There’s a moment almost every watch lover experiences — that tiny tug of hesitation when you glance at a luxury timepiece you no longer wear. Maybe it was a gift from someone you’ve drifted away from. Maybe your style’s changed. Maybe your finances need a little breathing room. Or perhaps you’ve simply outgrown the watch you once adored.
Whatever the reason, the thought creeps in: Should I sell my watch?
I’ve been covering the fashion and luxury resale market in Australia for years now, and honestly, I’m still surprised by how emotional the decision can be for people. A watch isn’t just a watch. It’s a graduation present, a symbol of success, a milestone purchase, or a piece of personal history that’s travelled with you through jobs, relationships, cities, and mistakes.
Letting it go isn’t always simple — but it can be empowering if you know what you’re doing.
This article isn’t about pushing you towards selling. It’s about helping you navigate the process confidently, whether you’re parting with a Rolex, Omega, Cartier, TAG Heuer, Breitling or something more obscure but equally meaningful.
So, grab a cuppa, and let’s walk through what really matters.
Why People in Australia Are Happily Selling Watches Right Now
You might not know this, but the luxury watch resale market has exploded over the past decade. Some of it comes from investment trends — collectors treating wristwatches like the new art market — while the rest comes from something a bit more relatable: Australians wanting less clutter and more cash flow.
A few common reasons people come to the point of “I’m ready to sell my watch”:
1. Lifestyle changes
A chunky sports watch doesn’t exactly vibe with a minimalist wardrobe. People evolve, and so does their taste in accessories.
2. Upgrading to something new
Some owners treat watches like cars — buy one, enjoy it, move it along when the next dream model appears.
3. Surprising investment value
In certain cases (especially with Rolex or limited editions), owners discover their watch is worth more than they paid. And honestly, that’s a pretty thrilling moment.
4. Financial breathing room
Life happens. Selling a luxury item can provide a quick, clean solution without taking on debt.
Whatever the reason, many Australians are realising that a pre-owned luxury watch has genuine value — often more than they expect.
Understanding What Makes a Luxury Watch Valuable
A little insider truth: the value of a watch isn’t as mysterious as people think, but it is nuanced. The biggest factors that influence price are:
Brand prestige
Rolex, Patek Philippe and Audemars Piguet sit at the top of the food chain. Below that are Cartier, Omega, IWC, Panerai, TAG Heuer and Breitling — all strong performers.
Model rarity
Limited editions, discontinued references and high-demand sports models (the notorious Rolex Submariner or Daytona, for example) can fetch premium prices.
Condition
A watch with visible scratches isn’t unsellable, but condition definitely matters. That said, don’t rush to polish it before selling — over-polishing can reduce value.
Box and papers
Collectors love documentation. Original papers, servicing receipts, authentication, and the original box can significantly boost value.
Market trends
Sometimes a specific model becomes fashionable again, and prices jump. Other times, demand softens. It’s not unlike the art market in that sense.
Even as a journalist who’s spent years interviewing jewellers and collectors, I’m still fascinated by how dynamic the watch market is.
Where Australians Usually Sell Their Watches — Pros & Cons
You’ve got a few solid options. Each one suits a different type of seller.
1. Specialist watch buyers
This is the most common choice, mainly because it’s fast and straightforward. Reputable buyers deal with authentication, valuation, and instant payment.
If you want a simple, predictable process, this is usually where people go. Some even allow you to get an online estimate first before committing. If you’re curious about professional buyers, the guide at sell my watch gives a clear breakdown of how the process works.
2. Resale platforms or watch marketplaces
Sites like Chrono24, eBay, Gumtree or Facebook Marketplace are options, but you’re handling everything yourself — photography, negotiating, dealing with no-shows, avoiding scams, handling postage and insurance…
Some sellers enjoy this, but many regret the hassle.
3. Auction houses
Great for rare or vintage pieces. The downside? High commission fees and slower turnarounds.
4. Local jewellers or pawnbrokers
Convenient, quick, but often offer much lower prices. Pawnbrokers especially tend to undervalue luxury pieces.
5. Private collectors
This can net you a good price, but only works if you have connections in the collector community.
Most sellers I’ve interviewed say the same thing: they wanted a mix of convenience, safety and fair pricing — which is why specialist watch buyers usually win.
How to Make Sure You Get the Best Price for Your Watch
This is where experience really matters. A few small actions can make a noticeable difference.
1. Gather everything you have
Box, papers, receipts, extra links, service documentation — even the bag the original store gave you. Collectors love a complete package.
2. Don’t rush to fix cosmetic wear
This surprises people, but scratches are normal. A professional buyer would rather see the watch in its original condition than after an amateur polish that softened the edges.
3. Know your model reference
Buyers take you more seriously when you know the exact reference number. It’s usually found on paperwork or engraved between the lugs.
4. Understand your watch’s market value
A bit of research goes a long way. You don’t need to be an expert — but knowing the ballpark value helps you feel confident during negotiations.
5. Choose a trusted buyer
You want transparency, secure handling, and fair market valuations. Watch out for:
- valuations that seem suspiciously high (often a bait-and-switch tactic)
- pressure to sell immediately
- businesses with no physical address
Reputation matters in the luxury world.
What About Gold Watches?
This is where things get interesting. A full-gold Rolex, Omega or Patek doesn’t just have value as a timepiece — it has material value too.
Gold watches hold weight (literally), and gold pricing fluctuates with the global economy. If you’ve ever wondered how gold influences markets, there’s a surprisingly helpful explainer here: gold buyers, which breaks down why gold retains such strong monetary significance.
For gold watches, buyers will consider:
- the watch’s value as a luxury item
- the value of the gold itself
- the desirability of the specific model
This multifaceted valuation often means gold watches can command especially strong resale prices.
A Few Surprising Things I Learned While Researching This Topic
After interviewing dozens of sellers, watch experts and collectors over the years, a few things consistently stand out:
1. People often underestimate their watch’s value
It’s almost funny how often someone thinks their piece is “old and probably not worth much,” only to discover it’s in high demand.
2. Selling can feel surprisingly freeing
Several sellers said the same thing: letting go of a luxury watch they never wore anymore made them feel lighter — and made room (financially and emotionally) for something new.
3. Some watches appreciate and then depreciate again
Trends shift. A model that was hot two years ago may cool off as collector attention moves elsewhere.
4. Buyers care more about authenticity than perfection
Small marks of wear aren’t deal-breakers. Fakes, however, are.
5. Australians are becoming more comfortable with luxury resale
What once felt taboo — selling a high-end watch — is now normal, even smart. Sustainability plays a role too. Fewer Australians want expensive items gathering dust.
What You Should Consider Before Saying Goodbye to Your Watch
Take a breath and think through these questions:
- Will you miss it, or are you genuinely ready to let it go?
- Does the watch still reflect who you are now?
- Would the money be more useful or meaningful to you than the item?
- Is there a watch you’ve been itching to upgrade to?
- Are you emotionally attached or just used to owning it?
Sometimes the answer is: keep it. And that’s perfectly fine.
But if reading this is making you think, “Yeah… I’m ready,” then selling might be the right move.
A Simple, Human Way to Look at It
Watches are stories.
They’re reminders of where we’ve been, what we’ve achieved, and occasionally, what we’ve outgrown.
Selling one doesn’t erase the story — it just turns the page.
One seller I spoke to last year said something that stuck with me. He told me he’d worn his TAG Heuer through university, first jobs, first heartbreaks and first apartments, but he’d outgrown it. “Letting it go felt like I was officially stepping into the next chapter,” he said.
You might feel the same. Or you might feel nothing at all — which is also completely normal.
Either way, the process doesn’t have to be overwhelming or confusing. When handled properly, it can be a clean, confident and surprisingly positive experience.
Final Thoughts
If you’ve read this far, you’re probably leaning in that direction. That doesn’t mean rush. But it does mean you’re ready to explore your options.
Do your research. Understand your watch. Choose trustworthy experts. And make a decision that feels right for you right now — not five years ago, not ten years from now.
A watch isn’t your identity. It’s an accessory, a luxury, and sometimes an asset waiting to be unlocked.
If selling it helps you move forward — whether financially, emotionally or simply by clearing space — then that’s a choice worth celebrating.