincingly. They symbolise substance and wealth – perfectly positioned on the wrist. Those who wear them embody a sense of style, cultural influence and a special place in society.

Two square wristwatches with Roman numerals and screwed bezels side by side, one in gold and steel, one in stainless steel. — One of the world’s first wristwatches. Cartier designed the ‘Cartier de Santos’ at the request of the Brazilian aviator Albert Santos. Available in various sizes and materials.

Icons of the Times

For centuries, the workshops of Haute Horlogerie have been producing small technical masterpieces, the complexity of which is often appreciated only by those in the know. A finely finished movement, a perfectly balanced chronograph, a case whose proportions remain timeless for decades – all these elements combine to make a watch a cultural treasure. Brands such as Rolex, Cartier, Patek Philippe, Jaeger-LeCoultre and Vacheron Constantin epitomise this understanding of time.

A finely finished movement, a perfectly balanced chronograph, a case whose proportions remain timeless for decades – all this makes a watch a cultural asset.

Their classics – from the sporty yet elegant Daytona to the iconic Nautilus – have long been regarded as so-called ‘blue-chip’ watches: highly sought-after, retaining their value and tradable internationally. Yet it is not the brand alone that determines the value. Crucial factors include reference numbers, production periods, original condition, provenance – and, last but not least, the emotional history of a model. This is precisely where the intersection between passion and investment begins.

Rectangular wristwatch with a cream dial, Arabic numerals, small seconds and a black grained leather strap. — Eight rare, highly sought-after models from the 1930s have been added to ‘The Collectibles’ collection – unveiled in February 2026. They have been authenticated and restored with the utmost care by Jaeger-LeCoultre’s watchmakers.

But how did watches come to retain this prestigious image over the centuries – and continue to claim it for themselves to this day? Interestingly, alongside the traditional clientele, Generation Z has now discovered this market for itself and is on the lookout for rare pieces with precise mechanics – a counterpoint to an increasingly fast-paced, digitalised world.

In a sense, then, they yearn for the analogue. However, the search for their object of desire takes place largely online.

Stainless steel chronograph with a black dial, three subdials and a tachymeter scale, lying on a reflective surface. — An icon of enduring quality. First introduced in 1963 – continuously refined – with an iconic design – a legendary chronograph. Model: Oyster Perpetual Cosmograph Daytona, 1988, in Oystersteel stainless steel

The new luxury of analogue

It has never been easier to explore the world of luxury watches. Blogs, social media channels and pop culture – the influence of which should not be underestimated – are fuelling the hype and driving up interest. Knowledgeable influencers explain the key differences between special editions, highlighting the features, quality, technology and fine craftsmanship that go into every watch.

Added to this is the affluence of many 20- to 40-year-olds. Inheritances, shares, cryptocurrencies, economic growth and the tech and start-up boom are fuelling investment. Of course, the creation of legends also plays an important role in the purchasing decision. Who wouldn’t want to own a unique, handcrafted piece, produced in small numbers by an established watchmaker using carefully selected materials? Scarcity enhances luxury, and desirability rises.

Wristwatch with a dark green dial, diamond indices and a brushed steel bracelet against a white background. — A tribute to the maritime heritage that has been part of the brand since the launch of the first diving watch in 1932. Collection: Seamaster Aqua Terra

Watches as an investment

High-quality wristwatches have established themselves as a complement to traditional forms of investment. Whilst stock markets fluctuate and tangible assets are being revalued, selected timepieces demonstrate remarkable resilience. Limited editions in particular, discontinued models or historic timepieces with documented provenance sometimes achieve significant increases in value on the secondary market.

Lindsey Vonn sits on a chair in a white blouse and dark trousers against a grey background, a gold wristwatch on her wrist. — Rolex brand ambassador and ski star Lindsey Vonn with her Oyster Perpetual Day-Date II.

Auction houses play a key role in this context. They act as barometers of the market, as curators of quality – and as platforms where the passion of collectors from around the world converges. The fact that Christie’s has been one of the leading authorities in the high-end watch segment for decades underlines the cultural and financial significance of this market. As a partner of RIEDEL, Christie’s elegantly bridges two worlds that have much in common: property and watches are enduring assets that require expertise, timing and a keen eye for quality.

Watch with a silver dial, moon-phase display, calendar hands and a light brown alligator leather strap. — Collection: Traditionnelle. Model: 4300T_00G-H106 in 18-carat white gold with Mississippi alligator leather in ‘light brown’

Time as an attitude

An exceptional watch is more than just an object. It is an expression of attitude, of taste – and of faith in enduring values. It accompanies us through different stages of life, marks our achievements and is passed down from parents to their children – not merely as a status symbol, but as a link between the generations. In this way, an appreciation for exceptional quality is brought to a common denominator. In a world of constant change, this is perhaps precisely what defines luxury today: owning things that endure. And investing time in such a way that it does not lose its value.

What watches and property have in common

The comparison drawn in the article regarding the partnership with Christie’s holds true even when examined in detail. With luxury watches as an investment, the reference number, original condition and provenance are decisive; with property, it is the location, the condition of the building and the documents in the land register. In both cases, it is not the catalogue price that determines the value, but the traceability of the item’s history. And in both cases, the timing of when an item comes onto the market is crucial. Watch auction houses and estate agents therefore work with the same tool: verified comparability.

The value of a property on the Munich market today can only be reliably determined by looking at comparable transactions. The Munich Market Report provides an overview, whilst the land values for individual locations are shown by the current standard land values. Anyone passing on both a collection and a property to the next generation will find an overview of the tax and legal issues in the ‘Law and Taxes’ section.

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