Are Rolex Watches a Good Investment in 2025? Here’s What You Need to Know

Rolex watches have long been seen as status symbols, luxury accessories, and, in recent years, investment assets. But with shifting market trends, increased production, and evolving buyer behaviors, the question remains: Is buying a Rolex still a smart investment in 2025?

Whether you’re a collector, an enthusiast, or someone looking to park their money in a tangible asset, here’s a data-driven breakdown of the Rolex market and what you need to consider before buying.

📈 Rolex Market Trends in 2025

The Rolex market has been a rollercoaster ride over the last few years. From the COVID-era price boom to the market correction of 2023-2024, things have stabilized—but that doesn’t mean prices have crashed.

🔹 Secondary Market Prices Are Leveling Out – While Rolex models saw massive appreciation from 2020-2022, recent years have brought more stability. Prices on some models have dipped slightly, but rare and desirable references remain strong.

🔹 Increased Rolex Production – Rolex has expanded production, even opening a new facility in Switzerland, which could help ease availability issues. However, demand still outpaces supply for key models.

🔹 Steel Sports Models Hold Their Value Best – Icons like the Submariner, Daytona, and GMT-Master II remain in high demand, with little depreciation risk compared to dress models.

🔹 Vintage Rolex Prices Are Rising – Collectors are shifting interest toward well-preserved vintage pieces, especially pre-ceramic models and discontinued references like the 16610 Submariner and 16570 Explorer II.

💰 What Rolex Models Make the Best Investments?

Not all Rolex watches appreciate at the same rate. Here’s a look at models that tend to hold or increase in value:

🔹 The “Blue-Chip” Rolex Models (Strongest Investments)

✔ Rolex Daytona (Ref. 116500LN, 126500LN) – Always in high demand, with waitlists stretching years.

✔ Submariner (Ref. 126610LN, 124060) – Classic, versatile, and a favorite among collectors.

✔ GMT-Master II (Pepsi 126710BLRO, Batman 126710BLNR) – Dual-time function and iconic bezels make this a market staple.

🔹 Underrated Rolex Models (Potential for Future Growth)

✔ Explorer I (Ref. 124270, 214270) – A more affordable steel sports watch that’s gaining collector interest.

✔ Milgauss (Ref. 116400GV) – Recently discontinued, meaning prices could rise in the coming years.

✔ Oyster Perpetual (Ref. 124300 “Tiffany Dial”) – Discontinued colored dials have become collector favorites.

🔹 Vintage Rolex (Long-Term Growth Potential)

✔ Submariner 16610 (Pre-Ceramic) – The last aluminum bezel Submariner, now seen as a collectible classic.
✔ Explorer II 16570 (Polar Dial) – Increasingly hard to find in good condition, making it a sought-after reference.
✔ Datejust 1601 / 1603 – The perfect blend of vintage charm and affordability.

📉 What Rolex Models Don’t Perform Well as Investments?

While Rolex is a strong brand overall, some models don’t hold value as well:

❌ Two-Tone Datejusts & Day-Dates – While beautiful, these often depreciate before stabilizing.
❌ Gem-Set & Overly Flashy Models – Niche market appeal means resale demand is lower.
❌ Deepsea Sea-Dweller – A fantastic tool watch, but the oversized case makes it less desirable to collectors.

🛒 Should You Buy a Rolex for Investment or Enjoyment?

✔ Reasons to Buy for Investment:

✅ Rolex has a strong track record of appreciation over time.
✅ Certain references have historically outpaced inflation.
✅ Discontinued and vintage pieces can offer long-term value growth.

❌ Reasons to Avoid Buying Solely for Investment:

❌ Market fluctuations can affect short-term prices.
❌ Not every model is a guaranteed winner.
❌ Rolex isn’t a “liquid” investment—you can’t just cash it out instantly like stocks.

The best approach? Buy a Rolex because you love it—if it appreciates, that’s just a bonus.

🔮 The Future of Rolex Prices: What to Expect in 2025 & Beyond

Looking ahead, here’s what we predict:

📌 Stainless steel sports models will remain strong – Daytona, Submariner, and GMT-Master II will continue to hold value.
📌 Discontinued models will gain collector interest – Expect appreciation in rare or recently retired references.
📌 Rolex may increase retail prices again – Inflation and demand could push MSRPs higher, keeping resale values stable.
📌 More buyers will move toward vintage pieces – Collectors seeking uniqueness and heritage will keep fueling demand.

🏆 The Bottom Line: Is Rolex Still a Good Investment in 2025?

Yes—but only if you buy the right model at the right price and plan for the long-term. Rolex watches remain one of the strongest luxury watch investments, but the days of buying any model and flipping it for a massive profit overnight are fading.

To make the most of your purchase:
✅ Stick with desirable models (Daytona, Submariner, GMT-Master II).
✅ Look for discontinued and vintage references with collector appeal.
✅ Buy from trusted sources to avoid fakes and overpriced hype.
✅ Enjoy the watch! A Rolex is meant to be worn—not just stored in a safe.

💬 What’s Your Take on Rolex as an Investment?

Are you buying Rolex for the love of the watch or for its investment potential? Drop a comment—I’d love to hear your thoughts!

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