Top 5 Hidden Gems – Undervalued Luxury Watches That Could Skyrocket in Value in 2025

The pre-owned luxury watch market is booming, but while everyone is chasing the usual suspects like the Rolex Daytona or Patek Philippe Nautilus, savvy collectors and investors know that real opportunities lie in undervalued timepieces.

As we move through 2025, some lesser-known models from brands like Tudor, Grand Seiko, and IWC are poised for potential price surges. Here’s a look at five hidden gem watches that could increase significantly in value over the coming months.

1. Tudor Black Bay 58 – The Vintage-Inspired Icon

Why It’s Undervalued: The Tudor Black Bay 58 has remained in the shadows of Rolex, but its vintage proportions, in-house movement, and timeless design make it a strong investment.

What’s Driving Demand: Collectors are recognizing the superb build quality and affordability compared to Rolex’s Submariner, and demand is increasing as supply remains steady.

Potential Value Growth: Prices have remained relatively stable, but as Tudor cements its reputation as an independent brand rather than just Rolex’s sibling company, demand for heritage models like the Black Bay 58 is expected to grow.

Current Market Price (March 2025): $3,500 - $4,200
Projected Growth by 2026: 15-20%

2. Grand Seiko GMT SBGM221 – The Japanese Masterpiece

Why It’s Undervalued: Grand Seiko is no longer a niche brand, but its GMT models are still overlooked in favor of Swiss brands. The SBGM221, with its stunning ivory dial and 9S66 automatic movement, is an underpriced masterpiece compared to similar GMT watches from Rolex and Omega.

What’s Driving Demand: Grand Seiko’s superior finishing and craftsmanship rival that of Swiss competitors, and more collectors are recognizing its long-term value. The GMT function makes it an excellent travel watch, appealing to a broader audience.

Potential Value Growth: Grand Seiko’s expansion in Western markets and growing appreciation among collectors suggest a price increase in the coming years.

Current Market Price (March 2025): $3,800 - $4,500
Projected Growth by 2026: 15-25%

3. IWC Pilot’s Watch Mark XVIII – A Classic Aviation Timepiece

Why It’s Undervalued: The IWC Mark XVIII embodies classic aviation watch design, but it is still significantly more affordable than older, discontinued Mark series models.

What’s Driving Demand: The appeal of simple, well-executed pilot watches is timeless, and IWC remains one of the most respected brands in this category. As vintage pilot watches from IWC become harder to find, the Mark XVIII is likely to gain traction.

Potential Value Growth: As IWC continues focusing on heritage and military-inspired watches, interest in the Mark XVIII should rise.

Current Market Price (March 2025): $3,000 - $3,800
Projected Growth by 2026: 10-15%

4. Zenith El Primero Chronomaster – The Forgotten Legend

Why It’s Undervalued: Zenith’s El Primero movement is legendary, yet many collectors still overlook the brand in favor of Rolex, Omega, and TAG Heuer. The Chronomaster line, featuring the iconic El Primero automatic chronograph, is still available at relatively low prices despite its historic significance.

What’s Driving Demand: Watch enthusiasts are increasingly appreciating in-house chronograph movements, and Zenith’s reputation for precision and craftsmanship is making a comeback.

Potential Value Growth: As interest in alternative chronographs grows and more people recognize the El Primero’s place in horological history, demand should push prices higher.

Current Market Price (March 2025): $5,500 - $6,800
Projected Growth by 2026: 20-30%

5. Cartier Santos Medium – A Sleeper Investment

Why It’s Undervalued: Cartier has seen a resurgence in popularity, yet the Santos Medium remains underappreciated compared to sportier models like the Tank Must or the larger Santos XL.

What’s Driving Demand: The revival of steel luxury watches with integrated bracelets has boosted demand for the Santos. The combination of heritage, design, and versatility makes it a strong candidate for price appreciation.

Potential Value Growth: As Cartier continues to gain momentum in the collector’s market, demand for the Santos is expected to rise.

Current Market Price (March 2025): $6,200 - $7,500
Projected Growth by 2026: 15-25%

Conclusion

These five hidden gem watches represent exciting opportunities in the pre-owned market. While they may not yet be the first choice for mainstream collectors, their strong design, craftsmanship, and historical significance make them prime candidates for long-term value appreciation.

For collectors and investors looking to stay ahead of the curve, now might be the perfect time to secure one of these undervalued timepieces before their prices start to rise.