7 Best Vintage Watch Brands to Collect Watches From
Vintage watches hold a special kind of magic. They combine timeless design, mechanical craftsmanship, and the chance to own a piece of history. This is true whether you're browsing estate sales, online auctions, or ShopGoodwill.com’s rotating inventory of unique timepieces.
This guide walks you through the top vintage watch brands worth collecting, from accessible entry points like Seiko to luxury icons like Rolex and Patek Philippe. You’ll discover signature models to hunt for, what makes each brand special, and practical tips to help you buy with confidence.
What Makes a Vintage Watch Brand Worth Collecting?
A watch doesn’t become collectible just because it gets old. Most watches are considered vintage once they’re about 20 to 30 years old, but true collectability comes from a mix of craftsmanship, design, and story.
The most desirable vintage watches are considered pieces of horological history. The growing appeal of vintage timepieces is clear. 40% of millennials and Gen Z are likely to purchase pre-owned watches in the coming year.
In-house movements- Brands designing their own internal mechanisms demonstrate watchmaking mastery and authenticity.
Iconic models - Watches connected to space exploration, motorsports, or cultural moments carry unique stories collectors value.
Durability - Tool watches built for extreme conditions often remain functional and serviceable decades later.
Investment potential - Prestigious brands with strong secondary markets tend to appreciate in value, becoming some of the most valuable collectibles.
The Best Vintage Watch Brands for New & Experienced Collectors
From luxury icons to accessible entry points, these vintage watch brands offer signature models with rich, captivating histories. You can often discover used watches from these brands on ShopGoodwill.com..
1. Rolex
Rolex built its reputation on the waterproof Oyster case and accurate movements, making its vintage watches reliable and iconic. This tool-watch heritage means many vintage models still function beautifully, making them practical investments.
Collectors often look for models like the Submariner, Datejust, GMT-Master, and Explorer. These watches are admired not just for their looks, but for how effortlessly they fit into everyday life, decades after they were made.
2. Omega
Omega watches served as Olympic timekeepers and accompanied astronauts to the moon, giving them a rich history of precision and adventure. When NASA tested watches for spaceflight in the 1960s, only the Speedmaster made it through all the trials by March 1, 1965, cementing its legendary status. This legacy makes vintage Omegas exceptional values for collectors.
The Speedmaster is the famed "Moonwatch" from the Apollo missions, while Seamaster models range from elegant dress to robust dive watches. Constellation watches feature "pie-pan" dials and chronometer-grade accuracy, making them highly respected timepieces.
3. Seiko
Seiko is a perfect entry point for collecting, combining Japanese precision with affordability. As Seiko produces everything in-house, its models offer consistent quality, making them ideal for beginners.
The reliable Seiko 5 line offers automatic movements perfect for a first vintage purchase. For higher-end options, King Seiko and Grand Seiko models were created to compete with Swiss watchmaking. Additionally, Seiko divers like the "Turtle" have cult followings due to their robust construction.
4. Patek Philippe
Patek Philippe represents the pinnacle of luxury watchmaking, creating heirloom-quality timepieces of the finest craftsmanship. For serious collectors, vintage Patek pieces are the apex of horological history and technical achievement.
The Calatrava defines the elegant dress watch with its simple, timeless design. In contrast, the Nautilus is one of the most coveted sports watches ever created. Patek Philippe’s complications, like perpetual calendars and chronographs, showcase remarkable technical mastery.
5. Longines
Often overlooked, Longines offers incredible Swiss quality at accessible prices, making it an underrated giant in vintage collecting. Its models from the 1950s and 60s feature elegant designs and reliable in-house movements, delivering exceptional value.
The Conquest series represents some of the best value in vintage Longines collecting. Similarly, Flagship and Admiral models often featured high-quality movements for any occasion. For something special, vintage Longines chronographs are prized by knowledgeable collectors for their beautiful movements and dials. A vintage Longines chronograph recently sold for $88,000 on an online Goodwill auction, proving that exceptional items are possible to discover.
6. Jaeger-LeCoultre
Nicknamed "the watchmaker’s watchmaker," Jaeger-LeCoultre built its reputation on technical innovation and elegant design. This prestigious brand has even produced movements for other top-tier watch manufacturers.
The iconic Reverso features a unique flipping case designed for polo players, a true Art Deco masterpiece. Memovox watches include mechanical alarm complications that are still charming and functional. The innovative Futurematic showcases groundbreaking design, including operation without a traditional crown.
7. Heuer (Pre-TAG)
Before becoming TAG Heuer, the original Heuer brand dominated motorsports chronographs in the 1960s and 70s. These vintage timepieces are beloved by collectors for their bold designs and authentic racing connections.
The clean Carrera offers a legible chronograph design perfect for racing. Built for dual purposes, Autavia models served automotive and aviation professionals with practical rotating bezels. Most famously, the square-cased Monaco became one of the most recognizable wristwatches after its film appearances.
How to Start a Vintage Watch Collection Wisely
Building your first collection requires focus and patience to avoid common beginner mistakes, and knowing how to properly display precious collectibles will help preserve your growing watch collection. Exploring styles on auction platforms helps you discover your preferences without showroom pressure.
Choosing a theme early on helps build expertise for smarter purchasing decisions. Consider focusing on dive watches, chronographs, or models from a particular decade to develop specialized knowledge that leads to better deals.
Smart collectors know that good deals often lie beyond the most famous brands. Here are proven strategies:
Set up alerts - Use auction sites to monitor underappreciated brands like Longines, Seiko, or Hamilton, applying thrifting tips that work across all vintage categories.
Look for poor photos - Listings with simple descriptions or unclear images can hide great opportunities.
Research movements - Learn about reliable calibers that are still serviceable.
Always prioritize the movement over aesthetics when starting. A watch with a beautiful dial but faulty movement is a costly mistake, while a timepiece with a clean, original movement maintains its collectability and long-term value.
Discover Your Next Timeless Treasure on ShopGoodwill.com
Every bid on ShopGoodwill.com supports Goodwill’s job training and employment services nationwide, making your hobby a force for good. As a nationwide online thrift store, ShopGoodwill.com offers unique secondhand watches from across the country, with a constantly changing inventory that keeps the hunt exciting.
If you appreciate the mechanical beauty of vintage watches, explore our broader collectibles for sale to discover other unique items.
Shopping secondhand keeps great pieces in circulation and supports community programs—making every vintage timepiece a win for you and your community. Start bidding today to find your next vintage watch.
Sources:
Hodinkee. IntroducingThe Omega × Swatch Speedmaster MoonSwatch 1965. https://www.hodinkee.com/articles/introducing-omega-x-swatch-moonswatch-1965
GQ. This Vintage Longines Chronograph Quietly Sold for $88,000 at Goodwill. https://www.gq.com/story/longines-chronograph-88000-dollars-goodwill-auction
U.S. Environmental Protection Agency. Waste Management. https://www.epa.gov/trinationalanalysis/waste-management