Historically, Rolex and Cartier are considered to be the two brands that generally hold their resale value the best......but it greatly depends on the model.
And, of course, there are specific models from other brands that hold their resale as good or better.
But what you shouldn't do is to buy a watch just for its hoped-for resale value....a watch (with very few exceptions like the SS Daytona) is not an investment and will usually always lose you money, in real terms. And besides, you would only be buying a watch because you want to sell it on later, rather than the one you really desire.
No...Rolex is not, by a long way, the most "coveted" watch with knowledgable people or are the greatest "status symbols". There are a whole host of other far more exclusive brands that hold those accolades, such as Patek Philippe (just for example).
Remember that Rolex manufacture by far the most "prestige" watches.....some 800,000+ per year. No other similar brand comes even close to the volume that Rolex produce; most other high-end brands manufacture a lot less than 40,000 a year....so exclusivity is certainly not one of Rolex's virtues as there are literally tens of millions of them being worn on tens of millions of peoples wrists every day.
But, as I said, you should not be buying a watch for the perceived status or whatever. Only buy a watch that you fall in love with and really want to wear....not one that you think will impress, as you will only be greatly disappointed at the general lack of interest in your watch, by others.
I want to die peacefully in my sleep like my Grandfather did......not screaming & shouting like his passengers.