Rolex watches have shown exceptional value growth in the secondary market over the past decade, outperforming many traditional investments like stocks, bonds, real estate and gold. Factors driving this include limited supply and surging global demand, especially from China and other Asian markets. Rolex’s prestigious image and brand appeal also contribute to rising prices for both new and pre-owned models.
Secondary market prices for Rolex watches have risen over 300% in the past 10 years
According to data analyzed by pre-owned Rolex dealer Bob’s Watches, the average resale price of Rolex watches has increased from under $5,000 in 2011 to over $13,000 by the end of last year. Much of these gains have occurred since 2020. Rolex’s exceptional performance is driven by tremendously high demand that far outstrips supply as Rolex intentionally limits production.
The Daytona model has shown the highest investment returns
The Rolex Daytona, especially stainless steel models, have seen some of the highest price appreciations on the secondary market. For example, the white dial Ref. 116500 Daytona now sells pre-owned for around $38,000, more than triple its $13,000 retail price tag. Long waitlists to purchase new Daytonas at authorized dealers also drive up resale values.
Rolex sports and tool watches lead price growth
The top 15 best appreciating Rolex models over the last decade are predominantly sport and tool watches like the Submariner, GMT-Master and Sea-Dweller. These stainless steel Professional models are perpetually in high demand worldwide and in short supply from Rolex, making them a sound investment choice.
Future price growth expected to continue in the near term
Industry experts predict Rolex watches, especially steel sports models, will continue rising substantially in value for the foreseeable future. Major factors sustaining this price growth are expanding demand in China and other Asian markets, as well as Rolex’s strategy of limiting production to maintain exclusivity and prestige.
Rolex watches, especially popular sports and tool watch models, have generated exponentially high returns for investors over the past 10 years. Their exceptional resale value growth has significantly outpaced traditional assets classes like stocks, bonds and real estate. This price appreciation is expected to continue in the near future, cementing Rolex’s status as a top-tier luxury investment asset.