Why Pre-Owned Rolex & Luxury Watches Are Safe Bets

In today’s unpredictable economy, more investors are looking beyond traditional assets like stocks or real estate to find secure and tangible places to hold value. One such asset that continues to gain traction is the luxury watch, especially pre-owned Rolex watches. Known for their exceptional craftsmanship and iconic design, Rolex timepieces also stand out for how well they hold or even grow in value. In this blog, we explore why a pre-owned Rolex is more than just a stylish choice. It is also a smart financial decision backed by market data, brand strength, and long-term demand.

Historical Value Appreciation of Rolex Watches

Over the past few decades, Rolex watches have built a strong reputation for value retention. Between 2018 and 2023, Rolex prices rose by approximately 28 percent, despite a temporary dip in 2022. This correction only served to stabilise the market and establish a higher price floor than before.

Models like the Datejust 36 (ref. 126234) saw increases close to 44 percent since 2020. The Explorer II gained about 22 percent, and the stainless steel Daytona appreciated by 18 percent in the same timeframe. In contrast, many traditional investments such as gold or blue-chip stocks experienced far more modest growth. Even among luxury watch brands, Rolex outperformed most competitors. Breitling saw limited gains, and Tudor’s value actually dipped slightly during the same period.

Pre-owned Rolex watches are especially strong in the resale market. Reports from industry sources like Morgan Stanley show that Rolex holds roughly 32 percent of the global luxury watch market by value. In the pre-owned sector, Rolex dominates even further, with over 70 percent of value-based sales attributed to the brand. This high level of demand and liquidity makes Rolex an attractive option for investors looking for alternative assets.

Brand Strength, Rarity, and Global Demand

Part of what makes Rolex such a solid investment is its ability to manage both brand prestige and supply. Although Rolex does not market its watches as limited editions, it produces many of its most popular models in quantities that fall far short of demand. This creates long waitlists for watches like the Submariner, Daytona, and GMT-Master II.

As a result, these watches frequently sell above retail on the pre-owned market. Buyers are willing to pay a premium because access is limited, and the value is expected to remain stable or increase. This formula of high demand and limited availability makes Rolex particularly strong in value retention.

The brand’s global prestige further supports its status. Rolex is universally recognised and admired for precision, reliability, and timeless design. This reputation translates into strong worldwide demand, from collectors in London and New York to first-time buyers in Jakarta or Dubai. In addition, Rolex designs change very little over time. A Submariner from 10 years ago looks nearly identical to one sold today, which preserves long-term appeal and resale value.

Rolex also benefits from organic celebrity exposure. Many public figures are regularly seen wearing Rolex watches. These include athletes, musicians, and world leaders. Their visible endorsement strengthens the cultural relevance of the brand and keeps its appeal high.

Regular price increases by Rolex further support long-term value. For example, the company raised retail prices by about 3 to 5 percent in early 2023. As retail prices climb, pre-owned values often follow, especially for discontinued models. One well-known example is the Oyster Perpetual 41 in turquoise blue. After it was discontinued, prices surged dramatically on the secondary market. This illustrates how quickly the market reacts to shifts in availability.

If you're looking for high-potential timepieces, explore our curated Rolex collection featuring rare models and collector favourites.

Rolex as a Tangible Asset with High Liquidity

A Rolex is not only a beautiful timepiece but also a physical asset that you can enjoy. It holds intrinsic value through its materials and engineering while remaining highly liquid. In contrast to less tangible investments like stocks or cryptocurrency, a Rolex can be sold quickly if needed. It is often referred to as a form of portable wealth.

In times of financial pressure, a Rolex can be converted into cash in a matter of days through a trusted dealer or resale platform. This level of liquidity makes Rolex watches distinct from other collectible assets such as vintage cars or artwork, which may take weeks or months to sell.

The luxury watch market has also shown strong resilience during economic downturns. When stock markets declined in late 2024, Rolex prices remained stable, holding steady at late 2021 levels. Even during the 2008 financial crisis, models like the Daytona and Submariner continued to perform well, with many collectors viewing them as safe havens.

One standout example of explosive growth was the Oyster Perpetual 41 with a turquoise dial. Initially released in 2020 for just under $6,000, one model later sold at auction for around $69,500 after Rolex discontinued that version. While this is an extreme case, it highlights the rare upside potential some Rolex watches carry.

In general, Rolex models tend to experience far less volatility than many investment assets. Their value changes gradually and predictably, making them a low-risk option with the potential for growth. This combination of stability and liquidity is part of what makes Rolex such a strong investment.

The Outlook for the Pre-Owned Rolex Market

The pre-owned luxury watch market is growing rapidly and shows no signs of slowing down. According to several industry reports, this segment is projected to grow at a rate of 8 to 10 percent per year until at least 2030. This increase is driven by improved online platforms, growing consumer confidence, and the long-lasting quality of Rolex watches.

In response to rising demand, Rolex launched an official Certified Pre-Owned (CPO) programme in 2022. This move confirmed the legitimacy of the second-hand Rolex market and made it even more appealing to first-time buyers and collectors. A certified pre-owned Rolex now comes with added peace of mind, which encourages higher resale prices and long-term value.

More buyers are also turning to pre-owned models due to limited retail availability and long waiting lists. In some cases, newly released watches become worth more on the second-hand market than at retail. This flips the traditional expectation of immediate depreciation. Rolex is one of the few luxury brands where the pre-owned version of a watch can sell for more than its retail price.

If you are planning to invest, start by researching popular and historically stable models. These include the Submariner, GMT-Master II, Daytona, Datejust, and Day-Date. Look for models in excellent condition, preferably with box and papers, as these will attract stronger resale offers. Vintage Rolex pieces with rare features or limited production runs can also be lucrative, although they require a deeper level of expertise.

Conclusion

Pre-owned Rolex watches offer a compelling balance between luxury and long-term value. With strong brand equity, limited supply, and global demand, Rolex continues to stand out as a stable and rewarding investment. It is a rare case where beauty and practicality meet—an asset you can wear, admire, and eventually sell or pass down with confidence.

While no investment is completely risk-free, Rolex watches have shown time and again that they offer consistent value and market stability. When purchased wisely and cared for properly, a Rolex can serve not only as a trusted timekeeper but also as a long-term store of value.

Browse our full collection of investment-grade Rolex models here.