It's more the specific models that hold/increase their value than the brand as a whole. Not every Rolex or Patek will hold its value.
Most Rolex vintage sports/professional models will at least hold their value - (eg vintage Submariners 6204, 6538, 5510, 6536, 5513, 1680, 5517 COMEX; all vintage Daytonas; s/s Zenith daytonas; 1655 Freccione Explorer II, 1019 Milgauss, etc) New models - mainly the s/s Daytona, GV Milgauss and DeepSea SeaDweller will all probably hold their value, although at already high prices it is harder to break even.
Panerai (all Pre-Vendomes, all vintage 1940-1950s models 3646, 6152/1; some special editions eg PAM36, PAM21; most A series tritium dials eg PAM1A, PAM9A, etc etc)
Tudor - don't doubt for a minute that an original dial Monte Carlo wouldn't at least hold its value and more likely appreciate as it is now.