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Bulgari Lucea 102690 New Steel 28mm Quartz United States of America, California, Burlingame
TOP
Bulgari LVCEA Quartz Black Dial Ladies Watch - 102690
$2,899
Free shipping
Professional dealer
4487
US
Seiko Grand Seiko SBGW235 New United States of America, California, San Mateo
TOP
Seiko Grand Seiko Mechanical Model SBGW235 - SBGW235
$4,399
Free shipping
Professional dealer
4487
US
Rolex Oyster Perpetual 124300 Unworn Steel 41mm Automatic United States of America, Texas, San Antonio
TOP
Rolex 124300 Novelty Yellow Dial 2020 Oyster Perpetual 41...
$14,590
Professional dealer
10
US
TAG Heuer Carrera Calibre HEUER 01 CAR201T.FC6406 New Steel 43mm Automatic United States of America, California, San Mateo
TOP
TAG Heuer Carrera Calibre Heuer 01 Automatic Skeleton Dial...
$3,999
Free shipping
Professional dealer
4487
US
Cartier Santos (submodel) WSSA0030 Unworn Steel 39.8mm Automatic United States of America, Florida, Miami
TOP
Cartier WSSA0030 Santos De Cartier Large Blue Dial Stainless...
$8,695
Professional dealer
270
US
Breitling Chronomat Colt A17388101C1A1 Unworn Steel 44mm Automatic United States of America, New York, New York
TOP
Breitling Colt Stainless Steel Blue Index Dial Watch A17388101...
$2,599
Free shipping
Professional dealer
356
US
Rolex Day-Date 40 228238 New Yellow gold 40mm Automatic United States of America, New Jersey, Totowa
TOP
Rolex Day-Date 40 228238 2021 Champagne Roman
$41,799
Professional dealer
456
US
Tudor Black Bay Chrono 79360N New Steel 41mm Automatic United States of America, California, Sunnyvale
TOP
Tudor Black Bay Chrono
$6,380
Free shipping
Professional dealer
158
US
Omega Speedmaster 310.32.42.50.02.001 New Steel 42mm Manual winding United States of America, California, Los Angeles
TOP
Omega Speedmaster Silver Snoopy Award 50th Anniversary...
$29,999
Free shipping
Professional dealer
185
US
Rolex Datejust 126231 Unworn Gold/Steel 36mm Automatic United States of America, Florida, Coral Gables
TOP
Rolex Datejust 36 - Wimbledon Dial - Rose Gold & Steel - 126231
$14,999
Professional dealer
106
US
Rolex Oyster Perpetual 34 124200 New Steel 34mm Automatic United States of America, New York, Massapequa
TOP
Rolex Oyster Perpetual 34
$6,500
Professional dealer
36
US
Rolex Oyster Perpetual 31 277200 New Steel 31mm Automatic United States of America, Florida, Orlando
TOP
Rolex 2021 Oyster Perpetual 31 Yellow Dial NEW 277200
$7,995
Professional dealer
543
US
Rolex Explorer 214270 New Steel 39mm Automatic United States of America, New York, New York
TOP
Rolex Explorer 214270 New 2020
$12,400
Free shipping
Professional dealer
384
US
Rolex GMT-Master II Rolex 126710 BLNR GMT-Master II Batman Jubilee Band 40mm New Steel 40mm Automatic United States of America, California, Los Angeles
TOP
Rolex 126710 BLNR GMT-Master II Batman Jubilee Band 40mm
$19,000
Professional dealer
107
US
Breitling Super Avenger II A13371111 Unworn Steel 43mm Automatic United States of America, New York, New York
TOP
Breitling Super Avenger II Stainless Steel Black Index Dial...
$4,599
Free shipping
Professional dealer
356
US
Rolex GMT-Master II 126715CHNR New Rose gold 40mm Automatic United States of America, New Jersey, Totowa
TOP
Rolex GMT-Master II 126715CHNR 2021
$46,499
Professional dealer
456
US
Rolex Daytona 116503 Unworn Gold/Steel 40mm Automatic United States of America, California, Sunnyvale
TOP
Rolex Daytona 116503
$22,800
Free shipping
Professional dealer
158
US
Rolex Yacht-Master 42 226659 New White gold 42mm Automatic United States of America, California, Los Angeles
TOP
Rolex Yacht-Master 42 White Gold Oysterflex Card/Box/Papers...
$32,999
Free shipping
Professional dealer
185
US
Rolex Daytona 116509 New White gold 40mm Automatic United States of America, Florida, Hollywood
TOP
Rolex Daytona Cosmograph Blue Dial model 116509
$55,885
Professional dealer
849
US
Audemars Piguet Royal Oak Offshore Diver 15701ST.OO.D002CA.01 Unworn Steel 44mm Automatic United States of America, California, Irvine
TOP
Audemars Piguet Royal Oak Offshore Scuba Orange Boutique...
$29,300
Free shipping
Professional dealer
8
US
Breitling Endurance Pro X82310D51B1S1 Unworn Plastic 44mm Quartz United States of America, Kentucky, Lexington
TOP
Breitling Endurance Pro B82 Blue Super Quartz Chronograph (2021)
$2,599
Free shipping
Professional dealer
74
US
Rolex Daytona 116506 New Platinum 40mm Automatic United States of America, Georgia, Alpharetta
Rolex 2021 Daytona Platinum Ice Blue Index Dial Watch 116506
$127,400
Free shipping
Professional dealer
341
US
Rolex Submariner Date 126613lb Unworn Gold/Steel 41mm Automatic United States of America, California, Los Angeles
TOP
Rolex 126613LB Submariner Date 41mm Blue Dial Two Tone 41MM
$18,888
Professional dealer
107
US
Breitling Navitimer 8 M17314101B1X1 Unworn Steel 41mm Automatic United States of America, New York, New York
TOP
Breitling Navitimer 8 DLC Coated Stainless Steel Black Arabic...
$2,899
Free shipping
Professional dealer
356
US
Rolex GMT-Master II 126710BLRO New Steel 40mm Automatic United States of America, New Jersey, Totowa
TOP
Rolex GMT-Master II 126710BLRO 2021 "Pepsi"
$23,499
Professional dealer
456
US
Tudor Black Bay Chrono 79360N New Steel 41mm Automatic United States of America, California, Sunnyvale
TOP
Tudor Black Bay Chrono
$6,380
Free shipping
Professional dealer
158
US
Rolex Datejust II 126331 New Gold/Steel 41mm Automatic United States of America, California, Los Angeles
TOP
Rolex Datejust 41 Chocolate Index Fluted Jubilee Rose Gold/Eve...
$15,999
Free shipping
Professional dealer
185
US
Rolex Milgauss m116400gv-0002 Unworn Steel United States of America, Florida, Miami
Rolex 116400GV Milgauss Z-Blue Dial 2020 Stainless Steel
$12,995
Professional dealer
270
US
Audemars Piguet Royal Oak Offshore Chronograph 26062FS.OO.A002CA.01 Unworn Carbon 44mm Automatic United States of America, California, Irvine
TOP
Audemars Piguet Royal Oak Offshore Carbon Team Alinghi Limited...
$37,800
Free shipping
Professional dealer
8
US
Panerai Luminor Marina 1950 3 Days Automatic PAM 01312 New Steel 44mm Automatic United States of America, New York, New York
TOP
Panerai Luminor Marina 1950 3 Days Automatic
$6,300
Free shipping
Professional dealer
951
US
Omega Speedmaster Professional Moonwatch 311.30.42.30.01.005 New Steel 42mm Manual winding United States of America, Georgia, Alpharetta
Omega Speedmaster Professional Moonwatch
$5,300
Free shipping
Professional dealer
341
US
Rolex Submariner Date 126613LN Unworn Gold/Steel 41mm Automatic United States of America, California, Los Angeles
TOP
Rolex 126613LN Submariner Date 41mm Black Dial Two Tone 41MM
$16,888
Professional dealer
107
US
Breitling Galactic 44 A453201A/BG10 Unworn Steel 44mm Automatic United States of America, New York, New York
TOP
Breitling Galactic 44 Stainless Steel Black Index Dial Watch...
$4,599
Free shipping
Professional dealer
356
US
Rolex Daytona 116519LN New White gold 40mm Automatic United States of America, New Jersey, Totowa
TOP
Rolex Daytona 116519LN OysterFlex 2021
$47,299
Professional dealer
456
US
Rolex Daytona 116503 Unworn Gold/Steel 40mm Automatic United States of America, California, Sunnyvale
TOP
Rolex Daytona 116503
$22,800
Free shipping
Professional dealer
158
US
Omega Seamaster Diver 300 M 210.90.42.20.01.001 New Titanium 42mm Automatic United States of America, California, Los Angeles
TOP
Omega 2021 Seamaster Diver 300M Titanium James Bond 007 No...
$9,999
Free shipping
Professional dealer
185
US
Rolex Datejust 126334 Unworn White gold 41mm Automatic United States of America, Florida, Miami
Rolex 126334 Datejust 41 Dark Rhodium Dial 2020 Stainless Steel
$13,295
Professional dealer
270
US
Patek Philippe Perpetual Calendar Chronograph 3970 J Unworn Yellow gold 36mm Manual winding United States of America, New York, Westchester
Patek Philippe Perpetual Calendar Chronograph
$105,000
Professional dealer
8
US
Panerai Luminor Submersible PAM 00968 New Bronze 47mm Automatic United States of America, New York, New York
TOP
Panerai SUBMERSIBLE BRONZO - 47MM NEW
$17,500
Free shipping
Professional dealer
951
US
Rolex Daytona 116500LN New Steel 40mm Automatic United States of America, Georgia, Alpharetta
Rolex Daytona White Dial 2021
$42,889
Free shipping
Professional dealer
341
US
Rolex GMT-Master II Rolex 126711CHNR  GMT Master II Stainless Steel / Rose Gold Unworn Gold/Steel 40mm Automatic United States of America, California, Los Angeles
TOP
Rolex 126711CHNR GMT Master II Stainless Steel / Rose Gold
$21,500
Professional dealer
107
US
Breitling Super Avenger II A13371111 Unworn Steel 48mm Automatic United States of America, New York, New York
TOP
Breitling Super Avenger II Stainless Steel Black Dial Chronogr...
$4,899
Free shipping
Professional dealer
356
US
Rolex Sky-Dweller 326934 New Steel 42mm Automatic United States of America, New Jersey, Totowa
TOP
Rolex Sky-Dweller 326934 Blue Dial Year 2021
$29,899
Professional dealer
456
US
Omega Seamaster Diver 300 M 210.90.42.20.01.001 Unworn Titanium 42mm Automatic United States of America, California, Sunnyvale
TOP
Omega Seamaster Diver 300 M 007
$9,300
Free shipping
Professional dealer
158
US
Rolex Submariner Date 126618LN-0002 New Yellow gold Automatic United States of America, California, Los Angeles
TOP
Rolex 2021 Submariner 41 Date Black 18K Yellow Gold Box/Papers...
$41,999
Free shipping
Professional dealer
185
US
Rolex Datejust 126333 Unworn Gold/Steel 41mm Automatic United States of America, Florida, Miami
Rolex 126333 Datejust 41 Black Dial Two Tone Jubilee 2020
$14,995
Professional dealer
270
US
Omega De Ville Trésor 428.18.36.60.03.001 New Steel 36mm Quartz United States of America, Florida, Hollywood
TOP
Omega De Ville Trésor 428.18.36.60.03.001 Dark Blue Roman Dial...
$3,285
Professional dealer
849
US
Panerai Luminor Marina PAM 00777 New Steel 44mm Manual winding United States of America, New York, New York
TOP
Panerai Luminor Marina 44MM PAM00777 new
$4,800
Free shipping
Professional dealer
951
US
Omega Seamaster Diver 300 M 210.32.42.20.03.001 New Steel 42mm Automatic United States of America, Georgia, Alpharetta
Omega Seamaster Diver 300 M
$4,150
Free shipping
Professional dealer
341
US
Rolex Datejust II Rolex 126331 Datejust II Steel Rose Gold Chocolate Dial New Gold/Steel 41mm Automatic United States of America, California, Los Angeles
TOP
Rolex 126331 Datejust II Steel Rose Gold Chocolate Stick Dial...
$14,988
Professional dealer
107
US
Breitling Transocean Day & Date A4531012 Unworn Steel 43mm Automatic United States of America, New York, New York
TOP
Breitling Transocean Stainless Steel Day and Date Silver Index...
$4,599
Free shipping
Professional dealer
356
US
Tudor Black Bay Chrono 79360N New Steel 41mm Automatic United States of America, Illinois, Buffalo Grove
TOP
Tudor Black Bay Chronograph Panda Black Dial Men's Watch...
$6,290
Professional dealer
137
US
Tudor Black Bay Chrono 79360N-0002 New Steel 41mm Automatic United States of America, California, Sunnyvale
TOP
Tudor Dial Chronograph 79360 M79360 Black Bay Chrono
$7,100
Free shipping
Professional dealer
158
US
Breguet Classique 7727BR/12/9WU New Rose gold 41mm Manual winding United States of America, California, Los Angeles
TOP
Breguet 2021 Classique 7727 Chronometrie Hi-Beat Rose Gold...
$27,499
Free shipping
Professional dealer
185
US
Rolex GMT-Master II 126710BLNR Unworn Steel 40mm Automatic United States of America, Florida, Miami
Rolex Just Released 2021 GMT-Master II "Batman on Oyster...
$20,995
Professional dealer
270
US
Rolex Datejust 126200 New Steel 36mm Automatic United States of America, Pennsylvania, HARRISBURG
TOP
Rolex Datejust 36 UNWORN January 2021 Blue Index Dial New...
$10,278
Free shipping
Professional dealer
168
US
Panerai Luminor Marina PAM01314 New Steel Automatic United States of America, New York, New York
TOP
Panerai LUMINOR MARINA - 44MM PAM01314
$8,000
Free shipping
Professional dealer
951
US
Cartier Santos (submodel) WHSA0015 New Steel Manual winding United States of America, Georgia, Alpharetta
Cartier Santos De Cartier Skeleton
$27,300
Free shipping
Professional dealer
341
US
Rolex Day-Date 40 Rolex 228235 Green Roman Dial 40mm Day-Date New Rose gold 40mm Automatic United States of America, California, Los Angeles
TOP
Rolex 228235 Green Roman Dial 40mm Day-Date
$56,500
Professional dealer
107
US
Breitling Superocean Heritage AB0162161C1A1 Unworn Steel 44mm Automatic United States of America, New York, New York
TOP
Breitling Superocean Heritage Stainless Steel Blue Index Dial...
$5,399
Free shipping
Professional dealer
356
US
Bulgari Octo 101831 Unworn Steel 48.5mm Automatic United States of America, Florida, Sarasota
TOP
Bulgari Octo Retrogradi Black Lacquered Dial Men's Watch 101831
$9,499
Free shipping
Professional dealer
1017
US
Omega De Ville Trésor 428.18.39.60.04.001 New Steel 39mm Quartz United States of America, Florida, Hollywood
TOP
Omega De Ville Trésor 428.18.39.60.04.001 white Roman dial...
$3,845
Professional dealer
849
US
Rolex Oyster Perpetual 276200 New Steel 28mm Automatic United States of America, California, Los Angeles
TOP
Rolex Oyster Perpetual 28mm Silver Index Domed Oyster New...
$6,499
Free shipping
Professional dealer
185
US
Rolex Day-Date 40 228235 Unworn Rose gold 40mm Automatic United States of America, Florida, Miami
Rolex 228235 Day-Date 40 Olive Green 60th Anniversary 2020
$59,995
Professional dealer
270
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.


Detailed Price Information

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.