The myth of Rolex: Buying one of the coveted timepieces from the luxury watch manufacturer in Geneva is far more than just a pragmatic choice to keep track of the time. Purchasing a Rolex is inextricably linked with the individual expression of status, prestige, and style. Like almost no other brand, the undisputed market leader in the luxury watch segment carries a heavy dose of emotion and polarizes opinions with numerous models, which are often made of gold and available with diamond settings. Interestingly, however, it is sports models made of stainless steel or rare vintage references that make wealthy watch fans swoon most. Over the past decades, Rolex watches have evolved from sober functional objects to speculative art pieces and are often viewed by buyers as an investment for the future. Watches from the brand are generally considered a sound asset. Here, we’re taking a look at the price development of Rolex watches over the past five years. For this, we’re turning to ChronoPulse, the watch index from Chrono24.
2020 to 2025 – Rise, Fall, and Slow Recovery
The ChronoPulse Index reflects the performance of the most important brands and models traded by dealers and private sellers on Chrono24. The data calculation is based on transaction volume. If we take a closer look at the figures for Rolex, we see a remarkable overall performance that peaked in March 2022. Although prices consolidated enormously in some cases from April 2022 onwards, over the past five years as a whole, Rolex watches on Chrono24 have appreciated by 28%. By way of comparison, Breitling posted a positive performance of only around 11% over the same period, while the ever-popular Rolex sibling brand Tudor recorded a drop of just over 8%. However, it should be noted that watches from the eternal Rolex challenger Omega performed even better with just over 30%. That being said, the watches from the latter are not traded nearly as speculatively as timepieces from Rolex. In short: Rolex watches experienced a massive hype between 2020 and 2022 (due to the pandemic). After strong consolidation, prices stabilized again from mid-2023 and have remained at a solid level since. Here are three examples: The Rolex Datejust 36 ref. 126234 with a blue dial has appreciated by almost 44% since 2020, while the Explorer 2 (ref. 16570, white dial) is up around 22%. The Daytona ref. 116500LN with a black dial recorded an increase in value of 18%.
Four Key Factors Impacting Rolex Prices
1. High Demand, Limited Availability
Although Rolex watches are not officially limited, the availability of many models is still severely restricted due to insufficient production. This especially applies to coveted stainless steel sports models, including the Submariner, Daytona, GMT-Master II, and Explorer. Rolex manages its production strategy in a very conscious and targeted manner. New models are only distributed via authorized dealers, who are often assigned a small number of specific references. As a result, waiting lists sometimes last for years. In addition, Rolex increases its list prices with remarkable frequency. As a result, prices on the secondary market are rising, in some cases massively.
2. Brand Perception and Prestige
Rolex stands for luxury, precision, and social prestige – globally and beyond the borders of the watch world. The watchmaker owes its exceptional reputation to a consistent brand strategy. This is characterized by unmistakable designs that have remained consistent for decades paired with technical perfection. This approach ensures that demand from watch enthusiasts, speculators, and collectors remains high. The strong identity of the brand contributes significantly to stability and value appreciation and is therefore one of the central factors for the long-term price development of Rolex watches.
3. Celebrities as Silent Brand Ambassadors
Rolex watches are regularly seen on the wrists of athletes, actors, musicians, and politicians, often without any brand affiliation. In addition to official brand ambassadors such as Martin Scorsese, Roger Federer, and James Cameron, other prominent figures wear Rolex timepieces. These include Tiger Woods, Brad Pitt, Eric Clapton, and historical figures such as Paul Newman, Steve McQueen, and Sir Winston Churchill. In these cases, their connection to the brand isn;t necessarily the result of official Rolex campaigns, but rather a conscious decision to own a watch from the manufacturer. Famous personalities also make a significant contribution to ensuring that Rolex remains emotionally charged without the brand having to actively stage this.
4. Value Stability and Expected Return
Herein lies the core of this text. The combination of limited availability, high demand, outstanding quality, and distinctive design makes Rolex watches coveted objects for collectors and investors. Especially in economically uncertain times, a Rolex is considered by many to be a valuable investment. A watch from this manufacturer is – like gold or gemstones – a physical asset. Thanks to the brand’s high levels of prestige, the vast majority of models can be quickly swapped for cash in an emergency, guaranteeing a high level of liquidity. Added to this are other factors such as the brand’s rich and moving history, as well as current trends in pop culture and circumstances like the pandemic, wars, or an unpredictable politicians.
What happens to Rolex prices in uncertain times?
The ChronoPulse Index clearly shows that the peak of the Rolex price development was reached in April 2022. This coincided with the global easing of coronavirus pandemic measures – a moment that marked a return to normality for many markets. At the same time, the US Federal Reserve, followed by other central banks, initiated a turnaround in interest rates. With the first key interest rate hike since 2018, traditional forms of investment such as shares and interest-bearing investments became more attractive to investors again – which also led to a change in momentum on the watch market. This was followed in November 2024 by the election of Donald Trump as the 47th President of the USA. His tariff policies caused the international stock markets to tremble. As a result, the world’s largest share indices, such as the S&P 500 or the MSCI World, also fell massively. However, this scenario is hardly noticeable in the ChronoPulse Index for Rolex. As of the time of writing in June 2025, prices for Rolex watches are roughly at the same level as late summer 2021, i.e., before the big hype. Prices have been stable again since spring 2023. The negative “Trump” effect can be seen in the three-month comparison between February 2025 and May 2025, where a small drop of around 1.8 % can be seen.
Final Thoughts – Is now the right time to buy a Rolex?
“The best time to buy a Rolex was yesterday.” This is a reference to an old stock market saying that argues share prices always rise in the long term. This wisdom can also apply to the watch market, provided you buy at the right time. Those Rolex buyers who purchased their copy during the big rush in spring 2022, may find the saying a bit hard to stomach. In their cases, the supposedly promising investment for the future led to an abyss that is unlikely to close fully any time soon. So when is the right time to buy a Rolex? “Buy the dip” and “Never catch a falling knife” are two more wise sayings borrowed from the stock market. Should you invest in a stock when it has fallen sharply, wait and see, or stay away from it altogether? Analysts around the world try to read the crystal balls and interpret the market and political trends. What remains are forecasts and more or less strong buy or sell recommendations. What happens on the stock market is reflected in the watch market and proves that everything can, nothing must. However, the past has shown that markets and indices have always recovered and delivered long-term gains. My personal opinion is that 2025 may well be a good year to buy a Rolex. Prices have been stable for around two years and have shown slight upward momentum, particularly around special times of year like Christmas. Of course, it is important from the outset not to put speculative prices on the table and to avoid overly greedy sellers. In this way, the market can regulate itself and stay healthy – hopefully trending upwards – and price bubbles like the one in 2022 do not arise. For all its seductive allure and desire: Even a Rolex is just a watch. It belongs on your wrist and not as an investment in a safe.
