Imagine the scene, a busy boutique adorned with watches of all calibre, the sales executive approaches a group of 20 somethings who are drooling at the display of Carrera Calibre 16. "May I offer some assistance?" the executive asks tentatively, "yes mate" the reply comes sharply, the executive braces for the inevitable........"which one of these is, like, gonna hold it's money best ? cos I is looking for an investment" (sic) The phrase "if I had a penny" springs to mind, where has this something for nothing investment mindset come from? Is the marketing exercise that is Rolex to blame? The only reason why I point the finger in their direction, is that the aforementioned conversation is normally rounded off with "cos me mate Dave got a Sub, and he's made money on it." Have these people never heard of an ISA, or have they not thought about the property market? There are many more shrewd investments than the horology market. It almost makes me want to say "of course Bill Gates has thousands of Rolex Daytona (only the steel with black dial like his mate Dave told him to buy) that's how he keeps his billions stored, the annual return on his Rolex investment far outweighs his shares in Microsoft." Yes I am fully aware that given the right market if you buy low and sell high it is possible to make a profit, however going to a high street jewelers and buying a Submariner, wearing it for 6 months then selling it for more than you pay for it does simply not happen. Yes, the RRP may have increased by the mandatory 2-5% that happens annually, but you have not bought gold bars or diamonds, you have bought a timepiece which you have worn, and now is a used/second hand item, it does not have the same value as a new unworn piece. In conclusion, if you are looking to purchase a watch as an investment, make it an investment for the future, invest in a well made automatic, treat it with respect, service it when it needs it, and you might find that the investment is that you will never need buy another watch again, (unless you are addicted).