A Rolex is one of the few luxury goods that can hold its value, but it is not a guaranteed investment. Popular steel sports models, such as the Submariner, GMT-Master II and Daytona, have historically resold close to or above their retail price; many other models resell below what they cost new. Prices on the secondary market rise and fall: they climbed sharply until 2022 and then fell back. Buy a Rolex because you want to wear it, and choose it well so that it keeps as much value as possible.
This guide is general information, not financial advice.
By the numbers: Morgan Stanley and LuxeConsult estimate Rolex's 2023 sales at CHF 10.1 billion, a retail market share of just over 30% and more than the next five luxury watch brands combined. Rolex does not publish its own figures, so these are analysts' estimates (swissinfo.ch, 14 March 2024).
Which Rolex models have held their value best?
Historically, the models with the strongest resale have been:
- Steel sports models: Submariner, GMT-Master II, Cosmograph Daytona and Explorer. Demand is higher than authorized dealers can supply.
- Discontinued references that collectors seek out, especially with rare dials or bezels.
- Watches with a full set: original box, warranty card and all bracelet links.
Gold dress watches, gem-set pieces and less popular models tend to resell further below their retail price, but that also makes them better value to buy pre-owned.
What lowers the value of a Rolex
- Missing papers. A watch without its warranty card or box sells for less. See why box and papers matter.
- Heavy polishing. Polishing removes metal and softens the case edges. Light wear is better than an over-polished case.
- Replaced parts. Non-original dials, hands, bezels or bracelets, and aftermarket diamonds, reduce value sharply.
- Missing links. A bracelet that no longer fits a larger wrist is worth less.
- No service history, on older watches.
How to buy a Rolex that keeps its value
- Buy a model with steady demand rather than a trend.
- Prefer the full set and good, unpolished condition.
- Pay a fair market price: check our Rolex price guide and the watch price index before you buy.
- Keep everything that came with the watch, and have it serviced when needed by a qualified watchmaker.
- Buy from a seller who checks authenticity and offers a warranty. Our checklist on how to spot a fake Rolex shows what to look for.
What our stock says about prices now
Live figures from the Rolex watches in our stock:
| Model | Typical price | Lowest price |
|---|---|---|
| Submariner | $13,155 | $6,290 |
| GMT-Master II | $17,600 | $9,240 |
| Cosmograph Daytona | $40,920 | $14,300 |
| Datejust 41 | $13,155 | $7,260 |
| Explorer | $8,355 | $5,590 |
When you want to sell
If you decide to sell, we buy Rolex watches across the US: you send photos, we make a written offer within 24 hours and send a free insured shipping label. Read how to sell a Rolex online or get an offer on our sell your watch page.
Frequently asked questions
Do Rolex watches go up in value?
Some do, especially popular steel sports models and sought-after discontinued references, but prices also fall. Between 2022 and 2024 many Rolex prices on the secondary market came down from their peak. No future price is guaranteed.
Which Rolex holds its value best?
Historically the steel Submariner, GMT-Master II, Daytona and Explorer, bought with the full set and kept in good, unpolished condition.
Is a pre-owned Rolex a better buy than a new one?
Often, yes. A pre-owned watch has already absorbed part of its depreciation, and you can buy it immediately without a waiting list. Check its condition, papers and authenticity carefully.
Should I keep the box and papers?
Yes. A full set is easier to sell and sells for more.
Is a Rolex a good investment compared with stocks?
A watch is a luxury purchase first. Buy one you will enjoy wearing; treat any value it keeps as a bonus, not a return.
