SEOUL, South Korea - A cultural shift is reshaping the luxury watch world: timepieces are increasingly seen not only as symbols of taste, but as long-term assets. With auction results surging and collectors focusing on provenance, a growing number of enthusiasts are turning to protective films designed to preserve watches in NOS (New Old Stock) condition.

According to Boston Consulting Group, pre-owned luxury watch prices have outperformed the S&P 500 over the past five years, rising by an average of 20% annually. The report notes that many consumers now approach watch purchases as investments, with younger buyers fueling growth in the secondary market (Boston Consulting Group, 2023).

At the center of this trend is WatchShell, a Korean company described as the original frontier of watch protection. The brand holds patents in both Korea and the United States for its precision profiling and extraction process, enabling protective films to cover cases, bezels, clasps, and bracelets with near-invisible accuracy (WatchShell, Original Frontier).

WatchShell also highlights a broad range of international certifications, including ISO 9001:2015, ISO 14001:2015, and ISO 45001:2018, as well as non-toxicity and skin-safety tests conducted in the U.S. and Korea. Korean government designations such as Inno-Biz, Main-Biz, and Smart Factory further attest to its technical credibility.

Beyond patents and paperwork, the company’s philosophy is distilled in its “Peace of Mind” campaign: allowing collectors to wear their watches freely while maintaining untouched surfaces for the long term (WatchShell, Peace of Mind). The films are engineered for high transparency, durability against discoloration, and resistance to peeling — preserving both daily enjoyment and resale value.

One example is the WatchShell set for the Rolex Submariner 126610 (41mm Oyster case), which provides full coverage across the case, bracelet, and clasp. Each package includes not only the protective films but also spare parts and application tools, designed to empower collectors to safeguard their watches themselves (WatchShell Product Page).

As luxury watches gain traction as alternative investments, maintaining NOS condition is becoming a strategic priority. WatchShell, blending Korean craftsmanship with patented technology and global certifications, positions itself as a leader in this new category of preservation.

For collectors, the message is clear: “Savor Your Timepieces — WatchShell.”

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