A New Light on the Watch Market

Rolex watches span the gamut from affordable to exclusive, starting at less than $6,000 and soaring to limited-edition models that cost more than $300,000 It’s like the range of Mercedes cars between a basic C Class sedan, which has no rarity value, and a more coveted AMG Cabriolet that tops $300,000. “Rolex has become a cultural symbol and a status symbol,” said Benjamin Clymer, founder and chief executive of Hodinkee “The quality you receive in a Rolex is above most other watches at that price point” Patek has invested heavily in marketing campaigns that focus on its watches as heirlooms.

But Mr Clymer said the brand does not translate immediately into appreciation. He said that the company’s signature watch, the Calatrava, which costs about $20,000, is like any new car “If you bought it and tried to sell it the next day, you’d take a bath,” he said “They’re not always great investments, but. More