I tend to use the term “investment buy” a bit too loosely. As someone who loves a bargain and often shops secondhand, spending three figures on a single item—even one of exceptional quality—always feels like an investment to me. That said, I do appreciate that some pieces are genuinely worth splurging on, particularly when they blend style and function.
Watches fall squarely into this category. Beyond their practical and aesthetic appeal, they hold a deeper significance as cherished family heirlooms and foundational accessories in a well-curated fashion collection, elevating them to a truly unique status.
But navigating the world of premium watches is tricky unless you know what to look for. After all, it’s not just about the beauty of a watch—the mechanism and materials matter. If you’re investing a significant chunk of money, you want both to stand the test of time. Ask questions like: Is a leather band more comfortable than stainless steel? And: Is it worth spending more for a water-resistant style?
Then there’s your lifestyle to consider. You might be drawn to the striking appearance of an oversized watch face, but it could become more of a hindrance than a pleasure if you have an active routine or work with your hands. Similarly, if your tastes change frequently, consider opting for a simpler, classic style than a glitzy diamond-encrusted design.
Eager to better understand the world of watches, I spoke to Beth Hannaway, Director of Buying–Fine Jewellery and Watches at Harrods, home to one of the most impressive timepiece collections in the UK. Read her expert insights below, then discover our edit of the watches for a range of budgets, starting at just £260.
Read the Expert’s Top Tips For How to Buy a Watch and Guide to How Much to Spend on a Watch Below:
What are the most important considerations as a first-time luxury watch buyer seeking lasting value?
“When it comes to selecting a watch, it’s worth considering more than just its price tag. A truly exceptional timepiece is more than an accessory—it’s an investment in quality that embodies style, craftsmanship, and enduring value. I’m dedicated to helping clients find pieces that will be part of their collection forever, rather than simply sourcing the ‘hottest’ or most sought-after watch of the moment.
In an uncertain world, there’s something uniquely reassuring about investing in finely crafted watches or jewellery. Not only does a quality timepiece retain value, but it also allows the wearer to enjoy their investment daily. My recommendation? Approach a watch as an investment in a future heirloom, rather than a commodity to ‘flip’.”
Which brands tend to hold their value best?
“If your goal is a watch you’ll cherish for years, choose something you genuinely love, rather than the latest ‘it’ model. Some timeless classics that I love include the Cartier Tank or Panthère, the Rolex Datejust, or Jaeger-LeCoultre’s Reverso, all of which remain icons of design.”
Is it worth paying a premium for certain materials?
“When it comes to choosing the material, such as full gold, lightweight titanium and carbon, or stainless steel, it’s really down to personal preference. A precious metal case and bracelet brings the benefit of intrinsic value in the material itself, however a classic steel watch is always a safe and stylish choice.”
Do you have a personal favourite you always recommend?
“My favourite from my own collection is the Tudor Black Bay Harrods Edition—a piece exclusive to Harrods that merges iconic design with versatility. Its stainless-steel structure can be styled with a steel bracelet or a fabric NATO strap, perfect for different occasions.”
Are there high-quality, affordable alternatives to luxury watches that still offer good craftsmanship and reliability?
“Brands leading the way in Swiss-made mechanical watches at accessible prices include Tudor and TAG Heuer, with IWC and Panerai’s iconic tool watches offering an elevated option without losing accessibility. Bamford, too, has strong options starting around the £1,500 mark, for those looking to enter the market.”
What advice do you give all your clients, regardless of their budget or watch choice?
“Once you’ve chosen your watch, remember that it’s made to be worn and enjoyed. At Harrods, we also remind our clients of the importance of proper care, including regular servicing to keep your watch in perfect condition. After all, a great watch is meant to be part of your everyday life for years to come.”
SHOP OUR EDIT OF THE BEST WATCHES:
Cartier
Medium Stainless Steel Panthère De Cartier Watch 27mm
An icon so many fashion enthusiasts dream of owning.
Cartier
Mini Yellow Gold Tank Louis Cartier Watch 16.5mm
Personally, the classic combination of black leather and gold will always win me over.
TUDOR
Clair De Rose Stainless Steel Watch 30mm
This understated design will never date.
Boucheron
Stainless Steel and Diamond Reflet Watch 21mm
Boucheron watches hold their value well.
TAG Heuer
Stainless Seel and Diamond Carrera Date Watch 36mm
With pavé diamonds and a mother-of-pearl dial, this is peak luxury.
Longines
Longines Mini Dolcevita
The mock-croc strap reminds me of vintage designs.
TUDOR
Black Bay Harrods Exclusive Stainless Steel Automatic Watch 41mm
This is Bethany’s favourite watch.
CHANEL
Yellow Gold-Plated Première Edition Originale Watch 26mm
Chanel is synonymous with ‘timeless’.
Tissot
Classic Dream Lady
Can’t decide between gold and silver? You don’t have to.
Panerai
Stainless Steel Luminor Watch 44mm
All the markings of a future heirloom.
Longines
La Grande Classique De Longines
The painted Roman numerals add an air of sophistication.
Boucheron
Stainless Steel Reflet Watch 18mm
Complete with a sapphire cabochon, an emblem of “protective force”.
This would make a very special gift for a loved one in your life.
Jaeger-LeCoultre Pre-Owned
Reverso Classic Monoface Small Seconds Q3858522
Buying pre-owned is a smart choice if you’re looking for a designer watch for slightly less.
Cartier Pre-Owned
Tank Francaise W51011q3
Goldsmiths performs a full assessment to ensure all pre-owned watches are authentic.
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