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Audemars Piguet AP Royal Oak Chronograph 41 Yellow Gold Blue...
Top
Audemars Piguet AP Royal Oak Chronograph 41 Yellow Gold Blue...
$50,999
Free shipping
Seller
Avi & Co NY
22
US
Rolex SKY-DWELLER 42mm 18K Rose Gold Leather Strap
Top
Rolex SKY-DWELLER 42mm 18K Rose Gold Leather Strap
$28,999
Free shipping
Seller
Avi & Co NY
22
US
Chopard VINTAGE 70S LARGE HAPPY DIAMOND SAUDI KING REF. 2121
Top
Chopard VINTAGE 70S LARGE HAPPY DIAMOND SAUDI KING REF. 2121
$10,500
Free shipping
Seller
Watch Hunter
 
US
Hublot Big Bang King  Min Repeater NEW 67% off
Top
Hublot Big Bang King Min Repeater NEW 67% off
$140,000
Seller
Raffi Boyadjian Watches Inc.
6
US
Cartier Diamond Cartier Santos 100 Xl Chronograph 17ct Natural...
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Cartier Diamond Cartier Santos 100 Xl Chronograph 17ct Natural...
$14,500
Seller
Watch My Diamonds
37
US
Breitling Bentley Motors
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Breitling Bentley Motors
$5,850
Seller
Sea Wave Diamonds
53
US
Patek Philippe Perpetual Calendar
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Patek Philippe Perpetual Calendar
$60,000
Free shipping
Seller
Fine Watch Bank
9
US
Audemars Piguet Offshore Diver
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Audemars Piguet Offshore Diver
$14,500
Seller
Manfredi Jewels
 
US
Zenith El Primero Stratos Flyback
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Zenith El Primero Stratos Flyback
$4,995
Free shipping
Seller
J A Meyer Jewelry & Watches, inc
 
US
Bremont Martin-Baker Orange MBII/OR
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Bremont Martin-Baker Orange MBII/OR
$3,980
Free shipping
Seller
The Luxury Well
35
US
Montblanc Meisterstuck Star Date Stainless Steel/ Crocodile Band
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Montblanc Meisterstuck Star Date Stainless Steel/ Crocodile Band
$1,999
Seller
Royal Jewelry & Watches
15
US
Chopard 18kt White Gold Internally Flawless Happy Diamond
Top
Chopard 18kt White Gold Internally Flawless Happy Diamond
$33,000
Free shipping
Seller
Watch Hunter
 
US
Audemars Piguet Millenary Carbon One Tourbillon NEW 68% off
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Audemars Piguet Millenary Carbon One Tourbillon NEW 68% off
$107,775
Seller
Raffi Boyadjian Watches Inc.
6
US
Breitling Colt 33
Top
Breitling Colt 33
$3,999
Seller
Watch My Diamonds
37
US
Corum Admiral’s Cup Competition 48 Titanium
Top
Corum Admiral’s Cup Competition 48 Titanium
$3,500
Free shipping
Seller
Daniele Trissi
7
US
IWC Pilot Chronograph "The Last Flight"
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IWC Pilot Chronograph "The Last Flight"
$11,000
Free shipping
Seller
Fine Watch Bank
9
US
Maurice Lacroix New Unisex PT6247 Pontos Rectangulaire Diamond...
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Maurice Lacroix New Unisex PT6247 Pontos Rectangulaire Diamond...
$1,695
Free shipping
Seller
Luxury Horology
64
US
Rolex Yacht-Master
Rolex Yacht-Master
$11,200
Free shipping
Seller
LABELLE JEWELRY
 
US
Audemars Piguet Royal Oak
Audemars Piguet Royal Oak
$127,999
Free shipping
Seller
EXCLUSIVE TIMEPIECES NYC
 
US
Rolex Datejust 2 II 41mm  Black Steel New Watch
Rolex Datejust 2 II 41mm Black Steel New Watch
$6,890
Seller
WorldJewelryBuyers.inc
 
US
Vacheron Constantin VINTAGE  18k WG Diamond Onyx Tuxedo Dial
Top
Vacheron Constantin VINTAGE 18k WG Diamond Onyx Tuxedo Dial
$21,500
Free shipping
Seller
Watch Hunter
 
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.
6
US
Rolex Submariner w/ Diamond and Sapphire Dial
Rolex Submariner w/ Diamond and Sapphire Dial
$11,500
Seller
Jewels by Hamid
 
US
Corum LADY'S ADMIRAL'S CUP CHRONOGRAPH 40MM DIAMONDS
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Corum LADY'S ADMIRAL'S CUP CHRONOGRAPH 40MM DIAMONDS
$5,100
Free shipping
Seller
Daniele Trissi
7
US
Cartier Rotonde de Cartier Dual Time
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Cartier Rotonde de Cartier Dual Time
$14,000
Free shipping
Seller
Fine Watch Bank
9
US
Harry Winston Histoire De Tourbillon 3 HCOMTT65WZ001
Harry Winston Histoire De Tourbillon 3 HCOMTT65WZ001
$460,040
Seller
Luxury Bazaar
31
US
Rolex Submariner Date
Rolex Submariner Date
$11,500
Free shipping
Seller
LABELLE JEWELRY
 
US
Audemars Piguet Royal Oak Chronograph
Audemars Piguet Royal Oak Chronograph
$48,999
Free shipping
Seller
EXCLUSIVE TIMEPIECES NYC
 
US
Rolex Day-Date 40
Rolex Day-Date 40
$27,999
Seller
Watch My Diamonds
37
US
Jaeger-LeCoultre Jaeger Lecoultre 4.5carat 18k WG  VINTAGE 60s...
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Jaeger-LeCoultre Jaeger Lecoultre 4.5carat 18k WG VINTAGE 60s...
$4,000
Free shipping
Seller
Watch Hunter
 
US
A. Lange & Söhne Richard Lange Tourbillon Pour Le Merite...
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A. Lange & Söhne Richard Lange Tourbillon Pour Le Merite...
price on request
Seller
Raffi Boyadjian Watches Inc.
6
US
Hublot Classic Fusion 45mm Black Magic Ceramic Watch
Hublot Classic Fusion 45mm Black Magic Ceramic Watch
$6,850
Free shipping
Seller
Avi & Co NY
22
US
Chopard ALL DIAMONDS RECTANGULAR P'AVE SET 18K WHITE GOLD
Top
Chopard ALL DIAMONDS RECTANGULAR P'AVE SET 18K WHITE GOLD
$35,500
Free shipping
Seller
Daniele Trissi
7
US
IWC Ingenieur Automatic Carbon Performance
Top
IWC Ingenieur Automatic Carbon Performance
$14,500
Free shipping
Seller
Fine Watch Bank
9
US
Rolex Day Date 36mm White Gold w/ Rare Lapis Diamond Dial
Rolex Day Date 36mm White Gold w/ Rare Lapis Diamond Dial
$26,000
Seller
Jewels by Hamid
 
US
Rolex Yacht-Master
Rolex Yacht-Master
$19,500
Free shipping
Seller
LABELLE JEWELRY
 
US
Audemars Piguet Royal Oak Chronograph
Audemars Piguet Royal Oak Chronograph
$29,900
Free shipping
Seller
EXCLUSIVE TIMEPIECES NYC
 
US
Rolex Sky Dweller Blue Dial 2017 Model  New  Box & Papers
Top
Rolex Sky Dweller Blue Dial 2017 Model New Box & Papers
$20,995
Seller
Austins Watches Inc.
85
US
IWC VINTAGE  1940 PLATINUM EMERALD DIAMOND CONCEALED LADIES
Top
IWC VINTAGE 1940 PLATINUM EMERALD DIAMOND CONCEALED LADIES
$56,000
Free shipping
Seller
Watch Hunter
 
US
Hublot Classic Fusion 42mm Titanium
Hublot Classic Fusion 42mm Titanium
$5,500
Seller
Sea Wave Diamonds
53
US
Krieger Elite 18k yellow w/diamonds
Krieger Elite 18k yellow w/diamonds
$11,500
Seller
South Miami Jewelers
 
US
Ulysse Nardin EXECUTIVE DUAL TIME LADIES AUTOMATIC WATCH 18k...
Top
Ulysse Nardin EXECUTIVE DUAL TIME LADIES AUTOMATIC WATCH 18k...
$13,900
Free shipping
Seller
Daniele Trissi
7
US
IWC Pilot Chronograph
Top
IWC Pilot Chronograph
$19,000
Free shipping
Seller
Fine Watch Bank
9
US
Rolex Two-Tone Yachtmaster I w/ 8 Diamond Mother of Pearl Dial
Rolex Two-Tone Yachtmaster I w/ 8 Diamond Mother of Pearl Dial
$13,900
Seller
Jewels by Hamid
 
US
Rolex Yacht-Master II
Rolex Yacht-Master II
$33,000
Free shipping
Seller
LABELLE JEWELRY
 
US
Audemars Piguet Royal Oak Offshore Diver
Audemars Piguet Royal Oak Offshore Diver
$23,995
Free shipping
Seller
EXCLUSIVE TIMEPIECES NYC
 
US
Audemars Piguet 67650ST.OO.1261ST.01
Audemars Piguet 67650ST.OO.1261ST.01
$11,000
Free shipping
Seller
Chronostore
90
US
Cartier Platinum Diamond Enamel Gold HARDSTONE SHUTTER CLOCK
Top
Cartier Platinum Diamond Enamel Gold HARDSTONE SHUTTER CLOCK
$48,000
Free shipping
Seller
Watch Hunter
 
US
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
37
US
Rolex Datejust 41 Stainless Steel Dark Rhodium Jubilee Bracelet
Rolex Datejust 41 Stainless Steel Dark Rhodium Jubilee Bracelet
$6,999
Free shipping
Seller
Avi & Co NY
22
US
Corum Ladies Admirals Cup 40mm
Top
Corum Ladies Admirals Cup 40mm
$5,400
Free shipping
Seller
Daniele Trissi
7
US
Krieger Elite 18k Rose Gold
Krieger Elite 18k Rose Gold
$9,000
Seller
South Miami Jewelers
 
US
Urwerk UR 202 Mens Automatic Watch 202/WG
Urwerk UR 202 Mens Automatic Watch 202/WG
$132,000
Seller
Luxury Bazaar
31
US
Rolex Day-Date
Rolex Day-Date
$24,000
Free shipping
Seller
LABELLE JEWELRY
 
US
Audemars Piguet Royal Oak Chronograph
Audemars Piguet Royal Oak Chronograph
$29,985
Free shipping
Seller
EXCLUSIVE TIMEPIECES NYC
 
US
Audemars Piguet 15400ST.OO.1220ST.03
Audemars Piguet 15400ST.OO.1220ST.03
$19,500
Free shipping
Seller
Chronostore
90
US
Patek Philippe Sky Moon Tourbillon 5002P
Patek Philippe Sky Moon Tourbillon 5002P
$1,115,000
Seller
Raffi Boyadjian Watches Inc.
6
US
Rolex 268622 Yacht-Master Stainless Steel & Platinum...
Rolex 268622 Yacht-Master Stainless Steel & Platinum...
$8,949
Seller
Watch My Diamonds
37
US
Audemars Piguet AP Royal Oak Offshore 44mm Chronograph Carbon...
Audemars Piguet AP Royal Oak Offshore 44mm Chronograph Carbon...
$32,999
Free shipping
Seller
Avi & Co NY
22
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
7
US
Rolex Daytona
Rolex Daytona
$28,800
Seller
Sea Wave Diamonds
53
US
Krieger Gigantium Stainless Steel with diamonds
Krieger Gigantium Stainless Steel with diamonds
$4,500
Seller
South Miami Jewelers
 
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.