The market for used Rolex watches isn’t just thriving, it’s evolving. These pre-owned timepieces, especially iconic models like the Submariner No Date, have become more than status symbols. They’re investment-grade assets, sought after by collectors and savvy buyers alike.
According to Business Insider (July 2025), “luxury watches are a stable investment with low market volatility” and show strong long-term growth. In fact, the resale value of some Rolex models has appreciated by more than 600% since 2010. With data backing their durability in the resale market, used Rolex watches are proving their worth not just on wrists but in portfolios.
The Demand Behind the Hype
There’s no denying the enduring allure of Rolex. The brand’s prestige, paired with strategic scarcity, has kept demand high. Models like the Submariner, GMT-Master II, and Datejust remain top performers in the resale market.
Take the Submariner No Date, for example. This reference (notably 114060) continues to attract buyers for its clean design and historical connection to Rolex’s dive watch lineage. Despite a market correction post-2022, recent resale data shows this model stabilizing around $17,000. It’s a clear signal: the hype has matured into long-term value.
Even as global demand fluctuates, U.S. consumers have emerged as the primary force driving Rolex exports. As highlighted in Hodinkee (March 2025), “the U.S. has grabbed the title of the biggest export market for Swiss watches thanks to a surprisingly resilient economy.”
Rolex No Date Sub Reference 14060, year 2000
Scarcity by Design or Demand?
There has been plenty of debate around the so-called “artificial scarcity” of Rolex watches. But according to industry sources cited in Hodinkee, it’s less about conspiracy and more about balancing production.
As one executive explained, “We try to produce one fewer watch than there is demand for.” It may sound cheeky, but it’s also a smart branding strategy. Rolex has reduced production slightly in 2024, the first such move since the 2008 financial crisis. Even with the cut, sales rose 5% due to premium pricing and an improved product mix.
However, Rolex is taking steps to meet demand. Temporary production sites in Switzerland are expected to bolster output ahead of a permanent $1 billion facility set to open in 2029. This could help ease the backlog for models like the Submariner, though steel sports watches will likely remain hard to get.
Used Rolex Watches as Investment Assets
Used Rolex watches are no longer just wrist trophies. They’re solid investments. According to Business Insider, the Rolex Datejust saw a 639% increase in resale value over 15 years. The GMT-Master II has jumped more than 500% since 2010, with models like the “Pepsi” and “Batman” leading the charge.
This kind of performance outpaces many traditional investments. And with Rolex watches being less vulnerable to stock market swings, they’re increasingly viewed as alternative assets. As one collector put it, “You can wear your portfolio on your wrist.”
Tips for Buying Used Rolex Watches
Thinking of joining the club? Here are a few smart tips:
- Know your reference numbers. The Submariner No Date 114060 and GMT-Master II 16710 are solid starting points.
- Buy from reputable dealers. Look for authentication, service history, and clear return policies.
- Be patient. Prices can fluctuate, but quality models tend to hold or regain their value over time.
- Avoid the gray market rush. While tempting, these dealers often operate with inconsistent ethics and pricing.
The Role of Sub-Brands and Value Alternatives
If you’re priced out of Rolex, you’re not alone. But that’s where value-focused alternatives shine. Brands like Tudor (Rolex’s sibling brand) have grown in popularity, offering heritage design and robust build quality at a fraction of the cost.
Other Swiss brands are following suit. According to Hodinkee, Breitling plans to revive the Gallet name to tap into the entry-level collector market. And affordable hits like the Omega x Swatch MoonSwatch prove that playful design and heritage storytelling still move the needle—even at $400.
Meanwhile, watches with a wholesale value under 3,000 Swiss francs saw a 15% drop in export value in 2024, signaling a shift toward value retention over novelty.
What the Future Holds for Used Rolex Watches
As Rolex expands production and the resale market matures, buyers are getting more discerning. Long waitlists remain for halo models like the Daytona and steel GMTs, but availability may improve for other lines. Market transparency and digital tracking tools are making it harder for authorized dealers to quietly funnel watches into the gray market.
Still, as long as demand outweighs supply, Rolex will remain a watch brand wrapped in mystique. Used Rolex watches continue to reward patience, savvy shopping, and a bit of luck. Whether you’re after a piece of horological history or a wearable asset, there’s never been a better time to shop smart.
Shop for Used Rolex Watches at Secrète Fine Jewelry
Secrète Fine Jewelry offers the most interesting and reliable collection of used Rolex watches in Washington, DC. Our watch experts not only curate a beautiful collection of luxury watches in our Dupont Circle showroom, they also make sure every watch is inspected for authenticity and functionality by our in-house watchmaker. With fair pricing and beautiful timepieces, Secrète Fine Jewelry is the place to go for all DC horology enthusiasts.
Sources:
- Hart, Jordan. “Pre-owned watch data shows which Rolex models are smart investments.” Business Insider, July 11, 2025. https://www.businessinsider.com/rolexes-that-make-good-investments-pre-owned-watch-data-2025-7
- Hoffman, Andy. “Artificial Scarcity, Rolex Availability and Value Sub-Brands: Your Watch Business Questions Answered.” Hodinkee, March 7, 2025. https://www.hodinkee.com/articles/artificial-scarcity-rolex-availability-and-value-sub-brands-your-watch-business-questions-answered