When it comes to luxury watch investments, Rolex reigns supreme. With record-breaking auction sales and strong demand from collectors, certain Rolex models have proven to appreciate substantially in value over time. However, not all Rolexes make good investments. Factors like model, materials, age, condition and scarcity determine a watch’s investment potential. For those looking to buy a Rolex both to enjoy and as a store of value, Rolex stainless steel sport models like the Submariner, GMT-Master II and Daytona typically provide the best value retention and upside potential.
The Rolex Submariner retains value exceptionally well
The Rolex Submariner is arguably the brand’s most iconic watch. Launched in 1953 as a rugged diving watch, the Submariner has evolved into a versatile luxury sport watch suitable for everyday wear. With its timeless aesthetics, robust construction and proven performance, the Submariner remains highly sought-after. Vintage Submariners from the 1950s and 1960s can easily fetch six figures at auction. But even modern Submariners hold value remarkably well. The latest models like the 126610LN and 126610LV routinely sell on the secondary market for more than their original retail price.
The Rolex GMT-Master II is a smart investment
Developed in collaboration with Pan American Airways in the 1950s, the GMT-Master was one of the first watches with a second time zone function. The GMT-Master II improved on this design in the 1980s and has remained a pilot favorite and luxury watch icon since. Like the Submariner, the GMT-Master II is known for its ruggedness, accuracy and instantly recognizable aesthetics. With the release of precious metal and gem-set versions, Rolex has positioned the GMT-Master II as a versatile luxury watch suited to regular travel or daily wear. Pre-owned prices for the steel GMT-Master II with Cerachrom bezel now exceed $15,000, demonstrating its resilience as a luxury investment.
The Rolex Daytona holds immense value due to prestige and scarcity
Initially designed for race car drivers in the 1960s, the Rolex Daytona rose to fame when actor Paul Newman wore one. Vintage Daytonas owned or worn by Newman now auction in the $1 million+ range. More recently, the introduction of the automatic caliber 4130 movement and patented Cerachrom bezel have made the steel Daytona extremely coveted. Unlike most steel Rolex sport models, the Daytona has traditionally been very hard to find at authorized dealers, often requiring years on waiting lists. This scarcity has driven up resale values of both new and pre-owned Daytonas. With stainless steel Daytona now retailing around $14,000, yet trading on the secondary market for $30,000 and up, the Daytona presents a compelling value proposition as a long-term investment.
For those looking to buy a luxury watch that will hold its value, Rolex stainless steel sports models like the Submariner, GMT-Master II and Daytona represent smart choices. With rugged builds, timeless designs, prestigious reputations and scarcity at retail, these Rolex watches have proven to appreciate over time, making them both excellent wearable assets and store of value.