Analyzing Pre-owned Rolex Models for Savvy Investments

Your desired luxury watch may double as a savvy addition to your investment collection rather than just an accessory.

A recent report from Bob's Watches offers insights into 15 years of data on Rolex sales, encompassing more than 50,000 transactions. This data reveals trends in the secondhand market and highlights models that have delivered significant investment returns.

Throughout 2010 to 2025, some models witnessed dramatic value jumps, with one surging over 600%, and another now fetching more than $20,000.

Understanding Market Trends

The high-end watches sector exhibits remarkably low market volatility, as shown by a study shared on the Social Science Research Network. Luxury watches typically don't closely follow stock market trends, and many models see their values increase over time.

However, certain models amass more worth than others, influenced by fashion shifts and altering demands in pre-owned sales.

The pre-owned watch industry saw its height from 2020 through 2022, coinciding with rising interest in luxury items amid the pandemic.

Among the top three independent watchmakers, Rolex, along with Patek Philippe and Audemars Piguet, has managed to sustain a strong position even as the used watch market waned from its peak.

Securing Real Assets

Rolex watches serve as tangible assets. Unlike stocks, these are items you can physically enjoy, insure at a minimal cost relative to their value, and hand down through generations, according to Paul Altieri, CEO of Bob's Watches.

Top Value Gainers: A Close Look

For discerning investors, here are three notable Rolex watches that have gained substantial value in the pre-owned market as per Bob's Watches sales analysis.

In-depth on Rolex Datejust

Bob's Watches notes that the Rolex Datejust was the most frequently traded series from 2010 to 2025. Fifteen years ago, it had a resale value around $1,150, surging to approximately $8,500 by May 2025—a leap of about 639%.

While it has declined by roughly 14% from its high of $9,926 in March 2022, key models such as references 16013, 16233, and 69173 are particularly valued.

Altieri noted that while some might underestimate the excitement of dress watches, the Datejust’s seasoned appeal continues to command attention.

Exploring the Rolex Submariner

The Rolex Submariner maintains its strong hold among collectors, with a steady value appreciation. According to Bob's Watches, it peaked at $18,889 in May 2022.

During the two-year stretch from 2020 to 2022, steel sports models experienced unprecedented demand, according to Altieri.

Although its average resale price fell slightly in 2023, it has since rebounded to $17,295, reinforcing that interest in the Submariner is more than just a passing trend.

References 16610, 116610, and 16613 are among the top-selling models, as per the data.

Delving into Rolex GMT-Master II

Bob’s Watches indicates that the GMT-Master II has experienced a 506% value rise since 2010. The demand is especially pronounced for vintage 'Pepsi' and modern 'Batman' models, both celebrated for their distinctive design colors.

From 2010 to 2017, the value demonstrated consistent growth, peaking at $23,992 in November 2021, with a resale value maintaining robustness at $20,595 by 2025.

References such as 116710, dubbed the 'Batman', and 16710, known for Pepsi and Coke motifs, are noted for their popularity.

Altieri explains that beyond the unique 24-hour bezel, the narratives accompanying each edition—whether 'Pepsi' in red and blue or 'Batman' in black and blue—bolster its desirability and market strength.