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From $2,000 to $13,426: Rolex Resale Prices Climbed Sharply Over 15 Years July 15, 2025 (0 comments)
Newport Beach, CA--Rolex resale prices have climbed over 550% in 15 years, driven by sharp spikes in demand and market volatility, according to a report from Bob’s Watches. The analysis, based on internal transaction records from 2010 to 2025, shows significant price growth across nearly all Rolex models.
[Image via iStockphoto.com]
The report states that average Rolex resale price rose from around $2,050 in July 2010 to $13,426 by June 2025. Prices peaked at $17,206 in March 2022 during a surge fueled by high collector demand, before dropping to $11,785 at the end of 2022.
Market Shifts and Peak Pricing
From 2010 to 2015, Rolex prices increased by 250%. Growth slowed between 2015 and 2020 but accelerated sharply afterward. According to the report, prices nearly doubled from late 2020 to early 2022, driven by the demand for steel sports models.
Paul Altieri, CEO of Bob’s Watches, said steel sports watches never ran hotter than during that period, as buyers paid record prices.
Model Performance
Per the report, the Datejust led sales volume, rising from $1,150 in 2010 to $8,500 by 2025. It peaked at $9,926 in March 2022, then fell 14%.
The Submariner rose from $4,700 in 2010 to $17,295 in 2025, peaking at $18,889 in May 2022. After a correction, it recovered to nearly 92% of its peak.
The Daytona showed the highest volatility, rising from $8,300 in 2010 to a record $53,911 in March 2022. It then dropped to $27,642 before recovering to about $38,000 in 2025. Altieri said buyers were willing to pay any price for stainless steel Daytona models during the surge in demand.
Other models saw strong gains:
- Oyster Perpetual: Up 472% to $9,145 in 2025.
- Day-Date: Peaked at $33,118 in 2021; now averages $24,718.
- GMT-Master II: Up 506%, from $3,400 in 2010 to $20,595 in 2025.
- Yacht-Master: Rose from $4,995 to $15,613 over the same period.
Top References and Sales Leaders
Submariner reference 116610 led appreciation, rising 329% from 2011 to 2025. GMT-Master II reference 16710 followed with a 302% gain, reflecting collector interest in discontinued models.
Datejust reference 16233 was the top seller in its collection, while the Daytona’s 116500 “Panda” dial led sales in that line.
Entry-Level Models No Longer Entry-Level
According to the report, even traditionally lower-priced models experienced significant increases. The Oyster Perpetual jumped from $1,600 in 2010 to over $12,000 in 2022 before settling around $9,145. The Air-King grew from $1,695 in 2010 to $7,635 in 2025.
Investment Shift
The report noted that Rolex watches have evolved into alternative assets. Despite market corrections, blue-chip sports models, such as the Submariner and GMT-Master II, have held their value better than dress models.
“Recovery patterns reveal collection hierarchies,” the report stated, highlighting how certain models maintained pricing strength despite volatility.
Check out the entire report by Bob's Watches here.