“Root Beer,” “Pepsi” and “Polar” Are 2024’s Most Sought-After Rolex Models in the Pre-Owned Market

As the end of the year draws close, Bob’s Watches – a leading online marketplace specializing in vintage Rolex watches – has conducted an analysis based on proprietary data between 2020 and 2024. In a recent report provided to Hypebeast, the platform reveals key trends in the pre-owned Rolex market.

In examining the popularity and trends for Rolex watches, there has been notable year-over-year growth across several models best known by their nicknames. “Batman”  experienced steady growth with a 10% increase in 2024. Whereas, “Root Beer” saw a massive rise of 433%, which points to a rising trend for the model. The “Pepsi” also had a significant resurgence, increasing by 134.8% in 2024, while the “Hulk” experienced flat growth after previous moderate increases. The demand for the “Polar” also rose by 157%, which indicates its growing appeal in the pre-owned market for Rolex.

Pricing trends from 2020 to 2024 reveal consistent price appreciation for models such as the Daytona, which saw an average annual increase of 12%. Rare models with nicknames such as “Kermit” and “Sprite” had sharp price increases of 15% and 20% respectively in 2024 — both signs of their continued growth in value within the market.

According to Bob’s Watches findings, the popularity of black and blue dials remained dominant in 2024, both of which account for 35% and 28% of sales respectively. Meanwhile, Green dials experienced a significant 42% increase in demand compared to 2023, aligning with market trends favoring rare colorways. Additionally, unique dials such as meteorite grew in popularity, with sales up 25% in 2024, indicating a preference for rare materials and distinctive designs.

Dial size trends from 2020 to 2024 indicate consistent popularity for 36mm cases, which accounted for 30% of sales in 2024 — a slight decrease from 33% in 2020.  40mm emerged as the dominant size in 2024, representing 45% of sales. Meanwhile, 41mm and above sizes experienced significant growth, with sales increasing by 25% year-over-year in 2024, now contributing to 20% of total sales.

The report also suggests a diversified interest in various metal types among Rolex enthusiasts. Two-tone models exhibited consistent growth, with sales increasing by 22%, reflecting a resurgence in vintage-inspired designs. White gold also sales rose by 15%, particularly for high-end models, while rose gold continued to attract attention with a 12% increase.

Bracelet trends in 2024 indicated notable preferences among consumers, as Jubilee bracelets saw an 18% growth, making it a favored choice for iconic models like the Datejust. Oyster bracelets maintained steady popularity, contributing to 40% of bracelet sales. Although fluctuating in demand, leather straps showed a 10% increase, particularly for vintage styles, reflecting the varied preferences in bracelet types.

The trend of watches sold in box and papers saw increasing demand, with a 15% higher likelihood of purchase in 2024 compared to 2020. This shift reflects a growing consumer emphasis on the authenticity and completeness of pre-owned watches, enhancing their appeal in the market.

Additional insights indicate significant interest in vintage Rolex models, particularly those from the 1980s or earlier, such as the Oyster Perpetual and GMT-Master, which saw a 20% increase in demand in 2024. There was also a noticeable increase in sales during holiday periods – November to December-  especially for models with rare dial colors or nicknames, underscoring the influence of seasonality on purchase trends.

For those who are interested, head over to Bob’s Watches’ website to explore its wide range of Rolex offerings.