Luxury watch prices are influenced by multiple factors including brand prestige, model rarity, condition, documentation, and market demand, with discontinued models often maintaining or increasing value due to scarcity, while newer models may depreciate quickly; successful watch dealers understand these dynamics to price and sell effectively.
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Deep Dive
These Watch Prices are Getting Out of Hand...Added:
When the camera and Gus come in, you know it's going down.
Bro, you know what, bro?
Today's the day. No, I told you 37 5.
Even 3 weeks after they discontinued it.
I just buy stuff that I like.
>> The only thing I've been looking at is is Rolexes. What year is that, bro? How ridiculous you look with these big ass and big the watches.
>> No.
I just got offered one and I promise you this is what I got offered. No, no, no, no, no, no, no. No.
Look how much I just got offered so then people don't say goof.
Look.
2026. Just got offered. This is an hour ago. Can we do 25? 20,500?
>> Um If you could take this What? This dog that you want for 34,000 or some crazy [ __ ] like that?
>> Uh 38 8. Yeah, but this is too much for this watch, bro. No, the chats are 41 5.
Mhm.
You don't like APs, huh? No, no, I do like APs. I love APs. I mean, I have a ton of other ones that I could do a package in, but What else you got? Maybe something else?
I have a 26 331 ST black. The old chronograph.
>> yeah. I have a 2018 and a 2020.
2018 is the short one. What do they want for it? They'll start with that 44 44 because that's what Oh, okay. Owen hit you with 44. Uh I could do 37 5 on the black ST. No, pass on that one.
Hey, what else you have? That's something something that >> I like. Oh, damn.
My bad, son. My bad. Do you Do you Do you like any day-dates?
What day-dates you have?
>> I have rhodium, rhodium diamond.
>> and I have two-tone yellow diamond. I have a Land Dweller.
Rhodium here. I love this one.
>> What are you paying for 20 for 2026 Land Dweller? I don't I don't ever buy >> No. I don't buy Land Dweller. Land Dweller goes depreciates by like the month, bro.
I have Batmans, 2026 Batman's.
I have Pandas, 2026 Pandas. Mhm. I need something that's like moves. You don't have a old uh Do you have a black panda?
A black uh >> Black dial? I've 2025. One, two? Oh, yeah, that's Okay, how much? I could do if you take this at 20.5, take that one at 29 250.
My cost is 29. I'm trying to make 200 bucks on that.
I want to >> They sell them 30s. No, but I want I want I want I want this Bruce Wayne, but I want to be at 20,500. Otherwise, I'll get that one. But, I'll buy something else, but it just has to be something nice. Let's go up there. Let's go see what you got.
Come on.
What up? What up? When the camera and Gus come in, you know it's going down.
Yeah, right. All right, how about this?
How about this? Let's do it the official way. I'll tell you what I'm quoting and then >> you know that I'm going to buy. You know what I like to buy. You know what price points I want to be at. Mhm. Tell me what's there, there.
>> Would you buy a gold Day-Date or no? No, you know I won't buy that. Would you buy a pre-owned money green or no? I like this money green, but it has to be cheaper than what you just told me. But But let's never mind those those pieces.
I need [ __ ] that I can move really fast.
>> commercial [ __ ] I got you.
>> Of course. So, how much for this? I got you. This one. My kind of pricey. I got a good price on it. I got a good price on this. Good price [music] on this.
Good price on this.
>> how much? Um 375.
>> bro. You're talking about 38,000. That's crazy.
That's not crazy. Link with book, okay?
[ __ ] I actually have a link for this, okay? Um I can do it for 37.3.
Okay, put this one to the side for me.
Jake, is this one sold? See, that's the one I So, this one we can >> me 38. No, I told you 37.5. I can get you a 2021 for 18.8. And I can get you a 2022 for like 19.5. How about these uh these Bruce Waynes? What year are they? Uh uh they're they're all 2026. Oh, they're all 2026. I bought them for 20.8. If you want going 150 on top, I'll sell you one. Yeah, I saw those for 21 five.
the the thing. I'm going to do I got right now they're literally downstairs there's one for 20,500. I think I'm just going to take that one.
Okay, but >> They want to sell it to you for 20.5?
Yeah. Yeah, I'm going to buy it right now. Yeah, of course. Yeah, yeah, that's what I'm saying. That's what that's what I just told him. If if you can if I can package a deal you can give me one for 20,500. If if you make more on the other one that's a >> have one that I bought from a retail client that has space, but I'm only going to sell it if there's um Obviously there's another one. That's what I'm saying.
>> Okay, so I bought this for 55 five.
Uh-huh.
>> can take it for 56 I'll give it to you.
But it doesn't have a box. No. Um What's the cost on it? It doesn't have a box.
It doesn't have a box. It's not It does not This is the older style box. This will be the newer style matte finish box.
>> [music] >> So I give you a matte finish box 37 356 move it. Yeah, I just got in this one.
>> That's also it's got one other link, but uh it's minus two. You know that's a [ __ ] 65,000 watch. I love that watch.
I love that watch. I'll give you a week to pay. No, it's not that. I can pay you right now. So I know you ain't you ain't worried about that, but I'm just giving you that uh the financial timeline. How much is this? Um what year is that? Old card.
Oh, nice. Okay. I like this watch if it's old card. Yeah, give me a second with it. Oh, crispy bezel. You can recut this? Um no, it's just a very nice polish.
Um sometimes I feel like you get a little nervous on these buys.
>> No. No, no, no, no. I think it's I know what I can push and I can push it.
Yeah, I'll give you I'll give you if you if you Okay, how about this? 26331 that I'm offering you I bought it for 36 nine. Okay?
The other 26331 a little bit mintier I bought for 37 three. So me offering you 37 three on the one that I bought for 36 nine is like It's like It's like what I'm buying them at. Yeah, but they're not going for it.
I mean they're in the chest for like what 38 three 38 four 38 five 38 five you win the call. I swear. 38 five you win the call.
Damn. If they're 39 five now that means they've gone up. I've never seen one for 39 >> blue chronos are 45,000. Yeah, yeah, yeah, but that's blue. though.
>> The white ones are 42 5. Black's hottest.
Shut up. Damn, this is nice, bro.
I love this watch, man.
56 5, I'll give it to you complete.
You don't have to worry about um this [music] black chrono if you don't want it.
Let me go buy these two watches. I'll be right back. Hold it Hold this for 10 minutes.
And that offer.
All right, 56 5 complete Complete set with the With the certs. All right, right back.
Okay. All right.
Did Julian pass by? He did, but he had to leave. Did he drop the cash off? Uh he picked it back up.
Why? He said he's uh he was in a hurry.
Cheaper than what we were about to pay.
Seconds away from paying the wrong price.
Now we bought it. Fruit Swaine sold.
If you're available or if you're looking for any watch, hit us up. Gus Villa Jewelry.com. This is how we do it, baby.
>> I have this one. So, this is a rhodium dial that comes with the watches that are a little bit newer. Yeah. This is a 16234. This watch originally comes in a 1162 so but it's a Rolex dial. It just doesn't come with this particular model, but I just put it on there cuz people love the rhodium dial, so again real Rolex, but obviously much cheaper. This is 6300. Okay. So, that one's 14 5. Of course, that's modern 41 mm. That's vintage 36. Really not vintage, but we're going to call it vintage.
What did you have in mind? Did you have something that you like?
>> The only thing I've been looking at is is Rolexes at the moment and it's this kind of style, but I hadn't ever I wanted to see what it looked like on my wrist, see what size.
>> what other look like? Do you want like a luxury In other words, do you You like a dress watch? Are you looking for like a sports watch?
>> No, I'm looking for a dress like an everyday dress watch. Have you tried on like what like a sports watch looks like on? No. Like a back girl or something like that?
>> No, no. Try something like this. Same same type of same type of band. So it's still the same Jubilee band, but this is a back girl. I know. Oh, I've seen this.
Yeah. So that one would be a sports watch but with a dressy kind of feel to it. But yeah, it's you know, it just really depends. Do you wear a lot of white gold or like uh How about gold? Do you wear yellow gold?
This is what I always wear.
Cuz you can get something two-tone as well if you like. Yeah.
It just really depends on what you're looking for, you know what I mean?
But I definitely prefer like more more dressy looks.
>> Okay, yeah. So Datejust is going to be it. Now Datejust really you have to just like what you like. Do you Is it really just going to dictate is the year and the type of dial that it has. If you get it with an old style card, you maybe able to save a thousand dollars. So so as an example, I have this watch coming in on Friday, 2026. This one's 14 five.
I'm asking 17 and a half. It's the same watch. Just one has a year that says fresh 2026 February. This one has one that's already a little beat. But the condition of it, this watch is really really nice condition and it's polished and it's retail ready ready to go. You can save yourself thousands of dollars and not have to spend so much bread. You know what I mean? Yeah. It's like a car.
You want it with zero miles, the minute you walk out of there it's going to be worth less, you know what I mean? So unless it's been like a real vintage, it's going to effectively the older it is the Yeah, exactly. Yeah, unless it goes into like the second part of like collecting which is vintage, you know? Then you start getting into like, you know, what kind of dial does it come with this and that. This is the the era of time where everyone was wearing really big watches. I don't know if you were around or it sounds like you're Are you from Europe, London, England? Yeah, but here everybody wanted big face watches in the early 2000s. So they came out with a big face watch version of that. Then people realized how ridiculous you look with these big ass Invicta watches and then the 41 the true 41 came out. So the are different. It's just a lot more proportionate that it looks more pleasing to the eye. If you're going to get a 41, get the 1 2 reference, not the 1 1 reference. So, that one is a reference 1 2 6 3 3 4, and it has of course white gold, but it's in my opinion the better reference.
>> And is there any Do you have any gold ones? Just want to see what it looks like on my wrist. Of course, I have a 36 mm. I have a two-tone. Check this one out. Just try it. See if you like it.
So, this is a 36 mm. Obviously, this is an all gold model. That is Yeah.
Yeah, you're talking almost triple the value. Um that one there is 36, but that one is 58,000. Is this stainless steel? Stainless steel.
Try this one. This one is a two-tone.
See right there?
Gold fan, non-fan? I appreciate your help. Do you have Do you have my card? I don't have your card. Of course, you can have my number. Write down my telephone number. When you're ready, come on back and Yeah, I'm just trying to figure out what it is.
>> Yeah, yeah, yeah. Do some research, bro.
All I can tell you, my suggestion is try on watches. What do you say?
>> I'm ringing just to make sure the number is clear on that one. 23 for this. Okay.
Okay, yes, uh-huh. And then, can we do a little better on the Bro, the least, least, least, literally, this is my cost. You don't have to show me. 30,000 would be the least. That would be like >> want to make sure that the that's good.
Yeah, this is good.
>> I see with invoice and everything. Yeah, yeah, yeah.
Full links?
Yeah. And the offer good for the Pepsi?
Done. Available right now. Just bought.
25,000. Still the hottest watch, even 3 weeks after they discontinued it. We have it here Jubilee old style card save same reference numbers as the new ones that people are paying 33,000 for but you pay way less cuz it has an old style card. It's 2019. It's available at gothamjewelers.com. Hit me up.
I'm about to say, man.
Alrighty.
Um all right, so show me what you got, bro.
I have a tapestry dial. This tapestry dial is really beautiful but I really do like this one. Number 40.
What you got on this one? This is no holes case. So no holes is after '95.
This is a W series.
>> is a what number is that? 40.
>> Uh yep.
>> That's a 16234. So not only is it a no holes case but it's a Roman dial with black enamel on the markers. So it's not your traditional champagne Roman dial.
>> Let me have a loop. So this is a 16233.
Again, he's about to tell me something about this black enamel Roman. I don't know if you can see it or not.
>> it's called applied enamel on the Roman dial on the Roman numerals. Oh, so it's on the inside. Oh, that's cool as hell, bro.
>> a little bit different than your traditional That's so cool, actually.
Check that out.
Check that out.
Okay, cool. All right, so we can let's do that one for Dan. Let's Let's put this one to the side. This one's going to be for me. All right.
>> That's naked. Naked? Yes. These have papers here. Oh, you know what's funny, bro? Because of course the beauty of social media, everybody's a watch expert. Yes.
>> I bring in a lot of people that ask me like, oh, I want And I'm like, how the [ __ ] do you know You know what I mean? Like, how do you even know what a no holes and a holes case is?
>> it >> [clears throat] >> the no holes gives people more of like a modern >> Yeah, yeah, for sure. For sure. Okay, so this is a Jubilee uh what >> has papers. It's a 162 16233 with papers and serial tag. So the these these diamonds, what are they called when they when they're set this way with the square around them? Big diamond. So they they call it the new diamond dial. And so I didn't realize this. This dial has three different names to it.
>> But this dial never came on a 16233. The Jubilee >> Oh, it did?
>> Yeah, but the no holes case no holes case Oh, okay, okay, okay.
>> So, that has three nicknames. They call it computer dial, jubilee dial, I was always known >> and anniversary dial. The only every time I ever seen this dial ever, it's always been called to me a jubilee dial. But, is there a way to see the loop through this or no? No no way, right? No macro ring? Pete. Check. You check out the the That one has papers and then I have two 16013s with papers.
How do you How do you know what watch to stock and what watch to not stock? Isn't that like kind of like the the If I knew that answer to that question, I'd be a millionaire. I just buy stuff that I like. So, I don't really follow the trends. I just, you know, the stuff that I like.
>> also know that you you don't you don't really like a you know Navitimer a Navitimer. So, first of all, this is a world timer. So, it's a GMT Navitimer number one. So, it's not your traditional Navitimer.
>> 46 mm?
44.
This is a 44? Yes. Wow, that's a really big 44.
>> 44. These are like the re-editions from like the AOPA and the 806s, right? So, like they had like that traditional Navitimer feel.
You know, don't sleep on Breitling Navitimers, man. Like they were aviation watches and pioneers like for a long time. Like I love Breitlings, especially the vintage ones. They're they've always been great. I, you know, I'll be honest with you. I think this watch is hideous.
It looks like a dinner plate and it's just awful. What is it? 750?
Okay, so I'll take this one.
Okay, how about this 16234? Hang on a second.
Did they say anything? I want you to see this one real quick. Can you grasp me this So, this is a 16234 also with RSC documents, but this one is like pink.
RSC, what is that? Rolex Service Center.
But but the dial So, this is not >> This is a 16234.
I'm so sorry.
And this is the Roman >> to the people what what 16233 or 16234 or 16220? Sorry. The difference between Obviously, we know, but yeah, I just want to hear from you. I made a mistake.
This is a 16220, which has the engine turned bezel. And then you got the 16234, which is white gold bezel.
So that's the notable differences is just that. Yeah. And and it's the it's the obviously the finish. One is fluted and what they call the bark, right? Or Engine turn or Kind of.
>> It ain't white gold.
>> It ain't no. Of course But holes case, no holes case. So here you have like a cream dial and then this one you have more pinkish. Here's more creamish.
Like lemon. Mhm. Lemony.
I guess you would call it. When they were making these dials, there's certain batches that were made during certain year periods that that there was like a uh What do they call it? Um a defective element within the the whatever it was that made them >> Yes, there was something defective that made them turn over time. So that's why with certain dials in certain serial ranges, you'll notice that within that same serial range across many different examples, they'll have a similar uh toning. Just like with this one, it's not quite silver.
Mhm.
So it's just the different batches from and and just how they've aged.
>> How much is this 16234? Here. This one you're taking?
Yeah, that one for sure.
I'll do five here for you as well.
The same price as the other one.
Uh I see. Do 49. Okay, I'll take it for now.
And then uh number six. Got you.
They're cheap. Like that's that's cheap.
>> for those. Ooh.
Pink salmon. Now, did you see the diamond one is there?
>> Yeah, I saw it. I saw the pink diamond.
I don't know if people are going to like it. Yeah, people love those. I love them at least.
Yeah, they're nice though.
All right, the 16234. I'm asking 5850. I sell them well. Like the best is 55. I paid 53. Yeah. No. I think I'm good with those then. Take these three. Those three? Done. Sold.
>> There you go. Available. Guys, follow the jeweler at come.
>> [music]
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