Based on our proprietary sales data from thousands of transactions, the Rolex GMT-Master II ref. 126710 has claimed the top position as the best-selling Rolex model of 2025, overtaking the Datejust 36 ref. 16233 which held the crown in 2024. This comprehensive guide ranks the top 25 models by sales volume, providing a data-backed look at which references are most coveted by collectors and investors in today’s secondary market. These rankings reflect real transaction data for Rolex watches, not speculation or subjective opinion, and reveal significant shifts in buyer preferences compared to previous years.
Key Takeaways:
- Steel is King: Stainless steel professional models account for over 60% of total top-25 sales.
- The Datejust Dominance: Despite sports watch popularity, the Datejust collection saw a 14.3% increase in sales volume and led all collections in value appreciation with a 6% gain.
- Women’s Watch Surge: Sales of women’s Rolex watches increased by 41% year-over-year, with the Lady-Datejust ref. 69173 claiming the #2 position.
- Modern vs. Neo-Vintage: While new 12-series references lead, neo-vintage icons like the 16610 Submariner continue to see massive liquidity.
- Two-Tone’s Resurgence: Rolesor (two-tone) Submariners and Datejusts are climbing the ranks as buyers seek value and availability.
- Market Stabilization: The data suggests buyers are purchasing watches to wear rather than speculate, with clean tool watches like the Explorer seeing 9% sales growth.
Understanding which Rolex models move the most volume provides critical insight for both new buyers looking for liquidity and seasoned collectors tracking market health. The watches on this list represent proven performers with strong resale potential and consistent demand. Below, we dive into our data-backed countdown, starting with the heavy-duty Deepsea and ending with the world’s most sought-after GMT.
Our Data-Driven Approach to Rolex Rankings
This ranking is not based on opinion or industry hype. According to our internal sales data, these rankings reflect actual transaction volume, search intent patterns, and market liquidity measured over the last 12 to 24 months. We analyzed thousands of Rolex sales to identify which models buyers actively pursue and complete transactions on most frequently. This approach provides a realistic view of market demand rather than retail availability or brand marketing.
Quick Fact: This analysis draws from over 15,000 Rolex transactions processed through our platform, representing one of the largest secondary market datasets in the industry.
The Top 25 Best-Selling Rolex Models
25. Rolex Deepsea 126660
| Specification | Details |
|---|---|
| Reference | 126660 |
| Case Size | 44mm |
| Material | Stainless Steel |
| Movement | Caliber 3235 |
Why It’s a Best-Seller:
The Rolex 126660 appeals to collectors seeking maximum durability and water resistance in a production Rolex. At 44mm, this Rolex watch makes a statement without entering custom or limited edition territory. Its 3,900-meter depth rating and robust construction attract professional divers and enthusiasts who value proven capability over delicate dress pieces. Notably, the Deepsea is the only model on this list to slip in rankings year-over-year, dropping from the #21 position in 2024.
Key Features:
- Helium escape valve for saturation diving
- Ring Lock System for extreme pressure resistance
- 70-hour power reserve with Caliber 3235
- Available in black or D-Blue dial variants
24. Rolex Deepsea 136660
| Specification | Details |
|---|---|
| Reference | 136660 |
| Case Size | 44mm |
| Material | Titanium RLX |
| Movement | Caliber 3230 |
Why It’s a Best-Seller:
The titanium Deepsea represents Rolex’s most advanced material science in a production model. Released in 2022, the Rolex 136660 gained immediate traction among buyers seeking lighter weight without sacrificing the Deepsea’s legendary depth rating. The use of RLX titanium, a proprietary alloy, sets this model apart from standard steel offerings.
Key Features:
- 23% lighter than the stainless steel version
- Scratch-resistant titanium construction
- Black Cerachrom bezel with contrasting numerals
- Maintains full 3,900-meter water resistance
23. Rolex Datejust 16234
| Specification | Details |
|---|---|
| Reference | 16234 |
| Case Size | 36mm |
| Material | Stainless Steel with White Gold Bezel |
| Movement | Caliber 3135 |
Why It’s a Best-Seller:
The Rolex 16234 offers the classic Datejust aesthetic with a white gold fluted bezel at an accessible price point. This model bridges the gap between all-steel and precious metal watches, making it popular among first-time luxury buyers. The 36mm case size fits a wide range of wrist sizes, contributing to its broad appeal across demographics. This reference climbed two positions from its 2024 ranking, with silver dials leading sales volume followed closely by white dial configurations.
Key Features:
- White gold fluted bezel for subtle luxury
- Wide variety of dial options including jubilee and oyster bracelets
- Caliber 3135 movement with proven reliability
- Discontinued status driving steady collector interest
22. Rolex Explorer II 216570
| Specification | Details |
|---|---|
| Reference | 216570 |
| Case Size | 42mm |
| Material | Stainless Steel |
| Movement | Caliber 3187 |
Why It’s a Best-Seller:
The 42mm Explorer II with its orange GMT hand became an icon during its 2011 to 2021 production run. This Rolex 21570 appeals to buyers who want tool watch functionality without the extreme wait times associated with GMT-Master II models. The larger case and fixed bezel offer a different aesthetic from the Submariner, attracting collectors who prefer cleaner lines. This model held the #22 position in both 2024 and 2025, demonstrating consistent market demand.
Key Features:
- 24-hour hand for dual time zone tracking
- Available in black or white “polar” dial
- Fixed stainless steel bezel
- Recently discontinued, increasing market activity
21. Rolex Lady-Datejust 79173
| Specification | Details |
|---|---|
| Reference | 79173 |
| Case Size | 26mm |
| Material | Steel and Yellow Gold (Rolesor) |
| Movement | Caliber 2235 |
Why It’s a Best-Seller:
The two-tone Lady-Datejust in 26mm represents the entry point for many buyers seeking a classic women’s Rolex. According to our internal sales data, the Rolex 79173 reference consistently moves quickly due to its combination of gold accents and accessible pricing. The smaller case size suits vintage preferences while the Rolesor construction adds luxury appeal. This model represents a new entry to the Top 25, not appearing on the 2024 list, reflecting the broader surge in women’s watch demand.
Key Features:
- Timeless two-tone aesthetic
- Jubilee bracelet with Rolesor links
- Variety of dial colors and hour markers
- Strong value retention for pre-owned models
20. Rolex Lady-Datejust 6917
| Specification | Details |
|---|---|
| Reference | 6917 |
| Case Size | 26mm |
| Material | Steel and Yellow Gold (Rolesor) |
| Movement | Caliber 2030 |
Why It’s a Best-Seller:
The Rolex 6917 from the 1970s and 1980s captures vintage Rolex appeal in a women’s size. This reference sells consistently because it offers genuine vintage provenance at moderate prices compared to men’s sport models from the same era. Collectors appreciate the acrylic crystal and older case proportions that define classic Rolex design. Like the ref. 79173, this model did not appear in the 2024 Top 25, marking its entry as part of the significant increase in smaller case size popularity.
Key Features:
- Vintage acrylic crystal
- Engine-turned or fluted bezel options
- Caliber 2030 movement with quickset date
- Wide availability in the pre-owned market
19. Rolex Daytona 116500
| Specification | Details |
|---|---|
| Reference | 116500LN |
| Case Size | 40mm |
| Material | Stainless Steel |
| Movement | Caliber 4130 |
Why It’s a Best-Seller:
The ceramic bezel Daytona represents the pinnacle of retail hype translated into secondary market volume. The Rolex Daytona 116500 dropped from #13 in 2024 to #19 in 2025, but this ranking reflects supply constraints rather than declining demand. When a Daytona becomes available, it sells immediately, and collectors rarely part with them once acquired. The Cerachrom bezel insert and updated case proportions make this the most modern Daytona iteration available in steel, though limited availability keeps transaction volume lower than its demand would suggest.
Key Features:
- Black Cerachrom bezel with tachymeter scale
- Available in white, black, or panda dial configurations
- In-house Caliber 4130 chronograph movement
- Extreme retail scarcity driving secondary demand
18. Datejust 41 126333 Wimbledon Dial
| Specification | Details |
|---|---|
| Reference | 126333 |
| Case Size | 41mm |
| Material | Steel and Yellow Gold |
| Movement | Caliber 3235 |
Why It’s a Best-Seller:
The Wimbledon dial Datejust 41 combines modern sizing with distinctive aesthetics. The Rolex 126333 reference gained popularity because the slate dial with Roman numerals offers instant recognition without the wait times of professional models. The two-tone construction provides gold accents while maintaining relative affordability compared to solid gold variants. This model climbed two positions from 2024, reflecting growing appreciation for unique dial configurations.
Key Features:
- Slate “Wimbledon” dial with mixed Roman and stick markers
- Fluted yellow gold bezel
- Jubilee or Oyster bracelet options
- 70-hour power reserve from Caliber 3235
17. Rolex Submariner 116613
| Specification | Details |
|---|---|
| Reference | 116613LB/LN |
| Case Size | 40mm |
| Material | Steel and Yellow Gold (Rolesor) |
| Movement | Caliber 3135 |
Why It’s a Best-Seller:
The ceramic bezel two-tone Submariner in 40mm represents the last generation before the current 41mm models. The Rolex Submariner 116613 did not appear in the 2024 Top 25 but emerged in 2025 as buyers increasingly appreciate two-tone configurations. The combination of dive watch capability and precious metal aesthetics appeals to collectors seeking alternatives to all-steel models. The “Bluesy” blue dial and bezel variant particularly drives transaction volume.
Key Features:
- Cerachrom bezel in blue or black
- Maxi dial with larger hour markers
- Yellow gold center links and crown guards
- Glidelock clasp for precise fit adjustment
16. Rolex Submariner 124060
| Specification | Details |
|---|---|
| Reference | 124060 |
| Case Size | 41mm |
| Material | Stainless Steel |
| Movement | Caliber 3230 |
Why It’s a Best-Seller:
The no-date Submariner appeals to purists who prefer clean dial symmetry over date functionality. The Rolex 124060 sells steadily because it offers the current generation Submariner design at a lower price than the date version. The absence of a cyclops lens creates a sleeker profile that many collectors consider more balanced. This model slipped from #14 in 2024 to #16 in 2025, potentially reflecting increased interest in date-displaying models.
Key Features:
- Clean dial without date window
- 41mm case with updated proportions
- Caliber 3230 with 70-hour power reserve
- Slightly shorter retail wait times than date models
15. Rolex Explorer II 226570
| Specification | Details |
|---|---|
| Reference | 226570 |
| Case Size | 42mm |
| Material | Stainless Steel |
| Movement | Caliber 3285 |
Why It’s a Best-Seller:
The current generation Explorer II maintains the 42mm case size while upgrading the movement and bracelet. The Rolex 226570 Explorer II continues to do well because it offers professional watch credentials without the complications of a rotating bezel. The white polar dial variant attracts buyers seeking high visibility and a distinctive look among Rolex sport models. This reference jumped two positions year-over-year, suggesting growing momentum as collectors appreciate clean tool watch design.
Key Features:
- Updated Caliber 3285 movement with 70-hour reserve
- Improved Oyster bracelet with Easylink extension
- Black or white dial options
- 24-hour orange GMT hand for quick reference
14. Rolex GMT-Master II “Batman” 116710BLNR
| Specification | Details |
|---|---|
| Reference | 116710BLNR |
| Case Size | 40mm |
| Material | Stainless Steel |
| Movement | Caliber 3186 |
Why It’s a Best-Seller:
The Rolex Batman inaugurated the era of Cerachrom GMT bezels on Oyster bracelets in 2013. This reference remains highly liquid in the secondary market because it established the blue and black color combination that collectors now associate with modern Rolex. Recent discontinuation has increased transaction frequency as buyers seek to acquire this variant.
Key Features:
- Blue and black Cerachrom bezel
- Independent GMT hand for third time zone
- Oyster bracelet (later production includes Jubilee)
- Discontinued status enhancing collectibility
13. Rolex GMT-Master II 16710
| Specification | Details |
|---|---|
| Reference | 16710 |
| Case Size | 40mm |
| Material | Stainless Steel |
| Movement | Caliber 3186 |
Why It’s a Best-Seller:
The Rolex 16710 represents the last aluminum bezel GMT-Master II and remains the highest volume neo-vintage GMT in current circulation. This model sells frequently because it offers proven GMT functionality at prices below current production models. The “Rolex Pepsi” and “Rolex Coke” bezel variants both maintain strong collector followings.
Key Features:
- Aluminum bezel insert in multiple color options
- Tritium or Luminova dials depending on production year
- Quickset GMT and date functions
- Production span from 1989 to 2007 creating large supply
12. Rolex Milgauss 116400
| Specification | Details |
|---|---|
| Reference | 116400GV |
| Case Size | 40mm |
| Material | Stainless Steel |
| Movement | Caliber 3131 |
Why It’s a Best-Seller:
The Rolex Milgauss with its green sapphire crystal became an instant icon when introduced in 2007. Recent discontinuation has spiked sales volume as collectors rush to acquire one of Rolex’s most distinctive modern models. The lightning bolt seconds hand and smooth bezel on the Rolex 116400 create a unique aesthetic that stands apart from dive and pilot watches.
Key Features:
- Green tinted sapphire crystal
- Antimagnetic shielding up to 1,000 gauss
- Orange lightning bolt seconds hand
- Black or blue Z-dial options
11. Rolex Datejust 41 126300
| Specification | Details |
|---|---|
| Reference | 126300 |
| Case Size | 41mm |
| Material | Stainless Steel |
| Movement | Caliber 3235 |
Why It’s a Best-Seller:
The all-steel Datejust 41 with smooth bezel serves as the entry point for buyers seeking modern Rolex quality without precious metals. The Rolex 116400 reference moves high volume because it offers excellent value and immediate availability compared to fluted bezel variants. The variety of dial colors allows buyers to express individual style preferences.
Key Features:
- Smooth stainless steel bezel
- Wide range of dial options including blue, black, silver, and slate
- Oyster or Jubilee bracelet configurations
- Caliber 3235 with 70-hour power reserve
10. Rolex Datejust 41 126334
| Specification | Details |
|---|---|
| Reference | 126334 |
| Case Size | 41mm |
| Material | Stainless Steel with White Gold Bezel |
| Movement | Caliber 3235 |
Why It’s a Best-Seller:
The Datejust 41 with white gold fluted bezel represents the quintessential modern dress Rolex. The Rolex 126334 model consistently ranks in our top 10 because it balances luxury appeal with wearability for daily use. The fluted bezel catches light distinctively while the steel case and bracelet maintain durability. Year-over-year, demand for the Datejust 41 collection increased by 14%, reflecting its position as the most versatile configuration for various occasions.
Key Features:
- White gold fluted bezel
- Multiple dial and bracelet combinations
- Jubilee or Oyster bracelet with Easylink
- Most versatile Datejust configuration for various occasions
9. Rolex Submariner 16613
| Specification | Details |
|---|---|
| Reference | 16613LB/LN |
| Case Size | 40mm |
| Material | Steel and Yellow Gold (Rolesor) |
| Movement | Caliber 3135 |
Why It’s a Best-Seller:
The aluminum bezel two-tone Submariner from 1989 to 2010 remains one of the most traded Rolex references globally. According to our internal sales data, the Rolex 16613 appeals to buyers seeking vintage tool watch character with gold accents at accessible prices. The blue dial and bezel “Bluesy” configuration particularly drives demand.
Key Features:
- Aluminum bezel insert with gold numerals
- Available in blue or black dial
- Maxi dial introduced in later production
- Strong collector base for both tritium and Luminova versions
8. Rolex Submariner 126613
| Specification | Details |
|---|---|
| Reference | 126613LB/LN |
| Case Size | 41mm |
| Material | Steel and Yellow Gold (Rolesor) |
| Movement | Caliber 3235 |
Why It’s a Best-Seller:
The current generation two-tone Submariner benefits from increased case size and updated movement technology. The Rolex 126613 reference ranks 8th because it offers easier retail availability than all-steel professional models while maintaining dive watch functionality. The yellow gold accents provide luxury appeal for buyers who want more presence than steel alone delivers.
Key Features:
- 41mm case with updated proportions
- Cerachrom bezel with yellow gold numerals
- Caliber 3235 movement with 70-hour reserve
- Available in blue or black dial configurations
7. Rolex Submariner 116610
| Specification | Details |
|---|---|
| Reference | 116610LN/LV |
| Case Size | 40mm |
| Material | Stainless Steel |
| Movement | Caliber 3135 |
Why It’s a Best-Seller:
The “Rolex Super Case” used for this Submariner with ceramic bezel defined Rolex dive watches from 2010 to 2020. The Rolex 116610 reference maintains extremely high liquidity because it represents modern build quality with established reliability. Both the black “LN” and green “Hulk” variants rank among the most frequently traded Rolex references worldwide.
Key Features:
- Cerachrom bezel insert in black or green
- Maxi dial with enlarged hour markers
- Solid end links and improved bracelet
- Glidelock extension system for wetsuit wear
6. Rolex Datejust 16013
| Specification | Details |
|---|---|
| Reference | 16013 |
| Case Size | 36mm |
| Material | Steel and Yellow Gold (Rolesor) |
| Movement | Caliber 3035 |
Why It’s a Best-Seller:
The two-tone Datejust 36 from the 1970s and 1980s represents the accessible vintage Rolex. This reference sells in exceptionally high volume because it delivers classic Rolex design at entry-level prices. The combination of steel and gold appeals to buyers seeking luxury aesthetics without the cost of solid precious metal cases. The Rolex 16013 firmly held its #6 position from 2024, with champagne representing the most iconic and sought-after dial color.
Key Features:
- Fluted yellow gold bezel
- Wide variety of dial options from production era
- Acrylic crystal on earlier examples
- Jubilee bracelet with gold center links
5. Rolex Submariner 16610
| Specification | Details |
|---|---|
| Reference | 16610LV/LN |
| Case Size | 40mm |
| Material | Stainless Steel |
| Movement | Caliber 3135 |
Why It’s a Best-Seller:
The Rolex 16610 Submariner watch holds the title of highest-selling vintage and neo-vintage Submariner in history. Produced from 1989 to 2010, this model established the template for modern Submariner design while maintaining aluminum bezel character. The 50th anniversary “Kermit” green bezel variant and standard black version both see massive transaction volume.
Key Features:
- Aluminum bezel with lasting vintage appeal
- Tritium or Luminova depending on production year
- Slim case profile compared to modern Submariners
- Two decades of production creating large collector base
4. Rolex Submariner 126610
| Specification | Details |
|---|---|
| Reference | 126610LN/LV |
| Case Size | 41mm |
| Material | Stainless Steel |
| Movement | Caliber 3235 |
Why It’s a Best-Seller:
The current 41mm Rolex Submariner Date serves as the flagship dive watch in Rolex’s lineup. The Rolex 126610 reference ranks 4th because it represents the cutting edge of Submariner evolution while maintaining immediate recognition. Both the black dial and green “Rolex Starbucks” variants generate consistent buyer demand across all markets.
Key Features:
- 41mm case with refined lugs and proportions
- Caliber 3235 with 70-hour power reserve
- Improved bracelet with Easylink extension
- Black or green Cerachrom bezel options
3. Rolex Datejust 16233
| Specification | Details |
|---|---|
| Reference | 16233 |
| Case Size | 36mm |
| Material | Steel and Yellow Gold (Rolesor) |
| Movement | Caliber 3135 |
Why It’s a Best-Seller:
The Rolex 16233 represents the quintessential two-tone Rolex across all demographics and use cases. Produced from 1988 to 2005, this model achieved legendary status for its balance of luxury and durability. The fluted bezel and jubilee bracelet combination creates instant Rolex recognition, driving enormous transaction volume in the pre-owned market. This reference dropped from the #1 position in 2024 to #3 in 2025, displaced by the GMT-Master II and Lady-Datejust 69173.
Key Features:
- Sapphire crystal with cyclops magnification
- Caliber 3135 movement with quickset date
- Available in dozens of dial configurations
- Most recognizable Datejust variant globally
2. Rolex Lady-Datejust 69173
| Specification | Details |
|---|---|
| Reference | 69173 |
| Case Size | 26mm |
| Material | Steel and Yellow Gold (Rolesor) |
| Movement | Caliber 2135 |
Why It’s a Best-Seller:
The Rolex 69173 claims the title of highest volume seller for women’s Rolex watches. This model dominated production from 1985 to 2004, creating an enormous supply that continues to circulate actively. The two-tone construction offers luxury appeal while the 26mm size suits smaller wrists perfectly, explaining its enduring popularity. This reference climbed from #3 in 2024 to #2 in 2025, reflecting the broader 41% increase in women’s watch sales and growing appreciation for smaller case sizes under 34mm.
Key Features:
- Classic 26mm proportions
- Jubilee bracelet with concealed clasp
- Wide variety of dial colors and hour marker styles
- Caliber 2135 with proven reliability
1. Rolex GMT-Master II 126710
| Specification | Details |
|---|---|
| Reference | 126710BLRO/BLNR |
| Case Size | 40mm |
| Material | Stainless Steel |
| Movement | Caliber 3285 |
Why It’s a Best-Seller:
The Rolex 126710 GMT-Master II ref. takes the top position as the undisputed king of the secondary market. Available in three configurations (the Pepsi BLRO, the Batgirl BLNR, and the newest Bruce Wayne addition), this reference features Jubilee bracelets and represents the most advanced GMT technology Rolex produces. This reference generates exceptional transaction volume because it combines modern engineering, iconic aesthetics, and severe retail scarcity. Buyers view these models as both functional travel watches and proven investments. According to our internal sales data, the Jubilee bracelet configuration slightly edged out Oyster variants in popularity, with average sale prices approaching $20,700 in July 2025, well above retail value.
Key Features:
- Cerachrom bezel in Pepsi or Batman color combinations
- Caliber 3285 with 70-hour power reserve and improved accuracy
- Jubilee bracelet with Oysterclasp
- Independent GMT hand for three time zone capability
Summary Table: Sales Performance by Model Family
| Model Family | Average Days on Market | Primary Material | Popularity Trend | Year-Over-Year Growth |
|---|---|---|---|---|
| GMT-Master II | 3-7 days | Stainless Steel | → Stable | +3.2% |
| Submariner Date | 5-10 days | Stainless Steel | → Stable | +4.0% |
| Datejust 36 | 10-15 days | Two-Tone Rolesor | ↑ Up | +14.3% |
| Datejust 41 | 7-12 days | Steel/Rolesor | ↑ Up | +14.0% |
| Lady-Datejust | 15-25 days | Two-Tone Rolesor | ↑ Up | +41.0% |
| Daytona | 2-5 days | Stainless Steel | ↓ Down (Supply) | -15% (ranking) |
| Explorer II | 10-15 days | Stainless Steel | ↑ Up | +9.0% |
| Deepsea | 20-30 days | Steel/Titanium | ↓ Down | Declined |
| Milgauss | 15-20 days | Stainless Steel | ↑ Up (Discontinued) | New to Top 15 |
Key Market Drivers in 2025
The Rolex secondary market operates on specific principles that explain why these 25 models dominate transaction volume. Understanding these drivers helps buyers make informed decisions about which references offer the best combination of wearability, liquidity, and value retention. According to our internal sales data covering thousands of transactions, 2025 revealed significant shifts in collector preferences and buying patterns that signal where the market is headed.
Collection Performance Analysis
While individual references capture attention, examining entire collection families reveals the true market story. The Rolex Datejust collection emerged as the undisputed champion in 2025, not only leading in total sales volume but also posting the highest year-over-year growth at 14.3%. More significantly, the Datejust collection appreciated approximately 6% in value during the same period, demonstrating that demand increases translated directly into price strength. This dual performance of volume growth and value appreciation positions the Datejust as both a market leader and a compelling investment category.
The Submariner collection held its position as the second most popular family, posting solid 4% growth that reflects its status as a proven performer. The Rolex GMT-Master II followed closely in third place with 3.2% sales growth, maintaining strong demand despite extreme retail scarcity. The sleeper hit of 2025 was the Explorer collection, which saw a 9% jump in sales volume compared to 2024. This significant increase suggests collectors are gravitating toward clean, understated tool watches that prioritize functionality over flash.
The Scarcity Factor
Retail waitlists directly influence secondary market sales for specific references. Sports watches like the GMT-Master II and Rolex Submariner see elevated secondary prices because authorized dealers cannot meet demand through normal retail channels. This scarcity pushes buyers to the pre-owned market where these exact 25 references circulate most frequently. Interestingly, some discontinued models like the Milgauss now experience scarcity-driven demand that increases their sales velocity. The Rolex Daytona presents an extreme case where supply constraints limit transaction volume despite massive demand, explaining its #19 ranking despite commanding premium prices.
The Small Case Size Surge
Perhaps the most surprising trend in 2025 was the dramatic increase in smaller case size popularity. Women’s Rolex watches saw a staggering 41% increase in sales volume compared to 2024, with models under 34mm experiencing renewed collector interest. The Lady-Datejust ref. 69173 climbing to #2 overall and two Rolex Lady-Datejust references entering the Top 25 for the first time signal a major market pivot. Buyers are discovering value in vintage and neo-vintage smaller references that were previously overlooked, driven by both affordability and distinctive proportions that differ from modern sizing trends.
Investment Resilience
Certain Rolex families demonstrate superior value retention during market fluctuations. GMT-Master II and Submariner references consistently maintain strong resale percentages because their combination of utility, recognition, and scarcity creates sustained demand. Steel professional models recovered value fastest following the 2022 market correction, explaining their dominance in this ranking. Datejust models, while appreciating more slowly historically, showed exceptional strength in 2025 with the collection’s 6% value increase outpacing sports models. This suggests buyers are rewarding versatility and wearability over pure speculation.
Frequently Asked Questions About Best-Selling Rolexes
Conclusion
The 25 models ranked here represent the blue chips of the Rolex market, combining proven demand with strong liquidity across multiple buyer segments. From the vintage charm of the Datejust ref. 16233 to the modern sophistication of the GMT-Master II ref. 126710, these references demonstrate why Rolex maintains its position as the most traded luxury watch brand globally. Whether you prioritize investment potential, wearability, or collector appeal, the watches on this list offer vetted options backed by real transaction data.
Understanding which Rolex models generate the highest sales volume provides valuable insight for both buying and selling decisions. These references benefit from active markets where pricing remains transparent and transactions complete quickly. As we move into 2026, the trends suggest continued strength for versatile models that bridge dress and sport categories, along with growing appreciation for vintage and neo-vintage references that offer distinctive character at accessible price points.
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