The Watch Brands Set to Trend in 2026
The auction market often serves as an accurate barometer for trends and values
16/12/2025
The world of luxury watches is fascinating and storied, whilst the auction market often serves as an accurate barometer for trends and values. Although the luxury watch market is competitive, certain brands are well-positioned to capture collectors' attention in 2026. In the pre-loved market, collectors revere these brands and iconic models for their exquisite craftsmanship, heritage, and investment potential.
Often headlining sales, Patek Philippe and Rolex sports models stand out for their ability to consistently retain, and sometimes increase, their value at auction. Patek Philippe, in particular, is admired for its intricate complications and meticulous finishing. Synonymous with excellence and exclusivity, the brand's reputation for technical mastery and classic design makes its timepieces highly sought after, while limited production further enhances their desirability. Rare models, such as the Nautilus or Grand Complications, can achieve record-breaking prices, underlining their status as investments, as well as glorious timepieces.
Rolex Daytona Cosmograph – APH Dial Reference: 116520
Rolex’s sports models remain popular for their durability and iconic status, driving strong resale value. Rarity, especially of discontinued or limited editions, fuels competition amongst bidders at auction. The Daytona Cosmograph is a perennial favourite, while vintage Submariners and GMT-Masters also attract collectors. Both Patek Philippe and Rolex enjoy strong brand images driven by history, cultural significance, and steady demand. For buyers, they are reliable investments; for sellers, they often exceed expectations at auction.
Other brands to watch out for in 2026 include Audemars Piguet, with particular note of the Royal Oak and Royal Oak Offshore lines. This exclusive brand continues to attract attention for its innovation and understated elegance, frequently commanding high prices at auction. In addition, Omega, with its history tied to moon landings and James Bond, has investment potential, particularly in its Speedmaster and Seamaster lines.
An Audemars Piguet Royal Oak Dual Time Tantalum
For those thinking of parting with pre-loved watches in 2026, auctions offer a unique marketplace where open competition among bidders determines the true value of a piece and where buyers can obtain a luxury watch from a prestigious brand at a price below retail. Whilst, for those suitors who are conscious of environmental impact, choosing a pre-owned watch is a sustainable option.
For sellers, auctions offer a transparent process and access to a global audience, often resulting in higher prices for rare or exceptional pieces. Expert authentication, catalogue descriptions, and provenance research give buyers confidence, reducing the risks associated with private transactions.
Patek Philippe Gentleman’s Platinum Calatrava Dress Watch Reference: 5107P-001
Dawsons’ have extensive experience selling both Patek Phillipe and Rolex watches, offering expert valuations, global bespoke marketing, and consistently achieving exceptional auction results. Recent results include a Patek Phillipe platinum Calatrava sold for £19,000 (November 2025). Whether it is a vintage heirloom or a luxury timepiece, the team here at Dawsons will guide you through every step of the auction process. Note that if your watch is valued at £1000 or more, you will pay no seller fees, meaning you keep 100% of the hammer (sale) price.
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