Cameron Barr, founder and chief executive of Craft & Tailored, a vintage watch dealer in Los Angeles, said the “bump in interest” among some long-forgotten makers was a reflection of their timeless designs and their accessibility, both in terms of pricing and availability. .
As an example, he referred to the Swiss brand Nivada Grenchen: “They have that classic sports watch design from the late ’60s-’70s that’s always green,” said Mr. Barr. “Most of these watches cost between $3,500 and $6,500 depending on the timepiece. They’re not cheap, but they’re not $25,000 either. You can have fun with them, not be so serious.”
Now, due in part to their popularity on Instagram, some vintage models from obscure brands have the potential to “catch fire and increase in value, like a lesser stock on Nasdaq,” said Eric Wind, a vintage watch dealer based in Palm Beach, Florida. . †
“At Universal Geneva, there were watches that traded for $3,800, but three years later for $40,000,” he added.
Even ZRC, the little-known brand that Heileson began collecting, has seen its vintage watches rise in value: for example, an early 1960s ZRC Securicode model that probably sold for less than $100, sold for a total of 35,750 euros ($40,575), including fees, at an online auction in November 2020.
A common misconception among potential buyers of older brands is that the timepieces are difficult to maintain. “But in fact many of these watches use the exact same chronograph movements as in the Rolex Daytona, the Valjoux 72, so it’s just as easy to maintain,” said Mr. Wind.