Being at the helm of affairs since 1905, Rolex has been synonymous with state-of-the-art craftsmanship, elegance, finesse, and classic Swiss precision. Producing timeless timepieces of horological excellence, the brand has gone above and beyond traditional watchmaking to break all stereotypes and revolutionize the Swiss class with contemporary choices, with watches having proved their might, leaving an indelible mark on the luxury watch industry.
Standing tall as one of the most iconic and renowned pieces of luxury, it is fascinating how Rolex has established itself as a tool for more than mere timekeeping and as a piece embedded in challenging yet rewarding horological endeavors. However, when investing in a Rolex, one could contemplate asking oneself if his investment would retain its value over time.
The answer is greatly affirmative, even though individual resales could still vary depending on the model type and other market dynamics. Many Rolex watches have demonstrated exceptional value retention, keeping their values intact and even appreciating with time.
Hence, if you're contemplating adding a Rolex to your collection, it's essential to research and select models known for their strong resale potential.
Are you looking to evaluate or sell your Rolex? ElegantSwiss, trusted by hundreds of collectors worldwide, offers a curated selection of pre-owned models.
Best Rolex Models That Hold Their Value
Rolex timepieces are renowned for their enduring value, with specific models appreciating significantly over time. Here's a curated list of Rolex watches that have demonstrated exceptional resale value:
1. Rolex Cosmograph Daytona: For Professional Racers
Invented to meet the needs of professional race car drivers, the Daytona has gained immense popularity since its inception in 1963, considering its elite associations with famous global actor and race car driver Paul Newman.
Rising to become one of the most coveted Rolex models today, the watch was a trailblazing sensation that redefined horology, adding to it the profound, esteemed collaboration powered by exceptional design, finesse, and quintessential Rolex precision.
One of the most coveted Rolex models, the Daytona Ref. 116515LN, with a white dial and rose gold case, has seen an approximate 88% increase in value over the last five years.
Key Features:
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Tachymetric scale for timing laps and races
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Three chronograph registers: minutes at 3 o’clock, hours at 9 o’clock, and small seconds at 6 o’clock
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2. The Rolex Submariner: An Iconic Dive Watch
The Rolex Submariner 116610LV, affectionately known as the "Hulk," is a commitment to Rolex’s meticulous attention to detailing, embracing design innovativeness and craftsmanship excellence. Introduced in 2010, this model features a distinctive green dial and bezel, a key distinguishing feature setting it apart from its predecessors.
Crafted from 904L stainless steel, the "Hulk" elegantly depicts a robust yet thoughtful, sophisticated design. Its imperial looks feature unbeatable durability and resistance to corrosion.
Accompanying divers and watch enthusiasts, its robust Oyster case and a unidirectional rotatable bezel ensure precision timing, even under challenging underwater conditions.
Its luminous hour markers ensure optimal legibility when working professionally in low-light environments, enhancing the watch’s form and functionality.
Over the years, the "Hulk" has garnered a dedicated following, and its unique aesthetics and performance capabilities have contributed to its iconic status in the Rolex lineup.
Key Features:
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Distinctive Green Dial and Bezel
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Robust Oystersteel Case
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Advanced Movement and Power Reserve
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3. Rolex Milgauss: A Collector’s Gem with Magnetic Appeal
Introduced in 1956, the Rolex Milgauss was a well-rounded approach to Rolex’s design standards. It embraced innovativeness and released iconic timepieces with a touch of whimsy and utilitarian appearance.
The watch was a specimen of Rolex's strides toward Swiss horological excellence. It was engineered to meet the needs of engineers and professionals working in environments with high magnetic fields. Its resistance to magnetic interference—up to 1,000 gauss—was groundbreaking.
The model further gained a distinguishing presence with its playful, functional design elements, such as the orange lightning bolt-shaped second hand or the whimsy touch, which added to the aesthetic appeal.
Production of the original Milgauss ceased in 1988, but the model triumphantly returned in 2007 with the reference 116400GV. The reissue introduced a distinctive green-tinted sapphire crystal, enhancing legibility and adding a unique aesthetic to the watch. The post-2007 models have garnered tremendous popularity, but collectors have been in demand for the rare pre-2007 versions.
Key Features:
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Hold magnetic fields of up to 1,000 gauss
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A highly resistant steel construction
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3131 movement guaranteeing top performance
4. Rolex GMT-Master II: A Traveler’s Companion with Timeless Value
The Rolex GMT-Master II was designed in the 1950s for pilots and professional travelers. Its quick yet compact adjustments showed its versatility and compatibility, allowing it to simultaneously adapt to multiple time zones. Over the years, the GMT-Master II has evolved, with models like the "Pepsi" (red and blue bezel), "Batman" (blue and black bezel), and "Sprite" (green and black bezel) becoming iconic in their own right.
Not just popular, these prestigious additions to this quintessential Rolex collection have proven to be wise investments. Popular models like “Pepsi" reference 126710BLRO have increased value significantly since their release, with current market prices often exceeding the original retail price.
Similarly, the "Batman" reference 126710BLNR has been another popular addition. This reflects the model’s ability to retain and appreciate in value, reflecting its desirability among collectors.
Key Features:
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Dual Time Zone Functionality
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Iconic Design Variants
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Strong Investment Value
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5. Rolex Oyster Perpetual 124300: A Timeless Entry into Luxury
The Rolex Oyster Perpetual 124300, a timeless entry into luxury, stands as a testament to Rolex’s commitment to classic design and innovativeness. Introduced in 2020, the model proved a gateway to entry-level luxury watches.
Offering a blend of sophistication, simplicity, and precision, the watch was an iconic entry into a star-studded lineup that appeals to seasoned collectors and enthusiasts alike.
The Rolex Oyster Perpetual 124300 is more than just a timepiece; it's a statement of elegance and precision. Whether you're seeking your first luxury watch or adding to your collection, this model offers a perfect balance of style and functionality.
Key Features:
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Picturesque Dial Options
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Caliber 3230 Movement
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Chromalight Display
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Robust Oystersteel Case
Expensive Rolex Watches
Rolex Pearlmaster 39 Ref. 86285 – ~$70,400
The model epitomizes luxury, showcasing Rolex’s commitment to elegance and supreme craftsmanship. Introduced in 2016, this 39-mm timepiece is crafted from 18k rose gold and adorned with 36 brilliant-cut diamonds, brilliantly highlighted on a bezel.
Diamond hour markers and a quintessential rose gold bracelet complement it. Depending on several factors, from the condition to the provenance, the pre-owned market value can vary, with estimates ranging between $51,840 and $78,248.
Paul Newman's Rolex Daytona Ref. 6239 – $17.8 Million
Paul Newman's personal Rolex Daytona Ref. 6239, famously known as the "Paul Newman" Daytona, set a new world record, having been auctioned for $17.8 million in October 2017. Becoming the most expensive wristwatch being sold in an auction, the iconic masterpiece his wife Joanne Woodward gifted to Newman in 1972 features a distinctive "exotic" Art Deco-style dial engraved with the heartfelt message "Drive Carefully Me."
The combination of its rare dial, celebrity ownership, and association with motorsport history contributes to the unparalleled desirability and value of Paul Newman's Rolex Daytona Ref. 6239.
Why Rolex Watches Hold Their Value: Key Factors Explained
Rolex watches are renowned for their ability to retain and even appreciate value over time. This enduring appeal stems from several key factors:
1. Exclusivity and High Demand
By limiting the number of watches produced, Rolex maintains a sense of exclusivity. Their controlled supply, powered by high demand, propels the brand to create a sense of scarcity that drives retail and resale values. Discontinued models, specifically those with unique features, indicate significant appreciation in value in the secondary market.
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2. Iconic and Timeless Designs
Rolex’s commitment to consistently delivering high-quality designs and clean, classic aesthetics ensures models like the Submariner, Daytona, and Datejust have stayed on top of the world of luxury Swiss horology for decades. With their design innovativeness and artisanal brilliance transcending generations, their core aesthetics have remained intact, preserving their timeless appeal and desirability.
3. Exceptional Craftsmanship and Materials
Every Rolex is meticulously crafted with keen attention to detail, showcasing Rolex’s commitment to maintaining quality via durability, elegance, and longevity, guaranteeing every timepiece a lasting value—an incorporation of high-quality materials, including 904L stainless steel, 18k gold, and scratch-resistant sapphire crystals. Every Rolex preserves its brand ethos, keeping intact its timeless appeal and, thus, its desirability.
4. Recognition and Brand Prestige
With over a century of excellence, delivering top-end watches and ruling the world of horology for decades, every Rolex has established itself as a symbol of luxury and success. From the watch’s iconic collaborations with influential figures and achievements, owning a Swiss is a tribute to one-of-a-kind watchmaking designs; the brand's eminent crown logo has become synonymous with luxury, worn by influential figures across various fields, including business, sports, and entertainment.
5. Price Adjustments
Rolex’s annual price adjustments, often above inflation rates, reflect the brand's commitment to quality and bolster its watches' perceived value. This pricing strategy ensures that even pre-owned models retain substantial market value. The incremental price hike reinforces the watches' perception of valuable assets and desirability among consumers.
FAQs
Is a pre-owned Rolex a good investment?
Rolex has ruled the world of horology for decades, cementing its place as an iconic Swiss timepiece. These timepieces of horological excellence hold their value well and are appreciated with time. As the brand continues redefining luxury watchmaking, it is not recommended to buy any watch with the primary purpose of making it an investment.
Does the value of a Rolex ever depreciate?
It’s pretty uncommon for Rolex to depreciate. However, some models could experience a slight decrease in value due to factors like market trends, conditions, and rarity. If kept in excellent condition on your wrists, the watch should maintain its value relatively well. Rolex, along with its brand building and reputation, focuses heavily on high-quality components, which ensures an investment alongside proper care and service.
a) Rolex Submariner 16610 – The Icon That Started It All
First launched in 1953, the Rolex Submariner 16610 epitomizes the brand’s legacy, holding the baton to Rolex’s prestige embedded in rich Swiss horology. Renowned as one of the best Rolex creations, the trailblazing model is a one-of-a-kind piece showcasing durability and a sleek black dial adorned with a classic design. An iconic diver’s watch, the Submariner isn’t just a diver’s essential but a collector’s dream.
From its luminescent hour markers to a bolstering 100 meters of water resistance, robust functionality, and a rotatable bezel for timing dives, this model blends function with enduring style. Embellished with limited editions and unique variations, this classic masterpiece—with a green-dialed “Hulk” and the black-and-green “Kermit”—has developed cult-like followings.
b) Rolex Daytona – The Crown Jewel of the Auction World
An essential part of Rolex’s most celebrated series, the Cosmograph Daytona is one of the most sought-after models. These watches are in the luxury pre-owned market, and with waitlists stretching years, they show dazzling six-figure auction results.
The iconic Daytona has become a status symbol among serious collectors. Due to high demand, limited supply, and strong auction performance, pre-owned Rolex watches hold value and appreciate with time.
c) Rolex Day-Date – The Ultimate Power Statement
Also known as the "President’s Watch," the Rolex Day-Date was the first automatic chronometer wristwatch to feature both the date and day fully spelled out. Typically crafted from solid gold or platinum, this watch blends opulence with sophistication.
Its reputation as the ultimate status symbol has made it a top performer in the resale market, especially for vintage and limited-edition models.
d) Rolex GMT-Master II – The Frequent Flyer’s Favorite
For those who cross multiple time zones and are avid travelers, the prestigious Rolex GMT-Master II is a frequent flyer’s favorite. Owning practical luxury, initially developed for Pan Am pilots, the iconic timepiece offers versatility with a striking dual time zone display powered with unmatched durability. They feature the most popular versions like “Pepsi” and “Batman” editions, which continue to be in high demand.
What is the cost of the cheapest Rolex?
The most affordable Rolex currently available is the Rolex Oyster Perpetual, known for its timeless design and reliable performance. Unlike the other models, which prominently use gold or platinum, the Oyster Perpetual elegantly represents a robust stainless steel case, helping keep the watch’s cost lower.
Looking for affordable luxury? Browse our collection of Rolex Oyster Perpetual watches at ElegantSwiss.
An exclusive time-only watch that does not include any other complications, like a date function or chronograph, the watch is a fine representation of more minimalist design and aesthetics. Despite its entry-level status, the watch boasts elite-quality craftsmanship and is known for its timeless precision. As of 2025, retail prices for the Oyster Perpetual typically range from $5,300 to $6,150, depending on the size and dial configuration.
What is my Rolex worth?
The value of your Rolex, such as the prestigious Rolex President Day-Date 40 Ice Blue Dial Platinum (Ref. 228236), depends on various key factors. Unlike a luxury car, a new Rolex generally experiences an initial phase of depreciation but copes well with specific models increasing in value with time.
Their materials, including platinum, gold, or gem-set models, play a significant role in keeping the watch’s aesthetics and value intact, and they tend to command higher prices than stainless steel.
Final Thoughts
When considering a pre-owned Rolex, you are not just buying a luxury timepiece. You are acquiring a classic masterpiece draped in the richness of classified horological excellence. With its timeless designs and unmatched production volumes, every Rolex, with its strong potential for value retention and appreciation with time, owns Rolex pride and prestige and makes a strong presence, holding its value exceptionally well in the secondary market.
Whether you are a seasoned collector or a luxury watch connoisseur, the odds certainly are in your favor when picking a Rolex for a long-term investment.
At ElegantSwiss, we bring certified pre-owned Rolex watches backed by quality assurance and the trust of 300+ glowing reviews from collectors and first-time buyers alike.
