3 Underrated Watch Brands You Should Consign Now
Watch brands like Rolex and Cartier are titans of the industry, but are there brands that can beat them when it comes to resale value?
We asked Senior Director of Fine Jewelry & Watches Michael Groffenberger to talk about three lesser-known watch brands — Nomos, Vacheron Constantin and Zenith — whose watches fetch just as much, and in some cases more, on the resale market than timepieces by the most recognized watchmakers in the industry. Whether it’s an up-and-coming brand gaining recognition among aficionados or one with a storied history that simply produces fewer watches than the big players, these underrated watch brands may not be household names, but they’re not to be discounted when you’re considering consigning from your collection. And if you’re looking to add something to your arsenal that will hold its value in the future, they present the opportunity to make a sound investment in something you might not find on everyone else’s wrist.
How does the resale value of these three brands stack up against bigger brands like Rolex and Cartier?
In certain cases resale value on these brands can be stronger, as the quantity of product available is very small and the buyers are generally seeking out special models that may be unavailable through other channels. A good example of this is Vacheron Constantin; while they are the oldest watch brand in the world that has continuously been in operation, they only produce around 20,000 watches per year. That means it takes Vacheron 50 years to produce approximately as many watches as Rolex makes in one year.
Are you seeing any trends in lesser-known brands becoming more popular?
I think Nomos is a good example of this. Because they are accessibly priced, and deliver high quality pieces, they have become somewhat of a cult brand. With very little marketing, they are now well-known in watch circles as the best watch you can buy under $5k on the market today. All from a little town in Saxony.
Nomos Lambda in Rosegold