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Rolex Yacht-Master 40 Custom Baguette Diamond Bezel
Top
Rolex Yacht-Master 40 Custom Baguette Diamond Bezel
R 453,915
Free shipping
Seller
Cagau
AE
Longines - HYDROCONQUEST Ref. L36423967 /L3.642.3.96.7
Top
Longines - HYDROCONQUEST Ref. L36423967 /L3.642.3.96.7
R 14,212
Seller
WINGOO WATCHES
184
IT
Cartier Platinum Diamond Enamel Gold HARDSTONE SHUTTER CLOCK
Top
Cartier Platinum Diamond Enamel Gold HARDSTONE SHUTTER CLOCK
R 541,915
Free shipping
Seller
Watch Hunter
 
US
Hublot Big Bang King  Min Repeater NEW 67% off
Top
Hublot Big Bang King Min Repeater NEW 67% off
R 1,896,704
Seller
Raffi Boyadjian Watches Inc.
6
US
Franck Muller GIGA TOURBILLON
Top
Franck Muller GIGA TOURBILLON
R 2,626,883
Free shipping
Seller
ZEGG & CERLATI
12
MC
A. Lange & Söhne Zeitwerk
Top
A. Lange & Söhne Zeitwerk
R 893,140
Free shipping
Seller
WatchesofMayfair.com
178
UK
IWC Portuguese F.A. Jones Platina Limited Edition NEW
Top
IWC Portuguese F.A. Jones Platina Limited Edition NEW
R 295,425
Seller
Filipucci Juweliers
267
NL
Patek Philippe 18k W/G Sealed Perpetual Calendar Moonphase...
Top
Patek Philippe 18k W/G Sealed Perpetual Calendar Moonphase...
R 726,810
Free shipping
Seller
Watches & Jewellery of Bond Street Ltd
60
UK
Panerai RADIOMIR 1940 3 DAYS GMT PAM570 Limited 300 ex
Top
Panerai RADIOMIR 1940 3 DAYS GMT PAM570 Limited 300 ex
R 349,719
Free shipping
Seller
RIVIERAWATCH
48
FR
U-Boat 5573 Classico AB 4/2/A 53mm 10ATM
Top
U-Boat 5573 Classico AB 4/2/A 53mm 10ATM
R 23,937
Seller
Timeshop24.de Ltd.
2670
DE
TAG Heuer AQUARACER 300M Ref. WAY201C.FC6395
Top
TAG Heuer AQUARACER 300M Ref. WAY201C.FC6395
R 25,391
Seller
WINGOO WATCHES
184
IT
IWC VINTAGE  1940 PLATINUM EMERALD DIAMOND CONCEALED LADIES
Top
IWC VINTAGE 1940 PLATINUM EMERALD DIAMOND CONCEALED LADIES
R 541,915
Free shipping
Seller
Watch Hunter
 
US
Chopard Classic 18kwg Oval Diamonds NEW 60% off
Top
Chopard Classic 18kwg Oval Diamonds NEW 60% off
R 184,251
Seller
Raffi Boyadjian Watches Inc.
6
US
Jaeger-LeCoultre Master Compressor Extreme LAB 2 Limited Edition
Top
Jaeger-LeCoultre Master Compressor Extreme LAB 2 Limited Edition
R 558,113
Seller
L'Angolo del Tempo by Goldfingers
 
IT
Jaeger-LeCoultre Master Ultra Thin Moon White Gold
Top
Jaeger-LeCoultre Master Ultra Thin Moon White Gold
R 237,457
Free shipping
Seller
WatchesofMayfair.com
178
UK
Franck Muller INFINITY FULL DIAMONDS PAVE
Top
Franck Muller INFINITY FULL DIAMONDS PAVE
R 2,885,579
Free shipping
Seller
ZEGG & CERLATI
12
MC
Hublot Big Bang Ferrari  Unico All Black Limited Edition , NEW...
Top
Hublot Big Bang Ferrari Unico All Black Limited Edition , NEW...
R 269,076
Free shipping
Seller
WatchesNorte
15
ES
Omega GMT Seamaster  Chrono Rose Gold
Top
Omega GMT Seamaster Chrono Rose Gold
R 277,489
Seller
Bijouterie-Horlogerie Langel
12
CH
Shinola Rambler GMT
Shinola Rambler GMT
R 7,000
Seller
Private seller
ZA
Omega Seamaster Aqua Terra 150M Co-Axial 34 MM Ref. 231.15.34....
Top
Omega Seamaster Aqua Terra 150M Co-Axial 34 MM Ref. 231.15.34....
R 122,162
Seller
WINGOO WATCHES
184
IT
Vacheron Constantin VINTAGE  18k WG Diamond Onyx Tuxedo Dial
Top
Vacheron Constantin VINTAGE 18k WG Diamond Onyx Tuxedo Dial
R 237,088
Free shipping
Seller
Watch Hunter
 
US
Patek Philippe 7130g-015 New York
Top
Patek Philippe 7130g-015 New York
R 1,239,632
Seller
MKS Luxury LLC
US
Zenith El Primero Retrotimer Chronograph Mens Watch
Zenith El Primero Retrotimer Chronograph Mens Watch
R 59,611
Seller
Luxurytime South Africa
ZA
Zenith Type 20 GMT Tribute to the Rolling Stones
Top
Zenith Type 20 GMT Tribute to the Rolling Stones
R 81,761
Seller
WatchesofMayfair.com
178
UK
De Grisogono Instrumento Uno
Top
De Grisogono Instrumento Uno
R 1,588,905
Free shipping
Seller
ZEGG & CERLATI
12
MC
Rolex Submariner 16610LV Mark I NOS "Slim 4"
Rolex Submariner 16610LV Mark I NOS "Slim 4"
R 231,961
Seller
Time Icons London
 
UK
Rolex Submariner
Rolex Submariner
R 119,767
Seller
Brian&Shelby watches&jewels
 
IT
TAG Heuer Aquaracer 300M
TAG Heuer Aquaracer 300M
R 38,325
Seller
Concato Second Hand
 
IT
Eichmüller Tourbillon Handaufzug NEU
Eichmüller Tourbillon Handaufzug NEU
R 14,212
Seller
Juwelier Wieser
20
DE
Jaeger-LeCoultre Jaeger Lecoultre 4.5carat 18k WG  VINTAGE 60s...
Top
Jaeger-LeCoultre Jaeger Lecoultre 4.5carat 18k WG VINTAGE 60s...
R 54,192
Free shipping
Seller
Watch Hunter
US
Ball Engineer Hydrocarbon Orbital II
Ball Engineer Hydrocarbon Orbital II
R 51,500
Seller
Topwatch SA Pty Ltd
ZA
Zenith Gold 18kt New With Tags Captain 2017 Port Royal
Zenith Gold 18kt New With Tags Captain 2017 Port Royal
R 68,586
Seller
Aicher CB
135
ES
A. Lange & Söhne Datograph Up/Down
Top
A. Lange & Söhne Datograph Up/Down
R 1,042,290
Free shipping
Seller
WatchesofMayfair.com
178
UK
Zenith EL PRIMERO TOURBILLON
Top
Zenith EL PRIMERO TOURBILLON
R 594,841
Free shipping
Seller
ZEGG & CERLATI
12
MC
Rolex Sea Dweller 16600 NOS "D Series" Perfect Set
Rolex Sea Dweller 16600 NOS "D Series" Perfect Set
R 163,737
Seller
Time Icons London
 
UK
Omega Constellation
Omega Constellation
R 80,000
Seller
EstateGems (Pty) Ltd
ZA
Jaeger-LeCoultre atmos riedition 1930 limited edition
Jaeger-LeCoultre atmos riedition 1930 limited edition
R 231,549
Seller
Concato Second Hand
 
IT
Seiko ASTRON GPS Solar Dual-Time Titan
Seiko ASTRON GPS Solar Dual-Time Titan
R 35,132
Seller
Juwelier Wieser
20
DE
Chopard VINTAGE 70S LARGE HAPPY DIAMOND SAUDI KING REF. 2121
Top
Chopard VINTAGE 70S LARGE HAPPY DIAMOND SAUDI KING REF. 2121
price on request
Free shipping
Seller
Watch Hunter
 
US
Hermès Cape Cod PM
Top
Hermès Cape Cod PM
R 35,132
Seller
LWC - Luxury Watch Collection
31
FR
Patek Philippe NAUTILUS
Patek Philippe NAUTILUS
R 2,303,140
Seller
LUXURY WATCH MARKET
QA
Zenith El Primero Range Rover
Top
Zenith El Primero Range Rover
R 105,554
Seller
WatchesofMayfair.com
178
UK
Girard Perregaux WW.TC ZEGG & CERLATI - LIMITED EDITION
Top
Girard Perregaux WW.TC ZEGG & CERLATI - LIMITED EDITION
R 180,448
Free shipping
Seller
ZEGG & CERLATI
12
MC
Rolex Submariner 14060M NOS "RRR Series" 2012 Perfect Set
Rolex Submariner 14060M NOS "RRR Series" 2012 Perfect Set
R 145,544
Seller
Time Icons London
 
UK
Richard Mille RM35-02 Rafael Nadal QTPT Baby Nadal Black [NEW]
Top
Richard Mille RM35-02 Rafael Nadal QTPT Baby Nadal Black [NEW]
R 2,081,022
Seller
moibotime.com
 
HK
H.Moser & Cie. venturer tourbillon
H.Moser & Cie. venturer tourbillon
price on request
Seller
Concato Second Hand
 
IT
Tissot T-Touch Expert Solar
Tissot T-Touch Expert Solar
R 12,775
Seller
Juwelier Wieser
20
DE
Chopard 18kt White Gold Internally Flawless Happy Diamond
Top
Chopard 18kt White Gold Internally Flawless Happy Diamond
R 338,697
Free shipping
Seller
Watch Hunter
 
US
Corum 895-931-91/0001
Top
Corum 895-931-91/0001
R 164,748
Seller
Deluxe ( Asia ) Ltd
 
HK
Vacheron Constantin Overseas Chronograph
Vacheron Constantin Overseas Chronograph
R 203,218
Seller
LUXURY WATCH MARKET
QA
Hublot Big Bang Ferrari 45mm
Top
Hublot Big Bang Ferrari 45mm
R 343,651
Seller
WatchesofMayfair.com
178
UK
De Grisogono POWERBREAKER S05
Top
De Grisogono POWERBREAKER S05
R 380,060
Free shipping
Seller
ZEGG & CERLATI
12
MC
Rolex Sea Dweller 16600 NOS "V Series" Perfect Set
Rolex Sea Dweller 16600 NOS "V Series" Perfect Set
R 163,737
Seller
Time Icons London
UK
Richard Mille 100% NEW RM61 Yohan Blake FULL SET COMPLETED [NEW]
Top
Richard Mille 100% NEW RM61 Yohan Blake FULL SET COMPLETED [NEW]
R 1,439,373
Seller
moibotime.com
 
HK
G. Gerlach RWD-6
G. Gerlach RWD-6
R 4,322
Seller
G. Gerlach
25
PL
Tissot Generosi-T Diamond New Neu/ungetragen
Tissot Generosi-T Diamond New Neu/ungetragen
R 16,767
Seller
Juwelier Wieser
20
DE
Richard Mille Tourbillon Split Second Chrono Airbus Corp Jets
Richard Mille Tourbillon Split Second Chrono Airbus Corp Jets
R 11,854,400
Seller
Raffi Boyadjian Watches Inc.
6
US
Luminox GGL.L7051
Top
Luminox GGL.L7051
R 2,601
Seller
Deluxe ( Asia ) Ltd
 
HK
Audemars Piguet Royal Oak
Audemars Piguet Royal Oak
R 1,693,486
Seller
LUXURY WATCH MARKET
QA
Jaeger-LeCoultre Master Compressor Chronograph - Stainless Steel
Top
Jaeger-LeCoultre Master Compressor Chronograph - Stainless Steel
R 116,413
Seller
WatchesofMayfair.com
178
UK
Hublot MP COLLECTION MP-05 LAFERRARI GOLD
Hublot MP COLLECTION MP-05 LAFERRARI GOLD
R 4,119,974
Seller
Fabel GmbH
85
DE
Zenith Pilot Type 20 Extra Special
Zenith Pilot Type 20 Extra Special
R 51,594
Seller
2GTime
 
CH

Brand New Luxury Timepieces

New timepieces make an ideal gift and are often excellent investments, especially models from Rolex or Panerai. Rarer models often increase in value. You can often save money when purchasing your new watch online, but not always.

Highlights

  • Purchase new watches online at affordable prices
  • New Rolex or Panerai watches maintain their value
  • Rare watches have the potential to increase in value
  • Popular brands: Rolex, Omega, Breitling, IWC, TAG Heuer

What to Pay Attention to When Buying a New Watch

When buying a new watch, you're faced with many questions that aren't always easy to answer. It's important that you find the right watch to suit you. Do men's watches, women's watches, or unisex models appeal to you most? Are designer watches your only option, or does the brand not matter? Often, the history of the watch and the brand's prestige play an important role. Once you've decided on a model, you must choose between purchasing it pre-owned or new. If the watch is new, it should be in its original packaging with box and papers. "Unworn" is a synonym that is often used for new. Check to make sure that the dealer is offering all the accessories and documents with the watch. This can be very important if you choose to resell the watch at a later point in time, as having the complete package raises its value. This also reduces your chance of falling victim to a scammer.
Collectors also consider models from Rolex or Panerai to be investment opportunities. If you fancy a watch that will increase in value, take a closer look at models from these two companies. Rolex's Submariner and Daytona are particularly appealing timepieces, as is Panerai's Luminor. You should switch the original Panerai strap with a strap of your choosing to preserve the watch's value. Luckily, it's quite straightforward to change the strap on the Luminor.
Other popular manufacturers include the International Watch Company (IWC), Breitling, Omega, and TAG Heuer. Their most famous models are the IWC Portugieser, Breitling Avenger, Omega Speedmaster, and the TAG Heuer Carrera. Affordable new watches for men and women are available from manufacturers such as the Japanese brand Seiko.

Checklist for Buying a New Watch

  • Is it a complete set? (Box, papers, accessories)
  • Do the details match those of the manufacturer?
  • Is the watch in its original packaging?
  • Is the asking price realistic?

How much do new watches cost?

Prices for new watches on Chrono24 range from a few hundred euros for an affordable quartz watch, to millions of euros for a Patek Philippe Grandes Complications with reference number 6300G-001. The Grandes Complications has multiple complications such as a minute repeater, perpetual calendar, and a grande and petite sonnerie. You should plan on spending around 3 million euros on this timepiece, making it one of the most expensive new watches in the world.
Rolex also offers some affordable new luxury watches. The Genevan manufacturer has every single one of their movements certified by the Official Swiss Chronometer Testing Institute (COSC). Afterwards, the movements undergo an in-house precision test. Thanks to these high quality standards, Rolex watches are considered especially precise, reliable, and long lasting. Furthermore, the brand enjoys a high level of prestige, counting celebrities, economic power houses, and politicians as fans. New Oyster Perpetuals or Air Kings cost as little as 3,500 euros.
Model Price (approx.) Features
Rolex Submariner No Date, Ref. 114060 6,200 euros Without a date display
Rolex Submariner Date, Ref. 116610LN 7,300 euros Date display with Cyclops lens
Rolex Daytona, Ref. 116500LN 15,700 euros In-house chronograph caliber, potential to increase in value
Rolex Sea-Dweller, Ref. 116600 11,500 euros Model no longer produced, potential to increase in value, 40-mm case, date display without Cyclops lens
Rolex Sea-Dweller, Ref. 126600 11,500 euros 2017 Sea-Dweller model with 43-mm case and Cyclops lens, already more expensive than the list price
Breitling Avenger, Ref. A1338012 3,500 euros Chronograph, very rare in new condition
Breitling Avenger II, Ref. A1338111 3,500 euros Chronograph feature
Breitling Superocean, Ref. A17365C9 2,200 euros Diving watch with unidirectional rotatable bezel and date display
Breitling Superocean Chronograph, Ref. A13311C9 3,200 euros Diving chronograph with unidirectional rotatable bezel
IWC Pilot's Watch Mark XVIII, Ref. IW327001 3,200 euros Classic three-hand pilot's watch with date display
IWC Pilot's Watch Chronograph, Ref. IW377709 4,000 euros Pilot's chronograph
IWC Portugieser Chronograph, Ref. IW371446 5,000 euros Classic, elegant chronograph
Hublot Big Bang Unico Titanium, Ref. 411.NX.1170.RX 13,000 euros Titanium case, in-house chronograph caliber
Hublot Big Bang Unico Full Magic Gold 25,000 euros Scratch-resistant Magic Gold case, in-house chronograph caliber

New Rolex Timepieces

The Submariner is one of the most famous diving watches in the world and one of Rolex's most beloved models. The timepiece is available with or without a date display (called "Date" or "No Date," respectively). The No Date version costs around 6,200 euros, while the Date model costs about 7,300 euros.
If a date window is present, the watch also has a magnifying lens, known as a Cyclops lens, to improve readability. This lens makes it easy to distinguish between the Submariner and Sea-Dweller models. However, since 2017, the new 43-mm Sea-Dweller (126600) has featured a Cyclops lens at three o'clock. This model is so popular that its value has already risen: It originally had a list price of 10,350 euros, but that has since risen by about 1,000 euros. Rolex stopped producing its predecessor (116600) in order to allow newer models to become rare in the future. Currently, you can purchase this Rolex diving watch for 11,500 euros new. It's the perfect opportunity for an investment, as its price is predicted to increase over time.
Rolex's famous Daytona chronograph is also highly sought after by collectors. The stainless steel version is an especially solid investment, as these timepieces, like the Sea-Dweller, sell for over their original list price as new watches. This is due to the fact that you often need to wait long periods of time to buy a watch in-store. However, if you buy online on Chrono24, you can get the watch significantly faster. A stainless steel Daytona (116500LN) has a current list price of 11,300 euros. If you can't or don't want to wait, you should plan on paying at least 15,700 euros.

Famous Breitling Models

The watch manufacturer Breitling is world famous for their pilot's watches and chronographs. Their most beloved models include the Avenger and Avenger II. The Avenger was only produced until 2013, making it difficult to find new models. Pre-owned Avengers are available for around 2,500 euros. With a bit of luck, you'll find a new version for only about 1,000 euros more. In contrast, you can find countless new Avenger II timepieces with prices starting at 3,400 euros.
Another popular Breitling timepiece is their Superocean diving watch. New non-chronograph versions are available for around 2,300 euros. If you want a chronograph, however, you should plan on spending at least 3,200 euros.

New IWC Watches

IWC, based in Schaffhausen, Switzerland, is another famous producer of pilot's watches. Their Pilot's Watch collection inspired what is now the standard look of pilot's watches. A classic three-hand watch with a black dial and luminous numerals and hands costs around 3,200. Of course, chronograph versions are also available, which cost around 4,000 euros new.
One of IWC's leading models is the Portugieser, a classic, elegant wristwatch available in different versions with a variety of complications, including a chronograph. You should plan on spending around 5,000 euros on a Portugieser Chronograph .

Hublot's Big Bang

Though the company was only founded in 1980, the brand has already established a large fan base. Their Big Bang collection is especially popular and is defined by its eye-popping, distinctive design and large case. The collection has watches for women as well as men. One big hit is the Big Bang Unico chronograph with an in-house caliber, a perfect choice if you're looking for a gold watch. The timepiece is available in titanium, ceramic, or gold. Hublot offers a unique, patented case material called Magic Gold, a scratch-resistant gold alloy with ceramic mixed in. A titanium Big Bang Unico costs around 13,000 euros, while a Magic Gold watch costs about 25,000 euros.