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New York, NY--The Rolex Datejust, specifically the reference 16233 in two-tone Rolesor (steel and yellow gold) with a champagne dial and Jubilee bracelet, has emerged as the best-selling pre-owned Rolex watch of 2024, according to a report by SwissWatchExpo, an Atlanta-based retailer with the largest used Rolex inventory in the U.S.

[Image via istockphoto.com]

Gear Patrol noted in a report that this finding is unexpected, given the usual dominance of sports models like the Submariner and GMT-Master II in the secondary market.

The Datejust ref. 16233, introduced in 1988, epitomizes 1980s Wall Street style with its two-tone design, fluted yellow gold bezel, and champagne dial. Gear Patrol highlighted its cultural significance, referencing its iconic appearances in films like Pretty Woman and American Psycho, where it was part of the quintessential corporate raider look.

While Rolex doesn’t release official sales figures for new watches, the article noted that the Datejust’s performance in the pre-owned market is surprising given the enduring popularity of steel sports watches. Yet, 2024 has seen a broader industry shift toward “geezer watches,” vintage-inspired designs from the 1970s and 1980s, with other brands like Piaget and Bulgari releasing similar models.

SwissWatchExpo's report also revealed that even among Submariners, the two-tone ref. 16613 outsold its steel counterparts this year, further underscoring the demand for 1980s aesthetics. The report observed that these trends indicate a significant pivot in the watch industry toward glitzier, retro designs.

Learn more in this report by Gear Patrol.