What to know when selling luxury and designer jewellery and watches? (Updated 2025)

Luxury jewellery and watches are often linked to some of the world’s most prestigious brands and designs. Many people invest in them not only for their beauty but also for their potential long-term value.

Whether you’re selling to refresh your collection or release funds from an investment, it’s worth understanding what influences price and how to make the most of your sale.

What defines a luxury item

Jewellery and watches are classed as luxury pieces due to their design, exclusivity and heritage. Many are handmade using premium materials and produced in limited quantities, which makes them both collectable and desirable. A strong brand story or cultural association can add even more value, think Cartier, Rolex or Van Cleef & Arpels.

What to consider when selling jewellery or watches

If you’re planning to sell a luxury item, start by getting a professional appraisal from a reputable buyer or specialist. An expert will look at the brand, model, condition and current market demand to give you an accurate idea of what it’s worth (check PM Antiques for a fair, expert appraisal).

To avoid being underpaid or misled, take time to compare valuations and choose a trusted buyer who’s transparent about their pricing. Keep any original receipts, certificates and boxes, as these add authenticity and can increase value.

Condition plays a major role too. Even with luxury goods, visible wear or missing parts can lower the price because repairs and restoration are costly. On the other hand, pieces in excellent condition with complete documentation tend to attract stronger offers.

When it comes to watches, it’s usually better to sell to a specialist buyer or jeweller rather than a pawn shop. Pawn shops often offer quick cash but lower prices, while professional buyers or auction houses can provide fairer valuations and direct access to collectors.

If you’re selling a particularly high-value or rare watch, like a Patek Philippe or Rolex, it’s best to work with a buyer experienced in luxury timepieces. Providing service records and original packaging can make a significant difference to the final price.

Why luxury items hold their value

Luxury brands maintain their status by combining exclusivity with limited production. Some pieces have waiting lists of several years, which fuels demand and pushes up resale prices. For example, Hermès’ iconic Birkin and Kelly bags can have waiting lists of up to six years, while certain Patek Philippe models have been known to take eight years to acquire.

Rarity adds another layer of prestige. The Rolex Daytona Paul Newman, for instance, is one of the rarest luxury watches ever made, with only around 3,000 models produced, and one even sold at auction for $17.75 million in 2017.

Discontinued or limited-edition pieces can often see their value climb over time.

Sell with confidence

Luxury jewellery and watches can be powerful assets, and knowing their true value helps ensure you sell with confidence.

At PM Antiques & Collectables, we offer free, no-obligation appraisals for luxury goods including watches, jewellery and other collectables. Our founder, Phil, provides fair, upfront cash offers with no hidden fees or commissions, and we’re proud to have hundreds of 5-star reviews from happy clients.

Whether you’re ready to sell or simply want to understand what your pieces are worth, we make the process simple, transparent and rewarding.

Contact us today to arrange your free appraisal or request a valuation online.