Since 1905, Rolex has been making high-quality watches that have left a lasting impact on the watch industry. This long history of excellence is one of the main reasons Rolex remains one of the most famous and respected luxury watch brands in the world today.
Because of its outstanding design and craftsmanship, buying a Rolex requires a significant investment. This naturally leads many buyers to ask an important question: Will a Rolex still be valuable years down the line? The simple answer is yes.
In most cases, a Rolex is worth the money spent. While the value of a watch can depend on the specific model and current market demand, many Rolex watches hold their value extremely well compared to other luxury brands.
Keep reading to see whether your Rolex is among the models known for strong value retention and to better understand how your investment may perform over time.
Top Rolex Watches That Hold Their Value Best
Cosmograph Daytona
The Rolex Daytona was introduced in 1963 and was originally made for professional race car drivers. At first, it didn’t get much attention. That changed when actor, director, and race car driver Paul Newman was often seen wearing a Daytona with an “exotic dial.”
Over time, this connection, along with the growing interest in vintage watches after the Quartz Crisis of the 1970s, turned the Daytona into one of the most desirable Rolex models.
Today, the Daytona is available in many styles, ranging from durable stainless steel to highly luxurious gold and diamond-set versions. Even with so many options available, demand continues to be much higher than supply. Because of this, some Daytona models sell for two to three times their original retail price.
Daytona Key Features:
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Tachymeter bezel for timing laps and races
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Three chronograph sub-dials for minutes, hours, and seconds
Milgauss
The Milgauss was launched in 1956 and was designed specifically for scientists and laboratory professionals. It can resist magnetic fields up to 1,000 gauss, which is how it got its name. While this technology was impressive, the watch became famous for its unique and playful look, especially the orange lightning bolt-shaped second hand.
The original Milgauss was discontinued in 1988, and an updated version was reintroduced in 2007. The newer model kept the lightning bolt second hand and added a green-tinted sapphire crystal for better readability.
Although modern Milgauss watches are popular, collectors strongly seek the rare models made before 2007.
Milgauss Key Features:
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Protection against magnetic fields up to 1,000 gauss
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Corrosion-resistant stainless steel case
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Reliable Caliber 3131 movement
GMT-Master II
The GMT-Master is one of Rolex’s most iconic watches and was created for pilots and frequent travelers. It includes an extra hand that allows the wearer to track multiple time zones at the same time.
Collectors highly value vintage GMT models with faded dials and bezels. Modern GMT-Master II watches are also extremely popular thanks to upgrades like ceramic Cerachrom bezels, improved Oyster and Jubilee bracelets, and even a left-handed version.
Famous color combinations such as the blue-and-black “Batman” and the red-and-blue “Pepsi” are especially desirable.
GMT-Master II Key Features:
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Extra hand to track up to three time zones
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24-hour bi-color rotating bezel
Oyster Perpetual
The Oyster Perpetual is often seen as Rolex’s entry-level watch, but its simple and clean design has made it truly timeless. In 2020, Rolex updated the Oyster Perpetual with a new movement, larger case sizes, and a wide range of bright dial colors. These updates made the watch even more popular.
Many of these newer Oyster Perpetual models now sell on the secondary market for more than their original retail price, proving their strong value retention.
Oyster Perpetual Key Features:
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Simple, time-only dial
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Waterproof Oyster case
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Self-winding movement with a Perpetual rotor
Why Do Rolex Watches Keep Their Value?
High Demand
When something is rare, more people want it—and that demand pushes the value higher. Rolex produces limited numbers of certain models and color combinations, which makes them even more desirable.
On top of that, Rolex regularly increases its retail prices. When you combine limited supply, strong demand, and rising prices, many Rolex watches gain value over time.
As one of the world's most recognized luxury watch brands, Rolex has mastered the balance between popularity and exclusivity.
Timeless and Iconic Designs
While Rolex continues to improve the technology inside its watches, the overall look stays true to its classic roots. Many of today’s popular models, such as the Submariner, Explorer, GMT-Master, Datejust, and Day-Date, were first introduced before 1955.
Even now, they still feature the same signature designs that made the original versions so popular. This timeless style helps Rolex watches remain desirable year after year.
Built to Last for Generations
Rolex has been a leader in the watch industry for more than a century, and its watches are built to stand the test of time. Models like the Air-King and Explorer, first launched in the 1950s, are still in production today and continue to sell at premium prices. Their long-lasting quality and proven reliability play a big role in why Rolex watches hold their value so well.
Common Questions About Investing in Rolex Watches
1. Is Buying a Pre-Owned Rolex a Smart Choice?
Rolex watches are known for holding their value very well, especially stainless steel sports models. In many cases, these watches don’t just keep their value—they can even increase in price over time.
As Rolex becomes more popular worldwide, certain models and designs develop strong followings among collectors. This increased demand can push prices higher. If you take good care of your watch, it may become more valuable in the future.
That said, it’s not wise to buy a watch only as an investment with plans to sell it later for profit. Price increases are never guaranteed. A watch’s value can change based on many factors, including its condition and market trends.
2. Do Rolex Watches Ever Lose Value?
It is very rare for a Rolex to lose a significant amount of value. The brand’s strong reputation and high-quality materials help protect its worth over time. With proper care and regular servicing, most Rolex watches hold their value well.
Some models, like the Datejust, may dip slightly below their original retail price at times. Others, such as the GMT-Master, may increase in value as years go by. In the vintage market, a well-maintained Submariner or GMT can often be worth much more than its original purchase price.
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Which Rolex Models Hold Their Value the Best?
The Submariner, first released in 1953, is one of the best Rolex models for value retention. This iconic dive watch has influenced many other brands and remains highly desirable. Rare versions, like the green “Hulk” or “Kermit,” have become especially valuable due to limited availability.
The Cosmograph Daytona is another top performer. It is one of the most sought-after Rolex sports watches and often sells for extremely high prices at auctions.
The Day-Date, a classic dress watch, was Rolex’s first waterproof and self-winding watch to display both the day and date. Made only in gold or platinum, it is often called the “ultimate status watch” and has strong resale value.
The GMT-Master II is also in high demand, especially among frequent travelers. Its ability to track multiple time zones and its durability in-house movement make it both practical and valuable.
4. What Is the Most Affordable Rolex?
The Oyster Perpetual is currently the least expensive Rolex model in production. It is made from stainless steel and features a simple, time-only design without extra complications. Prices typically range from $5,300 to $6,150, making it the most accessible Rolex option.
How Much Is My Rolex Worth?
The value of your Rolex depends on several factors. Like a new car, a brand-new Rolex usually drops slightly in value as soon as it leaves the store. Whether it gains or loses value over time depends on the following:
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Materials: Watches made from stainless steel, gold, platinum, or other premium metals can vary greatly in value.
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Gemstones: The presence of diamonds or other precious stones can significantly increase worth.
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Model and Movement: Sports models like the Submariner and Daytona often command higher prices, while market trends also play a major role.
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Condition: Keeping your watch in excellent working order is essential to maintaining its value.
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Age and Rarity: Vintage Rolex watches in good condition can sell for very high prices.
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Collector Demand: Models linked to famous owners or unique color combinations often gain a cult following and higher value.
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Box and Papers: Original packaging, warranty cards, and service documents can greatly increase resale value. Collectors especially value the original green Rolex box, which is so desirable that fake versions even exist.
Final Thoughts: Do Pre-Owned Rolex Watches Hold Their Value
Thanks to Rolex’s deep understanding of the luxury watch market, most of their watches are likely to retain their value—and many may even increase in worth over time.
Some models hold value better than others, but a Rolex is always a classic and valuable addition to any collection. Explore the wide selection of pre-owned Rolex watches available at Superlative Watch Company.
