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Why 1990–2005 Watches Are 2025’s Smartest Buy in Watch Collecting

Discover why 1990-2005 watches have become the obsession of savvy collectors. Between a budding patina, proven reliability, and a rising market value, these « neo-vintage » timepieces today represent one of the most promising niches in the secondary watch market. Our guide provides a comprehensive overview of this booming segment.

What if the most underrated watches on the market were those we all scorned for years? While collectors and investors fight over 1960s Submariners or « pre-Moon » Speedmasters, an entire generation of timepieces slumbers in the shadows: the neo-vintage watches of 1990-2005. These watches, born in the post-quartz crisis era and long disdained for being « neither vintage enough nor entirely modern, » are now experiencing a spectacular revaluation.

The reason? They offer a perfect balance पत्थर nowhere else: old enough to develop an authentic patina (the last tritium dials before the Luminova era), but recent enough to benefit from mechanical reliability close to current standards. And unlike pieces from the 60s and 70s, their exhaustive online documentation allows for secure acquisitions.

What the market is only just beginning to realize in 2025 is that we are probably living through the last window where these watches remain accessible. First-generation Datograph « Darths, » Zenith Rainbows, and mid-size 36mm Royal Oaks are not just timepieces: they are witnesses to a pivotal period when traditional watchmaking was rising from its ashes.

Are you ready to discover why 2025 is the year of now or never for these unsung treasures?

1990–2005: The Transition Era

Watches produced between 1990 and 2005 belong to a pivotal period in watchmaking. They emerged just after the “quartz crisis,” at a time when the traditional watch industry was seeking to reinvent itself. From the early 1990s, a strong comeback of mechanical watches took place. Connoisseurs rediscovered the poetry of manual-winding or automatic calibers, and brands like Blancpain or Jaeger-LeCoultre revived classic complications. By the end of the 20th century, a mechanical watch was no longer a necessity: it was a passionate choice and a symbol of craftsmanship. The first online watch forums (TimeZone, etc.) appeared, creating a global community of collectors exchanging information in real-time, sharing tips and finds. The dialogue between enthusiasts intensified, and digital documentation (scans of catalogs, databases) began to accumulate – a treasure trove of knowledge that would fully benefit buyers in 2025.

1990 Rolex Explorer I advertisement
Rolex advertisement from 1990 for the Explorer I: adventurer George Schaller wears model 14270 during a scientific mission in Tibet. These 1990s campaigns repositioned the mechanical watch as an exploration tool, focusing on authenticity and robustness after the quartz interlude.

In parallel, watchmaking houses innovated प्रोटीनly. We saw the emergence of limited series and special editions, a concept 거의 non-existent before. For example, Omega launched a “Speedmaster Missions” box set in 1997, grouping 23 limited variants of the Moonwatch, capitalizing on the nostalgia of the Apollo missions. Panerai, a small supplier to the Italian Navy اللي had fallen into oblivion, was revived in 1993 and experienced meteoric success thanks to a few celebrities – its first “Pre-Vendôme” series, produced in a few hundred copies, became cult items. New independent brands also emerged (Franck Muller from 1992, F.P. Journe in 1999, etc.), bringing a breath of fresh air with handcrafted pieces produced in very small quantities. Finally, Germany entered the scene: from 1994, the revival of A. Lange & Söhne in Saxony – notably with the Datograph chronograph in 1999 – proved that high-end calibers could still be invented outside of Switzerland. This transition era is therefore teeming: it combines the classic aesthetics of vintage (contained case sizes, sober dials) with modern technical advances (sapphire crystals, new materials). Long shunned for being neither “vintage” enough nor entirely “modern,” watches from the 1990s–2000s gradually won the hearts of collectors. Today, in 2025, they offer a rare balance between retro charm and contemporary reliability.

Value Mechanisms 2025

Why have these neo-vintage pieces (produced between approximately 1990 and 2005) become treasures for discerning collectors in 2025? Several technical and historical factors explain their increasing value:

  • Intrinsic Rarity: Watches from this period were often manufactured in smaller quantities than their modern descendants. Luxury watchmaking in the 1990s was still a niche market. Some references, far from current industrial production, were only produced in a few hundred or thousand units. For example, a Zenith chronograph or a Royal Oak from the 90s had a much lower production volume than today. This relative rarity fuels collector interest: in 2025, owning a neo-vintage model means possessing a piece that few others will have on their wrist.
  • End of the Tritium Era: 1998 marks the definitive end of tritium in dials and hands (due to radiotoxicity concerns). Until the late 90s, watches bore the “T Swiss T” marking and used this luminescent material, which ages with an inimitable patina. The indices and hands that have yellowed or turned cream over the decades give neo-vintage watches a unique vintage charm, while still being relatively recent. From around 1998–99, Super-LumiNova took over: it glows without aging, so a 2005 dial still looks visually new in 2025. In contrast, a tritium dial from 1995 has developed a sought-after warm hue. This authentic patina is no longer reproducible (and modern watches imitate it artificially). Thus, the last tritium generations – for example, the Rolex Explorer 14270 produced until 1997, or some Speedmasters from the 90s – are highly prized for their “living vintage” aesthetic. It’s a finite resource, which multiplies its value.
  • New Materials, First Versions: The 1990–2005 period saw the appearance of innovative materials that are widespread today. Owning an example of these early watches means holding a piece of technical history. We can mention ceramic cases, extremely rare in the 90s: the IWC Fliegerchronograph ref. 3705 (1994) is an emblematic example, as is the very first Royal Oak Offshore “End of Days” in black ceramic (2000). These pioneers of high-performance ceramics are now cult items. Similarly, titanium began to establish itself during this era on diving or military models (Panerai, for example, used sandblasted titanium on its limited edition PAM 36 in 1998). In 2025, these early titanium or ceramic executions, sometimes produced in very small series, are traded fatoresly due to their historical significance and their unique aesthetics (often associated with specific dials, such as Panerai’s brown “tobacco” dial in 1998).
  • Beginnings of In-House Calibers: At the dawn of the 90s, many luxury brands still used third-party ébauches (Lemania, Valjoux, etc.). The following decade saw a shift towards fully in-house manufacturing, which would become a major marketing point in the 21st century. Thus, some neo-vintage watches inaugurated “in-house” movements that are legendary today. For example, the El Primero 4030 caliber adopted by Rolex in 1988 for its Daytonas was replaced in 2000 by the very first 100% Rolex automatic chronograph (cal. 4130) – making the last “Zenith” Daytonas (1988–2000) particularly sought after. In Germany, Lange made a strong statement in 1999 with its L951.1 caliber for the Datograph, setting new finishing standards that would force a Swiss response (Patek would finally develop its own CH 29-535 chronograph in 2009, ending the Lemania era). In Japan, Seiko relaunched Grand Seiko in 1998 with the 9S55 caliber: it was the return of Japanese high mechanical watchmaking after a 20-year absence. Owning a first-generation GS “Mechanical” in 2025 means holding the foundation of a new era. In short, neo-vintages embody the first steps of iconic calibers, whether it’s a Lange chronograph movement or the appearance of the first automatic complications from independent makers. These initial references often have a higher collector appeal than later, more common iterations.
  • Documentation and Traceability: Buying neo-vintage in 2025 means enjoying an advantage that collectors didn’t have 20 years ago: the abundance of online information. Most models from the 1990s–2000s are now extensively documented on the internet: scanned manuals, period magazine reviews, and especially, experience reports from several generations of owners on forums. This means that before purchasing, one can verify every detail: serial number consistency, dial variations by year, known mechanical weaknesses, etc. Furthermore, the networks are teeming with high-resolution photos that facilitate authentication. This transparency reduces the risk of error and strengthens confidence in neo-vintage purchases. Unlike 1960s watches (where one must be an expert to detect a service dial or a relumed hand), a 2000s watch often benefits from digital traceability (auction archives, collector databases) that secures the investment. In sum, neo-vintage combines the best of both worlds: the charm and rarity of the old, with the comfort of technical expertise available in a few clicks.

Smart Buy Selection 2025

Which specific models illustrate the potential of neo-vintage watches in 2025? We have selected nine remarkable watches covering the American, Japanese, and Singaporean markets. Each offers a unique quality-price ratio and story, and will particularly suit modest-sized male or unisex wrists (cases from 36 to 40 mm). These watches combine retro charm, proven reliability, and still-reasonable prices – true smart choices for the discerning buyer. Here is our selection, with a description and a comparative table at the end of the section for each model:

American Market: Legendary Toolwatch Style

Zenith El Primero Rainbow Fly-Back
Zenith El Primero Rainbow Fly-Back, 1997 model on leather. This robust-looking 40mm chronograph was designed for fighter pilots: its extreme legibility and reliability make it a highly sought-after technical “neo-vintage” in 2025.
Lange L951.1 movement
Close-up view of the Lange L951.1 chronograph movement from the Datograph (1999). In the late 90s, in-house calibers with extravagant finishes like this one brought traditional watchmaking back into the spotlight and pushed the industry 경쟁. Neo-vintage watches benefit from this today: they often contain reference calibers, objects of fascination for collectors.

Japanese Market: Refinement and JDM Exclusives

Grand Seiko SBGR001 in box
Grand Seiko SBGR001 in its original complete box set (1998). The booklets and the midnight blue box emblazoned with the golden GS lion are visible. “Full set” examples of these early mechanical Grand Seikos are extremely rare and highly prized in 2025.
  • Credor Phoenix Chronograph (1999) — A true hidden JDM treasure, the Credor Phoenix is often called “the Japanese Daytona.” A sports watch from Seiko’s luxury subsidiary Credor, it houses the automatic 6S78 caliber: a superbly finished column-wheel chronograph, so much so that TAG Heuer would draw inspiration from it for its 1887 caliber a decade later. The Phoenix (ref. GCBP997) features a steel case of approximately 39–40mm and a black dial with guilloché sub-dials, combining sobriety and technical touches (tachymeter scale, red chronograph hand). Produced in the late 90s in limited quantities for the Japanese market, it was virtually unknown in the West until some bloggers praised it around 2020. Result: in 2025, its value is rising but remains well below that of an equivalent Swiss chronograph. The Credor Phoenix offers exceptional design quality (hand-polished indexes, high-performance 34-jewel movement) for a still-reasonable budget. It is the insider’s choice par excellence, the piece whose value could explode when its secret is fully revealed internationally.

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Credor Phoenix dial
Detail of the Credor Phoenix chronograph dial (circa 1999). The “Credor” marking and Tachymeter scale appear on the bezel and rehaut. This high-end chronograph, discreet upon its release, is now proving to be a formidable competitor to Swiss chronographs among connoisseurs.
  • Seiko Alpinist SARB017 (2006) — (Although strictly 2006, this model concludes the series of affordable Japanese neo-vintages.) The green Alpinist SARB017 has become legendary for its atypical style blending sport and dress. Heir to a lineage born in 1961, this modernized version features a forest green sunburst dial and golden numeral indexes, all enhanced by cathedral hands. Its 39mm steel case incorporates a secondary crown at 4 o’clock that controls an inner compass bezel – a nod to mountain watches. Powered by the automatic 6R15 caliber (23 jewels, 50-hour power reserve), the Alpinist offers robustness (200m water resistance) and precision in a compact format. In 2025, this model, discontinued for several years, is snapped up on the second-hand market, both in Japan and in the West. Collectors praise its retro charm (no “Prospex” logo on the dial, a design unchanged since the 90s) and its versatility. It is the ultimate “pleasure” watch, capable of accompanying hikes and dressy outfits, while constituting a modest but safe investment (its value has steadily climbed since its withdrawal).

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Seiko Alpinist SARB017
Seiko Alpinist SARB017 “mountaineer’s watch” on brown leather. Its iridescent spruce green dial and golden cathedral hands illustrate the audacity of Seiko designs from the 1990s–2000s. Having become an accessible icon, it symbolizes Japanese neo-vintage with a strong personality.

Singaporean Market: Connoisseur’s Haute Horlogerie

A. Lange & Söhne Datograph Darth
  • A. Lange & Söhne Datograph “Darth” (1999) — Nicknamed “Darth” by collectors due to its black dial (like Darth Vader) paired with a platinum case, this first-generation Datograph was immediately considered one of the finest mechanical chronographs ever created. Its manual-winding L951.1 caliber, visible through the sapphire case back, is a masterpiece of architecture and finishing: German silver bridges adorned with Glashütte ribbing, blued screws, diamond endstone on the balance wheel… A visual delight that fascinated the watchmaking community upon its presentation in late 1999. The Datograph features a 39mm platinum case – heavy in hand but perfectly proportioned for slim wrists – and a black dial with Roman numerals, a large date, and silvered totalizers. Produced until 2006 (then offered in a 41mm “Up/Down” version), it remains relatively rare (a few hundred examples). In 2025, it represents the absolute grail of high-end neo-vintage: a piece with an exceptional pedigree, particularly sought after in Singapore where there is a strong watchmaking culture. Its price has skyrocketed over the past decade, but remains justified by its historical importance (first Lange chronograph) and its timeless mechanical beauty.

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A. Lange & Söhne Datograph Darth caseback
  • Panerai Luminor Marina PAM 00018 (2004) — In Singapore, a land of enthusiasts, Panerai experienced a spectacular boom in the 2000s. The PAM 18 model (“D” edition of 2004) perfectly illustrates the appeal of early modern Panerais. It is a Luminor Marina with a small seconds subdial, made of steel with a matte black PVD treatment. A special feature: it is a “Destro” version (crown on the left) intended for left-handers or for wearing on the right wrist, produced in a very limited series. Its black dial bears the Marina Militare inscription, which has since disappeared for trademark reasons – making it a prized collector’s item.
Panerai Luminor Marina PAM 00018

44mm diameter, manual-winding OP II movement (proven Unitas 6497 base), and iconic Luminor design with the large crown-protecting bridge. This PAM 18 offers the charm of “pre-hype” Panerais: extreme legibility, abundant luminova, and a strong, uncompromising visual presence. In 2025, despite the proliferation of Panerai models, neo-vintage examples like this one stand out thanks to their original purity and rarity (the PAM 18 was only produced in a few hundred units). It’s a passion purchase, a bit risky in terms of volatile value, but one that will satisfy the enthusiast of Italian neo-military style.

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Panerai Luminor Marina PAM 00018 detail
  • Audemars Piguet Royal Oak ref. 14790 (1995) — The Royal Oak in its 36mm “Mid-Size” version long remained in the shadow of its 39mm Jumbo big sister. However, the ref. 14790 released in the mid-90s possesses all the attributes of a true Royal Oak: extra-thin octagonal steel case designed by Genta, bezel with exposed screws, a very finetapisserie dial in midnight blue or slate grey, and a reliable automatic caliber (AP 2125 derived from JLC). Offered at the time as an alternative for slimmer wrists, it was produced until around 2005 before disappearing from the catalog.
Audemars Piguet Royal Oak 14790

Its relative abundance on the second-hand market in the 2010s began to change radically: in 2025, the 14790 is rediscovered by collectors, riding the wave of smaller watches and the general surge in vintage Royal Oak prices. It now appears as the best entry point for anyone dreaming of a “classic” Royal Oak without paying the stratospheric price of a Jumbo 5402 or 15202. Moreover, its variations (black, blue, white dial; baton or Arabic numeral indexes depending on the series) offer a quaint charm typical of the 90s. In the Singapore region, where the taste for haute horlogerie is very sharp, the Royal Oak 14790 has become a symbol of measured and distinguished choice. Its 36mm case is also perfectly suited to Asian wrists. In short, an accessible icon… as long as its price remains below current models.

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To facilitate the comparison of these nine “Smart Buys,” here is a summary table of their main characteristics:

Market Model (reference) Caliber Diameter Production Materials Price 2025
🇺🇸 USA Zenith El Primero Rainbow Fly-Back EP 405 (Auto) 40 mm 1997 Steel ≈ €5,000
🇺🇸 USA Rolex Explorer I 14270 Rolex 3000 (Auto) 36 mm 1989–2001 Steel ≈ €6,000
🇺🇸 USA Omega Speedmaster 3592.50 Omega 863 (Manu.) 42 mm 1989–1996 Steel ≈ €4,000
🇯🇵 Japan Grand Seiko SBGR001 GS 9S55 (Auto) 37 mm 1998 Steel ≈ €3,000
🇯🇵 Japan Credor Phoenix GCBP997 Seiko 6S78 (Auto) 39 mm 1999–2000 Steel ≈ €3,000
🇯🇵 Japan Seiko Alpinist SARB017 Seiko 6R15 (Auto) 39 mm 2006 Steel ≈ €700
🇸🇬 Singapore A. Lange & Söhne Datograph “Darth Lange L951.1 (Manu.) 39 mm 1999–2006 Platinum ≈ €80,000
🇸🇬 Singapore Panerai Luminor Marina PAM 018 Panerai OP II (Manu.) 44 mm 2004 Steel PVD ≈ €5,000
🇸🇬 Singapore Audemars Piguet Royal Oak 14790 AP 2225 (Auto) 36 mm 1992–2002 Steel ≈ €20,000
Comparative Table: “Smart Buy” Neo-Vintage Selection 1990–2005. Caliber (Auto = automatic, Manu. = manual winding), production period, main case material, and average price range in 2025.

Price Trends 2015–2025

How have the values of these neo-vintage watches evolved over the last decade? From 2015 to 2025, the general trend is upward, with some notable accelerations. The charts below illustrate the indexed evolution of average prices, expressed in different currencies (Euro, Dollar, Yen, Singapore Dollar), on a base of 100 in 2015:

Chart of neo-vintage price evolution in Euros
Evolution of the average price index for neo-vintage watches between 2015 and 2025 (in €). After steady growth in the first half of the decade, a clear acceleration is observed around 2021–2022.

Equivalent price trend in Dollars ($): the index has practically doubled in 10 years. The 2020 correction, due to global economic uncertainty, was quickly offset by a strong rebound.

Chart of neo-vintage price evolution in Dollars

Several explanatory factors emerge:

  • Market Catch-up: In 2015, neo-vintages were still a niche segment, hence undervalued. Over the decade, a wider audience became aware of their appeal, leading to increasing demand against a fixed supply (these watches are no longer produced). This rebalancing mechanically pushed prices upwards, especially for the emblematic models mentioned earlier.
  • Hype and Anniversaries: Some peaks correspond to anniversaries or media events. For example, 2019 (50th anniversary of the first moon landing) boosted interest in 1990s tritium Speedmasters, driving prices up. Similarly, the announcement of modern reissues often has a “mirror” effect on original pieces: the reissue of the Seiko Alpinist in 2020 caused the last SARB017 examples on the second-hand market to skyrocket.
  • Parts Scarcity and Maintenance: As watches age, maintaining the best among them in original condition becomes a challenge. Finding an unrestored tritium dial or a period bezel in good condition is becoming rarer, so “mint” examples with intact original parts see their prices soar. Conversely, the prospect of servicing difficulties (e.g., unavailable parts or high revision costs for some rare calibers) may have cooled some buyers around 2018–2020, explaining a plateau in the prices of some complex models. But overall, the growing scarcity of key components (original crystals, bezel inserts, etc.) has rather pushed collectors to rush for the best examples while there is still time – fueling the rise.
  • Exchange Rate Effects: Over the period, currency fluctuations played a role, especially for a globalized market. The strong dollar of 2022–2023 attracted many European and Japanese pieces to the United States, causing local prices in $ to rise faster than in € or ¥. Conversely, the devaluation of the Yen over 2015–2025 (approximately -20%) gave a boost to international sales of Japanese watches: for buyers in strong currencies, JDM watches were “on sale” around 2020–2022, causing a rebalancing (prices in ¥ exploded to compensate for the differential). Thus, expressed in Yen, the upward curve is particularly steep.

Price index in Yen (¥) from 2015 to 2025. The increase in intrinsic value, combined with the depreciation of the yen over the period, leads to an impressive surge in the index (×2.8). Japanese neo-vintage watches saw their local prices increase sharply, partly due to international purchases.

Chart of neo-vintage price evolution in Yen
  • Post-Covid Resurgence of Interest: The small dip in 2020 visible on the charts was short-lived. From 2021, lockdowns and forced savings redirected many enthusiasts towards collecting timepieces as a pleasure investment. Neo-vintages benefited from this sudden craze, with some prices reaching historic highs in 2022. Since then, the curve has stabilized on a high but sustainable plateau (slight annual growth of about 5% in 2023–2025).

Price index in Singapore Dollars (S$) for neo-vintage: steady progression of approximately +90% in 10 years. Singapore, an Asian watchmaking hub, has seen strong local and export demand, without brutal fluctuations thanks to a stable currency.

Chart of neo-vintage price evolution in Singapore Dollars

In summary, neo-vintage watches experienced continuous and robust appreciation between 2015 and 2025, driven by the conjunction of a fixed (or even decreasing, due to disappearances and accidents) supply and increased demand. Some references have quadrupled in price, others have only modestly increased, but the general trend remains upward. For the 2025 buyer, however, it is not too late: the market, while less affordable than in 2015, still holds good opportunities before these watches definitively enter the very exclusive circle of inaccessible collector’s items.

Purchase and Maintenance Checklist

Before embarking on the acquisition of a neo-vintage, a few precautions are necessary. Here is a checklist for a serene purchase and to preserve your watch durably:

  • Authenticity & Papers: Verify that the watch is 100% original (consistent serial numbers, movement signature, etc.). The presence of the original box and papers is a huge plus for value: certificates, stamped warranty cards, booklets… Any historical trace authenticates the watch and reassures about its provenance. Failing that, carefully examine inscriptions and engravings: any inconsistency should alert you (e.g., a case back from a different model). Do not hesitate to seek expert advice on forums if a doubt persists on a point (font of a marking, etc.).
  • Condition & Polishing: Inspect the case and bracelet to assess if the watch has been excessively polished during previous services. Overly rounded edges, disappeared chamfers, or a barely legible serial number are signs of aggressive polishing that can affect value (collectors prefer original scratches to a beautifully over-polished case). Ideally, opt for an example in good unpolished or very lightly polished condition, even if it has micro-scratches: it will better retain its value. Also check the tritium: if luminous plots are missing or are greenish (relumed), this impacts the value. In short, prioritize original integrity over perfect cosmetics.
  • Service History: Ask the seller if the watch has been recently serviced and, if possible, for the invoice of the last service. A caliber that has gone over 10 years without servicing might require costly maintenance right after purchase – to be budgeted. Ensure that any past repairs were done correctly (by the brand or a reputable watchmaker) and that no critical parts were replaced with non-original ones. Example: a tritium dial replaced during service with a newer luminova one loses some of its “collector” appeal. Better an original patinated dial than an overly new service dial.
  • Parts Availability: Inquire about the availability of spare parts specific to the model. Some neo-vintage references are beginning to suffer from shortages: for example, no more replacement bezels for a particular edition, or a specific electronic module (if the watch has an electronic complication, like the first Spring Drives). For worry-free use, target models whose maintenance remains easy in 2025. Very common calibers (ETA 2892, Valjoux 7750, Lemania 1873, etc.) are a guarantee of long-term repairability – alternative parts exist. Conversely, an exotic in-house caliber produced for a short time could pose problems in 20 years (risk of component hunting or prohibitive cost in case of breakage). This should not deter you from a heart-stopper, but be aware of it.
  • Trust in the Seller: Whether you buy via a forum, at auction, or from a professional dealer, rely on reputation. On forums, prefer long-standing active members with positive feedback (the community’s “feedback”). Ask questions; a transparent and passionate seller will be happy to answer them. For online auctions, set a maximum budget not to exceed and keep additional fees in mind. Prefer houses or platforms offering an authenticity guarantee. Finally, at a professional dealer, always negotiate the price a bit (especially in a physical store) and ensure that a warranty of a few months is included. A condition certificate for the watch (water resistance, accuracy) can be a welcome plus. In a word, buy the watch and the seller: a good seller is recognized by their knowledge of the model, the quality of their documentation, and their ability to put you at ease.

By following these tips, you will put all the chances on your side to fully enjoy your future neo-vintage gem. Once the beauty is on your wrist, don’t forget it already has 20, 30, or 35 years of history: wear it with the pride of owning an object with a story, and maintain it regularly so it continues to traverse the decades with you. Neo-vintage is much more than a 2025 trend: it’s a way to link past and present to the tick-tock of the same watch, a “bridge” timepiece between generations that has arguably not finished appreciating in value – sentimental and financial – in the years to come. Happy treasure hunting for 90s gems!

Valery

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