Timeless Value: Why Rolex Watches Appreciate
Rolex is the ultimate symbol of luxury timepieces—admired for generations and still regarded as the gold standard in watchmaking. As Rolex prices continue to rise year after year, more collectors are now viewing their purchases as long-term investments.
But what exactly gives Rolex such strong asset value? In this article, we break down the reasons why Rolex watches retain their worth, why they’re often treated as investment assets, and which models are especially sought after.
5 Reasons Why Rolex Watches Hold Value
There are five key reasons why Rolex watches maintain such strong value over time. Let’s take a closer look at each:
1. Retail Prices Keep Going Up
Rolex has consistently raised its prices in recent years. Increases occurred in January 2020, August 2021, twice in 2022 (January and September), again twice in 2023, and once more in January and June of 2024. Some models now exceed 10 thousand USD, making them increasingly difficult to buy at retail prices.
Several factors are driving this trend:
- Rising production costs: Rolex uses premium materials such as stainless steel and gold, both of which have seen price surges, especially gold, which has significantly increased in value recently.
- Pandemic-related disruptions: The global spread of COVID-19 led to lockdowns and factory shutdowns, reducing supply and driving up both labor and material costs.
- Currency fluctuations: Since Rolex watches are made in Switzerland, fluctuations in exchange rates and international trade policies can influence domestic prices internationally.
Because of these combined factors, retail prices continue to rise, and many buyers are now rushing to secure a piece before the subsequent increase.
2. Unmatched Craftsmanship and Quality
Rolex is known for its uncompromising quality. One key example is its use of 904L stainless steel, also known as “Oystersteel,” which offers exceptional strength and resistance to corrosion—something no other watchmaker uses to this extent.
Rolex even uses gold for its indices and hands, emphasizing a commitment to both luxury and durability. In 1926, Rolex introduced the world’s first waterproof wristwatch case, the Oyster case, and secured a patent for it. This relentless pursuit of innovation is what allows Rolex to deliver top-tier performance consistently.
No matter how reputable a brand is, without preserving quality, it cannot maintain tradition. Rolex continues to push boundaries in design and engineering, and that spirit is what makes it a brand that stands the test of time.
3. Demand Exceeds Supply
Global demand for Rolex watches consistently outpaces supply. With only four manufacturing sites in Switzerland and about 9,000 employees, Rolex handles everything in-house—from design to production and final inspection. They even have a dedicated gemological lab and setting specialists for models with precious stones.
Each watch is meticulously crafted by hand, making mass production impossible. And with customers all over the world competing to get one, this demand-supply imbalance keeps prices strong.
4. The Pre-Owned Market Is Stable and Strong
One primary reason Rolex watches retain value is their high resale price. When a model is discontinued, its rarity drives up demand on the secondary market, often resulting in price surges.
That means a Rolex you own today may become even more valuable once it’s no longer in production. This stability has attracted a growing number of investment-focused buyers, and the idea of owning a Rolex as a long-term asset has become increasingly mainstream.
5. Heritage and Global Brand Power
Rolex’s legacy is another major factor behind its high asset value. Since its founding in 1905, the brand has focused relentlessly on quality and innovation. Over the decades, Rolex has built a reputation so strong that the name alone instantly evokes the image of a luxury watch.
It’s that universal recognition and respect that gives Rolex such staying power. The brand's reputation for excellence, combined with its long history and name value, ensures that its watches rarely—if ever—lose their worth.
Top 5 Rolex Models With the Highest Asset Value
Among all Rolex timepieces, these five models stand out for their exceptional value retention and investment potential.
Daytona
- Model Highlight: Cosmograph Daytona Platinum
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Estimated Retail Price: $76,240 USD
Arguably the most iconic Rolex model, the Daytona is a true symbol of the brand. Its signature three sub-dials on the face reflect the model’s chronograph function, blending elegance and sportiness in a way few other watches do. The Daytona’s striking presence on the wrist perfectly captures the essence of Rolex design—refined, powerful, and instantly recognizable.
It’s also the only Rolex with a chronograph (stopwatch) function, making it especially popular among athletes. Built with exceptional water resistance and offered in a wide variety of designs, the Daytona enjoys overwhelming demand. But due to its complex engineering and strict quality control, supply rarely keeps up, making it one of the hardest models to find at authorized dealers.
In fact, some people even take part in what’s jokingly called the “Rolex Marathon”—visiting store after store, hoping to catch a glimpse of a Daytona. Discontinued models, particularly those from the 1960s and '70s, also have strong collector demand and high resale value.
Explorer
- Model Highlight: Explorer 36 Oystersteel & Yellow Gold
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Estimated Retail Price: $12,300 USD
Created in 1953 to honor mountaineers who conquered Everest, the Explorer was born from Rolex’s real-world testing on expeditions. During early climbs in the 1930s, Rolex’s Oyster model proved its durability under extreme conditions, inspiring the creation of a purpose-built adventure watch.
The Explorer is known for its rugged case, highly legible dial, and minimalist design that hasn’t changed much since its debut. In 1971, Rolex introduced the Explorer II, featuring a date function and a 24-hour hand with a fixed bezel, allowing users to distinguish day from night in environments without sunlight, such as caves. Built tough enough for expeditions to volcanoes and polar regions, the Explorer II remains a trusted companion for extreme exploration to this day.
While Rolex often embraces bold design innovation, the Explorer has remained faithful to its roots with classic 36mm and 40mm case sizes and the signature 3-6-9 numeral dial. It’s a tribute to exploration, function, and timeless design.
GMT-Master
Shop Stainless Steel Rolex Watches
- Model Highlight: GMT-Master II 40mm Yellow Gold
- Estimated Retail Price: $40,640 USD
First launched in 1955 for Pan American World Airways pilots, the GMT-Master was engineered to display two time zones at once—crucial for international travel. In 1982, Rolex introduced the GMT-Master II as the successor to the original GMT-Master. This updated model allowed wearers to keep track of three time zones at once—local time with the hour hand, a second time zone with the GMT hand, and a third by rotating the bezel.
Beloved by frequent flyers and business travelers, the GMT-Master II pairs function with elegance. Its scratch-resistant design makes it ideal for everyday wear, without needing to worry about damage. The “Batman” version, with a blue and black bezel, is especially popular for its durability and sleek appearance, and it commands high prices in the resale market.
Yacht-Master
Shop Steel Yellow Gold Rolex Watches
- Model Highlight: Yacht-Master 42 Yellow Gold
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Estimated Retail Price: $30,510 USD
Introduced in 1992, the Yacht-Master was designed for the luxury lifestyle, specifically for those enjoying yachts and coastal leisure. Unlike most Rolex models, it’s never been offered in full stainless steel. Instead, it features premium materials like platinum and yellow gold, along with 100m water resistance suitable for marine sports.
The most sought-after version is the “Rolesium” model, which combines Oystersteel and platinum—a blend exclusive to the Yacht-Master line. Its sporty yet refined design speaks to those who want sophistication and durability in one package, making it a favorite among affluent buyers.
Submariner
Shop Steel White Gold Rolex Watches
- Model Highlight: Submariner Date 41mm White Gold
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Estimated Retail Price: $43,850 USD
The Submariner debuted in 1953 as Rolex’s first dive watch. It was groundbreaking for its time, offering water resistance and accuracy under pressure. While the original was water-resistant to 100 meters, current models are rated for 300 meters, thanks to decades of refinement.
One of the defining features of the Submariner is its rotating bezel, designed to track dive time. For professional divers, knowing how long they can safely remain underwater is crucial—it directly corresponds to how much oxygen remains in their tank. To ensure precise and safe timekeeping, the Submariner uses a unidirectional bezel that only rotates counterclockwise. This safety feature prevents accidental extension of dive time, setting it apart from other models. This unidirectional bezel was first introduced with the second-generation model, Ref. 16800. Earlier versions did not include this feature.
Another distinctive aspect of the Submariner is that it comes in both date and no-date versions, offering flexibility depending on personal preference. Despite its long history, the Submariner has remained largely unchanged in design since the original, with upgrades focused primarily on enhancing functionality, one of the reasons it continues to enjoy lasting popularity.
Is a Rolex a Smart Investment? Tips for Maximizing Value
Rolex watches are often seen as more than luxury timepieces—they’re recognized as potential investment assets. Here, we’ll walk you through practical strategies for making the most of your Rolex investment.
1. Choose Popular or Rare Models
If you're planning to invest in a Rolex, aim for popular or rare models. In particular, Oystersteel sports models are in consistently high demand. Their durability, sporty design, and strong market appeal make them ideal for long-term value retention.
Rare models, on the other hand, gain value from their scarcity. Take the vintage Daytona 6263, for example. It was produced between 1970 and 1988 and can command prices approaching 10 million yen. Another example is the Explorer 1016, which may sell for around 3 million yen even as a pre-owned piece. Collectors value rarity, so keeping an eye on discontinued or low-production models can pay off over time.
2. Keep All Accessories and Store Them Carefully
When you buy a Rolex, keep every accessory it comes with—especially the guarantee card, which proves authenticity and warranty status. This card is essential for both resale value and buyer confidence.
To maintain value, store your watch and its accessories in a cool, dry place to avoid humidity damage or deterioration.
3. Beware of Counterfeits
If you’re not buying from an official retailer, take extra precautions to avoid counterfeit watches. Even if the guarantee card appears genuine, the watch itself may not be. To stay safe, only buy from official Rolex dealers or highly reputable secondhand luxury retailers.
Educate yourself on how to identify authentic Rolex details—serial numbers, engravings, and model-specific features can all help you confirm legitimacy. Research the specific model you’re interested in before making a purchase.
4. Time Your Sale Strategically
Maximizing returns on a Rolex investment depends on selling at the right time. You need to watch the market closely and recognize when demand is highest.
For example, newly released and in-demand models often fetch high prices on the secondary market, especially when retail supply is limited. Fans eager to get the latest model are often willing to pay a premium. In such cases, selling right after acquisition could yield the best return.
If you’re holding onto a watch as a long-term asset, it’s crucial to track which models are trending and adjust your sale timing accordingly. Keep in mind that resale value doesn’t always rise with retail prices—detailed market research is key.
Interestingly, prices can also rise just after a model is discontinued. Since Rolex rarely revives old models, scarcity drives up demand. When collectors realize they “can’t get it anymore,” interest spikes—and so does the value.
Because Rolex watches are Swiss-made, currency fluctuations can affect both purchase and resale value. Rolex prices often move with global economic conditions, so keeping an eye on broader market trends is essential for maximizing returns.
5. Can a Rolex Lose Value? What to Know to Avoid Selling at a Loss
While Rolex watches are famously known for holding—or even increasing in—value, it's still important to understand when and why their market prices may dip. Generally, significant depreciation is rare. Rolex’s enduring reputation, precise craftsmanship, and limited production models help protect against major value drops. That said, there are a few key factors that can impact your resale outcome.
Models like the Datejust, for example, may occasionally sell for slightly below retail if they’re not in high demand or if market conditions shift. On the other hand, a well-maintained GMT-Master or Submariner—especially vintage references—can increase dramatically in value over time, sometimes exceeding original purchase prices by several times.
So while Rolex depreciation is rare, being informed and strategic helps ensure you don’t leave money on the table.
6. Work With a Trusted Luxury Resale Shop
When it’s time to sell, choose a resale shop that employs Rolex-savvy appraisers. Rolex prices fluctuate with the economy, global trends, and even social media buzz. That’s why having a buyer who understands market timing and collector preferences is vital.
One such trusted partner is Gallery Rare, which has over 40 years of experience in luxury resale. Our expert staff evaluates watches based on real-time global market demand and offers accurate, fair appraisals.
We also work with professional buyers in Hong Kong, the U.S., and ASEAN countries, enabling us to assess value from an international perspective. With minimal advertising spend, we prioritize higher payouts for sellers.
Gallery Rare offers multiple appraisal options: in-store, by mail, or through LINE, email, or phone—whatever suits your needs. Our experienced staff is ready to answer any questions you may have.
How to Buy a High-Value Rolex at a Great Price
If you’re looking to acquire a Rolex with strong investment potential, we recommend browsing the official Gallery Rare online store. You'll find a carefully curated selection of top-quality pre-owned watches, including popular models like the Daytona, Explorer, and Submariner.
Because our store focuses exclusively on premium secondhand timepieces—including rare models—it’s an excellent starting point for anyone interested in investing in a Rolex.
Prefer to see a watch in person? Visit one of our brick-and-mortar shops in Tokyo or Osaka, where knowledgeable staff will assist you with any questions.
Conclusion: Why Do Rolex Appreciate in Value
- Rolex watches are widely recognized for their investment potential.
- To invest smartly, focus on acquiring popular or rare models and stay informed about market trends.
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Timing your sale and working with a trustworthy buyer are essential to maximizing returns.
Rolex watches have seen a steady rise in both popularity and value, leading more people to view them as serious investment assets. That said, treating a Rolex as an investment means doing your homework. It’s important to research which models are most in demand and stay on top of market trends—especially if you plan to hold onto your watch long term.
When it’s time to sell, working with a reputable watch buyer can make all the difference. A knowledgeable expert who understands brand value and market conditions can help you get the best possible offer. If you're considering Rolex as part of your investment strategy, start by finding a buyer you can trust.
*Please note that the prices listed in our blog are for reference only and are converted from Japanese Yen (JPY) to US Dollars (USD) using the exchange rate of June 2025. Prices on the sales site include customs duties and shipping fees. Actual exchange rates may vary.