Why It’s Okay to Buy a Watch Just Because You Like It

“Do I love this watch?” has largely been replaced by “What will it be worth in five years?” Collecting, in many ways, has become less about passion and more about speculation.

It’s easy to see how we got here. Over the last decade, a handful of stainless steel sports watches skyrocketed in value. The Patek Nautilus 5711 and Rolex Daytona became case studies in watches outpacing the S&P 500. Collectors who owned them suddenly saw life-changing gains, and everyone else started wondering if their next watch might be a “good investment.”

But here’s the thing: watches were never meant to be balance-sheet entries. They are meant to be worn, enjoyed, and lived with. Sometimes, the best decision you can make is buying a watch simply because it makes you smile.

The Rise of the Investment Mindset

Watch collecting can sometimes feel like the stock exchange. Every purchase gets weighed against resale value, secondary market heat, and whether it will “hold value.” Scroll through any forum or Instagram comment section and you’ll see phrases like “safe buy” or “future classic.” Somewhere along the way, the joy of simply buying something you love gets buried under spreadsheets and market logic.

Amy Reddy, watch specialist at European Watch Company, sees this play out often. “I see more clients who bought when prices were higher be disappointed when they trade back now that prices are lower,” she explained. Those who buy because they genuinely love a watch rarely rush to part with it. “The investment buyers are not coming back six months to a year later to sell or trade. I can say the same for emotional buyers who bought something they really love or want.” For her, the biggest regrets often come from those who can’t stop flipping. “Most of the regret comes from people who would be considered serial traders.”

Why Emotional Collecting Matters

The watches people remember most fondly are rarely the ones that made them money. They’re the ones tied to a story, a moment, or a feeling. The Seiko you bought on a whim during a trip abroad. The quirky microbrand piece that never caught on but still feels uniquely yours. The watch that reminded you of your dad’s car.

These are the pieces that stick. Reddy said emotional buyers often build stronger collections because they’re collecting with purpose. “Emotional 100%,” she said. “It’s not about money for these collectors but chasing a dream, completing a set, or celebrating something big.”

Lucy Kapetanovic, who runs the watch-focused Instagram account @thewatchboxdiaries, agrees. “The majority of my watch collection purchases were made simply because I liked them,” she said. One of her favorites is a time-only Omega from 1950. It wasn’t filling a gap. “I already had watches within my collection that covered all of the key elements,” she explained, but it still drew her in. “It made me smile so I bought it.”

Even though she doesn’t wear it daily, its charm hasn’t faded. “When it makes its rotation, I remember when I bought it, and its character and design still bring me joy.”

Brands That Invite Emotion

Some of the most satisfying watches to buy aren’t the usual suspects. Mid-range names like Oris, Nomos, and Tudor create pieces that speak to the heart more than the wallet. Independent microbrands do the same. Ming with its artistic dials, Serica with its utilitarian chic, Baltic with its vintage flair. None of these will top an investment list, but they’re often the watches people actually wear.

Kapetanovic thinks that’s exactly how it should be. “You’re the person wearing it at the end of the day and if it brings you happiness, then that’s what matters,” she said. There’s room for balance, of course: “There’s a place in a collection for a solid ‘safe’ watch.” But in her view, the best pieces are the ones that feel personal. “I see watches as an extension of our style… so why not have fun with them?”

The Risk of Chasing Logic

The danger of chasing only “safe” or “logical” buys is ending up with watches you don’t even like. How many collectors own a Royal Oak or Daytona not because they wanted one, but because they felt they should? These watches might be culturally significant, but if you find yourself checking their value more than strapping them on, what’s the point?

There are no guarantees with watch values anyway. Today’s hot model could be tomorrow’s forgotten reference. If you only bought it for the numbers, you’re left with something that means little once the hype fades.

Collecting That Feels Personal

The best collections are rarely the most valuable. They tell a story about the person behind them. A watch box full of emotional choices might look random to an outsider, but to its owner, it’s a map of memories. That’s the essence of collecting.

So if you’re hovering over a “buy” button and the only thing stopping you is resale anxiety, take a step back. Ask yourself a simpler question: does this watch make me happy? If the answer is yes, that might be all the justification you need.