Rolex Wearers Statistics: UK 2025

Rolex is more than a watch. It’s a symbol, a statement, and for many, a lifelong companion. From first-time buyers to seasoned collectors, people across the UK wear their Rolex watches with a mix of pride, purpose, and personal style. But what exactly drives those choices, and what does ownership look like in 2025?

To explore these questions, we used AI-driven audience profiling to synthesise insights from online discussions over the 12 months up to 26 May 2025, to a high statistical confidence level. This captured the views of 1,415,888 Rolex wearers in the UK, offering a detailed and up-to-date picture of how people think about, wear, and interact with one of the world’s most iconic luxury brands.

Index

37% of Rolex wearers are positive about the authenticity of a pre-owned watch
25% of Rolex wearers use different strap options for customisation
28% of Rolex wearers rely on online reviews before buying
85% of UK Rolex wearers say local service is important
23% of Rolex wearers are not likely to buy their next Rolex in-store
32% of UK owners wear their Rolex daily
32% of Rolex wearers describe their personal watch style as classic
38% of UK Rolex wearers sell their older timepieces when upgrading
Design inspired 30% of wearers to buy their first Rolex
Authenticity verification is the after sales support expected by 34% of Rolex wearers
Packaging and presentation play a role in collector’s value for 62% of Rolex wearers
34% of Rolex wearers favour the Oyster bracelet
For 41% of Rolex wearers, warranty is the most important trust factor when choosing a seller
Inside the Mindset of Today’s Rolex Owner
Methodology

How Do You Feel About Owning Pre-Owned Rolex Watches?

37% of Rolex wearers are positive about the authenticity of a pre-owned watch

There are plenty of reasons to feel good about owning a pre-owned Rolex. The most common positive was authenticity, mentioned by 37% of UK Rolex wearers. That suggests growing confidence in trusted resale platforms and verification services that help buyers avoid counterfeits. Another 19% said value was a key factor, backed by figures showing Rolex watches trade at an average of 15.3% more than retail on the secondary market.

Warranty coverage stood out for 17% of our audience, offering reassurance that second-hand doesn’t mean second-rate. A further 15% highlighted the physical condition of pre-owned models, reflecting growing trust in how these watches are maintained. And for 12%, the unique history behind each timepiece added an extra layer of meaning.

A range of factors shapes how people feel about owning a pre-owned Rolex

Customising a Rolex splits opinion, with some changes more widely accepted than others:

How Do You Feel About Personalising Or Customising Your Rolex?

25% of Rolex wearers use different strap options for customisation

Customisation isn’t one-size-fits-all when it comes to Rolex. Strap options were the most popular, with 25% of our audience in favour of changing the style or material. Only 5% weren’t in favour, suggesting most people are comfortable making practical tweaks that don’t alter the core identity of the watch.

Custom dials were nearly as popular, supported by 24%, though opinions were more divided. 9% said they weren’t in favour. That split may be influenced by Rolex’s own decision to stop offering dial customisations in the 1990s. Those rare models are now considered highly collectible, which adds both prestige and pressure when it comes to modifying a dial today.

Colour variations followed closely, with 23% in favour and just 2% not in favour. This hints at a growing openness to personal style, at least when the changes feel reversible or aesthetic. Engraving was supported by 11%, while another 2% weren’t in favour. And while gemstone settings were only mentioned by 1%, their presence shows there’s still a small corner of the market that values bold, standout features.

How Do You Usually Research Before Buying A Rolex?

28% of Rolex wearers rely on online reviews before buying

There are many ways to research before buying a Rolex, and 28% of our audience said they rely on online reviews, which aligns with wider consumer trends. A recent study found that over half of buyers trust online reviews more than traditional marketing, media coverage, or even personal recommendations.

Luxury watch blogs came in a close second, used by 27% of our audience. These sites often combine expert knowledge with personal experience, making them especially valuable for first-time buyers or those comparing models.

Watch forums were next at 20%, showing that community input still plays a role in shaping purchase decisions. Social media followed at 16%, reflecting the growing influence of visual content and peer recommendations. Only 9% turned to authorised dealers during their research phase, suggesting that most buyers prefer to form an opinion before stepping into a showroom.

Different buyers turn to different sources when researching a Rolex

There are several reasons someone might prefer a UK-based dealer when buying a Rolex

How Important Is It That A Watch Dealer Is Also Based In The UK?

85% of UK Rolex wearers say local service is important

A watch dealer based in the UK brings certain advantages that can influence purchase decisions. Of our UK-based Rolex-wearing audience, 85% said that access to local service was the most important reason for choosing a UK-based watch dealer. With over 4,400 businesses in the watch and jewellery industry operating across the country, expectations for convenience and post-sale support are understandably high.

Beyond service, a smaller group linked UK presence to other forms of reassurance. 9% said authenticity was a key factor, suggesting that being able to visit a physical store or speak directly with a dealer still builds trust. 3% valued being in the same time zone, likely for easier communication, and another 3% said warranty handling was more straightforward with a domestic seller. Less than 1% mentioned avoiding customs duties as their main concern, indicating that emotional and practical benefits tend to outweigh financial ones.

How Likely Are You To Buy Your Next Rolex Online Versus In-Store?

23% of Rolex wearers are not likely to buy their next Rolex in-store

People take a variety of approaches when deciding between buying a Rolex online or from a physical shop. 23% of UK Rolex wearers said they’re not likely to buy their next Rolex in-store, while 19% said the in-store experience is a key reason they would. This points to a growing number of buyers who may be rethinking the need for physical retail, even though traditional showrooms still hold appeal for others.

11% of respondents expressed interest in online shopping and said they’d likely buy digitally next time. However, 5% were not likely to do so, suggesting a mix of openness and hesitation. This reflects wider market trends. In the UK luxury goods sector, 18.8% of total revenue is expected to come from online sales by 2025.

Convenience was also split, with 10% citing it as a reason to buy online, while 5% weren’t convinced. Brand trust followed a similar pattern. 12% said it would encourage them to buy in-store, while 8% said it would make them hesitant. Only 6% mentioned authenticity as a reason to go in-store, and just 2% said it would hold them back from buying online.

Opinions are divided when it comes to buying a Rolex online or in-store

Wearing habits fluctuate depending on how a Rolex watch fits into the owner’s daily life or routine

How Often Do You Wear Your Rolex?

32% of UK owners wear their Rolex daily

People wear their Rolex watches at different rhythms, depending on lifestyle, preference, and purpose. 32% of our UK audience wear theirs daily, making it a consistent part of their wardrobe. Another 28% wear their Rolex weekly, while 27% said they use it occasionally.

Some keep it for more selective use. 11% said they wear their Rolex rarely, and 3% reserve it for special events only.

There’s also a practical side to frequent wear. Rolex explains that daily use keeps the watch wound automatically. It may stop and need manual winding if it’s left unused for more than two days.

How Would You Describe Your Personal Watch Style?

32% of Rolex wearers describe their personal watch style as classic

Watch style is a personal expression, and preferences vary widely among Rolex enthusiasts. 38% of our audience described their style as classic, favouring designs that feel familiar, enduring, and always in fashion. Another 27% leaned toward an elegant look, showing an interest in refined, understated models.

For 16%, the focus was on a luxurious aesthetic, often associated with premium materials and a strong visual presence. A further 13% preferred a sporty feel, pointing to performance-driven models that still carry the Rolex name. Lastly, 7% described their style as timeless, suggesting an appreciation for versatility and long-lasting design.

A British Vogue guide to buying a Rolex suggests the classic Datejust as a go-to first purchase option because of its enduring design and wide appeal. Whether drawn to tradition, boldness, or balance, Rolex offers a design language that suits a variety of personal styles.

Personal style plays a big role in watch preferences, and Rolex wearers reflect a wide range of tastes

There’s no single approach to handling older timepieces once a new model comes into play

What Do You Usually Do With Older Timepieces When Upgrading?

38% of UK Rolex wearers sell their older timepieces when upgrading

When it comes to upgrading a watch, most people don’t just let the old one sit in a drawer. 38% of UK Rolex wearers said they sell their older timepieces, while another 27% prefer to trade in, using the value of their existing watch to offset the cost of a new one.

This preference for resale and trade-in makes sense when you consider the strength of the Rolex resale market. According to data from secondary marketplace Bezel, Rolex accounted for 36% of all sales on their platform in 2024, far outpacing other luxury brands.

A further 25% choose to repair or restore their existing timepiece, potentially to keep as part of a growing collection. 10% prefer to gift their watch to someone else, while just 1% said they store it without actively using or passing it on. Whether selling, trading, or handing it down, most Rolex owners prefer to keep their watches moving, not idle.

What Inspired You To Buy Your First Rolex?

Design inspired 30% of wearers to buy their first Rolex

The inspiration to buy a first Rolex is rarely random. 30% of our audience said the decision was based on design, showing how much visual appeal and styling influence that initial choice. For 20%, it was seen as an investment, reflecting the brand’s long-standing value and strength on the secondary market.

Brand reputation was also a major driver, cited by 19% of the audience. This connects directly to how positively Rolex is viewed across industries.

Heritage motivated 14%, pointing to the importance of tradition and legacy. Another 10% were drawn to the watch as a status symbol, and 8% highlighted craftsmanship as their main reason for buying. While the motivations differ, the common thread is clear. Buyers are influenced by a mix of aesthetics, perceived value, and the meaning they attach to the brand.

First-time Rolex buyers have a mix of personal and practical motivations

After sales support needs range from practical help to long-term peace of mind

What Kind Of After Sales Support Do You Expect When Purchasing A Rolex?

Authenticity verification is the after sales support expected by 34% of Rolex wearers

After-sales support plays a key role in the luxury watch experience, and 34% of our audience expects authenticity verification post-purchasing. Given that fake Rolexes account for 50% of the counterfeit luxury watch market, having peace of mind starts with knowing the watch is real.

Maintenance advice followed at 26%, showing that wearers want guidance on how to care for their timepiece properly. Warranty service was important to 19%, while 17% valued strong customer support, such as help with questions, repairs, or registration. Only 4% specifically mentioned repair services, suggesting that for most buyers, the focus is on keeping things running smoothly rather than fixing problems after they arise.

What Role Does Packaging And Presentation Play In Your Buying Experience?

Packaging and presentation play a role in collector’s value for 62% of Rolex wearers

Packaging and presentation play a significant role in the luxury watch buying experience, with 62% of UK Rolex wearers valuing packaging for its collector’s appeal. That’s not surprising, as original boxes, documentation, and presentation cases can directly impact resale value by adding to the watch’s authenticity and appeal.

For 16% of the audience, packaging shapes how they see the brand itself. Well-designed presentation reinforces the sense of prestige that comes with a luxury name. Gift potential mattered to 11%, reflecting the role of packaging in making the watch feel like a complete experience when passed on to someone else.

A further 9% mentioned luxury appeal, suggesting that packaging helps reinforce the feeling that they’ve bought something special, not just functional. Only 2% pointed to the unboxing moment, but even that small number highlights how presentation can add a layer of enjoyment to the overall purchase.

The way a watch is packaged can affect everything from perception to long-term value

From classic metals to modern materials, Rolex wearers are divided in their favourites

What's Your Favourite Type Of Strap Or Bracelet?

34% of Rolex wearers favour the Oyster bracelet

The classic Oyster bracelet is the favourite type of strap or bracelet for 34% of UK Rolex wearers. Its strength, comfort and timeless style continue to appeal across generations.

Next is the Jubilee bracelet at 27%, appreciated for its elegant five-piece links and strong connection to models like the Datejust and GMT-Master II. Leather straps follow at 17%, offering a more traditional, dressier feel.

The rubber strap category suggests a shift in preference. With 15% now choosing rubber, this modern, sporty option is becoming more popular. Rolex’s evolving design also plays a part. The brand is leaning into bolder, more contemporary styling. That move may be influencing the rise in interest for rubber alongside the classic Oyster and Jubilee.

Finally, 7% of wearers prefer the NATO strap. Its simple, durable construction appeals to adventurers who want a watch that suits their lifestyle.

Which Factor Do You Trust Most When Choosing A Seller?

For 41% of Rolex wearers, warranty is the most important trust factor when choosing a seller

Choosing a seller often comes down to a few key trust factors. 41% of UK Rolex wearers rank a solid warranty as the most important factor when choosing a seller. A good warranty offers more than just repair coverage. It gives buyers confidence that the watch is protected and the seller will stand behind their sale.

Reputation is next at 24%, especially in a market where brand history and seller credibility carry weight. Whether it’s a long-established dealer or a newer seller with a loyal following, trust in the name still influences many purchases.
Customer reviews follow at 14%, showing that peer validation continues to shape buying decisions. Independent feedback can often reassure buyers who are purchasing from a platform or seller they haven’t used before.

After-sales service, selected by 12%, is a reminder that the relationship doesn’t end once the watch is paid for. Buyers want to know that servicing, questions, or potential issues will be handled smoothly.

Finally, authenticity guarantees came in at 9% audience engagement. That may seem low, but it’s likely because many buyers assume authenticity is a given, especially when other trust factors are strong.

There’s no single approach, but some factors matter more when choosing a seller

Inside the Mindset of Today’s Rolex Owner

These insights from over 1.4 million Rolex wearers reveal how people across the UK live with, choose, and define their watches. From style to service and straps to sentiment, Rolex ownership in 2025 is as much about identity as it is about timekeeping. It reflects personal values, daily routines, lifestyle choices, and the evolving relationship between tradition, technology, and self-expression.

Methodology

The data is sourced from an independent sample of 1,415,888 UK Rolex Wearers' opinions across X, Quora, Reddit, TikTok, and Threads. Responses are collected within a 90% confidence interval and a 5% margin of error. Engagement estimates how many people in the location are participating. Demographics are determined using many features, including name, location, and self-disclosed description. Privacy is preserved using machine learning. Results are based on what people describe online — questions were not posed to the people in the sample.

About the representative sample:

61.2% are aged 45 and older
61.6% identify as male
42.7% earn between £60,000 and £90,000 annually