Which Rolex Is the Best Investment? Top Models Likely to Gain Value in 10 Years
As one of the most popular luxury watch brands, Rolex has firmly established its position in the market. Its market value continues to rise steadily, but many current owners and prospective buyers may be wondering what its value will look like in 10 years.
In this article, we take a closer look at the future value of Rolex over the next decade. We’ll also introduce models that are expected to hold or increase in value, along with tips on how to preserve the value of your watch. Be sure to read to the end.
What Will Rolex Be Worth in 10 Years?
While nothing is guaranteed, based on recent trends, the domestic market value of Rolex is expected to continue rising over the next decade.
Although past events such as the Lehman Shock and the bursting of the economic bubble caused temporary drops in value, the market has since recovered.
Rolex continues to enjoy strong demand, and its popularity shows no signs of fading. Unless something happens to seriously damage user trust seriously, that popularity is likely to remain stable.
In conclusion, while fluctuations in currency exchange rates and economic conditions may impact value, as long as Rolex maintains its branding strategy, it is unlikely that its popularity or value will decline significantly.
Why Is Rolex Expected to Maintain Its Value Over the Next 10 Years?
- Exceptional Brand Recognition and Popularity.
- High Rarity and Limited Availability.
- Timeless Design Unaffected by Trends.
There are three main reasons why Rolex is expected to hold its value well over time. Let’s take a closer look at each one.
1. Exceptional Brand Recognition and Popularity
Rolex’s overwhelming popularity isn’t something that can be easily shaken. That strong, lasting appeal contributes to the brand’s long-term value retention.
2. High Rarity and Limited Availability
The difficulty in obtaining a Rolex is another key reason its value remains stable. Rolex does not mass-produce its watches; instead, it limits production and circulation. Even standard models are not readily available, and limited editions are even more challenging to obtain.
With demand consistently exceeding supply, Rolex watches continue to circulate in the market without losing value.
3. Timeless Design Unaffected by Trends
A significant reason Rolex maintains its value is its universally appealing, timeless design. Even when comparing current models with those from a generation ago, there’s little noticeable difference—evidence of the brand’s refined and enduring aesthetic.
Free from excessive decoration and boasting a sleek, minimalist design, Rolex watches are cherished by people of all ages and professions.
5 Rolex Models Expected to Increase in Value Over the Next 10 Years
While Rolex watches are generally known to hold their value well, some models stand out as especially promising for long-term appreciation.
Here are five models that are likely to continue gaining value in the years to come.
1. Submariner
The Submariner was the first Rolex watch explicitly designed for water resistance, making it suitable for diving and other marine sports. Developed initially with 100m of water resistance, the latest models can now withstand depths of up to 300m. It is also highly resistant to scratches, UV rays, and seawater.
Designed for underwater use, features such as the unidirectional rotating bezel with minute markers and the luminous dial make it easy to read in dark conditions. The Submariner is also perfect for everyday wear.
While its overall design has remained largely unchanged since its debut, the model has undergone multiple minor updates over the years, resulting in various versions. These include the “Submariner Date” with a date display and the classic “Submariner” without one.
2. Daytona
The Daytona is known for its distinctive three-counter dial design and is often referred to as the “King of Rolex.” It has become one of the brand’s most iconic models. It enjoys immense popularity worldwide.
Vintage models from the 1960s and 70s—no longer in production—are especially sought after. One standout is the “Paul Newman Dial,” a hand-wound version made famous by actor and race car driver Paul Newman.
At auctions held by renowned houses like Phillips, some of these watches have sold for tens of thousands or even hundreds of thousands of dollars. As market value continues to rise year after year, the Daytona remains a model with strong investment potential.
3. Datejust
The Datejust is a long-running Rolex model easily recognized by the date window positioned at 3 o’clock. Its official name is the “Oyster Perpetual Datejust.”
The most notable feature is the “Datejust mechanism,” one of Rolex’s three great innovations, which allows the date to change instantly at midnight. The other two hallmark innovations are the “Perpetual” self-winding movement and the “Oyster case” for waterproof protection—all of which are incorporated into the Datejust, making it a showcase of Rolex engineering.
The Datejust is available in a wide range of variations, including the larger “Datejust II” and models crafted from different materials and featuring various dial designs. With men's, women's, and midsize options available, it's also a popular choice for matching pair watches.
4. GMT-Master
Originally developed at the request of Pan American Airways, the GMT-Master was designed for pilots needing to keep track of multiple time zones. Two main versions exist: the original “GMT-Master I,” sold from 1955 to approximately 1999, and the “GMT-Master II,” which has been available since 1982 and remains in production today.
The GMT-Master emerged during the 1950s, a time when international air travel was becoming increasingly common. Its ability to track different time zones made it a groundbreaking tool for travelers.
Although it wasn’t as popular as the Submariner or Explorer when first released, the GMT-Master has undergone various updates in color and size, striking a balance between luxury and practicality. Now a fan favorite, even vintage GMT-Master models are receiving renewed attention.
5. Explorer
As its name suggests, the Explorer was created for adventurers. It was developed based on the Oyster Perpetual Chronometer worn by the team that made the first successful ascent of Mount Everest.
Engineered to withstand extreme environments—including high heat, cold, and humidity—the Explorer was truly made for harsh conditions. Its durable, minimalist design emphasizes functionality, making it a practical choice for both business and everyday wear.
Thanks to its versatility, the Explorer has garnered a strong following among a diverse range of users, including celebrities, actors, and idols.
In 1971, the “Explorer II” was introduced as an upgraded version featuring a date window and a 24-hour display.
Are There Times When the Value of a Rolex Can Decline?
It cannot be said with certainty that the value of Rolex will never decline in the future. Compared to the past, the number of people interested in purchasing luxury watches has been steadily decreasing, mainly because a smartphone alone is sufficient for checking the time. As the buyer base shrinks, some impact on value is inevitable.
If Rolex were to increase production and the supply were to significantly surpass demand, prices could fall. Economic conditions and currency exchange rates also play a role in influencing value. Additionally, when new models are released, the value of existing models often tends to drop.
What Are the Best Ways to Buy a Rolex at a Relatively Low Price?
When it comes to buying a Rolex, the biggest concern is, of course, the price. Here are some ways to purchase these high-end watches at a relatively lower cost.
Buying from an Official Rolex Retailer
In today’s market, pre-owned Rolex prices have surged, with some models even exceeding their original retail price.
The biggest advantage of purchasing from an authorized Rolex retailer is that you can buy at the official list price.
However, even at official stores, stock shortages remain a challenge. You may need to visit multiple times or check availability at several locations to secure the model you want.
Buying Overseas
Some people may think, “If I buy abroad, I might get a better deal.” Depending on the exchange rate, it can sometimes be cheaper to purchase a Rolex in a different country.
However, Rolex is a brand with very little price variation between countries. Additionally, international purchases exceeding $1,360 USD are subject to taxation, which includes Rolex watches.
If you plan to buy abroad, you’ll need to consider factors such as tax procedures and exchange rates carefully.
Buying from a Specialty Resale Shop
Purchasing from a specialty resale shop is another way to buy a Rolex at a relatively lower price. While some pieces are still expensive, specific models can be found at more affordable prices. Even for the same model, the cost can vary depending on its condition and whether accessories are included, so it’s worth comparing before making a decision.
With proper maintenance, a pre-owned Rolex can be enjoyed for many years. At Gallery Rare, for example, you’ll find a wide selection of Rolex watches—from unused pieces to pre-owned items graded by condition. Be sure to check them out when considering your options.
What Can You Do to Maintain the Value of Your Rolex Over the Next 10 Years?
- Keep all accessories and original packaging.
- Own popular or limited-edition models.
- Monitor the economy, exchange rates, and global trends.
The simplest way is to keep all accessories that come with your purchase, such as the warranty card, manuals, and tags. The value of a Rolex can change depending on whether these items are included. Having the original box can also add value, so it’s best to store it together.
Another key point is to own popular or limited-edition Rolex models. Compared to widely available models, these tend to hold or increase their value globally.
Although more challenging, keeping an eye on the economy and global trends is also essential. By developing the ability to anticipate changes, you can act quickly—such as selling before values drop—to better protect your investment.
Conclusion: Is a Rolex Worth the Investment?
- The domestic market value of Rolex is expected to continue rising over the next decade.
- For lower prices, it is recommended to buy from official Rolex retailers, overseas, or specialty resale shops.
- To maintain the value of your Rolex, be sure to keep all original accessories, carefully select which model to own, and stay informed about the economy and global trends.
We’ve provided an overview of Rolex’s projected value over the next 10 years, and current trends suggest prices will continue to rise. The five models featured in this article are especially promising and highly recommended. At Gallery Rare, we offer a wide selection of Rolex watches, including top picks and discontinued models that are no longer available at authorized retailers. You’re sure to find one that suits your style. Be sure to check them out.
*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.