How to Invest in Rolex and Which Products to Buy

Buying a Rolex as a status symbol or as an investment? In recent years, the idea of investing in Rolex has won over not only collectors, but also those seeking concrete alternatives to traditional financial instruments. Rolex investment watches are increasingly seen as a form of tangible value, capable, in some cases, of outperforming traditional assets.

Iconic models such as the Submariner, the Daytona or the GMT-Master II have constantly appreciated in value, to the delight of those who have purchased them to diversify their portfolio with an object that combines luxury and performance. But is buying a Rolex really a safe investment? Not always.

Here’s which Rolex to buy as an investment, which models to keep an eye on, when it’s a good idea to buy (and when not) and, above all, which factors really influence its value over time.

Why Invest in Rolex?

There are at least 4 good reasons why more and more people are choosing a Rolex as an investment.

1) Affordability compared to other brands

• Entry-level Rolexes, such as the Oyster Perpetual 36 mm, start at around 3,400 euros. In comparison, the Vacheron Constantin FiftySix costs over 9,100 euros and the Patek Philippe Aquanaut starts at 19,000 euros. Furthermore, on the used market, you can find vintage Rolex at even lower prices.

2) Scarcity and Constant Demand

• Although Rolex produces around a million watches a year, demand exceeds supply. This imbalance generates long waiting lists and fuels the secondary market, driving up the prices of the most sought-after models.

3) Stable (and often growing) value

• A good Rolex investment tends to maintain its value over time. Some models, such as the Daytona or the GMT-Master II, have recorded increases of up to 300% in just a few years. A watch can therefore become an asset that appreciates over time, especially if rare or out of production.

4) Brand strength

• Rolex is the undisputed leader of Swiss watchmaking. According to Morgan Stanley, in 2024 the brand recorded a turnover of over 10 billion Swiss francs, surpassing Omega and Cartier. This data reinforces the idea that buying a Rolex is a safe investment.

How to Invest in Rolex (Step by Step)

Before purchasing a Rolex as a form of investment, it is important to do things carefully. Here are some useful tips to get off to a good start.

First, you need to inform yourself and understand which models are most in demand on the market and how they have performed over time in terms of value. Some have surprising stories of revaluation.

Once you have identified the most interesting models, you need to select serious sellers: this can be an official store, a well-known auction house or a reputable used watch dealer. It is best to avoid channels that are too improvised.

Once you have identified the watch, always verify that it is authentic. Ask for certificates, check the serial number and make sure that the documentation is complete.

If you are purchasing a used or vintage model, it is even more important to evaluate its condition: the case, bracelet, dial and mechanism must be in good condition.

Compare prices between different retailers and, if the negotiation allows it, try to negotiate. A small discount, when possible, never hurts.

Always ask for the guarantee and a purchase receipt, even if you buy from a private individual. These are essential elements to protect yourself.

Finally, do a final check when you receive the watch. It is better to be scrupulous today than to have unpleasant surprises in the future.

Which Rolex to choose for an investment

To invest in a Rolex, there are models that over the years have proven to be true certainties. Some have become authentic icons and continue to attract the interest of collectors and enthusiasts.

1. Rolex Milgauss: Launched in the 1950s for doctors and scientists working in electromagnetic environments, the Milgauss features a unique design with colored glass and a distinctive orange lightning bolt seconds hand. It is one of the Rolexes that best holds its value and appreciates over time.
2. Rolex Sports Watches: Among the most popular professional sports models that could prove to be good investments in 2025 are the Submariner, Daytona, Sea-Dweller, GMT-Master (II), Yacht-Master and Sky-Dweller.
3. Rolex Daytona: The Rolex Daytona is an iconic piece in the Rolex catalog. Launched in 1963 as the official stopwatch for pilots, it is a robust, waterproof watch that can measure speeds of up to 400 km/h. Some rare versions have sold for millions of euros at auction. For example, “The Unicorn” sold for €5.9 million in 2021. Models with unique features and limited production hold their value and are considered excellent investments for watch enthusiasts.
4. Rolex GMT Master and GMT Master II: Rolex’s GMT-Master was designed for pilots and navigators, with the ability to display two time zones. Launched in 1954 in collaboration with Pan Am Airways, it became iconic with its red and blue Bakelite “Pepsi” dial. The later GMT Master II introduced time-setting functionality without touching the minutes and seconds. Both the GMT-Master and GMT Master II are considered excellent investments, with rare models fetching high prices at auction due to their rarity and functionality.
5. Rolex Sea-Dweller (Ref: 16660): Prized for its water resistance and helium escape valve, this model has become one of the rarest and most valuable since its launch in 1967. The 1978 Ref: 16660 model with an enhanced helium escape valve and sapphire crystal is particularly prized for its rarity and functionality.
6. Rolex Submariner: Launched in 1954, this is one of the most famous diving watches, loved by enthusiasts and celebrities alike. With resistance to compression and a guaranteed depth of up to 200 meters, the Submariner is a classic Oyster Perpetual and a great investment. It is also known as James Bond’s favorite watch in the movies. Resale prices range from €6,500 to €647,000 depending on rarity.
7. Rolex Day-Date: Known as the "President Watch", it is associated with power and prestige thanks to its construction in gold and platinum. Available in various finishes and precious materials, including platinum, but the most sought-after versions by collectors are those from the 70s and 80s with Stella dials. The Day-Date 40 model costs around 40,000 euros.
8. Rolex Yacht-Master: Unique chronograph with mechanical memory. Launched in 1992, the Rolex Yacht-Master is designed for regattas and sailing competitions and represents one of the best Rolexes to buy as an investment in 2025.
9. Rolex Air King: The Air King was created in 1945 for pilots and explorers. It remains the last of the "Air" series. It offers a distinctive design and is produced in various metals with prices ranging from 2,000 euros to 23,700 euros.
10. Rolex Explorer: Designed for explorers and aviators, the Explorer is known for its robustness and readability even in extreme conditions. Luminous hands and numerals offer night vision, and Rolex’s 904L steel ensures durability. Introduced in 1953, the Explorer is legible even in dark conditions. With prices around 5,000 euros for a used model, it is considered a good investment.

These are just a few of the Rolexes that have proven to be safe investments over time, but true connoisseurs can spot trends before they even appear.

Rolexes that could appreciate the most

According to an analysis by Chrono24, these are the Rolexes that could increase in value the most in 2025.

The Rolex GMT-Master II Ref. 16710, produced from 1989 to 2007, is a great choice for investors. With various versions, including Pepsi or Coca-Cola bezels and tritium or SuperLumiNova luminescent materials, it offers a classic style. Prices start at just over 14,000 euros.

The Rolex Submariner Ref. 16610 was produced from 1988 to 2010 and offers excellent value for money. Compared to modern models with ceramic bezels, the ref. 16610 is more affordable, with prices starting at 9,800 euros. Vintage watch collectors appreciate the tritium versions.

The Rolex Datejust Ref. 16234, released in 1988, offers a great entry into the world of Rolex at an affordable price. The aesthetic is retro with modern functionality, thanks to the caliber 3135 and sapphire crystal: it has a 36 mm stainless steel case and a fluted white gold bezel. It has a retro look with modern functionality. Depending on the dial configuration, prices range from 4,500 to 8,500 euros.

The Rolex Explorer II Ref. 16570 represents a great investment opportunity, available starting at around 6,600 euros. This watch, launched in 1989, was produced for 22 years but has now been replaced by a larger model with Ref. 216570. Compared to previous models, it has significant technological improvements: it has different versions of dials, improvements to the luminescence and a caliber 3185/3186 that allow you to estimate an increase in value over time. Compared to the prices of the more recent Explorer II models, it represents a real bargain. Value-conscious buyers can purchase this model starting at €6,600-€7,500.

The Rolex Explorer II Ref. 1655, introduced in 1971, features a unique design with a 24-hour bezel and an additional hand for a second time zone. The distinctive dial is appreciated despite its complexity. Prices start at €17,000-€25,000 and may increase over time.

Does it really make sense to invest in a Rolex today?

The truth? Yes, investing in a Rolex can be a smart choice. But don’t fall into the trap of thinking that “any Rolex will go up in price.” As with any investment, it requires information, attention and a bit of strategy.

Rolex’s strong point is its solidity: the brand is recognized everywhere, has a long tradition behind it and enjoys a rare prestige. For many, owning a Rolex is an achievement in itself. If the watch then appreciates over time, so much the better.

That said, not all times are good to buy and not all models have the same potential. It is therefore worth studying the market, observing the trends and, if necessary, asking for advice from those who know what they are talking about.

Original article published on Money.it Italy. Original title: Come investire in Rolex e quali prodotti conviene comprare