While many investors focus on stocks, real estate, or precious metals, entrepreneur Alexander Spellane has developed another passion that combines craftsmanship, heritage, and long-term value: luxury mechanical watches.
Over the years, Spellane has quietly assembled a growing collection featuring some of the world’s most recognizable Swiss manufacturers, including Rolex and Audemars Piguet. Among the standout pieces in his collection are an 18 karat pink gold Audemars Piguet Royal Oak Selfwinding Chronograph, as well as a Rolex Day-Date 40 featuring a diamond set bezel and champagne diamond dial. The Royal Oak pictured is one of the signature pieces in his personal collection.
Unlike speculative purchases driven by short-term trends, Spellane says his approach centers on acquiring pieces that have stood the test of time.
“Luxury watches represent something that is becoming increasingly rare in today’s world: permanence,” said Spellane. “These aren’t disposable products. They are engineered to last for generations, and the brands that have consistently earned global respect continue to attract collectors decade after decade.”
Spellane believes Rolex and Audemars Piguet have earned their reputations not only through precision watchmaking but also through disciplined production, strong brand recognition, and enduring collector demand. While no investment is guaranteed to appreciate, many sought-after references from both manufacturers have historically demonstrated strong value retention compared to many other luxury consumer goods. He views that resilience as one of the reasons they remain attractive to collectors.
“The goal isn’t simply to buy an expensive watch,” Spellane explained. “It’s to buy something with history, craftsmanship, and global demand. If you choose wisely, you’re purchasing an heirloom that you can enjoy every day while knowing it has the potential to retain meaningful value over time.”
The philosophy mirrors Spellane’s broader investment strategy, which emphasizes tangible assets that combine utility with long-term scarcity. He has often encouraged younger entrepreneurs to think beyond traditional investments and instead consider building diversified portfolios that include physical assets with lasting demand.
For Spellane, collecting watches is about far more than status.
“I appreciate what goes into every movement,” he said. “Hundreds of precision components working together without a battery is remarkable. It’s mechanical art.”
Among his favorites is the Audemars Piguet Royal Oak Selfwinding Chronograph in 18 karat pink gold, a model recognized for its distinctive octagonal bezel, integrated bracelet, and meticulous hand finishing. He also points to the Rolex Day-Date as one of the most recognizable luxury watches ever produced, combining precious metals with Rolex’s renowned reliability and in-house Calibre 3255 movement.
Spellane believes luxury watches also encourage a different mindset toward ownership.
“When you buy quality, you tend to take care of it. That creates a relationship with the object. Someday these watches won’t just tell my time—they’ll tell my family’s story.”
Although he enjoys wearing his collection, Spellane says each acquisition is carefully researched, with an emphasis on authenticity, condition, complete documentation, and timeless design rather than passing trends.
“As an investor, I always ask one question,” Spellane concluded. “Will people still want this twenty or thirty years from now? With iconic Rolex and Audemars Piguet references, history suggests the answer is yes.”
Investment performance varies by model, condition, market demand, and broader economic conditions. Past performance does not guarantee future results, and luxury watches should not be viewed as risk-free investments.
