Just Because It’s Popular Doesn’t Mean It’s Smart
In 2024, some watches are commanding inflated prices—not because they’re rare or high quality, but because they’re trendy. These are the models auction insiders like Adam Levinsohn advise collectors to approach with caution.
Top 5 Most Overhyped Watches (2024)
1. Patek Philippe Nautilus 5711/1A
• 2024 Avg. Price: $84,000
• Down from peak of $146,000 in 2022
• Why Overhyped: Artificial scarcity, not true rarity
“It’s a great watch, but buyers in 2024 are paying for a ghost of 2021,” says Levinsohn.
2. Rolex Day-Date “Emoji Dial” (Ref. 128239-0071)
• 2024 Avg. Price: $85,000+
• Why Overhyped: Gimmick piece with limited long-term appeal
3. Cartier Crash (Modern Limited Editions)
• Prices surged past $300K in early 2024
• Why Overhyped: Style-driven mania, limited substance
“The vintage ones are legit. The new ones? Just fuel for Instagram,” Levinsohn says.
4. AP Royal Oak Concept Models
• Avg. resale below MSRP
• Why Overhyped: Design-forward but not collector-proven
5. Hublot Big Bang Special Editions
• Dozens of SKUs, high MSRP, low auction interest
• Why Overhyped: Too many variants, weak resale history
How to Spot Hype vs. Value
Trait Hype Piece True Collector Piece
High MSRP, low comps ✅ ❌
Social media buzz only ✅ ❌
Consistent auction sales ❌ ✅
Clear provenance ❌ ✅
FAQs
Can hyped watches still go up in value?
Yes—but you’re taking a higher risk. Many are already priced above intrinsic value.
Should I ever buy a hyped piece?
Only if you love it. Don’t expect strong resale unless it has collector validation.
What’s a safer play in 2024?
Neo-vintage Rolex, discontinued Patek complications, and early Journe models.
Avoid the Hype. Buy with Insight.
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