There’s no bad time to buy an Apple Watch, but there are better and worse times. Apple releases new Apple Watch models (called “series”) on a yearly cadence, and the price rarely changes by all that much. So to avoid buying an Apple Watch that is outdated after just a few weeks, you want to time it right.
Apple launched a new set of Apple Watches at an event in September 2025, so now is a good time to buy – that’s assuming you are reading in this at any time other than the run up to September 2026! If you are reading this in the summer then our advice would be to wait until mid-September when the new Apple Watch models are likely to go on sale and buy one then – or buy an older Apple Watch at a cut-price deal.
However, buying an Apple Watch just after they go on sale isn’t necessarily the best time to get one. There are certain times of the year when you can get a better price on a new Apple Watch. We see Apple Watch deals from retailers all year round, but the best deals tend to happen during Amazon Prime Day (July and October) or Black Friday (November). For this reason we would recommend that those are good times to buy a new Apple Watch.
When is the best time to buy an Apple Watch?
If the worst time to buy an Apple Watch is just before a new one is launched, when is the best time to buy one?
Knowing when new Apple Watches launch goes some way to help with this question, however, some Apple Watch models are updated more regularly than others. The Series models, currently Apple Watch Series 11, are usually updated every September. The Apple Watch SE and Ultra models are updated less regularly. There was a two year gap between the Apple Watch Ultra 2 and 3 for example.
So you can avoid buying a new Apple Watch just before Apple replaces it with a better model, but is buying a new Apple Watch just after launch a good time to buy one? Not necessarily.
Our advice is to buy when there is a sale on, such as Amazon Prime Day (July and October) or Black Friday (November). We see Apple Watch deals from retailers throughout the year, but the best deals tend to happen during these big sale events. For this reason we would recommend that those are good times to buy a new iPad.
Should I buy the Apple Watch Series 11?
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- Last updated: September 2025
- Is now a good time to buy? Yes.
Apple announced the Apple Watch Series 11 at an event in September 2025. It’s not hugely different to the Apple Watch Series 10 launched a year previously, but there are differences. The new display is more scratch-resistant, there is a new Space Gray option and it includes Blood Pressure monitoring. However Blood Pressure monitoring is also available on the Apple Watch Series 9 and 10 and the Ultra 2 and 3.
There are a number of other features that didn’t only arrive with the 2025 generation, for example, Live Listen transcription and Live Translation are available on all Apple Watches from Series 9 forwards. We mention this because if you see a deal on the Apple Watch Series 10 it would be worth grabbing.
The best news for U.K. shoppers is that at launch Apple dropped the price compared to the previous generation – so do check the price of the 11 compared to any deals you see on the older model.
Read our full Apple Watch Series 11 (42mm) review
Should I buy the Apple Watch SE 3?
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- Last updated: September 2025
- Is now a good time to buy? Yes.
Apple also announced the Apple Watch SE 3 at the Apple event in September 2025. This version of the Apple Watch SE is a significant update compared to the Apple Watch SE 2, which launched in 2022.
This time round the Apple Watch SE 3 gains an Always-on display, temperature sensing, sleep apnoea notifications, the wrist flick and double tap gestures, on-device Siri, the ability to play back media via its own speaker, and 64GB storage (up from 32GB). It still lacks some of the sensors of the other models though: e.g. ECG and Blood Oxygen features. Battery life is shorter at 18 hours.
When we reviewed it we were struck by just how good an option the Apple Watch SE 3 is now that it has gained what it has. If you don’t need those health related sensors then save your money and buy the SE 3 rather than the Series 11.
Read our full Apple Watch SE 3 (40mm) review
Should I buy the Apple Watch Ultra 3?
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- Last updated: September 2025
- Is now a good time to buy? Yes.
Also arriving at the Apple event in September 2025 was the Apple Watch Ultra 3. This version of the Apple Watch, like it’s Ultra predecessors is designed for adventurers.
Aside from a better processor compared to the Ultra 2, which launched two years prior, the Ultra 3 has a slightly larger display due to thinner bezels, and a slightly thinner case, but you would be hard pressed to spot the difference. There are differences though: the display is more durable and has a LTPO3 wide-angle OLED – so you’ll be able to see notifications from any angle in bright sunlight.
It also features 5G cellular and satellite connectivity and there’s a massive 42 hours of battery life, which is more than the previous generation. You can also charge it faster than before.
The best news for U.K. shoppers is that at launch Apple dropped the price compared to the previous generation. The U.S. shoppers weren’t so lucky.
Read our full Apple Watch Ultra 3 review
Should I buy an old Apple Watch?
What if you see an older Apple Watch model on sale?
Should I buy an Apple Watch Series 10?
Is now a good time to buy? Yes.
The Apple Watch Series 10 has gained many of the new features that came with the Apple watchOS 26 update in September including: Blood pressure monitoring, Live Listen transcription and Live Translation. If you see one on sale at a good price grab it!
Should I buy an Apple Watch Ultra 2?
Is now a good time to buy? Yes.
There is a bigger difference between the third and second-gen Ultra than there is between the Series 10 and 11, but if you see a good saving on the Ultra 2 we don’t think you will be missing out on much.
Should I buy an Apple Watch SE 2?
Is now a good time to buy? No.
We don’t recommend that you buy the Apple Watch SE 2 because the third-generation model that launched in September 2025 is considerably superior.
Author: Karen Haslam, Managing Editor, Macworld
Karen has worked on both sides of the Apple divide, clocking up a number of years at Apple's PR agency prior to joining Macworld more than two decades ago. Karen's career highlights include interviewing Apple's Steve Wozniak and discussing Steve Jobs’ legacy on the BBC. Having edited the U.K. print and online editions of Macworld for many years, more recently her focus has been on SEO and evergreen content as well as product recommendations and buying advice.