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Blancpain Fifty Fathoms 5015-12B40-O52A New Titanium 45mm Automatic United States of America, Pennsylvania, Moosic
TOP
Blancpain Fifty Fathoms 45mm Titanium Open Caseback
$11,599
Free shipping
Professional dealer
 
US
Patek Philippe Nautilus 5712/1A-001 Unworn Steel 40mm Automatic United States of America, New York, NEW YORK
TOP
Patek Philippe Nautilus Watch 5712/1A-001
$129,957
Free shipping
Professional dealer
531
US
Bell & Ross BR V2 BRV294-RS18/SCA New Steel 41mm Automatic United States of America, California, San Mateo
TOP
Bell & Ross Vintage BR V2-94 R.S.18 Men's Watch - BRV294-RS18/SCA
$3,990
Free shipping
Professional dealer
4755
US
Franck Muller Cintrée Curvex 1752 QZ AC New Steel 25mm Quartz United States of America, California, Burlingame
TOP
Franck Muller Cintree Curvex Quartz White Dial Ladies Watch -...
$4,659
Free shipping
Professional dealer
4755
US
Ulysse Nardin Classic Minute Repeater 739-61 New Platinum Automatic United States of America, Texas, Laredo
TOP
Ulysse Nardin Erotica Minute Repeater 42mm (Limited of 18 Pieces)
$250,000
Professional dealer
39
US
Franck Muller Vanguard V45 YT SC DT AC BL New Steel 44mm Automatic United States of America, Florida, Miami
TOP
Franck Muller Vanguard KOI
$7,900
Professional dealer
300
US
Rolex Daytona 116508 New Yellow gold 40mm Automatic United States of America, Florida, Orlando
TOP
Rolex 2021 Daytona Yellow Gold Green Dial NEW John Mayer 116508
$86,495
Professional dealer
641
US
Blancpain Fifty Fathoms Bathyscaphe 5054-1110-B52A New Steel 43mm Automatic United States of America, Arizona, Mesa
TOP
Blancpain Fifty Fathoms Bathyscaphe Quantieme Complete...
$11,250
Professional dealer
13
US
Audemars Piguet Royal Oak Chronograph 26315ST.OO.1256ST.02 New Steel 38mm Automatic United States of America, New York, New York
TOP
Audemars Piguet Royal Oak Chronograph 26315ST
$42,600
Free shipping
Professional dealer
469
US
Rolex Datejust II 116300 New Steel 41mm Automatic United States of America, Florida, Hollywood
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Rolex DateJust II Stainless Steel Silver Stick Dial 41mm Ref...
$10,800
Professional dealer
34
US
Audemars Piguet Royal Oak Chronograph 26315ST.OO.1256ST.02 Unworn Steel 38mm Automatic United States of America, Illinois, Chicago
TOP
Audemars Piguet Royal Oak Chronograph 26315ST Unworn 2021
$47,999
Free shipping
Professional dealer
33
US
Breitling Superocean Heritage II 46 AB2020121B1S1 New Steel 46mm Automatic United States of America, Kentucky, Lexington
TOP
Breitling Superocean Héritage II 46 Black on Rubber (2021)
$3,299
Free shipping
Professional dealer
145
US
Rolex Daytona 116518 Unworn Yellow gold 40mm Automatic United States of America, California, Pasadena
TOP
Rolex UNWORN Daytona — Tahitian Pearl Dial — Box and Papers —...
$48,500
Professional dealer
92
US
Rolex Day-Date 40 228398TBR New Yellow gold 40mm Automatic United States of America, California, Los Angeles
TOP
Rolex 2021 Day Date 40 Black Baguette Diamond Bezel Box/Papers...
$79,999
Free shipping
Professional dealer
213
US
Bovet Dimier Récital DTR7-WG-000-BA-03 Unworn White gold 45mm Automatic United States of America, Florida, Hallandale Beach
TOP
Bovet Dimier Récital 7 Orbis Mundi Moonphase UNWORN Limited...
$28,999
Professional dealer
274
US
Rolex Lady-Datejust 278273 New Gold/Steel 31mm Automatic United States of America, Florida, Orlando
TOP
Rolex 2021 Ladies Datejust 31 Two Tone Dark Grey Diamond Dial...
$14,995
Professional dealer
641
US
Richard Mille RM 027 RM27-04 New 47.25mm Manual winding United States of America, New York, New York
Richard Mille Rafael Nadal RM 27-04 Tourbillon TitaCarb...
$2,288,000
Free shipping
Professional dealer
133
US
Rolex Sea-Dweller Deepsea 126660 New Steel 44mm Automatic United States of America, New York, New York
TOP
Rolex Sea-Dweller Deepsea New 2021 "James Cameron" Black/Blue...
$18,350
Free shipping
Professional dealer
469
US
Rolex Sky-Dweller 326934 New Steel 42mm Automatic United States of America, Florida, Hollywood
TOP
Rolex Sky-Dweller 42mm 326934 Black Stainless steel Complete...
$25,900
Professional dealer
34
US
Rolex Explorer II 226570 Unworn Steel 42mm Automatic United States of America, Illinois, Chicago
TOP
Rolex Explorer II 42mm White Dial 226750 Unworn 2021
$14,549
Free shipping
Professional dealer
33
US
TAG Heuer Formula 1 Quartz WAZ1010.BA0842 New Steel 43mm Quartz
TOP
TAG Heuer Formula 1
$1,053
Professional dealer
79
CA
Rolex Lady-Datejust 278240 Unworn Steel 31mm Automatic United States of America, California, Newport Beach, CA
TOP
Rolex Datejust Ladies 31mm Midsize Diamond MOP Dial & Diamond...
$9,695
Free shipping
Professional dealer
76
US
Rolex GMT-Master II 126710BLRO New Steel 40mm Automatic United States of America, California, Los Angeles
TOP
Rolex GMT-Master II Pepsi Jubilee New Style Card/Box/Papers...
$23,249
Free shipping
Professional dealer
213
US
Breitling Navitimer AB01211B1B1A1 New Steel 43mm Automatic United States of America, Kentucky, Lexington
TOP
Breitling Navitimer B01 Chronograph 43 Swissair AB0121
$5,050
Free shipping
Professional dealer
145
US
Rolex Sky-Dweller 326238 New Yellow gold 42mm Automatic United States of America, Florida, Orlando
TOP
Rolex 2021 Sky-Dweller Yellow Gold OysterFlex NEW White Dial...
$44,975
Professional dealer
641
US
Tudor Black Bay Steel 79730 Unworn Steel 41mm Automatic United States of America, California, Pasadena
TOP
Tudor Unworn 2021 Heritage Black Bay Steel
$3,500
Professional dealer
92
US
Rolex Daytona 116519LN New White gold 40mm Automatic United States of America, New York, New York
TOP
Rolex Daytona White Gold Oysterflex 116519LN NEW 2021
$46,200
Free shipping
Professional dealer
469
US
Panerai PAM 01662 Unworn Titanium 44mm Automatic United States of America, Florida, Hollywood
TOP
Panerai Luminor Marina TuttoGrigio PAM 1662 44mm Titanium...
$13,950
Professional dealer
34
US
Rolex GMT-Master II 16710T New Steel 40mm Automatic United States of America, Pennsylvania, HARRISBURG
TOP
Rolex GMT-Master II UN-WORN Boxes Papers Pepsi Blue Red Bezel...
$19,378
Free shipping
Professional dealer
190
US
Rolex Sky-Dweller 326934 Unworn Steel 42mm Automatic United States of America, Texas, Austin
TOP
Rolex : Sky-Dweller : 326934 : Stainless Steel : blue dial
$31,150
Professional dealer
826
US
Rolex Datejust 126234-0017 Unworn White gold 36mm Automatic United States of America, California, Newport Beach, Orange County, CA
TOP
Rolex Datejust 36mm Blue Dial White Gold Bezel on Jubilee...
$11,695
Free shipping
Professional dealer
76
US
Tudor Black Bay Fifty-Eight M79018V-0001 New Yellow gold 39mm Automatic United States of America, California, Los Angeles
TOP
Tudor Black Bay Fifty-Eight Green 18K Yellow Gold Box/Papers/C...
$17,499
Free shipping
Professional dealer
213
US
Breitling Superocean Heritage II 46 AB2020121B1A1 New Steel 46mm Automatic United States of America, Kentucky, Lexington
TOP
Breitling Superocean Héritage II 46 Black (2021)
$3,450
Free shipping
Professional dealer
145
US
Jacob & Co. Astronomia AS300.40.AP.AK.A New Rose gold 44.5mm Manual winding
TOP
Jacob & Co. Astronomia Solar Planets (New Full Set)
$217,283
Free shipping
Professional dealer
27
HK

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.