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Rolex Datejust 36
NEW 2023 126234 Purple Diamond Roman 6 9 - Jubilee Bracelet
$14,995
Free shipping
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Rolex Datejust 31
2023+ NEW Datejust 31mm 278274 Fluted Bezel Azzurro Blue Floral Motif Diamond Dial Oyster
$14,325
Free shipping
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IWC Pilot Double Chronograph
Le Petit Prince
$6,464
Free shipping
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Omega Seamaster Diver 300 M
NEW 2024 James Bond 007 No Time To Die Titanium 210.90.42.20.01.001
$8,250
+ $50 for shipping
Promoted
Omega Seamaster Aqua Terra
Green dial NEW
$5,450
Free shipping
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Cartier Santos
De Cartier NEW 2023 Medium Size White Dial Stainless Steel Bracelet Leather Strap
$6,495
Free shipping
Tudor Pelagos
39 Black Titanium 25407N
$4,250
+ $50 for shipping
Promoted
Swatch Scuba Fifty Fathoms
NEW Blancpain X Swatch Scuba Fifty Fathoms Atlantic Ocean Orange SO35A100
$745
Free shipping
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Rolex Oyster Perpetual 36
NEW 2023 Oyster Perpetual 36 BLUE DIAL 126000
$8,999
+ $49 for shipping
Promoted
Rolex Submariner Date
2022 Starbucks Kermit Unworn Full Set 126610LV
$15,450
Free shipping
Promoted
Tissot PRX Powermatic 80
Ice Blue 40mm Stainless Steel T1374071135100 / T137.407.11.351.00
$599
Free shipping
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Omega Speedmaster
Silver Snoopy NEW 2024 50th Anniversary 310.32.42.50.02.001
$17,795
Free shipping
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Rolex Datejust 41
Blue Azzuro dial Fluted bezel NEW/UNWORN
$13,200
Free shipping
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Tudor Pelagos
NEW 2023 TITANIUM Black Dial Black Bezel Complete Set
$4,395
Free shipping
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Rolex Oyster Perpetual 41
Green - New/Unworn - complete box and papers
$9,650
+ $85 for shipping
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Casio G-Shock
40th Anniversary Limited MRG-B2000GA-1A Kesho Yasuri Sadanobu Gassan
$14,977
+ $100 for shipping
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Cartier Santos
Unworn Santos De Cartier Medium Size 35.1mm Green Dial WSSA0061 Box & Papers 2023
$6,475
Free shipping
Rolex Oyster Perpetual 36
Blue Dial Stainless Steel 126000
$8,299
Free shipping
Rolex Oyster Perpetual 36
36mm Blue 126000-0003 Unworn 2023
$8,600
Free shipping
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Swatch Moonswatch
NEW Moonswatch "Mission To Neptune" Swatch x Omega Navy Blue SO33N100
$740
Free shipping
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Omega Speedmaster Professional Moonwatch
NEW 2024 Moonshine Gold Green Dial 310.60.42.50.10.001
$29,995
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Rolex Datejust 41
41mm Unworn 2024 Rhodium Oyster 126300-0007
$10,350
Free shipping
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Tudor Black Bay Fifty-Eight
Navy Blue - Complete Set - Unworn 2023
$3,595
Free shipping
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Rolex Datejust 36
Green Palm Dial - New - Unworn - 126200 - Sept 2023
$9,850
+ $85 for shipping
Promoted
Cartier Santos
Medium 35.1mm WSSA0061 Steel Roman Green Dial Unworn/Complete/2024
$6,350
+ $99 for shipping
Rolex Oyster Perpetual 41
Blue Dial
$11,499
+ $59 for shipping
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Seiko
Automatic Watch Five Sports Honda Super Cub Limited Edition SBSA181
$405
Excl. shipping
Private Seller
Rolex Oyster Perpetual 41
Black Dial Stainless Steel 124300
$8,475
Free shipping
Promoted
Swatch Moonswatch
NEW Moonswatch "Mission To Mercury" Swatch x Omega Grey Black SO33A100
$645
Free shipping
Promoted
Omega Seamaster Diver 300 M
Green NEW 2024 42mm 210.30.42.20.10.001
$4,995
+ $50 for shipping

The Secure Path to Your Dream Watch

Chrono24 Buyer Protection Has Your Back

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Tudor Pelagos
FXD NEW Alinghi Red Bull Racing Edition
$3,695
+ $99 for shipping
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Rolex Datejust 41
NEW 2023 Blue Index Dial Fluted Bezel Oyster Bracelet
$13,995
Free shipping
Promoted
Rolex Datejust 41
126333 Diamond Champagne Dial Unworn Full Set
$15,500
Free shipping
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Rolex GMT-Master II
Jubilee Two Tone NEW/UNWORN
$20,890
Free shipping
Popular
Omega Speedmaster Professional Moonwatch
3861 Sapphire 310.30.42.50.01.002
$6,675
+ $50 for shipping
Promoted
IWC
1961 Vintage Mens Watch Cal. 853 Automatic - 18K Gold Plated
$1,985
Excl. shipping
Private Seller
Rolex Submariner Date
In Stock 2023 Submariner Date Kermit 126610LV Oyster Bracelet
$16,995
Free shipping
Popular
Omega Speedmaster Professional Moonwatch
'23 New Speedmaster Hesi Moonwatch Co-Axial Master Chronometer w/New Style Clasp
$5,560
+ $50 for shipping
Promoted
Omega Speedmaster Professional Moonwatch
Hesalite NEW 2024 Cal 3861 310.30.42.50.01.001
$5,895
+ $50 for shipping
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Tudor Black Bay Chrono
NEW White Dial 79360N
$4,495
+ $99 for shipping
Promoted
Rolex Datejust 41
41mm NEW 2023 Rhodium Gray Dial Smooth Bezel Stainless Steel Oyster Bracelet
$10,395
Free shipping
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Rolex Datejust 41
2023+ NEW Datejust 41mm 126300 Mint Green Dial Oyster Bracelet Stainless Steel
$11,425
Free shipping
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Rolex Submariner Date
Bluesy 41mm NEW/UNWORN
$18,899
Free shipping
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Rolex Datejust 41
Grey Slate Wimbledon Green Roman Dial Oyster Bracelet 126334
$14,500
Free shipping
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Jaeger-LeCoultre Master Chronograph
Control Q4138420 Chronograph Steel Silver Index Dial 40 mm
$17,499
Free shipping
Rolex GMT-Master II
Unworn Rootbeer Complete Set Box Card Tags Two Tone Rose Gold Oyster 2021
$19,580
Free shipping
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Omega Speedmaster Professional Moonwatch
3861 Hesalite 310.30.42.50.01.001
$5,950
+ $50 for shipping
Promoted
Omega Speedmaster Professional Moonwatch
Sapphire NEW 2024 - Cal 3861 310.30.42.50.01.002
$6,800
+ $50 for shipping
Rolex Explorer
40mm Unworn 2024 Black 224270
$9,975
Free shipping
Promoted
Cartier Santos
De Cartier Blue NEW 2023 Blue Dial Medium Size Stainless Steel Bracelet Leather
$6,595
Free shipping
Rolex Oyster Perpetual 41
2023+ NEW Oyster Perpetual 41mm 124300 Bright Blue Dial Stainless Steel Oyster Bracelet
$9,425
Free shipping
Promoted
Omega Speedmaster Professional Moonwatch
open caseback
$6,999
Free shipping
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Rolex Datejust 41
Grey Slate Wimbledon Green Roman Dial Oyster Bracelet 126334
$14,650
Free shipping
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Vacheron Constantin Overseas
MOON PHASE RETROGRADE DATE
$50,000
Free shipping
Rolex Datejust 41
2022 Rolex Datejust 41mm 126300 black index on oyster
$9,650
Free shipping
Rolex Explorer
I 40mm Black Dial 224270
$9,995
+ $50 for shipping
Promoted
Cartier Santos
NEW 2024 Large Model Black ADLC WSSA0039
$7,845
+ $50 for shipping
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Rolex Daytona
In Stock UNWORN 2023 Daytona White Panda Dial 116500LN Oyster Bracelet
$34,995
Free shipping
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Cartier Santos
De Cartier NEW RELEASE 2023 Medium GREEN DIAL - Complete Set 2023
$7,995
Free shipping
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Hamilton Khaki Field
Murph Automatic Black Men's Watch H70605731
$780
Free shipping
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Rolex GMT-Master II
Sprite Left handed date
$18,499
Free shipping
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Rolex Datejust 41
Grey Slate Wimbledon Green Roman Dial Oyster Bracelet 126334
$14,580
Free shipping

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.


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