Watch Talk with Jason The Gemologist - Should You Buy a Rolex as an Investment?

The watch community has debated this for decades. As a gemologist and luxury watch specialist who buys and sells pre-owned timepieces every day, my answer might surprise you. And... it has nothing to do with timing the market.

Every week, someone walks into our store and asks some version of the same question: "Is a Rolex a good investment?" It's one of the most common and misunderstood questions in the watch world. After growing up in our family-owned jewelry business, buying and selling pre-owned luxury watches every single day, I've seen how this story actually plays out. And the answer is almost never what people expect when they first walk through the door.

So let me tell you what I've observed: the people who have done best with luxury watches are almost never the ones who bought strategically, chased trends, or tried to flip at the right moment. They're the ones who bought a piece they genuinely loved, wore it, and held on to it. That's not a romantic notion - it's the pattern I've watched repeat itself consistently.

The Problem With "Timing the Market"

The watch market behaves a lot like other asset markets: unpredictable in the short term, but revealing clear patterns over longer horizons. The people who bought a stainless steel Daytona in 2008 because they loved it weren't thinking about resale. But if they held it, they watched that watch appreciate dramatically. At certain points, the steel Daytona was trading on the secondary market at four times its retail price. That's extraordinary for any asset class. But it wasn't the result of market timing. It was the result of patience and genuine attachment to the piece.

When you buy a watch primarily as a financial instrument, you introduce anxiety into what should be a joyful relationship with an object. You check the secondary market constantly. You worry about wearing it and adding scratches that might affect value. You second-guess the purchase the moment the market dips. None of that is what a watch is for.

"The right Rolex, at the right price, bought for the right reasons, will almost always hold its value. A watch you love and hold onto because you love it will always be a great investment."

Where the Rolex Market Stands Right Now

That said, understanding the current market is genuinely useful to make an informed purchase. Here's my honest read on where things stand in the Rolex secondary market today.

The Submariner & GMT-Master

Submariner - Ref. 126610 / 126711. Extremely Liquid
The most liquid Rolex model on the market. Demand has never softened and almost certainly never will. Its iconic silhouette, robust case, and versatility make it perpetually relevant to new and seasoned collectors alike.

GMT-Master II - Ref. 126710 / 126711. Highly Desirable
The "Pepsi" and "Batman" references maintain extraordinary demand across all market conditions. Like the Sub, this is a watch you can buy, wear for decades, and sell with confidence when the time comes.


These two models represent the most liquid and consistently desirable references Rolex has ever produced. Secondary market demand has never gone away, and based on everything I've seen, it never will. If you're looking for a Rolex that will hold its value, and that you'll never grow tired of, the Submariner and GMT-Master are the benchmark.

The Daytona

Cosmograph Daytona - Ref. 116500 / 126500. Strongest Secondary Performer
The stainless steel Daytona remains the single most difficult Rolex to obtain at retail. Waitlists stretch for years at authorized dealers. On the secondary market, it is consistently the strongest performer in the entire Rolex lineup. The "Panda" dial variant, in particular, has achieved pricing that few collectors could have predicted.

The Daytona is arguably one of the most iconic watches Rolex has ever made. Not just for its scarcity, but for its motorsport heritage, clean dial architecture, and the decades of cultural cachet it has accumulated. At certain market peaks, the panda-dial Daytona was selling at four times retail on the secondary market. That premium has moderated as the broader luxury watch market has normalized post-pandemic, but the Daytona's position at the top of the Rolex hierarchy remains uncontested.

The Datejust

Datejust - Ref. 126200 / 126234. Consistent Value Retention
Consistently underestimated by collectors chasing the flashier models. The Datejust is classic, versatile, and has never gone out of style. It quietly holds its value across the full range of references and dial configurations and it may be the most wearable watch Rolex has ever made.

Serious collectors often overlook the Datejust because it lacks the obvious drama of a Daytona or the dive-watch gravitas of a Submariner. That's a mistake. The Datejust has been in continuous production since 1945, has dressed generations of presidents and artists and executives, and has never required a trend to sustain its relevance. As a long-hold piece, it is quietly one of the most reliable watches in the Rolex lineup.

How Rolex Compares to the Broader Luxury Watch Market

Rolex is not the only brand serious collectors look to for value retention. The secondary market for luxury watches is broad, and understanding where Rolex sits within it gives you important context.

Secondary Market Landscape & Select Luxury Brands

• Patek Philippe:
  • The most prestigious brand in the secondary market. The Nautilus (Ref. 5711) and Aquanaut have achieved prices that make even the Daytona look modest. Far less accessible at retail, but extraordinary value retention for those who can acquire them.
• Audemars Piguet:
  • The Royal Oak is a genuine icon. The stainless steel Jumbo (Ref. 15202 / 15500) commands significant premiums on the secondary market and is among the most coveted watches in any collection.
• A. Lange & Söhne:
  • A connoisseur's brand. The Saxonia and Zeitwerk hold value extremely well among informed collectors, though liquidity is lower than Rolex or Patek. These are watches that reward patience and deep appreciation for German horology.
• Omega:
  • The Speedmaster Professional (Moonwatch) is one of the most iconic pieces in horological history and holds its value reliably. Omega generally operates at a lower price point than Rolex, with proportionally more modest appreciation. The Speedmaster is a genuine collector's piece.
• Tudor:
  • Rolex's sibling brand offers exceptional quality at a lower entry point. The Black Bay has developed a serious following and holds value well — making it an attractive option for buyers who want a watch in the Rolex family without the premium.

Rolex's particular advantage in all of this is liquidity. You can sell a Rolex Submariner almost anywhere in the world, quickly, and with relative confidence in the price you'll receive. The same is not always true of even the most prestigious Swiss brands. That liquidity - the deep, global secondary market for Rolex - is itself a form of value that rarely gets discussed when people debate watch investments.

So - Investment or Passion?

Here's where I land as a professional with years of experience in this industry: the question itself is a bit of a false choice. A great watch, bought thoughtfully, at a fair price, because you genuinely want it on your wrist — that watch will almost certainly hold its value. And you'll enjoy it every day you own it, which is worth something that no spreadsheet can calculate.

What rarely works is buying a watch purely as a trade. The people who bought into the luxury watch frenzy of 2021 hoping to flip quickly learned an uncomfortable lesson when the market corrected in 2022 and 2023. But the people who bought a Submariner because they loved it in 2015? They're still wearing it, still loving it, and it's worth considerably more than they paid. That's the pattern I've seen repeat over and over again.

Buy the watch that stops you in your tracks. Buy it because you can't stop thinking about it a week after you first tried it on. Buy it at a fair price from someone you trust. And then wear it. That is the investment thesis that has worked, consistently, for the people I've watched get it right.

Upcoming Event · Venus Jewelers

Rolex Trunk Show — Buy, Sell & Trade

We're hosting a dedicated Rolex trunk show at Venus Jewelers from May 14–16. Whether you're looking to add a piece to your collection, part with one you've outgrown, or explore a trade, our team will be on hand with an expanded selection of pre-owned Rolex and luxury timepieces. This is the kind of environment where genuine collectors can have real conversations — no pressure, just watches. Click here to RSVP.

Venus Jewelers has been a family-owned business in the jewelry industry for over 40 years, with deep expertise in pre-owned and estate luxury watches. Jason Stavrianidis is a GIA Graduate Gemologist and watch specialist. For questions about pre-owned Rolex or luxury watch valuations, contact the Venus Jewelers team directly.