Are Rolex Watches a Good Investment? What 15 Years of Resale Data Shows

Yes, Rolex watches are strong investments with high value retention. Popular stainless steel sports models, like the Submariner, Daytona, and GMT-Master II, have historically appreciated faster than many stocks and bonds. Still, Rolex watches are best viewed as wearable investments that hold their value over time rather than a financial asset.

Key Takeaways

Consistent Store of Value: Rolex timepieces historically retain value better than most luxury assets, acting as a reliable hedge against inflation.

Scarcity Drives Appreciation: Strict factory production caps paired with surging global demand create secondary market premiums, allowing select models to outperform traditional stock indexes.

Model Selection is Critical: Investment-grade returns are heavily concentrated in stainless steel sports models, specifically the Daytona, Submariner, and GMT-Master II.

Condition and Provenance Dictate Return: Complete sets including the original box, serial-matched warranty papers, and unpolished components command the highest resale premiums.

Vintage Commands Top Prices: Discontinued references with finite surviving supply drive nearly all record-breaking Rolex auction results.

Many discerning collectors and enthusiasts choose to purchase the best Rolex watches not only for their exceptional craftsmanship and timeless designs but also for their potential to grow in value. These iconic timepieces represent a wise investment, as the most coveted models have consistently demonstrated their capacity to outperform traditional financial assets, making them highly sought-after by those who appreciate both horological excellence and long-term value appreciation.

However, it’s important to note that not every Rolex watch has equal investment potential. When considering the best Rolex for investment, look for models that tend to appreciate the most. These are often watches with limited production runs, historical significance, or distinctive features that capture the imagination of collectors worldwide. By carefully curating a collection of the finest and rarest Rolex models, savvy investors can potentially reap handsome rewards while enjoying the enduring beauty and prestige of owning some of the world’s most coveted timepieces.

1. Vintage Models Are The Most Expensive

The ceramic Pepsi GMT-Master II sells for significantly more than its retail price on the secondary market.

While modern Rolex watches are packed with all of the latest and greatest technologies and materials, it is the vintage Rolex market where all of the record-breaking valuations occur. Rolex watches that are still in production have a finite limit for how much their values can increase, since a brand-new example of the watch can always be secured directly through an authorized dealer at its regular MSRP retail price (although sometimes not without enduring an extremely long waitlist).

Much like antiques, vintage watches frequently derive their value from the fact that they are no longer in production, and the surviving examples still in existence are all that there will ever be. Additionally, since many of the older Rolex watches were treated roughly and without the same degree of care and consideration that modern Rolex watches experience, a large number were lost or destroyed throughout the years, further limiting the number of surviving examples in existence today.

2. Professional/Sport Watches Typically Hold Value Best

Not every vintage Rolex watch has the potential to be worth more than a new one simply because it is old. Certain lines of Rolex watches are more passionately collected than others, and can have much greater chances of appreciating in value. While the Rolex Datejust and the Rolex Presidential watches are among some of the most iconic and recognizable watches in the world, it is the Rolex professional watch collections that generally receive the most attention and the highest bids from serious collectors.

While this especially holds true on the vintage market, many collectors tend to gravitate towards the various Rolex sports watches even when purchasing a contemporary timepiece. Originally, Rolex’s professional watch collections were robust, purpose-built timepieces that were designed to withstand rigorous use; however, they are now considered luxury items, and it is not an uncommon occurrence for a vintage Rolex Daytona to break the million-dollar mark at auction.

For a number of Rolex’s contemporary sport/professional watches, public demand far exceeds annual production numbers for the given watch, resulting in waitlists for certain models that can sometimes reach up to several years in length. Within the past few years, we have seen this happen for several of Rolex’s stainless steel sport/professional watches, where long waitlists at authorized dealers drive prices in the pre-owned market above retail prices for brand-new examples from authorized dealers.

The legendary GMT-Master II 116710BLNR is almost guaranteed to maintain its value.

The top 3 hottest Rolex right now are the Rolex Daytona 116500, the Rolex Submariner 116610, and the Rolex GMT-Master II 116710. At the present time, all of these watches are selling on the pre-owned market above their respective retail prices. The reason for the high prices on the pre-owned market lies in the limited availability of these highly sought-after watches. One can purchase one of these at an undetermined (later) date, after spending a lengthy period of time on a waitlist; or, that same watch can be purchased pre-owned (at market price) and can be worn that very weekend.

When the Daytona ref. 116500 with Cerachrom bezel was announced at Baselworld 2016, many collectors flocked to their local authorized dealers to put their names down on the waitlists for this highly-anticipated watch. The reference 116500 was the Daytona that many Rolex fans had long been anticipating, and as it was crafted from stainless steel, it was among the most affordable Daytona offerings in the Rolex catalog. With a high level of desirability and a price point that was not out of reach for many Rolex collectors, waitlists for the reference 116500 quickly grew to several years, and prices on the pre-owned market quickly climbed to almost 50% above retail prices.

Some models take years to appreciate in value, while others almost double in price immediately after you purchase them.

Much like the reference 116500 Daytona, the all-green version of the reference 116610 Submariner, quickly grew in popularity, and soon experienced a demand that exceeded the number of reference 116610 “Hulk” Submariner watches that Rolex manufactured each year. For the first half-century of its existence, Rolex’s stainless steel Submariner was a watch with a black dial and a black bezel insert; however the option of bright green for the reference 116610 Submariner quickly became a popular target for collectors, and pre-owned prices soon exceeded those at authorized retail locations.

A third, contemporary, stainless steel Rolex sport/professional model that has experienced appreciation in a relatively short amount of time is the reference 116710 “Batman” GMT-Master II. First announced at Baselworld 2013, the “Batman” GMT is identical to the regular reference 116710 GMT-Master II, except for the blue coloration of its 24-hour hand and bezel insert. Much like the reference 116610 “Hulk” Submariner, the reference 116710 “Batman” GMT comes with a minor premium in retail price over its all-black counterpart; however just a few years after its initial release, pre-owned examples are selling at or above retail prices.

3. Mint Condition Will Always Be Desirable

Rolex watches hold their value better than almost any other brand.

Regardless of what the future may have in store for the world of luxury watch collecting, there will always be a market for mint-condition Rolex watches. From year to year, certain lines of Rolex watches gain or lose popularity, and depending on market trends, consumer preferences, and future releases by Rolex, their price can either go up or down. However, regardless of what the trends and preferences of the future may be, a watch in mint condition will always sell for more than an exact equivalent in lesser condition.

At the end of the day, the purchase of any Rolex watches as an investment involves a certain degree of speculation. The future prices of luxury watches are always uncertain, and the overall value of a watch is ultimately whatever people are willing to pay for it at a given point in time. With that in mind, a vintage Rolex sports watch in mint condition that still has its original box and paperwork is about as close to a rock-solid investment as you are likely to find in the world of high-end watches – assuming that you are able to secure one for a favorable price.

A Rolex Sports model in its original condition – all period correct

Unpolished – only 1 in about 100 vintage Rolex watches have not been previously polished. But these examples are highly sought after by collectors

Box and Papers – a watch that has its original box and papers will almost always make a watch worth more. Perhaps as much as 35% more than one without.

** For new collectors in need of advice on how to buy a Rolex, here is a very important tip. Buy from a reputable vintage Rolex dealer to assure you peace of mind before spending (investing) thousands of dollars.

Paul Newman Daytona watches are among the most valuable timepieces in the entire world.