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TOP
Rolex Oyster Perpetual Datejust Automatic 34MM Green Dial Special
£4,110
Free shipping
Verified Dealer
193
US
TOP
Audemars Piguet - Royal Oak Chronograph 38
£25,776
Verified Dealer
99
SE
TOP
Breitling Navitimer 1 B01 Chronograph 43
£4,843
Free shipping
Verified Dealer
193
US
TOP
A. Lange & Söhne Lange 1 20th Anniversary in Rose Gold
£21,159
Verified Dealer
54
CZ
TOP
Richard Mille Alexander Zverev Edition Watch RM67-02
£138,448
Free shipping
Verified Dealer
12
US
TOP
Rolex GMT-Master II
£14,500
Verified Dealer
 
UK
TOP
Rolex Day-Date 40 - Box And Papers - 2019 - Ref: 228235
£30,250
Verified Dealer
16
UK
Patek Philippe Nautilus Fully Loaded Rose Gold 5719/10R-010
£465,000
Free shipping
Verified Dealer
435
UK
Konstantin Chaykin JOKER II TITANIUM
£15,000
Free shipping
Verified Dealer
16
UK
Patek Philippe Aquanaut 5065A Full Set
£29,887
Verified Dealer
18
UK
Rolex Datejust 41mm Rhodium Dial 2019 UNWORN
£9,370
Verified Dealer
240
UK
Patek Philippe Nautilus 5980/1R-001 unworn
£155,000
Verified Dealer
5
UK
TOP
Rolex GMT-Master II
£14,500
Verified Dealer
7
UK
TOP
Patek Philippe Aquanaut Blue Dial & Strap Steel 5067A-025
£19,778
Free shipping
Verified Dealer
12
US
TOP
Rolex 116500LN
£20,000
Verified Dealer
 
UK
Omega Apollo 11 50th Anniversary Speedmaster Moonwatch Limited
£10,250
Verified Dealer
129
UK
Rolex Daytona 116509
£23,000
Free shipping
Verified Dealer
435
UK
Graham GEO.GRAHAM THE MOON
£139,000
Free shipping
Verified Dealer
16
UK
Patek Philippe 5711 SEALED FULL SET from 2009
£61,626
Verified Dealer
18
UK
Rolex Sea-Dweller 4000 Black Ceramic 2017 UNWORN
£14,060
Verified Dealer
240
UK
Rolex Submariner Date 116610LV HULK
£14,000
Verified Dealer
5
UK
Hublot Big Bang Meca-10 414.NI.1123.RX
£10,957
Verified Dealer
 
US
Omega Seamaster Diver 300 M
£2,575
Verified Dealer
146
UK
TOP
Rolex Daytona Gold FullSet NOS (C24-123)
£35,561
Verified Dealer
9
US
Rolex Submariner Date
£8,950
Verified Dealer
36
UK
Rolex Daytona 16520
£29,500
Free shipping
Verified Dealer
435
UK
Audemars Piguet Royal Oak Tourbillon
£192,593
Free shipping
Verified Dealer
16
UK
Patek Philippe Nautilus 5712R Tiffany Box & Papers
£109,323
Verified Dealer
18
UK
Rolex Air King 40mm Black Dial 2019 UNWORN
£5,725
Verified Dealer
240
UK
Rolex Day-Date 40 60th anniversary green dial 228235
£30,000
Verified Dealer
5
UK
Cartier Santos WSSA0013
£4,668
Verified Dealer
 
US
Tudor -NEW- Heritage Green Black Bay Harrods Special Edition
£3,800
Verified Dealer
129
UK
Rolex Datejust 41mm 2019 Black NEW
£7,634
Verified Dealer
169
US
Rolex Lady-Datejust
£3,250
Verified Dealer
36
UK
Rolex Daytona 116520
£21,500
Free shipping
Verified Dealer
435
UK
TOP
Rolex Daytona 116520 - Black Dial - Unworn 2009 Stickered
£22,500
Verified Dealer
88
UK
Patek Philippe Nautilus 5980A Chronograph Geneva Hallmark Full...
£87,282
Verified Dealer
18
UK
Hublot Big Bang Steel Ceramic 44mm - Unworn 2019
£9,370
Verified Dealer
240
UK
TAG Heuer カレラキャリバー5
£1,468
Free shipping
Verified Dealer
 
JP
F.P.Journe Chronomètre Optimum
£75,500
Free shipping
Verified Dealer
22
UK
Tudor Black Bay Fifty-Eight Steel Bracelet 39mm Full Set NEW
£3,335
Verified Dealer
129
UK
Breitling Chronomat 8808 New Old Stock Chrono-Matic Calibre 12...
£7,650
Free shipping
Verified Dealer
9
UK
Rolex Daytona Ref. 116500LN
£21,380
Verified Dealer
374
NL
Rolex Daytona APH 116520
£21,500
Free shipping
Verified Dealer
435
UK
TOP
Rolex Cosmograph Daytona 116500LN - Black Dial - Unworn 2019
£22,950
Verified Dealer
88
UK
Rolex Day-Date 36mm 18038 Ferrite Dial Full Set
£29,050
Verified Dealer
18
UK
Omega Speedmaster Professional Moonwatch Apollo 11 - 2019 Unworn
£11,455
Verified Dealer
240
UK
TOP
Rado Ceramica Quartz
£1,256
Verified Dealer
718
UK
Ulysse Nardin Marine Torpilleur
£3,950
Verified Dealer
146
UK
Omega Speedmaster Apollo 11 XI Limited 50th MoonShine
£31,000
Verified Dealer
129
UK
Breitling Datora Panda 2034 Chronograph Valjoux 7734 NOS...
£3,450
Free shipping
Verified Dealer
9
UK
Patek Philippe Travel Time 5524G new unworn
£35,000
Verified Dealer
5
UK
Patek Philippe Chronograph 5170P-001
£64,250
Free shipping
Verified Dealer
435
UK
TOP
Rolex GMT Master II 126710BLRO - Pepsi - 2018 Unworn
£15,750
Verified Dealer
88
UK
Patek Philippe Nautilus 3710 Full Set like new
£55,455
Verified Dealer
18
UK
Omega Planet Ocean 43.5mm - 2019 Unworn
£4,420
Verified Dealer
240
UK
Omega Seamaster Diver 300M 43mm Ceramic 21092442001001
£4,865
Free shipping
Verified Dealer
655
US
Rado Hyperchrome Automatic Men's Watch
£1,047
Free shipping
Verified Dealer
390
US
Omega Speedmaster Speedy Tuesday 2 Ultraman Limited Edition 2012
£7,500
Verified Dealer
129
UK
TOP
Rolex day date platinum
£35,000
Private Seller
 
UK
Konstantin Chaykin JOKER STEEL
£15,900
Free shipping
Verified Dealer
16
UK
Vacheron Constantin Harmony 61201/939
£2,250
Free shipping
Verified Dealer
435
UK
TOP
Rolex GMT-Master II 126710BLRO - Gents Watch - Pepsi - Unworn...
£15,700
Verified Dealer
88
UK
Patek Philippe Nautilus 3800J Very Rare Cream Dial Full Set
£58,982
Verified Dealer
18
UK
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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.