Do Cartier watches beat Rolex investments?

Cartier vs. Rolex: what the study found

A new Chrono24 study suggests that—over the last decade—Cartier watches have been appreciated more than Rolex models.

The key takeaway is simple: if you’re comparing performance among widely traded luxury tool watches and dress watches, the Paris-based jeweler’s brand has outpaced Rolex in value growth during that period, at least according to Chrono24’s dataset from the online watch marketplace.

Why this matters for everyday buyers

For many shoppers, the practical question isn’t just “which brand is cooler?” but whether buying a particular reference could better protect purchasing power over time. That’s why a marketplace study is relevant: it focuses on real-world buying and selling behavior rather than brand messaging.

What you can act on

If you’re using this kind of information as a guide, it may influence: - Brand selection when choosing between iconic names - Timing decisions (whether to buy now or wait) - Portfolio thinking (spreading purchases across brands rather than assuming one winner)

Even so, market appreciation is rarely uniform across every model year, condition, or reference. Value can depend heavily on specific dial colors, limited production, and demand cycles.

Still, the study provides a clear signal for collectors and casual investors alike: Cartier’s performance has been stronger than Rolex’s over the past ten years, at least in Chrono24’s analysis. That’s likely to keep the brand top-of-mind for anyone shopping with a “long-term value” lens.