Despite high inflation and other economic pressures, the luxury watch market in South Africa continues to show strong growth. In September 2025, luxury watches were even considered a smarter investment than property.
Of course, there are some caveats. Specific watch brands are strong investments that show good returns in a shorter amount of time than other assets. Between 2021 and 2024, Rolex saw resale values as a share of the original purchase price climb from 87.5% to 104.9%.
A luxury watch is also a personal asset, which can be sold or used to secure a loan.
Value of SA’s luxury watch market
The luxury watch market in South Africa is small compared to the markets in China and the United States. Nonetheless, it has been showing steady, significant growth since 2019 along with the rest of the luxury goods market.
Most recently, revenue for the luxury watch market was pegged at a little over US$150 million.
According to the latest market forecast, the segment is expected to grow annually by 6.73% over the next five years.
Increasing value of luxury watches
Luxury goods in South Africa have been performing exceptionally well since 2019. Trading activity in mid-range watches alone has increased by 28% in the past year.
Globally, primary drivers of rising luxury watch values include increased demand for:
- technologically-advanced luxury watches
- strong investment assets at more affordable price points
- eco-friendly luxury watch options.
Men’s vs. women’s luxury watches
Historically, men’s luxury watches have real investment value. This is largely still the case.
Men’s watches by prestigious brands like Rolex, Audemars Piguet and Patek Philippe are proven investment assets that gain value over time.
By contrast, ladies’ watches have been viewed as fashion accessories rather than investments. They usually depreciate significantly once purchased, notwithstanding make or model.
However, new buying trends show that women are a growing percentage of luxury watch buyers and traders. This change has been influenced by high-profile women investing in luxury brands like Panerai, Jacob & Co. and Richard Mille.
Some of the highest-priced watches sold in South Africa
These are some of the highest priced watches you can buy in South Africa (prices vary according to year, collection and materials):
- Patek Philippe Sky Moon Tourbillon for R83,000,000
- Richard Mille RM 57-03 Tourbillon for R70,000,000
- Audemars Piguet Royal Oak Perpetual Calendar for R28,000,000
- Patek Philippe Minute Repeater for R67,000,000
- Rolex Sky-Dweller for R16,000,000
- Patek Philippe Aquanaut for R14,000,000
- Rolex Daytona for R14,000,000
- Patek Philippe Celestial for R12,000,000
- Jacob & Co. Millionaire Collection for R10,000,000
- Louis Moinet Black Gold Derrick for R6,800,000
- Ulysse Nardin Freak for R2,400,000
- Franck Muller Vanguard for R2,000,000.
These are extremely expensive and often limited examples. However, you can buy a luxury watch for investment, such as a Rolex, for R100,000 to R200,000.
Rapid growth in the pre-owned luxury watch market
In South Africa and worldwide, trade in second-hand luxury accessories, including handbags and shoes, is booming.
A surge in the number of online platforms specialising in pre-owned luxury goods is behind the explosion in sales.
According to the latest report by Luxity, an online re-seller of pre-owned luxury goods in South Africa, the highest return for a watch brand is Rolex, returning a truly impressive 126,5% on average when comparing resale price to retail.
Rolex is expected to remain unrivalled for years to come.
An alternative to selling a luxury watch in South Africa
Rather than selling a luxury watch – which can take time and is subject to risks – you can use it to secure a short-term loan. This is a quick and convenient way to raise capital.
It enables the retention of a valuable investment asset, which can be handed to the next generation or sold at a later time.
Lamna offers short-term loans against luxury watches and other personal assets of value. We’re an established financial services provider with physical branches across South Africa.
For more information, WhatsApp us on 068 725 9701, call 086 111 2866 or simply complete and submit our online application form.
ILLUSTRATIVE EXAMPLE
Client borrows R10,000 for 90 days.
Loan Amount | Repayment Period | Monthly Interest | Total Cost of Loan | Initiation Fee | Monthly Fee | APR |
|---|---|---|---|---|---|---|
R10 000 | 3 months | R500.00 | R2 914.50 | R1 207.50 | R569.00 | 60% |
Fixed rates range from 36% to 60% APR and payment options range from minimum 3 to maximum 24 months. Apart from the initiation and monthly fees shown below, the only additional fee is credit life insurance if the borrower does not have this already.
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