Rolex as an Investment – Are Datejust, Submariner & Co a Good Investment?
The value appreciation of Rolex and other luxury watches can only partially keep up with the returns of other asset classes such as stocks, real estate, or gold.
This depends on the specific model, the condition, and whether the watch comes as a complete set, including packaging and receipt. A documented history can further increase the value, especially if a famous previous owner can be proven.
Most Searched Rolex Watches
Not all Rolex models are equally in demand. Here is a list of the most frequently searched Rolex models online, sorted by popularity:
- Datejust: The first waterproof automatic wristwatch when it debuted in the 1940s.
- Submariner (Worldwide #1, in Germany #2): Rolex’s first diving watch; affectionately called “Hulk” due to the green bezel. Now joined by Deepsea and Sea-Dweller as further diving models.
- Daytona: Actor Paul Newman frequently wore one, though never an official brand ambassador. His “Newman Daytona” sold for 17 million USD in 2017 — the story behind the watch clearly paid off.
- Day-Date: The “president’s watch,” worn by Lyndon B. Johnson, Richard Nixon, and Gerald Ford. In the 1950s, the fully written weekday was innovative — now available in 26 languages, including Ge’ez from the Horn of Africa.
- Land-Dweller: A brand-new model designed to run longer and more accurately thanks to several technical innovations.
- Oyster Perpetual: A relatively simple-looking classic from the 1940s.
Tips for Investing in Rolex Watches
A few basic things should be kept in mind when buying Rolex watches as an investment:
- Stainless steel instead of gold or platinum: Stainless steel models are popular and naturally cheaper, offering more potential for appreciation than already expensive precious metal versions.
- Stick to high-demand models like Datejust, Submariner, and Daytona, as they are easier to sell. These are also more likely to increase in value, unlike lesser-known models which may not appreciate at all.
- Buy from reputable dealers, auction houses, and similar sources — and ensure all documentation and components are complete.
- Keep an eye on the watch market: Are there rumors of a model being discontinued? Is Rolex planning to relaunch a classic?
To Wear or Not to Wear
People often say you should enjoy the watch — meaning wear it. For some, the Rolex is the last thing they take off at night and the first thing they put on in the morning.
But does wearing it harm the value? Wouldn’t it be better to keep the Rolex in its box, untouched, just to maintain its worth?
A Rolex worn by a regular person will generally be worth less than an identical unworn model.
But with Paul Newman, it was likely the opposite: Had he never worn it, his Daytona may not have fetched the 17 million USD at auction — a price justified by its connection to the Hollywood star.
Price Development of Rolex Watches
According to Chronopulse, luxury watches appreciated by nearly 38 percent on average between early 2019 and mid-2025 — an impressive annual increase of around 6 percent.
However, the site also shows that gains vary significantly between different models.
Based on the past 6 years, it remains unclear which models will appreciate most in the future.
The biggest gains weren’t even from Rolex but from specific models by Audemars Piguet, Cartier, and Patek Philippe — increasing in value by 100 to 176 percent over 6.5 years.
The best-performing Rolex was the “Day-Date 36” with 84 percent (ranked #10), followed by the “Datejust 36” with 65 percent (ranked #14).
Rolex and Other Luxury Watches: Limited Investment Potential
The above increases reported by Chronopulse may make luxury watches appear like attractive investments.
However, price trends differ widely by model. For instance, the “Oyster Perpetual 41” dropped 25% in value, and a Patek Philippe “Calatrava” is now worth less than half of what it cost 6.5 years ago.
Thus, Rolex and other luxury watches are not suitable for investors seeking a secure and stable investment.
We can only recommend them to investors with substantial expertise, a passion for watches, and significant wealth in other asset classes.
Even for knowledgeable and wealthy investors, we would not suggest making luxury watches the largest part of their portfolio.
And collecting lower-tier luxury watches is likely unwise, as demand may not be as strong or enduring as for top-tier brands: If you do invest, go with Rolex or even more exclusive, globally coveted names.