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Jaeger-LeCoultre Polaris Q9028180 New Steel Automatic United States of America, California, San Mateo
TOP
Jaeger-LeCoultre Polaris Chronograph Automatic Blue Dial Men's...
$9,769
Free shipping
Verified Dealer
2573
US
Zenith 11.2240.405/21.C773 New Steel 43.00mm Automatic United States of America, California, San Mateo
TOP
Zenith Cronometro Tipo CP-2 Flyback Aged Steel / Slate -...
$4,829
Free shipping
Verified Dealer
2573
US
Rolex Lady-Datejust 279174 New White gold 28mm Automatic United States of America, California, San Mateo
TOP
Rolex Lady-Datejust Automatic Silver Dial Oystersteel and 18...
$7,949
Free shipping
Verified Dealer
2573
US
Chopard L.U.C 168591-3001 New Steel 40.00mm Automatic United States of America, California, San Mateo
TOP
Chopard L.U.C. XPS Automatic White Dial Men's Watch - 168591-3001
$5,619
Free shipping
Verified Dealer
2573
US
Oris Aquis Date 01 733 7732 4185-SET New Steel 39.5mm Automatic
TOP
Oris CLEAN OCEAN LIMITED EDITION AQUIS
$2,034
Verified Dealer
70
CA
Hublot Classic Fusion Chronograph 521.NX.2610.LR New Titanium 45mm Automatic United States of America, New York, New York
TOP
Hublot Classic Fusion Chronograph 521.NX.2610.LR
$7,900
Verified Dealer
 
US
Rolex Datejust 126334 New Steel 41mm Automatic United States of America, New Jersey, Totowa
TOP
Rolex Datejust 41mm 126334 Rhodium Dial NEW 2020
$10,699
Verified Dealer
314
US
Rolex Sky-Dweller 326934 New Steel 42mm Automatic United States of America, New York, New York
TOP
Rolex Sky-Dweller Blue Dial 326934 NEW 2020
$23,949
Free shipping
Verified Dealer
46
US
Audemars Piguet Royal Oak Offshore 26480TI.OO.A027CA.01 New Titanium 42mm Automatic United States of America, New York, Manhattan
TOP
Audemars Piguet Royal Oak Offshore
$28,800
Verified Dealer
19
US
Franck Muller Casablanca 9880 C CC DT NR New Steel 60mm Automatic United States of America, Illinois, Northfield
TOP
Franck Muller Casablanca
$8,850
Free shipping
Verified Dealer
93
US
Audemars Piguet Royal Oak Lady 15451OR.ZZ.1256OR.02 New Rose gold 37mm Automatic
Audemars Piguet Royal Oak SELFWINDING
$45,400
Verified Dealer
 
AE
Ulysse Nardin GMT +/- Perpetual 320-60/62 New White gold 42mm Automatic United States of America, Florida, Tavernier
TOP
Ulysse Nardin GMT +/- Perpetual
$18,990
Verified Dealer
25
US
Rolex Datejust 126334 New Steel 41mm Automatic United States of America, California, Beverly Hills
TOP
Rolex Datejust 41 Blue Roman White Gold Fluted Jubilee Box/Papers
$10,999
Free shipping
Verified Dealer
51
US
Oris Divers Sixty Five 01 733 7720 4055-07 5 21 45 New Steel 42mm Automatic
TOP
Oris Divers Sixty Five
$1,808
Verified Dealer
70
CA
Hublot Big Bang King 312.PM.1189.RX New Rose gold 44mmmm Automatic United States of America, New York, New York
TOP
Hublot Big Bang King 18k Rose Gold 312.PM.1189.RX
$19,250
Verified Dealer
 
US
Rolex Daytona 116503 New Gold/Steel 40mm Automatic United States of America, New Jersey, Totowa
Rolex Daytona 116503 NEW 2020 White Dial
$17,799
Verified Dealer
US
Rolex Daytona 116509 New White gold 40mm Automatic United States of America, New York, New York
TOP
Rolex Cosmograph Daytona White Gold Blue Dial 116509 NEW
$38,499
Free shipping
Verified Dealer
46
US
Breguet Marine 5827BR/Z2/5ZU Unworn Rose gold 42mm Automatic United States of America, New York, Manhattan
TOP
Breguet Marine Chronograph Rose Gold
$23,500
Verified Dealer
19
US
Romain Jerome Moon-DNA RJ.M.AU.026.01 New Steel 44mm Manual winding United States of America, Illinois, Northfield
TOP
Romain Jerome 1969 Skylab 44 MOON-DNA
$6,350
Free shipping
Verified Dealer
93
US
Chopard Grand Prix de Monaco Historique 168569-3001 New Titanium 44.5mm Automatic United States of America, California, Costa Mesa
TOP
Chopard Grand Prix de Monaco Historique
$4,295
Verified Dealer
72
US
Audemars Piguet Royal Oak Chronograph 26331OR.OO.1220OR.01 Unworn Rose gold 41mm Automatic United States of America, New York, New York
TOP
Audemars Piguet Royal Oak Chronograph - 26331OR.OO.1220OR.01
$61,000
Free shipping
Verified Dealer
9
US
Rolex Milgauss 116400GV New Steel 40mm Automatic United States of America, California, Beverly Hills
TOP
Rolex Milgauss Blue Dial/Green Crystal - Box/Papers/Card
$9,250
Free shipping
Verified Dealer
51
US
Rolex Submariner Date 116610LV New Steel 40mm Automatic United States of America, New York, New York
TOP
Rolex New 2019 Edition Submariner Date Hulk 116610LV
$16,200
Free shipping
Verified Dealer
200
US
Bulgari Daniel Roth 101835 New Gold/Steel 46mmmm Automatic United States of America, New York, New York
TOP
Bulgari Daniel Roth Papillon Voyageur GMT Jumping Hours 101835
$25,520
Verified Dealer
 
US
Rolex Daytona 116508 New Yellow gold 40mm Automatic United States of America, New Jersey, Totowa
TOP
Rolex Daytona 116508 (NEW) 2019 FULL STICKERS
$35,399
Verified Dealer
314
US
Rolex Day-Date 40 228235 New Rose gold 40mm Automatic United States of America, New York, New York
TOP
Rolex Day-Date 40 Olive Green Dial 228235 NEW 2020
$39,450
Free shipping
Verified Dealer
46
US
Patek Philippe Twenty~4 7300/1200A-010 New Steel 36mm Automatic United States of America, New York, Manhattan
TOP
Patek Philippe Twenty~4
$22,500
Verified Dealer
19
US
Franck Muller Cintrée Curvex 7850 CC AT Unworn Steel 49mm Automatic United States of America, Illinois, Northfield
TOP
Franck Muller Chronograph
$8,750
Free shipping
Verified Dealer
93
US
Panerai Radiomir PAM 00995 New Steel Automatic United States of America, Georgia, Alpharetta
TOP
Panerai RADIOMIR - 45MM BOUTIQUE EDITION
$9,899
Free shipping
Verified Dealer
249
US
Hublot 521.OX.7180.LR Unworn Rose gold 45mm Automatic United States of America, New York, New York
TOP
Hublot Classic Fusion Racing Grey - 521.OX.7180.LR
$16,500
Free shipping
Verified Dealer
9
US
Breitling Superocean 44 A17367A11L1W1 New Steel 44mm Automatic United States of America, California, Beverly Hills
TOP
Breitling Superocean Automatic 44 Outerknown Green Dial/Bezel...
$3,399
Free shipping
Verified Dealer
51
US
Rolex Daytona 116500LN New Steel 40mm Automatic United States of America, New York, New York
TOP
Rolex Daytona Ceramic Bezel Stainless Steel Black Dial 116500LN
$22,220
Free shipping
Verified Dealer
200
US
Bulgari Octo 102714 New Titanium 40mm Manual winding United States of America, New York, New York
TOP
Bulgari Bvlgari Octo Finissimo Extra Thin 102714
$14,800
Verified Dealer
 
US
Rolex GMT-Master II 126710BLRO Unworn Steel 40mm Automatic United States of America, Florida, Coconut Creek
Rolex GMT-Master II
$17,980
Verified Dealer
 
US
Rolex Submariner Date 116610LV New Steel 40mm Automatic United States of America, New York, New York
TOP
Rolex Submariner Date Green Bezel/Dial Hulk NEW 116610LV
$16,399
Free shipping
Verified Dealer
46
US
Blancpain Air Command AC01 1130 63A New Steel United States of America, California, Newport Beach
TOP
Blancpain Specialites Air Command Flyback Chronograph LIMITED...
$22,000
Free shipping
Verified Dealer
27
US
Zenith El Primero Chronomaster 96-2260-4061-21-R575 New Titanium 45mm Automatic United States of America, Illinois, Northfield
TOP
Zenith El Primero Chronomaster Rolling Stones
$7,095
Free shipping
Verified Dealer
93
US
Panerai Luminor Due PAM 00906 New Steel 42mm Automatic United States of America, Georgia, Alpharetta
TOP
Panerai Luminor Due Automatic Ivory Dial 42 mm PAM00906
$5,249
Free shipping
Verified Dealer
249
US
Patek Philippe World Time Chronograph 5930G-010 Unworn White gold 39.5mm Automatic United States of America, New York, New York
TOP
Patek Philippe World Time Chronograph - 5930G-010
$54,300
Free shipping
Verified Dealer
9
US
Breitling Chronomat AB01344A1C1A1 New Steel 42mm Automatic United States of America, California, Beverly Hills
TOP
Breitling 42 Frecce Tricolori Limited Edition Chronomat B01 w/...
$7,999
Free shipping
Verified Dealer
51
US
Montblanc Star Classique 107073 New Steel 39mm Automatic
Montblanc Star Classique Small Second Steel White Dial 107073
$1,906
Verified Dealer
1118
BE
Patek Philippe Nautilus 5711/1A-010 Unworn Steel 40mm Automatic United States of America, New York, New York
TOP
Patek Philippe 5711/1A-010 Blue Dial Nautilus NEW
$68,500
Verified Dealer
 
US
Omega Seamaster 300 234.10.39.20.01.001 Unworn Steel 39mm Automatic United States of America, California, Santa Monica
TOP
Omega Seamaster 300
$6,590
Verified Dealer
57
US
Rolex GMT-Master II 126719BLRO Unworn White gold 40mm Automatic United States of America, New York, New York
TOP
Rolex GMT-Master II Meteorite Dial Watch 126719BLRO
$52,999
Free shipping
Verified Dealer
46
US
Breitling Superocean Chronograph II M13341 Unworn Steel Automatic United States of America, Texas, Houston
TOP
Breitling Superocean Chronograph II
$6,000
Free shipping
Verified Dealer
92
US
Omega Genève Omega Geneve Dynamic Unworn Steel 41mm Automatic United States of America, Florida, Miami
Omega Genève Dynamic
$1,750
Verified Dealer
6
US
Panerai Luminor Marina Automatic PAM 01046 New Steel 42mm Automatic United States of America, Georgia, Alpharetta
TOP
Panerai Luminor Marina 42mm PAM01046
$5,499
Free shipping
Verified Dealer
249
US
Patek Philippe Travel Time 7234A-001 New Steel Automatic United States of America, California, Newport Beach
TOP
Patek Philippe Travel Time 7234A-001 Singapore Limited Edition...
$48,600
Free shipping
Verified Dealer
27
US
Rolex Submariner Date 116610LN Unworn Steel 40mm Automatic United States of America, New York, New York
TOP
Rolex Submariner Date 2020 Black Ceramic Stainless Steel 116610ln
$11,999
Verified Dealer
73
US
Breitling Navitimer 1 B01 Chronograph 43 AB0121211B1A1 New Steel 43mm Automatic United States of America, Florida, Hollywood
TOP
Breitling Navitimer 1 B01 Chronograph 43mm AB0121211B1A1
$5,885
Verified Dealer
711
US
Patek Philippe Aquanaut 5167A-012 Unworn Steel 40mm Automatic United States of America, New York, New York
TOP
Patek Philippe 5167A-012 Red Singapore Aquanaut NEW
$89,500
Verified Dealer
 
US
Seiko Grand Seiko SBGC229 Unworn Ceramic 46.4mm Automatic United States of America, Florida, Aventura
TOP
Seiko Grand Seiko
$19,500
Verified Dealer
372
US
Rolex Datejust 126200 New Steel 36mm Automatic United States of America, New York, New York
TOP
Rolex Datejust 32 Steel White Dial 126200 NEW 2020
$6,699
Free shipping
Verified Dealer
46
US
Gérald Genta Octo Bi-Retro OBR.X.60.505.CN.BD Unworn White gold Automatic United States of America, Texas, Houston
TOP
Gérald Genta Octa Biretro Limited Edition
$26,000
Free shipping
Verified Dealer
92
US
Heuer Heuer Regatta 134.505 Unworn Steel Automatic United States of America, Florida, Miami
Heuer Regatta 134.505
$3,590
Verified Dealer
6
US
Panerai Luminor PAM 00764 New Titanium Automatic United States of America, Georgia, Alpharetta
TOP
Panerai Luminor Yacht Challenge PCYC Chrono Flyback Titanium
$10,199
Free shipping
Verified Dealer
249
US
Audemars Piguet Royal Oak Selfwinding 15305OR New Rose gold United States of America, New York, Patchogue
Audemars Piguet Baguette Diamond Royal Oak Skeleton
$215,000
Verified Dealer
 
US
Chopard Mille Miglia 168571-3001 New Steel 44mm Automatic United States of America, Florida, Coconut Grove
TOP
Chopard Mille Miglia
$4,299
Verified Dealer
 
US
Zenith Defy El Primero 95.9000.9004/78.R782 New Titanium 44mm Automatic United States of America, Florida, Hollywood
TOP
Zenith Defy El Primero model 95.9000.9004/78.R782
$8,685
Verified Dealer
711
US
Patek Philippe Nautilus 5980/1R-001 Unworn Rose gold 40.5mm Automatic United States of America, New York, New York
TOP
Patek Philippe 5980/1R-001 Rose Gold/Black Nautilus NEW
$147,500
Verified Dealer
 
US
Rolex Day-Date 40 228349RBR New White gold 40mm Automatic
Rolex Day-Date 40 Factory diamonds and sapphires 228349RBR
$88,750
Verified Dealer
94
UK
Rolex Daytona 116515ln New Rose gold 40mm Automatic United States of America, New York, New York
TOP
Rolex Daytona Rose Gold Choco-Black Dial 116515LN NEW 2019
$32,299
Free shipping
Verified Dealer
46
US
Bulgari Octo 103077 New Ceramic 40mm Automatic United States of America, Florida, Aventura
TOP
Bulgari Octo Finissimo
$12,500
Verified Dealer
372
US
Baume & Mercier Hampton MOA10021/M0A10021 New Steel Quartz
Baume & Mercier Hampton
$1,675
Verified Dealer
42
IT

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
Breit