A new $150,000 car is worth $120,000 by the first stoplight. A new $20,000 diamond ring resells for $7,000. Both were bought at a counter where no one was paid to mention it.

Every luxury purchase carries a depreciation curve. Cars, jewelry, boats — the curve is steep, well understood, and quietly accepted. Watches are the exception. A small number of references hold their value across a decade of wear. A smaller number appreciate. Most do neither.

The difference is not taste. It’s supply, liquidity, production status, and secondary-market behavior — measurable factors that separate the references that hold from the ones that quietly don’t.

We surveyed luxury watch owners and found that most had never had a real conversation about what their watch would be worth. Not because anyone misled them — because no one in the room was paid to raise it.

That research produced the Four Vs: Volume, Velocity, Vulnerability, Vintage. It is how we evaluate a reference before you commit capital to it. We are an advisory, not a retailer. Our fee is published, our sourcing invoice is disclosed, and we are paid the same whether you buy or walk away.

Where to begin

Three ways to start.