Luxury watches have increasingly become a key investment asset in the UAE, moving beyond their traditional role as style symbols. Amid rising inflation, market instability, and currency fluctuations, more UAE buyers are looking at timepieces from prestigious brands like Rolex, Patek Philippe, and Audemars Piguet not just as status symbols but also as stores of value.
Growing Demand for Luxury Watches in the UAE
As global wealth strategies evolve, tangible assets that can retain value have grown in appeal. Luxury watches are a prime example, offering both financial security and long-term appreciation. Despite a brief market correction in 2023, global indices tracking pre-owned watch prices have shown a steady upward trajectory. Statista predicts the global luxury watch market will reach US $63.7 billion by 2025, with a compound annual growth rate of 3.8% through 2030. Similarly, MarkNtel Advisors estimates the market’s worth at US $53.9 billion in 2024, with expectations for it to rise to US $72.9 billion by 2030.
Asia-Pacific is at the forefront of this growth, with rising disposable incomes and an increasingly younger demographic viewing collectible watches as both art and financial assets. In India, luxury watch sales are expanding at an annual rate of over 11%. The UAE, on the other hand, remains a top destination for Swiss watch exports, as reported by the Federation of the Swiss Watch Industry (FH).
Dubai’s Role in the Luxury Watch Market
Dubai has become one of the world’s most significant hubs for luxury-asset investment. With over 86,000 millionaires, 251 centi-millionaires, and 23 billionaires, according to New World Wealth, the city is well-positioned to cater to the growing demand for alternative assets. Its open trade policies, tax advantages, and strategic location have helped attract investors and collectors alike. Retailers in Dubai Mall’s dedicated watch precincts report a notable rise in interest, driven by buyers looking to add high-value timepieces to their portfolios and collectors seeking long-term value growth.
In October 2025, Timetrade Investments, a European asset manager, established operations in Dubai, citing the city’s high concentration of wealth and the growing appetite for alternative investments. Timetrade’s founder, Daniel Niels Nielsen, identified three main factors that contribute to the long-term growth of luxury watch prices: limited supply, rising demand, and increasing list prices. Top brands deliberately restrict production to maintain exclusivity, with Rolex producing around one million watches annually despite demand far outpacing supply.
Market Trends and Investment Opportunities
Recent market data from WatchCharts confirms that, even with a mild correction in 2023, the average value of top-traded luxury watches remains over 30% higher than pre-pandemic levels. Models such as the Rolex Daytona, Patek Philippe Nautilus 5711, and Audemars Piguet Royal Oak have regained much of their value from earlier surges. Analysts suggest that this correction reflects a healthy normalization of the market, where the focus has shifted from speculative flipping to longer-term holding and collecting.
Investors are increasingly diversifying their portfolios by adding luxury watches alongside assets like property, equities, and gold. Watches offer tangible security and act as a hedge against inflation. The secondary market, supported by auction houses and digital platforms, offers fast resale options, with a global turnover estimated at US $25 billion.
Factors to Consider Before Investing in Watches
While the luxury watch market presents significant investment opportunities, there are factors to consider. Investors should account for servicing, authentication, and insurance costs, which can reduce net returns. Additionally, the UAE’s role as a free-trade hub provides advantages for authentication, logistics, and resale, particularly for watches sourced from Europe or Asia.
The global luxury watch market is evolving rapidly, with brands adopting blockchain technology for authentication, integrating recycled materials, and blending traditional designs with innovative approaches. For investors in the UAE, luxury watches are no longer merely collectibles but a serious investment class, poised to complement traditional assets and provide long-term financial security.
For those interested in diversifying their investments, this growing sector presents an attractive opportunity.
