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Simply rarity
You don’t even need appeal. What were the most unpopular watches in the 60s 70s and even 80s are now the most valuable
6239-6269 Daytona’s
Gold Daytona’s
Pulsation dial Daytona’s
Oyster cosmogtaph Daytona’s
Root beer GMT’s
Tv Pateks
All of these never sold well at all. Not compared to dress watches and datejusts.
I don’t think today’s watches are any different.
I think the limited edition ones are valuable immediately and will always be.
But the models nobody buys are where the future
values are.