Rooted in the past and perfectly suited to the present, timeless watches are built to last. Not only do we cherish them, but these iconic must-haves for the wrist, crafted by prestigious watchmakers, often increase in value over time. Investing in a luxury watch can be a savvy financial move—but choosing the right one is key. Shoelifer has curated a selection of ten timeless treasures.
More than just timepieces, a luxury watch is far more than a tool to tell time. It’s a precious object, often kept for a lifetime and passed down to future generations. These are not seasonal whims. Instead, they often prove to be worthwhile investments. Just take a closer look at the numbers. The market for new luxury watches is booming, with an annual growth rate projected at 5.52% through 2029, according to market research firm Mordor Intelligence. Meanwhile, pre-owned watches are poised to outpace new models, as indicated by WatchCharts. Clearly, investing in a timeless watch can be lucrative.
What makes this investment even more attractive is the enduring appeal of iconic models. For decades, major watchmakers have built on the success of certain timepieces, tweaking details like strap materials, dial metals, or bezel settings season after season. Take Cartier, for instance: the brand re-released a near-exact version of its 1923 Tank Cintrée in 2023—and it was a hit.
Conversely, some watches initially overlooked can later become legendary. When Audemars Piguet launched the Royal Oak in 1972, its submarine helmet-inspired case was deemed too large and too expensive for a steel watch. Fast forward to today, and its original 1972 “Jumbo” edition, which retailed for 150,000 MAD, now fetches over 1 million MAD.
That said, not every luxury watch, not even every Rolex, guarantees a solid return on investment. Success in this arena requires patience and foresight. To help you choose wisely, we’ve rounded up a selection of timeless watches, most of which cater to women.
Patek Philippe Nautilus Ladies Automatic
Of the 20 most expensive watches in history, nearly half are Patek Philippes. For serious collectors, the brand is unmatched. Patek Philippe is also one of the most exclusive, with lengthy waiting lists. Known for its intricate complications and highly decorated movements, we spotlight its sporty-yet-elegant Nautilus in rose gold.
First introduced in 1976, the Nautilus became an instant classic with its round-octagonal bezel, “ears,” and horizontally embossed porthole-inspired dial. This ladies’ version features a 35.2mm case, rose gold bracelet, and a bezel set with 56 diamonds. What dowe love most? Its versatility. As the brand put it back in the day, “It pairs just as well with a wetsuit as it does with evening wear.”
Why invest in it? The classic Nautilus is one of the world’s most coveted watches, with multi-year waiting lists. This rose gold and diamond version doubles as fine jewelry, ensuring it remains a valuable asset for years to come.
Cartier Baignoire
A rebellious sibling to Cartier’s Tank and Panthère models, the Baignoire is chic yet far from conventional. Its journey began in 1911 with Cartier’s creation of a watch for aviator Alberto Santos-Dumont. By 1958, Louis Cartier introduced the oval-shaped Baignoire, designed with a slightly curved case to fit snugly on the wrist.
Fifty years later, the Baignoire remains an enduring favorite among celebrities like Jay-Z and Kendall Jenner, who seek out vintage editions. The latest iteration features a smaller dial, a burgundy satin calfskin strap, and a lacquered plum dial. Accentuated with yellow gold and Cartier’s signature cabochon sapphire, the Baignoire retains its understated charm with a touch of whimsy.
Why invest in it? The renewed interest in 1960s and 1970s watches makes the Baignoire highly desirable. Its minimalist, elegant design embodies today’s preference for understated sophistication. Fun fact: in 2022, a 1967 Baignoire Crash sold for a record $1.5 million at Sotheby’s.
Audemars Piguet Mini Royal Oak Frosted Gold Quartz
In 1972, the Royal Oak revolutionized watchmaking with its sporty, ultra-thin steel design and visible screws. Though initially polarizing, it quickly became Audemars Piguet’s flagship model. In 1997, the Mini Royal Oak followed, offering a playful yet sophisticated take with a 20mm case.
For 2024, the Mini Royal Oak returns with a contemporary twist. Its 23mm case and bracelet, crafted from 18k frosted yellow gold, maintain the geometric elegance of the original. The intricate “Petite Tapisserie” pattern on the dial and the diamond-dusted effect, created in collaboration with Italian jeweler Carolina Bucci, add modern flair.
Why invest in it? The Royal Oak’s technological and aesthetic breakthroughs have cemented its status as a collector’s dream. Limited production makes it highly sought after, ensuring its enduring value.
Piaget Limelight Gala Precious Watch
First launched in 1973, the Limelight Gala epitomizes the fusion of watchmaking and jewelry. Its signature round case and asymmetrical, gemstone-studded lugs reflect the free-spirited glamour of the Piaget Society’s heyday.
The 2023 version takes extravagance to new heights, with colorful brilliance and a transparent sapphire back. For a timeless choice, opt for the white gold model with diamonds and a black alligator leather strap.
Why invest in it? With its ultra-feminine curves and timeless elegance, the Limelight Gala represents the revival of jewelry watches as a major trend. Its versatility ensures it complements any look.
Boutique details and pricing available upon request.
The Bvlgari Bvlgari Lady from Bvlgari
We couldn’t leave this one out! In the realm of iconic statement watches, the Bvlgari Bvlgari holds a special place. This timepiece has transcended eras since its debut in 1977, making it an absolutely timeless accessory. For a bit of history, this watch was sported by the elegant elite of Italian high society in the late 1970s until it reappeared on the wrists of their daughters. It was a true horological and stylistic revolution at the time, and it has since become a quintessential reference.
We love it in its original stainless steel version, featuring a case inspired by the circular engravings of ancient Roman coins and a classic style reminiscent of antique columns. It’s as much a fashion accessory as it is a piece of contemporary design.
Why bet on it?
Because its style never goes out of fashion. It can be worn by both men and women. And finally, it’s something we can pass down to our sons and daughters! We’re confident it will remain a safe bet for years to come.
Where to find it:
Bvlgari Boutique, 14 Rue Aïn Harrouda, Casablanca.
Tel: 05 22 95 18 95.
Price: €4,350 (approximately MAD 46,300).
The Oyster Perpetual Lady-Datejust from Rolex
Let’s be honest: it was tough to choose just one model from Rolex. This is one of those timeless watches passed down from mother to daughter or father to son—a watch that everyone thinks of when it comes to horological investments. Among the extensive list of crown brand timepieces, we’ve selected the Lady-Datejust in its most classic form. It’s one of the most renowned and sought-after models, a true cornerstone.
The Datejust saga began in 1945 with the creation of the first men’s model. In 1957, the brand unveiled a chronometer specifically designed for women—the Lady-Datejust was born. It retained all the attributes of its predecessor. “A classic watch designed for a woman,” the brand touted at the time. Sixty years later, the Lady-Datejust is much more than a classic; it has become legendary.
At Shoelifer, we’ve opted for the Oyster Perpetual Lady-Datejust 28mm in Oystersteel and yellow gold. Equipped with a lacquered white dial, it features the Jubilee bracelet—a five-link metal band emblematic of the original model, ensuring comfort and flexibility. Like all Oyster models, the Lady-Datejust’s Rolesor combines the nobility of gold and the strength of steel—a sporty chic signature of the brand since 1933.
Why bet on it?
Because it’s a Rolex.
Where to find it:
Azuelos, 16 Boulevard Moulay Youssef, Casablanca.
Tel: 05 22 47 13 08.
Price upon request.
The Happy Diamond Sport by Chopard
In 1976, designer Ronald Kurowski developed a watch with floating diamonds. Surrounding the movement, the mobile stones glide and spin freely between two transparent sapphire plates without leaving any trace. The success was immense, marking the beginning of Chopard’s saga and the official launch of the Happy Diamonds collection in 1985. Since then, floating diamonds have become one of Chopard’s stylistic signatures, along with its iconic tagline: Little Diamonds Do Great Things.
A new horological revolution occurred in 1993 with the creation of the Happy Sport, a younger sibling to the icon that dared to combine diamonds and steel. Its features? With a considerable diameter of 33 mm, it boasts a silver stainless steel case with a guilloché center and is equipped with a self-winding mechanical movement, specially developed for feminine cases. We love it in white gold with a shiny blue alligator leather strap for that chic touch.
Why bet on it? For the playful and whimsical charm of its mobile diamonds, which have stood the test of time. And because for fifty years, Chopard has managed to renew its Happy Diamonds collections without tiring its aficionados.
Chopard
2, Rue Aïn Harrouda, Résidence Al Manar, Casablanca
Phone: +212 5 22 39 20 20 / 60 60
Price upon request
The Classic Fusion Racing Grey Titanium 38 mm by Hublot
The brand’s first watch, known as the “Hublot Classic,” was presented at Baselworld in 1980. It brought fresh innovation to a dark decade for the watch industry, dominated by cheap and unattractive quartz movements. For the first time, a timepiece combined a precious material (gold) with a modern one (rubber), marking the birth of Hublot’s design. With a smooth, glossy black dial, a rounded bezel punctuated with screws, and a… porthole (hublot in French), the watch was cheekily priced at the same level as a Rolex, with an extra dose of cool. It was nothing short of revolutionary.
In this lineage, the Classic Fusion is the most elegant and closest to the brand’s origins. We love this model for its masterful blend of raw, sporty allure with the lightness and elegance of titanium. The case and crown are crafted from brushed titanium with beveled edges, six titanium screws, a matte gray dial, and rhodium-plated polished hands. Once polished, titanium offers a bluish metallic sheen. Its standout feature? A ribbed gray rubber strap gives it a contemporary look, ultra-comfortable and soft against the skin.
Why bet on it? For its deep, minimalist black dial that exudes elegance and its laid-back chic style that fits anywhere. Its androgynous appeal and bold diameter make it a no-gender watch perfectly in line with current trends.
Hublot at Mystère
12, Rue Aïn Harrouda, Casablanca
Phone: +212 6 66 91 53 53
Price: 92,000 MAD
The Égérie Moon Phase by Vacheron Constantin
Few people criticize Vacheron Constantin. No one says it’s too big, too flashy, or too expensive. It’s also hard to find a model you won’t like! At the office, we had no trouble choosing the perfect piece for this selection: the Égérie Moon Phase in gold and diamonds. The moon phase and dial are harmoniously tied together through a tapestry technique reminiscent of the delicate pleats of haute couture fabric. This achievement was made using a 1904 machine capable of reproducing patterns on a grand scale down to the size of a watch dial.
Naturally, the Égérie collection is the result of collaboration between the Swiss manufacturer, fashion designer Yiqing Yin, and master perfumer Dominique Ropion. This couture-inspired timepiece features rose gold, 58 round-cut diamonds, and a cabochon moonstone nestled behind clouds of white mother-of-pearl. It also includes Vacheron Constantin’s signature off-centered display and asymmetry in the crowns and circles. It comes with three interchangeable alligator leather straps (pink, brown, and dark blue) to suit any style. A single click is all it takes to swap them.
Why bet on it? Vacheron Constantin embodies 262 years of uninterrupted history. As an excellent investment in the vintage watch market, it’s known for offering great value for money.
The Reverso Tribute Monoface by Jaeger-LeCoultre
Discretion and sobriety: that’s how to sum up the Reverso, Jaeger-LeCoultre’s iconic masterpiece. This timeless, androgynous watch is making a strong comeback, holding its place among the most important watches in the history of haute horlogerie. Its uniqueness lies in its shape and mechanism, introduced in 1931 as the first-ever reversible wristwatch. One side features a classic dial, while the other has a metal surface that transforms the watch into a piece of jewelry (and once protected gentlemen’s glass from breaking, or so they say).
The latest addition to the collection mirrors the size of the 1931 original. Design-wise, the case retains its Art Deco-inspired rectangular style. The interchangeable strap boasts a dual finish: smooth calf leather and textured Saffiano leather. This simple, elegant, and harmonious model is suitable for both men’s and women’s wrists, thanks to its dimensions (40.1 x 24.4 mm) and slim profile.
Why bet on it? Elegance, discretion, and innovation—everything we adore. With its minimalist, vintage-inspired dial and leather strap, the Reverso Tribute embodies today’s trend for understated luxury. It’s a return to the essential and timeless, cementing its status as one of the most important luxury watches in horological history.
At Azuelos
16 Blvd. Moulay Youssef, Casablanca
Phone: +212 5 22 47 13 08
Price upon request
The Velvet Rose Gold 36 mm by Roger Dubuis
The youngest player in haute horlogerie, Roger Dubuis has made a name for itself with unexpected materials, complications (the brand boasts 33 exclusive mechanical calibers), and avant-garde style. Roger Dubuis is also a pioneer of skeletonized watches, often described as hyper horology. Like the brand itself, the Velvet model is sophisticated, extravagant, and unapologetically bold. It’s not for just any wrist but rather for women who defy conventions and embrace their inner diva. Dare to be rare is its motto.
With an oversized case, the Velvet boasts a bold allure for women who like to make a statement. A high-jewelry creation, this chronometer features a rose gold case adorned with round-cut diamonds on the bezel and lugs, an open rose gold back with sapphire glass, all certified 100% Geneva Seal. Yes, Velvet watches are equipped with mechanical movements truly belonging to haute horlogerie—a rarity in women’s collections.
Why bet on it? Because it’s a genuine piece of craftsmanship that will retain its value. Mechanically, the young brand quickly stood out for the quality of its movements, all Geneva Seal certified, earning numerous accolades. Given their rarity, Roger Dubuis models, especially vintage ones, are a collector’s favorite—a smart investment indeed.
At Quantième
3, corner of Rue Ali Abderrazak, Casablanca
Phone: +212 7 66 33 88 01
Price upon request
