Watches Can Be Assets—If You Treat Them That Way
Reselling luxury watches isn’t about luck—it’s about knowledge, timing, and strategy.
Adam Levinsohn, auction analyst at Bond Street, lays out a clear framework to help collectors buy smart and sell smarter, whether flipping Rolexes or holding rare Pateks.
Step 1: Define Your Time Horizon
• Short-term (3–12 months): Modern steel Rolex, high-hype indies
• Medium-term (1–3 years): Neo-vintage AP, mid-era Patek complications
• Long-term (5–10+ years): Rare, low-production models with provenance
“The biggest mistakes happen when you mismatch your watch and your timeline,” says Levinsohn.
Step 2: Buy Below the Curve
Target auction lots with:
• Weak marketing but strong references
• Surface-level wear (not structural issues)
• Undervalued comps vs. dealer prices
Step 3: Add Value Through Strategy
• Get it serviced by the brand (adds 10–20% resale value)
• Secure a full set (box, papers, extract from archives)
• Time the market (sell around Geneva, Basel, Miami events)
Step 4: Know When to Exit
“Don’t fall in love with your margins,” Levinsohn says.
Monitor:
• Auction results for your model
• Grey market demand fluctuations
• Brand news (discontinuations = upside)
Best Resale Performers (2024)
Model Resale ROI Potential
Rolex Sub 16610LV “Kermit” High (short-term)
Patek 3940J High (long-term)
AP 14790ST Moderate–High
FP Journe Chrono Bleu High (timing-dependent)
Grand Seiko Snowflake Moderate
Where to Sell for Best ROI
• Auction Houses (like Bond Street): Verified comps, global bidder pool
• Private Collectors: High margin, slower process
• Grey Market: Fastest, highest risk
FAQs
Do I need to be a dealer to resell at auction?
No. Bond Street accepts private consignors globally.
How much profit is realistic per flip?
10–30% depending on timing, model, and condition.
Is there tax or reporting on watch sales?
Yes. Check with your local accountant—high-value watch sales are often taxable.
Turn Passion Into Profit
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👉 Start now at www.BondStreetAuctions.com
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