The One to Buy and the One to Avoid, by Brand: a 2026 Value Map
There is no such thing as a brand that holds value, only references that do and references that do not, often sitting inches apart in the same catalog. A working dealer's 2026 value map: the one to buy and the one to avoid across Rolex, Omega, Tudor, Patek Philippe, Audemars Piguet, and Breitling, with the public retention data behind each call.