Best Rolex Watches To Invest In 2025 (Prices & ROI)

Historically, the best Rolex watches to invest in have been the Submariner, Datejust, Daytona, and GMT-Master II. These classic models, known for their durability, timeless design, and strong brand recognition, have consistently shown appreciation in value. Limited editions and discontinued models like the Explorer II, Milgauss, and Sea-Dweller can also be excellent investments due to their scarcity and collector appeal.

Over the decades, many Rolex models have transitioned from mere status symbols to valuable investment assets that not only retain value but often appreciate significantly over time. This trend has positioned Rolex watches as key components in the portfolios of savvy collectors and investors.

However, it’s important to consider factors such as condition, provenance, market trends, and your individual financial goals before making any investment decisions.

1. Rolex Submariner – Sale Price: $9,000 to $131,000

The Rolex Submariner is widely regarded as one of the most iconic watches in the world, maintaining its status as a top-performing investment piece. Its timeless design, strong historical appreciation, and association with pop culture figures like James Bond have made it a staple in both the luxury watch market and collector portfolios.

Known for its robust construction and superior diving capabilities, the Submariner remains one of the best Rolex models to invest in, with consistent demand and long-term value retention.

Submariner Models to Invest In

Several key references stand out as promising investment choices, offering both historical significance and strong market performance:

• Ref. 116610LN – One of the most recognizable modern Submariner references, this model has exhibited steady appreciation. As of 2024, its value ranges between $12,000 and $18,000, with historical annual growth of 5% to 7%.
  
  
• Ref. 16610 – Produced from the 1980s to the early 2000s, this model features a classic aluminum bezel. While relatively accessible, it still commands prices between $9,000 and $13,000, with consistent appreciation of around 4–6% annually.
  
  
• Ref. 14060 – A no-date Submariner, favored for its sleek, minimalist design. It has gained significant traction among purists, with an average market price in 2024 ranging from $10,000 to $15,000 and growth rates of 5% to 8% per year.
  
  
• Ref. 166132 – Featuring a two-tone bezel and gold accents, this model offers a more luxurious take on the Submariner. Prices currently range from $13,000 to $20,000, with strong annual appreciation rates of 5% to 10%.
  

Rolex Submariner 2025 Market Predictions

As of 2025, the Rolex Submariner is expected to maintain its reputation as one of the most sought-after luxury watches, driven by strong investor demand, controlled supply, and Rolex’s commitment to gradual refinement. The market has consistently demonstrated that limited availability and high desirability fuel appreciation, and the Submariner is no exception.

Retail prices are likely to increase by 5–10%, following Rolex’s gradual cost adjustments, a trend that has reinforced the watch’s exclusivity over time. Simultaneously, the secondary market is expected to remain robust, with resale values staying above retail due to persistent waiting lists and collector interest. This consistent demand ensures that the Submariner remains a highly liquid asset, appealing to both seasoned collectors and first-time investors.

Beyond pricing trends, historical performance suggests that the Submariner will continue to hold or exceed its original purchase price, making it one of the most reliable investment pieces in the luxury watch sector. Its iconic status, coupled with Rolex’s production limitations, positions it as a stable long-term asset with high appreciation potential.

While the core design of the Submariner is unlikely to change, Rolex is known for its subtle yet impactful innovations. Potential refinements in movement accuracy, power reserve, and material enhancements could further elevate its desirability. Additionally, minor aesthetic updates—such as new dial variations or enhanced case finishing—may emerge, keeping the model fresh while preserving its classic appeal.

2. Rolex Oyster Perpetual – Sale Price: $2,000 to $12,000

The Rolex Oyster Perpetual is one of the most understated yet reliable models in the Rolex lineup. Often considered the entry-level Rolex, it combines the brand’s famed craftsmanship with a versatile and timeless design.
In recent years, certain dial colors—especially turquoise and coral—have surged in demand, driving up prices and positioning the Oyster Perpetual as a highly attractive investment option for 2025.

Oyster Perpetual Models to Invest In

Several key references stand out as promising investment choices, each offering a unique combination of rarity, design appeal, and strong market performance:

• Ref. 124300 – A 41mm model featuring vibrant dial colors, this reference has become highly sought-after, particularly after its discontinuation in 2021. Prices now range between $9,000 and $12,000, with annual appreciation rates of 10% to 15%, making it one of the best-performing Oyster Perpetual models on the market.
  
  
• Ref. 126000 – With a 36mm case, this model stays true to Rolex’s classic proportions and remains a favorite for those seeking a sleek, understated look. As of 2025, it trades between $7,000 and $9,000, with steady annual growth of 4% to 7%.
  
  
• Ref. 114300 – Featuring more subdued dial colors, this reference caters to buyers looking for a conservative yet refined Oyster Perpetual. Prices currently range from $5,000 to $8,000, with annual appreciation of around 5%.
  
  
• Ref. 116000 – A 36mm model that offers a variety of timeless dial colors, making it a versatile option for collectors. It is currently priced between $6,000 and $8,000, with annual growth of approximately 3% to 5%.
  

Rolex Oyster Perpetual 2025 Market Predictions

The Oyster Perpetual is expected to uphold its status as one of the most versatile and timeless Rolex models. Its minimalist yet sophisticated design, combined with Rolex’s reputation for precision and durability, ensures continued demand across global markets.

Retail prices are anticipated to increase modestly by 3–8%, following Rolex’s gradual price adjustments. With strong global demand and controlled production volumes, resale values are likely to remain elevated, particularly for discontinued and rare dial variations that continue to command premiums on the secondary market.

Despite being considered an entry-level Rolex, the Oyster Perpetual has demonstrated remarkable appreciation, particularly for limited-edition or discontinued models. Its broad appeal and exceptional durability position it as a stable investment for collectors looking to enter the luxury watch market without the price points of higher-tier Rolex models like the Submariner or GMT-Master II.

While significant design changes are unlikely, Rolex may introduce incremental enhancements to movement efficiency, power reserve, or accuracy. The possibility of new dial colors or minor aesthetic updates remains open, as Rolex periodically refreshes the collection to keep it relevant while preserving its timeless charm.

Collector and investor demand for the Oyster Perpetual is expected to remain strong, with waiting lists continuing for sought-after configurations.

3. Rolex Explorer & Rolex Explorer II – Sale Price: $8,000 to $24,000

The Rolex Explorer has long been celebrated for its rugged durability, clean design, and deep-rooted mountaineering history. Most famously associated with Sir Edmund Hillary’s ascent of Mount Everest, it remains one of Rolex’s most functional and understated models, making it a favorite among collectors and investors alike.

Alongside it, the Explorer II, featuring an added GMT complication, has seen rising popularity in the secondary market, particularly among buyers looking for versatility and strong value retention. With both models consistently appreciating, they continue to be solid investment choices heading into 2025.

Explorer Models to Invest In

Several key references in both the Explorer and Explorer II lineups stand out for their historical significance and strong market performance:

• Ref. 14270 – A vintage Explorer with a classic 36mm case, this reference has seen steady demand growth. Prices currently range between $9,000 and $11,000, with annual appreciation rates of 4% to 6%.
  
  
• Ref. 214270 – Released in 2010, this 39mm Explorer modernizes the classic design while maintaining its minimalist aesthetic. Prices range from $8,000 to $10,000, with a solid appreciation rate of 5% to 8% per year.
  
  
• Ref. 16570 – A highly sought-after Explorer II model, particularly the polar white dial variant, which has become a favorite among investors. Current prices sit between $10,000 and $15,000, with annual appreciation rates of 6% to 10%.
  
  
• Ref. 216570 – Featuring a larger 42mm case and a robust design, this modern Explorer II reference has gained a strong following. Prices range from $12,000 to $15,000, with growth rates of 5% to 9% annually.
  

Rolex Explorer 2025 Market Predictions

The Rolex Explorer and Explorer II are expected to maintain their steady growth and strong market appeal. Given their historical price stability and desirability, these models continue to be reliable long-term investments for collectors looking to enter or expand their Rolex portfolios.

Retail prices are projected to increase incrementally by 5–10%, aligning with Rolex’s gradual pricing adjustments. With the current baseline around $8,000–$8,400, prices could rise to $8,800–$9,000 in the coming year. The secondary market is expected to remain competitive, with resale values often closely tracking retail prices, though rare configurations, such as the two-tone variant, may command premiums.

Historically, the Explorer has demonstrated solid value retention, making it a strong “buy and hold” asset. While it does not experience dramatic resale surges like the Daytona or Submariner, it offers consistent appreciation, particularly when Rolex introduces subtle production tweaks that later become highly collectible among enthusiasts.

In terms of design, Rolex is unlikely to make drastic changes, as the Explorer has always been defined by its simplicity and functionality. The classic 3-6-9 dial and 36mm case (for the ref. 124270) are expected to remain unchanged, with potential refinements in movement efficiency, power reserve, or accuracy. Rolex’s commitment to subtle evolution rather than major reinvention ensures that the Explorer will retain its timeless appeal while benefiting from incremental technical enhancements.

Beyond pricing and design, market sentiment continues to favor the Explorer for its understated appeal. Unlike flashier Rolex models, the Explorer’s minimalist design attracts collectors who prefer heritage over hype. Its legacy as the ultimate adventure watch, combined with its durability and historical significance, ensures that it remains a staple in the Rolex lineup.

4. Rolex GMT-Master & GMT-Master II – Sale Price: $14,000 to $113,000

The Rolex GMT-Master and GMT-Master II have long been among the most recognizable and desirable timepieces in the Rolex lineup. Originally designed for pilots and frequent travelers, these models offer dual-time zone functionality, making them both practical and collectible.

Often featuring the iconic Pepsi, Coke, or Batman bezel color combinations, the GMT-Master series continues to command strong interest from collectors and investors alike.

With its history of appreciation and steady demand, the GMT-Master II remains one of the best Rolex watches to invest in for 2025.

GMT-Master Models to Invest In

Several key references have demonstrated strong appreciation and long-term investment potential:

• Ref. 16750 – A vintage GMT-Master featuring the beloved Pepsi bezel, this reference is widely considered one of the best long-term investment pieces. Prices currently range from $15,000 to $20,000, with annual appreciation of 6% to 9%.
  
  
• Ref. 16760 – Known as the “Fat Lady” due to its thicker case, this early GMT-Master II reference is highly sought after. Prices range from $13,000 to $17,000, with steady growth rates of 5% to 8% per year.
  
  
• Ref. 16710 – A popular GMT-Master II model featuring the red and black Coke bezel, this reference remains a top pick for investors. Current prices hover between $14,000 and $18,000, with annual appreciation rates of 6% to 9%.
  
  
• Ref. 116710LN – Featuring a modern Cerachrom bezel, this model blends contemporary technology with classic GMT-Master aesthetics. Prices currently range from $13,000 to $16,000, with consistent appreciation of 5% to 8% annually.
  

Rolex GMT-Master 2025 Market Predictions

The Rolex GMT-Master and GMT-Master II are expected to continue their trajectory as some of the most sought-after Rolex models, driven by historical performance, strong collector demand, and Rolex’s controlled production strategy.

Retail prices are projected to increase by approximately 5–10%, with base prices potentially reaching $15,500–$16,500. This growth is supported by limited supply and consistently high demand, particularly for coveted bezel and dial configurations. On the secondary market, the GMT-Master II is likely to remain above retail, as has been the trend with popular references.

While no confirmed updates have been announced for 2025, Rolex has a history of unveiling subtle refinements at events such as Watches & Wonders. Although a major redesign is unlikely, the introduction of new two-tone or ceramic bezel variations could refresh the lineup, fueling further interest. Rolex’s preference for incremental updates over radical overhauls suggests that any modifications will align with its commitment to evolutionary improvements rather than drastic changes.

The in-house Caliber 3285, first introduced in 2018, is expected to remain central to the GMT-Master II, though Rolex may fine-tune accuracy or durability as part of its continuous advancements. Key elements such as the two-tone ceramic bezel, dual-time functionality, and classic design language will remain unchanged, ensuring that the GMT-Master retains its signature aesthetic and investment appeal.

As a pillar of Rolex’s Professional collection, the GMT-Master II is expected to maintain strong collector demand, particularly for references such as the Pepsi and Batman.

5. Rolex Datejust – Sale Price: $6,000 to $240,000

The Rolex Datejust is one of the most enduring and recognizable models in the brand’s history, known for its versatility, classic appeal, and strong investment performance. Introduced in 1945, it was the first wristwatch to feature an automatically changing date window, setting a new standard in watchmaking.

With its distinctive Jubilee bracelet and Cyclops lens over the date, the Datejust remains a highly sought-after choice for collectors and investors alike.

Datejust Models to Invest In

Several key references within the Datejust collection stand out for their historical significance and consistent appreciation in value:

• Ref. 1601 – A vintage Datejust from the 1960s and 70s, this model features a fluted bezel and a timeless design. Prices currently range from $6,000 to $9,000, with annual appreciation rates between 5% and 7%, driven by increasing rarity and classic appeal.
  
  
• Ref. 16013 – Featuring a two-tone steel and gold case, this 1980s model is a collector’s favorite for its blend of elegance and durability. Prices fall between $6,000 and $10,000, with steady annual growth of 4% to 6%.
  
  
• Ref. 16233 – A modern favorite, this Datejust reference combines steel and yellow gold with the signature fluted bezel. Typically priced between $7,000 and $11,000, it has shown consistent appreciation of 5% to 8% per year.
  
  
• Ref. 116233 – This model offers Rolex’s updated movement and a larger 41mm case, appealing to collectors who appreciate a modern interpretation of the classic Datejust. Prices range from $8,000 to $12,000, with an average annual appreciation rate of 6%.
  

Rolex Datejust 2025 Market Predictions

The Rolex Datejust is expected to continue its steady appreciation, maintaining its reputation as one of the most reliable Rolex models for investment. Retail prices are projected to increase by approximately 3% to 4%, placing its base price in the range of $6,500 to $14,300, depending on the reference.

This gradual increase aligns with Rolex’s historical pricing strategy, ensuring that the Datejust remains a secure investment while sustaining its long-term desirability.

While Rolex is unlikely to introduce major overhauls to the Datejust collection, subtle refinements are expected. The introduction of new dial colors, updated bracelet styles, or unique metal combinations could enhance its appeal without disrupting its classic design. Historically, Rolex unveils such refinements at major events like Watches & Wonders, where collectors eagerly anticipate small yet significant updates that drive renewed interest in the collection.

The Datejust’s core mechanical features, including the in-house Caliber 3235, will likely remain unchanged. However, Rolex may introduce minor movement enhancements to improve efficiency, power reserve, or overall durability. The fluted bezel and Cyclops date magnifier, two defining features of the Datejust, are expected to remain key elements of its design, ensuring its timeless appeal remains intact.

Long-term demand for the Datejust remains strong, bolstered by its reputation as a versatile and elegant timepiece suitable for both casual and formal occasions. The model appeals to a broad spectrum of buyers, from first-time Rolex owners to seasoned collectors, reinforcing its value retention in both primary and secondary markets.

As Rolex continues to control production and maintain exclusivity, resale prices are expected to hold steady, particularly for references with unique dial configurations or precious metal accents.

For investors looking for a stable Rolex with a proven history of appreciation, the Datejust remains an excellent choice.

6. Rolex Day-Date President Watches – Sale Price: $15,000 to $141,000

The Rolex Day-Date, often called the “President,” has been a symbol of prestige and success since its introduction in 1956. Worn by world leaders, business executives, and influential figures, it remains one of the most recognizable and exclusive Rolex models. Featuring a day and date display and crafted exclusively from precious metals such as gold and platinum, the Day-Date continues to be a hallmark of luxury and refinement.

Beyond its status as a symbol of leadership, the Day-Date has demonstrated strong long-term investment potential, with prices steadily increasing due to its exclusivity and desirability among collectors.

Day-Date Models to Invest In

Several references within the Day-Date collection have consistently appreciated in value, making them excellent investment choices:

• Ref. 1803 – A vintage Day-Date model from the 1960s and 1970s, featuring the iconic pie-pan dial. This reference is highly sought after by collectors, with prices ranging from $15,000 to $20,000 and annual appreciation rates of 4% to 7%.
  
  
• Ref. 18238 – A modern vintage piece in 18k yellow gold, this model offers an updated movement and classic styling. Prices typically fall between $18,000 and $25,000, with a growth rate of 5% to 8% annually.
  
  
• Ref. 118238 – A more recent production model with a larger case size and refined aesthetics, making it a popular choice for investors seeking a modern Day-Date. Prices range from $20,000 to $28,000, with annual appreciation of 5% to 7%.
  
  
• Ref. 218238 – One of the largest Day-Date models at 41mm, this 18k yellow gold reference is particularly desirable among buyers who favor larger luxury watches. Prices sit between $25,000 and $30,000, with a growth rate of 5% to 9% per year.
  

Rolex Day-Date 2025 Market Predictions

As of 2025, the Rolex Day-Date is expected to maintain its strong position in the luxury watch market, driven by ongoing demand from collectors and investors. Its status as a symbol of leadership and success, coupled with its limited availability in precious metals, ensures that it remains one of the most desirable Rolex models.

Retail prices are projected to increase by approximately 5–10%, in line with Rolex’s historical pricing strategy. The Day-Date, already positioned at the higher end of Rolex’s catalog, is expected to continue appreciating in the secondary market, particularly for vintage and limited-production models. Investors can expect stable and consistent growth, with rare configurations commanding premiums due to scarcity.

While Rolex is unlikely to introduce drastic design changes, incremental refinements in movement technology, accuracy, and durability could enhance the Day-Date’s overall performance and reliability. Subtle updates, such as new dial variations or exclusive metal finishes, may be introduced to maintain collector interest while preserving the watch’s classic elegance.

The market outlook for the Day-Date remains strong, as its blend of exclusivity, craftsmanship, and historical significance continues to attract both seasoned investors and first-time collectors

8. Rolex Sea-Dweller – Sale Price: $10,000 to $58,000

The Rolex Sea-Dweller is a rugged dive watch that offers greater water resistance than the Submariner, making it one of the best Rolex watches among professional divers. This model is known for its decompression valve, a feature that allows it to withstand extreme depths, and its connection to the world of deep-sea exploration.

The Sea-Dweller is considered a rarer option compared to the Submariner, which has made it particularly appealing to collectors.

Sea-Dweller Models to Invest In:

• Ref. 1665: Known as the Double Red Sea-Dweller, this model features two lines of red text on the dial and has become highly collectible. Prices range between $18,000 and $30,000, with significant appreciation potential of 7% to 10% per year due to its rarity.
  
  
• Ref. 16660: Nicknamed the Triple Six, this Sea-Dweller model marked an evolution in the design, with a thicker case and an updated movement. Prices range from $12,000 to $16,000, with annual growth rates of 5% to 8%.
  
  
• Ref. 16600: A modern classic, this Sea-Dweller reference features a more robust design and is a favorite among those looking for a professional dive watch. Prices range from $10,000 to $14,000, with average appreciation rates of 4% to 6% annually.
  
  
• Ref. 116600: This 40mm Sea-Dweller was produced for a short period between 2014 and 2017, making it a rarer modern reference. Prices currently range between $14,000 and $18,000, with appreciation potential of 5% to 9% annually.
  
  

Is Investing in Rolex Watches Worth It?

In summary, Rolex watches remain one of the most reliable and lucrative options for luxury watch investments in 2025. Their long history of value retention, combined with a high demand for iconic models, ensures that investors can expect solid returns in the coming years.

Whether you’re interested in vintage models like the Rolex Submariner 16610 or looking for a modern classic like the Oyster Perpetual Ref. 124300, the opportunities to profit from Rolex watches are vast. With each model presenting unique investment opportunities, the key to success is understanding market trends, model rarity, and the specific collector appeal of each timepiece.

As the luxury watch market continues to grow, particularly in regions like Asia and the Middle East, these Rolex models are well-positioned to offer substantial returns, both in the short-term and long-term.

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