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Business Insider
11-07-2025
- Business
- Business Insider
Pre-owned watch data shows which Rolex models are smart investments
That luxury watch you're saving up for could be more than wrist candy if you're looking to diversify your investment portfolio. Watch marketplace Bob's Watches published a report on Thursday that analyzed 15 years of its Rolex sales data, including over 50,000 transactions. The data shows the evolution of Rolex prices on the secondhand market, and the models that had a strong return on investment. Several models soared in value from 2010 to 2025 — one increased over 600% during the time period, and another has a resale value of over $20,000 today. Overall, the high-end watch market has the lowest volatility of any asset class, according to a study published in February on Social Science Research Network. Watches have a low correlation with stock market fluctuations and, depending on the model, tend to appreciate in value over time. Some gain more value than others. Trends and fluctuating demand affect which models are bought and sold most in the pre-owned market. The pre-owned watch market peaked between 2020 and 2022 as luxury goods became popular during the pandemic. Rolex, one of the Big Three independent watch brands (along with Patek Philippe and Audemars Piguet), has continued to fare relatively well as the pre-owned watch market has fallen from that peak. Rolexes are "tangible assets you can wear, insure for a fraction of their value, and pass down, unlike stocks, they don't disappear at market close," Bob's Watches CEO Paul Altieri told Business Insider. For those hunting for an investment piece, these three watches gained the most value on the pre-owned market, according to the sales data from Bob's Watches. Rolex Datejust According to Bob's Watches, the Rolex Datejust was the most-traded collection from 2010 to 2025. Its average resale value 15 years ago was $1,150. As of May 2025, it was worth around $8,500, a 639% appreciation over the period. The watch is down about 14% from its peak of $9,926 in March 2022. According to Bob's Watches, some of its best models include references 16013, 16233, and 69173, which refer to the code used to identify a specific model. Altieri said the Datejust's appreciation "might surprise people who think dress watches are never as exciting as sports models," but that the watch has "broad appeal." Rolex Submariner The Rolex Submariner has shown strong collector demand and steady appreciation in value. According to Bob's Watches, its value peaked in May 2022 at $18,889. "We've never seen steel sports models run hotter than during" the two-year period between 2020 and 2022, Altieri said. The average resale value of the watch dipped in 2023 but has been recovering, according to the data, and is now worth $17,295. "The Submariner data shows this wasn't just hype," he said. Bob's Watches said its best-selling models include references 16610, 116610, and 16613. Rolex GMT-Master II Bob Watches found that the value of GMT-Master II Rolex models has risen 506% since 2010, reflecting demand for vintage Pepsi and modern Batman models named for their unique colors. The sales data show steady growth from 2010 to 2017, before peaking at $23,992 in November 2021. As of 2025, its resale value is $20,595, showing its resilience in the pre-owned market. Some of the best-selling models on Bob's Watches include references 116710 — known as the Batman— and 16710, which are the classic Pepsi or Coke watches. "It's not just its 24-hour bezel — it's the stories behind every red-and-blue 'Pepsi' or black-and-blue 'Batman' edition that fuel its collectibility and price momentum," Altieri said.
Yahoo
01-04-2025
- Business
- Yahoo
How Rolex's new Land-Dweller watch aims to 'invigorate' the collector base
"Watches and Wonders" in Geneva, the biggest trade show in the luxury timepiece world, kicked off with a bang as industry leader Rolex released its latest 2025 models just as the industry finds itself in an uncertain market. Though most of the releases are tweaks, new colors, and new materials for some of its existing watches, the biggest news is an all-new model with a brand new movement, the Rolex Land-Dweller. The integrated bracelet Land-Dweller resembles Audemars Piguet's iconic Royal Oak sports watch, with a sleek flat 'Jubilee' bracelet, fluted bezel, and new honeycomb dial. Most impressive is the all-new Calibre 7135 mechanical movement powering the watch. It is thinner than any existing Rolex perpetual (self-winding) movement, has 16 patents, and features a new 'Dyapulse Escapement' and oscillator for improved timekeeping, Rolex said. The watch, which comes in 36mm and 40mm sizes and a variety of metals including steel and platinum, starts at around $14,400 — and can hit $120,600. California-based jewelry retailer Bob's Watches founder and CEO Paul Altieri said the Land-Dweller could spur more interest in collectors. 'It's the kind of release that would stir the collector base and open a new chapter in the brand's legacy,' he said. 'It's the kind of modern classic that could become an instant cult favorite. Think of it as a spiritual fusion of the Explorer and the Sea-Dweller," two of Rolex's most famous sports watches. The overall Swiss watch industry has hit a lull recently, with exports down 8.2% in February, according to the Federation of the Swiss Watch Industry, due to weakness in China and Europe, though sales fell in the US too. New watches from the likes of Rolex, AP, IWC, and Patek Phillipe help, but the potential imposition of tariffs from the Trump administration could take a bite out as well. Rolex's other reveals include updates and new materials for existing popular models, like new dials for the Cosmograph Daytona, 'Everose' gold GMT-Master II with a stone dial, and another GMT-Master II in white gold with green ceramic dial. Rolex also announced updated dial colors for the volume Oyster Perpetual watches and more gold options with the dressy 1908 and pricey Sky-Dweller models that tend to attract the CEO set. Rolex's focus on the precious metals watches over steel may be deliberate. 'Rolex has had difficulty selling the company's gold models while facing rising costs for the gold itself. It's no surprise that Rolex focused on revamping some of the weaker-selling gold models with a green dial for the new GMT-Master in white gold, a green dial for the yellow gold Sky-Dweller on Oysterflex strap, a new version of the 'John Mayer' green dial for the Daytona in yellow gold on bracelet,' said Eric Wind, watch expert and owner of Wind Vintage, a rare watch purveyor. Wind added: 'Rolex still has little problem selling steel watches at retail, but the equivalent models in gold are about 3X the retail and contribute significantly to the company's margin and average selling point, so I expect Rolex to continue focusing on this segment." Indeed, the selection of watches and release of new watches are strategic moves by Rolex, timed to a market currently in flux. Rolex still sees demand for most of its watches and may be looking to boost demand in the secondary market, which Rolex entered recently with its certified pre-owned program. Morgan Stanley estimates Rolex sold $10 billion worth of watches in 2024, with a likely rising, though small, amount in the pre-owned segment. 'It's true the luxury watch market has seen some softness recently, especially in the primary [new] segment, but new Rolex releases have a unique power to reinvigorate demand. A hot new model — or even a discontinued one — can send shockwaves through both the retail and secondary markets,' Altieri said. Altieri noted that there is often a quick spike in secondhand values of discontinued models so it's something he pays close attention to. But even with Swiss exports dipping, a strong lineup of Rolex models can help the market. 'In a climate where buyers are more cautious, Rolex still commands unmatched trust. A new release doesn't just sell — it lifts the entire ecosystem around it, including pre-owned and vintage,' Altieri said. Pras Subramanian is a reporter for Yahoo Finance. You can follow him on X and on Instagram.
