Where to buy collectible watches safely

Buying a collectible watch is a gesture that goes beyond the purchase of an accessory: it is an entry into a world of craftsmanship, history, value and authenticity. But in an ever-expanding market, where the demand for iconic models has driven up prices and attracted new collectors, knowing how to choose where to buy safely has become crucial. The risk of running into well-constructed fakes, stolen watches or opaque sellers is more relevant than ever.

Buy on secure marketplaces

One of the first names that comes to mind is Chrono24, a leading marketplace with more than 500,000 watches for sale and more than 3,000 active merchants. The platform has introduced a secure payment system with trust deposit, expert verification of authenticity, and buyer protection that allows returns within 14 days. Watchfinder, owned by Richemont, has also established itself as a benchmark for buying certified pre-owned watches, offering a 24-month warranty and an in-house service center for reviews and technical checks.

In parallel, hybrid platforms that combine the transparency of the marketplace with the reliability of editorial curatorship are gaining popularity. One example is Collecto, which carefully selects each published watch, ensures its traceability, and stores the pieces in insured vaults. The buyer, in this way, accesses a secure experience even for high-priced watches, with the possibility of splitting ownership.

Buy watches at auction safely

In addition to marketplaces, another reliable option are auction houses. Names such as Phillips, Sotheby's, and Aste Bolaffi regularly hold auctions devoted to collectible watches, with an expertly curated catalog and a selection ranging from iconic vintage to discontinued modern references. According to an analysis by Morgan Stanley, the number of watches sold at auction above CHF100,000 grew by 36 percent between 2020 and 2023, signaling a market that is consolidating at the high end.

Official Dealers

Those wishing to purchase a recent new or used watch with full warranty can turn to official dealers. These are brand-authorized boutiques that sell only certified new and used pieces, with the possibility of official service. However, for highly sought-after references-such as the Rolex Daytona or Patek Philippe Nautilus-waiting lists can exceed 5 years, making alternative channels the obligatory choice for many collectors.

In today's market, where even a small divergence in reference or serial can radically change the value of a piece, it is critical to approach each purchase with awareness. A watch can be a lifelong companion or an asset to be handed down. But for it to retain-or increase-its value, it must be chosen carefully, purchased securely and treasured with care.