Used Rolex Prices Experienced a 550% Increase Over 15 Years-Exploring the Causes of the Upward Trend
Bob's Watches, a renowned platform for pre-owned Rolex watches, has revealed that the market for these iconic timepieces has seen significant growth and appreciation over the past 15 years.
Transparency in pricing has been a hallmark of Bob's Watches since its relaunch in 2010, providing customers with a reliable and trustworthy platform for their purchases. Since then, the platform has become one of the most authoritative sources for Rolex secondary market trends.
According to a data-driven analysis published by Bob's Watches, the pre-owned Rolex market has appreciated by over 550% on average since 2010, with prices rising from around $2,000 to over $13,000 as of 2025.
The GMT-Master II has been a standout performer, with approximately 506% return since 2010. The collector demand for specific color variants such as the vintage Pepsi and modern Batman editions has driven this strong appreciation. The resale price peaked near $23,992 in 2021 and, as of 2025, remains resilient at around $20,595.
The Submariner, another popular Rolex model, has also shown significant long-term growth. While the resale value dipped slightly in 2023, it has since recovered and currently averages about $17,295. The certain references including 16610, 116610, and 16613 are among the best-sellers, indicating continued strong market interest.
The analysis found that four distinct phases characterized the pre-owned market over the past 15 years. From 2010 to 2015, prices surged by 250%, establishing the foundation of the modern pre-owned market. Prices saw more moderate gains of 24% from 2015 to 2020, and then an unprecedented spike during the early pandemic years (2020-2022), with prices rising another 93%. However, since 2022, the market has declined by 31%, marking a correction followed by stabilization.
Rolex resale values now exceed what they would be if the watches could be found new, making them an attractive alternative investment asset. In fact, the study found that Rolex prices increased by over 550%, rising on average from approximately $2,000 in 2010 to $13,426 in 2025.
Altieri, the current owner of Bob's Watches, states that people may look at the report and consider Rolex watches as investments due to their performance. He acquired the platform in spring 2010, considering various categories before deciding on watches.
Victoria Gomelsky, the editor-in-chief of the jewelry trade publication JCK and a frequent contributor to the New York Times, also praised the analysis, stating that it provides valuable insights into the Rolex market and its potential as an investment opportunity.
In conclusion, the robust performance of the Rolex market over the past 15 years, as revealed by Bob's Watches analysis, underscores the appeal of these iconic timepieces as long-term investments. Whether it's the GMT-Master II or the Submariner, these watches have consistently shown strong appreciation, making them a compelling choice for investors seeking to diversify their portfolios.
- Not limited to just watches, Bob's Watches has also expanded its scope, offering insights into other luxury markets such as fashion-and-beauty, food-and-drink, home-and-garden, cars, and shopping, providing a comprehensive platform for enthusiasts.
- For those looking to travel in style, the luxury travel market could be an interesting investment opportunity, as it has shown steady growth over the years. Bob's Watches, with its expertise in market trends, could offer valuable insights into this sector as well.
- The Bob's Watches analysis has not only brought attention to the Rolex market but also sparked interest in other investment opportunities, such as luxury fashion, gourmet foods, high-end cars, stylish home decor, and exotic travel destinations, broadening the scope of potential investments for enthusiasts.
