In the world of fine watches, few names carry the gravitas of Rolex. With a legacy built on precision, innovation, and enduring style, a Rolex is rarely just a watch - it’s a statement, and often, an investment. What sets the brand apart isn’t just its reputation, but how well its timepieces hold their value - or, in many cases, appreciate - long after leaving the boutique.
That said, not all models perform equally on the secondary market. From steel sport icons to precious metal dress pieces, resale values can vary widely depending on reference, rarity, and demand.
In this piece, we take a closer look at how resale value shifts across the Rolex lineup -and why some models remain blue-chip collectibles while others quietly fly under the radar.
Before we get into the standout performers, it’s worth unpacking why Rolex sits in a league of its own when it comes to holding value. A handful of key traits give the crown its edge.
Brand Prestige: Rolex isn’t just a watch brand - it’s a global icon. Synonymous with quality, precision, and status, the name alone carries weight, which keeps demand high even for older references.
Controlled Supply: Rolex doesn’t flood the market. Their famously tight production numbers ensure scarcity, which in turn helps maintain strong resale prices across the board.
Design Consistency: Trends come and go, but Rolex designs age with grace. With subtle, evolutionary updates over the decades, even vintage pieces still feel contemporary on the wrist.
Built to Last: A Rolex is engineered for the long haul. Rugged cases, reliable movements, and an unmatched service network mean these watches are made to be worn - and passed down.
With that foundation in place, let’s take a closer look at how value retention plays out across different Rolex models.
Arguably the most iconic Rolex ever made, the Submariner is a benchmark for luxury dive watches.
Stainless steel Submariners are in such high demand that pre-owned prices often exceed the retail price, especially for models with discontinued features or rare dials.
Best performers: No-date Submariner Ref. 124060, vintage models like Ref. 5513, and "Kermit" (green bezel) or "Hulk" editions.
Resale range: Often 100–150% of retail value, sometimes higher for discontinued references.
Its universal appeal, versatile design, and robust functionality make it a near-guaranteed performer in the secondary market.
Few watches can match the cult following of the Rolex Daytona Cosmograph.
Whether vintage or modern, Daytonas consistently command a premium.
Best performers: Vintage "Paul Newman" Daytonas (ref. 6239), ceramic bezel Daytonas (ref. 116500LN), and special editions like the "Rainbow" Daytona.
Resale range: Between 130–400% of retail for hot models, and sometimes exponentially more for rare vintage editions.
Thanks to pop culture and racing heritage, the Daytona is a poster child for value appreciation.
Designed for pilots but beloved by collectors, the GMT-Master II has become a standout in Rolex’s lineup. With its dual time zone functionality and colourful bezel variants, it’s one of the most recognisable Rolex models.
Best performers: The "Pepsi" (red/blue bezel) ref. 126710BLRO, the "Batman" (blue/black bezel), and the discontinued "Coke" references.
Resale range: 110–160% of retail price depending on bezel, bracelet type (Jubilee or Oyster), and production year.
High demand and limited availability at ADs have led many enthusiasts to explore the secondary market - where sought-after models are readily available, often with the added benefit of immediate ownership and access to discontinued or hard-to-find references.
Nicknamed the President due to its association with global leaders, the Day-Date is a status symbol of the highest order.
Made exclusively in precious metals - yellow, white, and Everose gold, or platinum - the Day-Date has always catered to a wealthier clientele.
Best performers: Vintage models in 18k gold, or newer models with unique dials (such as the olive green or meteorite dial).
Resale range:Generally around 70–100% of retail, but rare configurations can exceed retail value.
Because of its luxury status and high gold content, resale values can fluctuate with gold prices and market trend.
As one of Rolex’s most versatile and widely owned models, the Datejust represents timeless design and everyday wearability. It’s not the best performer in terms of resale, but it holds value respectably.
Best performers: Rolesor (steel and gold) Datejust 41mm with fluted bezel and Jubilee bracelet, vintage 36mm models with unique dials.
Resale range: 60–90% of retail price.
While the Datejust may not command the same hype as the Submariner or Daytona, it remains a cornerstone of the Rolex lineup - a refined, versatile choice that combines timeless design with reliable value retention. For those seeking an elegant everyday watch that holds its own in the secondary market, the Datejust is a smart and enduring investment.
The Explorer and Explorer II are under-the-radar Rolex sports models.
Designed for durability and legibility in extreme conditions, these watches appeal to adventurers and collectors who value subtlety over flash.
Best performers: Vintage Explorer I 36mm models (ref. 1016), Explorer II “Steve McQueen” ref. 1655.
Resale range: Modern models typically resell for 80–100% of retail, with vintage examples commanding much more.
These models are less common in the wild and, as a result, can quietly hold or increase in value - especially as collectors start seeking alternatives to the more obvious Rolex references.
The Yacht-Master line, with its nautical theme and luxurious styling, is something of a wildcard. While not as universally popular as the Submariner or GMT-Master, certain models perform well.
Best performers: Yacht-Master 40 in platinum, Everose Yacht-Master on Oysterflex bracelet.
Resale range: Typically 70–90% of retail, but some configurations—especially low-production ones—can exceed that.
The Yacht-Master II, with its sophisticated regatta chronograph and commanding presence, stands out as one of Rolex’s most technically advanced creations. While it appeals to a more specialised audience, its unique design and functionality offer strong appeal to collectors and enthusiasts looking for something truly distinctive -making it a bold statement piece in the secondary market.
At BQ Watches, we have one of the most extensive collections of Rolex watches the UK. If you don’t spot your ideal timepiece in our current inventory, don’t hesitate to reach out to our team. With our extensive sourcing services, we’re dedicated to helping you track down your dream watch. Get in touch with the BQ Watches team today and let’s talk watches!
At BQ Watches, we're here to help you find your perfect Rolex pre-owned watch. If you don’t spot your ideal timepiece in our current inventory, don’t hesitate to reach out to our team. With our extensive sourcing services, we’re dedicated to helping you track down your dream watch. Get in touch with the BQ Watches team today, or visit our luxury London showroom.
