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Rolex DAY-DATE 40 Rose Gold President White Roman Dial
TOP
Rolex DAY-DATE 40 Rose Gold President White Roman Dial
$29,999
Free shipping
Seller
Avi & Co NY
32
US
Breitling Avenger II Seawolf A1733110.F563.169A
TOP
Breitling Avenger II Seawolf A1733110.F563.169A
$3,572
Seller
Uhren2000 GmbH
219
DE
Ulysse Nardin Ulysee Nardin
Ulysse Nardin Ulysee Nardin
$850
Seller
Timekeepers
 
US
Rolex Sky-Dweller 326933 Stainless Steel / Yellow Gold
TOP
Rolex Sky-Dweller 326933 Stainless Steel / Yellow Gold
$18,400
Free shipping
Seller
LABELLE JEWELRY
 
US
IWC VINTAGE  1940 PLATINUM EMERALD DIAMOND CONCEALED LADIES
TOP
IWC VINTAGE 1940 PLATINUM EMERALD DIAMOND CONCEALED LADIES
$40,000
Free shipping
Seller
Watch Hunter
 
US
Richard Mille RM 035 Rafael Nadal limited Editions Black Toro
TOP
Richard Mille RM 035 Rafael Nadal limited Editions Black Toro
$164,000
Seller
Sea Wave Diamonds
70
US
Cartier Diamond Cartier Santos 100 Xl Chronograph 17ct Natural...
TOP
Cartier Diamond Cartier Santos 100 Xl Chronograph 17ct Natural...
$14,500
Seller
Watch My Diamonds
48
US
Omega Seamaster Planet Ocean Titanium Chronograph
TOP
Omega Seamaster Planet Ocean Titanium Chronograph
$7,195
Seller
The Watch Collector NY
 
US
Breitling Avenger Skyland Chronograph Stainless Steel
TOP
Breitling Avenger Skyland Chronograph Stainless Steel
$3,795
Free shipping
Seller
AJ Watches
44
US
Cartier New  Ballon Bleu XL 42MM W6901351 3000 18K White Gold
TOP
Cartier New Ballon Bleu XL 42MM W6901351 3000 18K White Gold
$10,495
Free shipping
Seller
Luxury Horology
93
US
Patek Philippe Ref# 5980/1A, black dial, Nautilus, Chronograph
TOP
Patek Philippe Ref# 5980/1A, black dial, Nautilus, Chronograph
Price on request
Seller
Michael Ashton
 
US
IWC : Pilot 36mm :  IW324002 :  Stainless Steel : NEW
TOP
IWC : Pilot 36mm : IW324002 : Stainless Steel : NEW
$3,895
Seller
BernardWatch.com
138
US
A. Lange & Söhne Richard Lange Tourbillon Pour Le Merite...
TOP
A. Lange & Söhne Richard Lange Tourbillon Pour Le Merite...
Price on request
Seller
Raffi Boyadjian Watches Inc.
8
US
Chopard 18kt White Gold Internally Flawless Happy Diamond
TOP
Chopard 18kt White Gold Internally Flawless Happy Diamond
$25,000
Free shipping
Seller
Watch Hunter
 
US
Breitling CHRONOMAT EVOLUTION  GMT 18K/SS
TOP
Breitling CHRONOMAT EVOLUTION GMT 18K/SS
$8,900
Seller
Swiss Moves
24
US
Audemars Piguet Jules Audemars Classic Chronograph 26100OR.OO....
TOP
Audemars Piguet Jules Audemars Classic Chronograph 26100OR.OO....
$22,200
Seller
Luxury Bazaar
36
US
Omega Seamaster Planet Ocean Blue Steel 44mm
TOP
Omega Seamaster Planet Ocean Blue Steel 44mm
$4,295
Seller
The Watch Collector NY
 
US
Breitling Chronomat 44 Stainless Steel
TOP
Breitling Chronomat 44 Stainless Steel
$4,995
Free shipping
Seller
AJ Watches
44
US
Jaeger-LeCoultre Jaeger LeCoultre Master Compressor Extreme...
TOP
Jaeger-LeCoultre Jaeger LeCoultre Master Compressor Extreme...
$10,900
Seller
Island Exclusive Timepieces LLC
6
US
Patek Philippe Ref# 5164A Aquanaut, Dual Time Zone
TOP
Patek Philippe Ref# 5164A Aquanaut, Dual Time Zone
Price on request
Seller
Michael Ashton
 
US
Corum Admiral’s Cup Competition 48 Titanium
TOP
Corum Admiral’s Cup Competition 48 Titanium
$3,500
Free shipping
Seller
Daniele Trissi
10
US
Richard Mille Tourbillon Split Second Chrono Airbus Corp Jets
Richard Mille Tourbillon Split Second Chrono Airbus Corp Jets
$875,000
Seller
Raffi Boyadjian Watches Inc.
8
US
Chopard New Men's  Classic Dual Tec 168468-3001 Automatic...
TOP
Chopard New Men's Classic Dual Tec 168468-3001 Automatic...
$3,795
Free shipping
Seller
Luxury Horology
93
US
Corum BUBBLE XL BARON SAMEDI VOODOO DIAL
TOP
Corum BUBBLE XL BARON SAMEDI VOODOO DIAL
$4,645
Seller
Swiss Moves
24
US
Cartier Santos Dumont Large
TOP
Cartier Santos Dumont Large
$9,280
Seller
Scorpio Luxury Corp
6
US
Cartier Drive de Cartier
TOP
Cartier Drive de Cartier
$4,850
Seller
Private seller
 
US
Harry Winston Z2 Ocean Diver Chronograph 18K White Gold Zalium
TOP
Harry Winston Z2 Ocean Diver Chronograph 18K White Gold Zalium
$19,995
Free shipping
Seller
AJ Watches
44
US
Hublot Big Bang Ferrari Speciale Limited Edition Chronograph...
TOP
Hublot Big Bang Ferrari Speciale Limited Edition Chronograph...
$16,200
Seller
Island Exclusive Timepieces LLC
6
US
Audemars Piguet 67650ST.OO.1261ST.01
Audemars Piguet 67650ST.OO.1261ST.01
$11,000
Free shipping
Seller
Chronostore
102
US
Harry Winston Ocean Limited edition, Platinum.
TOP
Harry Winston Ocean Limited edition, Platinum.
$12,500
Free shipping
Seller
Daniele Trissi
10
US
Jaeger-LeCoultre Q1538530 Master Chronograph SECTOR DIAL...
Jaeger-LeCoultre Q1538530 Master Chronograph SECTOR DIAL...
$6,950
Seller
European Watch Company
64
US
Rolex Day-Date 40
Rolex Day-Date 40
$27,999
Seller
Watch My Diamonds
48
US
Hublot Classic Fusion 45mm Black Magic Ceramic Watch
Hublot Classic Fusion 45mm Black Magic Ceramic Watch
Price on request
Free shipping
Seller
Avi & Co NY
32
US
Omega Seamaster Aqua Terra
TOP
Omega Seamaster Aqua Terra
$4,162
Seller
Scorpio Luxury Corp
6
US
Urwerk UR 202 Mens Automatic Watch 202/WG
Urwerk UR 202 Mens Automatic Watch 202/WG
$64,995
Seller
Luxury Bazaar
36
US
Bremont Chronograph GMT Stainless Steel
TOP
Bremont Chronograph GMT Stainless Steel
$4,995
Free shipping
Seller
AJ Watches
44
US
Ralph Lauren Sporting Chronograph Black Matte Ceramic R0236600...
Ralph Lauren Sporting Chronograph Black Matte Ceramic R0236600...
$2,999
Seller
Phigora
73
US
Patek Philippe Nautilus  5711/1A-010
Patek Philippe Nautilus 5711/1A-010
$42,000
Free shipping
Seller
Chronostore
102
US
Parmigiani Fleurier Kalpa Donna 18k Rose gold  Ivory dial
TOP
Parmigiani Fleurier Kalpa Donna 18k Rose gold Ivory dial
$12,750
Free shipping
Seller
Daniele Trissi
10
US
Hublot Big Bang King  Min Repeater NEW 65% off
Hublot Big Bang King Min Repeater NEW 65% off
$149,450
Seller
Raffi Boyadjian Watches Inc.
8
US
Rolex 268622 Yacht-Master Stainless Steel & Platinum...
Rolex 268622 Yacht-Master Stainless Steel & Platinum...
$8,949
Seller
Watch My Diamonds
48
US
Hublot Big Bang 45mm Unico King Gold Watch
Hublot Big Bang 45mm Unico King Gold Watch
$26,899
Free shipping
Seller
Avi & Co NY
32
US
Rolex 116655 Yacht-Master 40mm  Everest Gold pink Gold
Rolex 116655 Yacht-Master 40mm Everest Gold pink Gold
$22,500
Seller
Sea Wave Diamonds
70
US
Rolex Seadweller 126600 43MM Ceramic New Model Not in Stores Rare
Rolex Seadweller 126600 43MM Ceramic New Model Not in Stores Rare
$16,995
Seller
The Watch Collector NY
 
US
IWC Aquatimer
TOP
IWC Aquatimer
$3,795
Free shipping
Seller
AJ Watches
44
US
A. Lange & Söhne 1815 Chronograph Flyback 18k Rose Gold New
A. Lange & Söhne 1815 Chronograph Flyback 18k Rose Gold New
$38,500
Seller
Kronopassion
6
US
Audemars Piguet 15450ST.OO.1256ST.03
Audemars Piguet 15450ST.OO.1256ST.03
$17,500
Free shipping
Seller
Chronostore
102
US
Maurice Lacroix Masterpiece Retrograde
TOP
Maurice Lacroix Masterpiece Retrograde
$3,575
Free shipping
Seller
Daniele Trissi
10
US
Porsche Design Huawei Smartwatch - EU
Porsche Design Huawei Smartwatch - EU
$950
BrandBoutique Member
Porsche Lizenz- und Handelsgesellschaft mbH & Co. KG
Rolex Gmt Master Ii Batman 116 Black Dial & Bezel S/steel...
Rolex Gmt Master Ii Batman 116 Black Dial & Bezel S/steel...
$14,500
Seller
Watch My Diamonds
48
US
Hublot Classic Fusion 42mm Titanium Blue Leather Strap UNWORN
Hublot Classic Fusion 42mm Titanium Blue Leather Strap UNWORN
$6,191
Free shipping
Seller
Avi & Co NY
32
US
Rolex Daytona
Rolex Daytona
$28,800
Seller
Sea Wave Diamonds
70
US
Roger Dubuis Excalibur Double Tourbillon Pink NEW 40% off
Roger Dubuis Excalibur Double Tourbillon Pink NEW 40% off
$197,000
Seller
Raffi Boyadjian Watches Inc.
8
US
Breitling Chronomat 44 Blue Dial Stainless Steel
TOP
Breitling Chronomat 44 Blue Dial Stainless Steel
$4,995
Free shipping
Seller
AJ Watches
44
US
Audemars Piguet Royal Oak Selfwinding Rose Gold Black Dial
TOP
Audemars Piguet Royal Oak Selfwinding Rose Gold Black Dial
$24,500
Seller
Private seller
 
US
Rolex Submariner Ceramic New Style  Unworn
Rolex Submariner Ceramic New Style Unworn
$7,495
Seller
The Watch Collector NY
 
US
Parmigiani Fleurier Tonda Metropolitaine
TOP
Parmigiani Fleurier Tonda Metropolitaine
$5,900
Free shipping
Seller
Daniele Trissi
10
US
Patek Philippe Split Seconds Chronograph & Perpetual...
Patek Philippe Split Seconds Chronograph & Perpetual...
$279,995
Seller
Luxury Bazaar
36
US
Rolex 116621 Yacht-Master Stainless Steel&18K Everose Gold...
Rolex 116621 Yacht-Master Stainless Steel&18K Everose Gold...
$11,345
Seller
Watch My Diamonds
48
US
Audemars Piguet AP Royal Oak 41 Stainless Steel Black Dial
Audemars Piguet AP Royal Oak 41 Stainless Steel Black Dial
$17,999
Free shipping
Seller
Avi & Co NY
32
US
Rolex Daytona Ceramic bezel black dial 116500LN BK
Rolex Daytona Ceramic bezel black dial 116500LN BK
$18,499
Seller
Sea Wave Diamonds
70
US
Breguet La Tradition Tourbillon 7047PT NEW 38% off
Breguet La Tradition Tourbillon 7047PT NEW 38% off
$117,600
Seller
Raffi Boyadjian Watches Inc.
8
US

Brand New Luxury Timepieces

New timepieces make an ideal gift and are often excellent investments, especially models from Rolex or Panerai. Rarer models often increase in value. You can often save money when purchasing your new watch online, but not always.

Highlights

  • Purchase new watches online at affordable prices
  • New Rolex or Panerai watches maintain their value
  • Rare watches have the potential to increase in value
  • Popular brands: Rolex, Omega, Breitling, IWC, TAG Heuer

What to Pay Attention to When Buying a New Watch

When buying a new watch, you're faced with many questions that aren't always easy to answer. It's important that you find the right watch to suit you. Do men's watches, women's watches, or unisex models appeal to you most? Are designer watches your only option, or does the brand not matter? Often, the history of the watch and the brand's prestige play an important role. Once you've decided on a model, you must choose between purchasing it pre-owned or new. If the watch is new, it should be in its original packaging with box and papers. "Unworn" is a synonym that is often used for new. Check to make sure that the dealer is offering all the accessories and documents with the watch. This can be very important if you choose to resell the watch at a later point in time, as having the complete package raises its value. This also reduces your chance of falling victim to a scammer.
Collectors also consider models from Rolex or Panerai to be investment opportunities. If you fancy a watch that will increase in value, take a closer look at models from these two companies. Rolex's Submariner and Daytona are particularly appealing timepieces, as is Panerai's Luminor. You should switch the original Panerai strap with a strap of your choosing to preserve the watch's value. Luckily, it's quite straightforward to change the strap on the Luminor.
Other popular manufacturers include the International Watch Company (IWC), Breitling, Omega, and TAG Heuer. Their most famous models are the IWC Portugieser, Breitling Avenger, Omega Speedmaster, and the TAG Heuer Carrera. Affordable new watches for men and women are available from manufacturers such as the Japanese brand Seiko.

Checklist for Buying a New Watch

  • Is it a complete set? (Box, papers, accessories)
  • Do the details match those of the manufacturer?
  • Is the watch in its original packaging?
  • Is the asking price realistic?

How much do new watches cost?

Prices for new watches on Chrono24 range from a few hundred euros for an affordable quartz watch, to millions of euros for a Patek Philippe Grandes Complications with reference number 6300G-001. The Grandes Complications has multiple complications such as a minute repeater, perpetual calendar, and a grande and petite sonnerie. You should plan on spending around 3 million euros on this timepiece, making it one of the most expensive new watches in the world.
Rolex also offers some affordable new luxury watches. The Genevan manufacturer has every single one of their movements certified by the Official Swiss Chronometer Testing Institute (COSC). Afterwards, the movements undergo an in-house precision test. Thanks to these high quality standards, Rolex watches are considered especially precise, reliable, and long lasting. Furthermore, the brand enjoys a high level of prestige, counting celebrities, economic power houses, and politicians as fans. New Oyster Perpetuals or Air Kings cost as little as 3,500 euros.
Model Price (approx.) Features
Rolex Submariner No Date, Ref. 114060 6,200 euros Without a date display
Rolex Submariner Date, Ref. 116610LN 7,300 euros Date display with Cyclops lens
Rolex Daytona, Ref. 116500LN 15,700 euros In-house chronograph caliber, potential to increase in value
Rolex Sea-Dweller, Ref. 116600 11,500 euros Model no longer produced, potential to increase in value, 40-mm case, date display without Cyclops lens
Rolex Sea-Dweller, Ref. 126600 11,500 euros 2017 Sea-Dweller model with 43-mm case and Cyclops lens, already more expensive than the list price
Breitling Avenger, Ref. A1338012 3,500 euros Chronograph, very rare in new condition
Breitling Avenger II, Ref. A1338111 3,500 euros Chronograph feature
Breitling Superocean, Ref. A17365C9 2,200 euros Diving watch with unidirectional rotatable bezel and date display
Breitling Superocean Chronograph, Ref. A13311C9 3,200 euros Diving chronograph with unidirectional rotatable bezel
IWC Pilot's Watch Mark XVIII, Ref. IW327001 3,200 euros Classic three-hand pilot's watch with date display
IWC Pilot's Watch Chronograph, Ref. IW377709 4,000 euros Pilot's chronograph
IWC Portugieser Chronograph, Ref. IW371446 5,000 euros Classic, elegant chronograph
Hublot Big Bang Unico Titanium, Ref. 411.NX.1170.RX 13,000 euros Titanium case, in-house chronograph caliber
Hublot Big Bang Unico Full Magic Gold 25,000 euros Scratch-resistant Magic Gold case, in-house chronograph caliber

New Rolex Timepieces

The Submariner is one of the most famous diving watches in the world and one of Rolex's most beloved models. The timepiece is available with or without a date display (called "Date" or "No Date," respectively). The No Date version costs around 6,200 euros, while the Date model costs about 7,300 euros.
If a date window is present, the watch also has a magnifying lens, known as a Cyclops lens, to improve readability. This lens makes it easy to distinguish between the Submariner and Sea-Dweller models. However, since 2017, the new 43-mm Sea-Dweller (126600) has featured a Cyclops lens at three o'clock. This model is so popular that its value has already risen: It originally had a list price of 10,350 euros, but that has since risen by about 1,000 euros. Rolex stopped producing its predecessor (116600) in order to allow newer models to become rare in the future. Currently, you can purchase this Rolex diving watch for 11,500 euros new. It's the perfect opportunity for an investment, as its price is predicted to increase over time.
Rolex's famous Daytona chronograph is also highly sought after by collectors. The stainless steel version is an especially solid investment, as these timepieces, like the Sea-Dweller, sell for over their original list price as new watches. This is due to the fact that you often need to wait long periods of time to buy a watch in-store. However, if you buy online on Chrono24, you can get the watch significantly faster. A stainless steel Daytona (116500LN) has a current list price of 11,300 euros. If you can't or don't want to wait, you should plan on paying at least 15,700 euros.

Famous Breitling Models

The watch manufacturer Breitling is world famous for their pilot's watches and chronographs. Their most beloved models include the Avenger and Avenger II. The Avenger was only produced until 2013, making it difficult to find new models. Pre-owned Avengers are available for around 2,500 euros. With a bit of luck, you'll find a new version for only about 1,000 euros more. In contrast, you can find countless new Avenger II timepieces with prices starting at 3,400 euros.
Another popular Breitling timepiece is their Superocean diving watch. New non-chronograph versions are available for around 2,300 euros. If you want a chronograph, however, you should plan on spending at least 3,200 euros.

New IWC Watches

IWC, based in Schaffhausen, Switzerland, is another famous producer of pilot's watches. Their Pilot's Watch collection inspired what is now the standard look of pilot's watches. A classic three-hand watch with a black dial and luminous numerals and hands costs around 3,200. Of course, chronograph versions are also available, which cost around 4,000 euros new.
One of IWC's leading models is the Portugieser, a classic, elegant wristwatch available in different versions with a variety of complications, including a chronograph. You should plan on spending around 5,000 euros on a Portugieser Chronograph .

Hublot's Big Bang

Though the company was only founded in 1980, the brand has already established a large fan base. Their Big Bang collection is especially popular and is defined by its eye-popping, distinctive design and large case. The collection has watches for women as well as men. One big hit is the Big Bang Unico chronograph with an in-house caliber, a perfect choice if you're looking for a gold watch. The timepiece is available in titanium, ceramic, or gold. Hublot offers a unique, patented case material called Magic Gold, a scratch-resistant gold alloy with ceramic mixed in. A titanium Big Bang Unico costs around 13,000 euros, while a Magic Gold watch costs about 25,000 euros.