Rolex Watches Were One of the Highest Appreciating Assets in the Last Decade

Luxury watches have been the “it” alternative investment these past couple of years, with names like Audemars Piguet, Patek Philippe and F.P.Journe making headlines for their insane surge in price. One Swiss manufacturer, however, has always been the king in terms of consistent appreciation — and it’s none other than Rolex.

While many are most likely going to point out that Rolex was the obvious answer, new data has arrived showing just how lucrative holding on to a Rolex watch over the last decade has been. Compiling 10 years of sales data, Bob’s Watches has revealed just how much Rolex has appreciated, and which models have been hits — even when factoring Rolex’s steady price increase and inflation, Rolex has outperformed major asset classes like real estate, stocks, and gold on average.

Looking at 10 years worth of sales data, the market average sale for a pre-owned Rolex has gone from less than $5,000 USD in 2011 to more than $13,000 USD in 2021. What’s even more interesting is that in the past years, due to the pandemic, Rolex prices have shot up nearly equal to that of the total price increase that was observed in the previous five years.

With all models spread out, we see that every model has appreciated in some degree or another, reaching all-time highs. On the lower end of the spectrum, models like the Air-King and Cellini have grown a modest amount while the Daytona, Day-Date, and Sky-Dweller have exploded in price — the Sky-Dweller, which was only just introduced in 2012, has more than doubled in a shorter time, but the Daytona on average is well above at the no.1 spot having more than tripled in value in the last 10 years with an average pre-owned price of more than $30,000 USD.

So, how to the different references all stack up? Over the last 10 years, the 16610 Submariner has by far been the best-selling Rolex on Bob’s Watches whereas its two-tone steel and gold sibling 16613 ranks in at no.2. The functional six-digit GMT Master II 116710 comes in at third.

Other interesting findings from the “Top 15 Pre-Owned Rolex Models Sold” list include:
- 8 of the 15 best-sellers were sports watches.
- The Lady-Datejust took three spots in the top 15 list (stainless and 18k gold).
- The Milgauss is still very much in demand.

As the report points out, there are no future guarantees that this rate of growth will continue, especially the doubling or tripling of certain references, but there is just something rather impressive and special when it comes to Rolex watches. It is one of those rare assets where it actually appreciates over time, even when being enjoyed. Head over to Bob’s Watches to learn more.

In other watch news, a vintage Audemars Piguet Royal Oak sold For $200,000 USD at Bonhams Paris Watch Auction.