Is The Rolex Submariner A Good Investment In 2025? (Price & ROI)

Few watches capture the imagination — or build long-term wealth — quite like the Rolex Submariner. In 2025, the Submariner stands tall not only as a symbol of rugged luxury and impeccable craftsmanship, but also as one of the most stable assets in the world of alternative investments.

What makes the Submariner so compelling is how it seamlessly bridges tool-watch practicality with boardroom prestige. Originally engineered for deep-sea divers, today it’s just as likely to grace the wrist of a CEO closing deals in Dubai or a collector bidding at a Geneva auction.

As WatchPro recently noted, “The Submariner has become more than a watch; it’s an international currency among those who understand enduring value.”

Rolex’s famously tight production — paired with features like the Cerachrom bezel, COSC-certified movements, and robust Oystersteel construction — ensures that demand almost always exceeds supply. This controlled scarcity is a big reason Submariners continue to appreciate, often outpacing traditional stocks or even gold.

Beyond its aesthetic and functional brilliance, the Rolex Submariner has demonstrated exceptional financial resilience, outperforming traditional investment classes in some cases.

From steady year-over-year appreciation to limited-edition and discontinued models fetching record prices at auctions, the Submariner is more than just a luxury accessory—it is a high-performing asset.

History of Rolex Submariner

The Rolex Submariner story began back in 1953, setting a new benchmark for dive watches and propelling Rolex to the forefront of professional tool-watch engineering. It was the first wristwatch to offer water resistance up to 100 meters (330 feet), a game-changing feat at the time that quickly earned it favor among divers and naval professionals.

From the very start, the Submariner embodied Rolex’s philosophy of building timepieces that could tackle extreme environments while retaining classic, understated style. Its robust Oyster case, crafted initially from corrosion-resistant steel that would evolve into today’s premium 904L Oystersteel, laid the groundwork for the watch’s near-mythical durability.

Over the decades, Rolex didn’t rest. The brand continually refined the Submariner, adding innovations that enhanced both performance and investment appeal.

In the 1960s, models like the 5512 and 5513 doubled the water resistance to 200 meters. The 5512 also introduced COSC chronometer certification, an industry hallmark for mechanical precision that remains a major selling point for collectors today.

A true turning point came in 1969 when Rolex unveiled the first Submariner Date, the Ref. 1680, complete with its now-iconic Cyclops lens magnifying the date by 2.5 times. This addition sparked the enduring No-Date vs. Date debate among enthusiasts, with each variation building its own dedicated following.

As watch technology advanced, so did the Submariner. The 1980s brought sapphire crystal and the famous Caliber 3135 movement, pushing durability and timekeeping to new heights. By 2008, the introduction of the virtually scratch-proof Cerachrom ceramic bezel and the larger, brighter Maxi Dial would give the Submariner its modern visual impact while locking in its reputation as a go-anywhere luxury watch.

Fast forward to 2020, and the latest references — like the 124060 No-Date and 126610LN Date — arrived with slightly larger 41mm cases, upgraded movements boasting 70-hour power reserves, and Rolex’s newest Chronergy escapement for enhanced efficiency and anti-magnetic resilience.

Today, whether you’re looking at an early 6204 from the 1950s, a transitional 16800 from the 1980s, or the newest COSC-certified Submariner with a five-year Rolex warranty, the underlying story remains the same.

It’s about a watch designed to survive the ocean’s depths — and the test of time — while steadily building financial value in a way few other luxury assets can match.

Why Rolex Submariner is an Icon

Part of what makes the Rolex Submariner such a compelling investment is that it’s more than just a watch — it’s a cultural touchstone. Since its debut in 1953, the Submariner has been the blueprint for dive watches, copied endlessly but never truly matched.

From the depths of the ocean to the sleeves of Hollywood actors and Fortune 500 executives, it carries an unmistakable weight that few other luxury items can claim.

Rolex has carefully preserved the core DNA of the Submariner for over 70 years. The clean dial, robust Oyster case, unidirectional bezel, and now-iconic Cyclops date magnifier have become instantly recognizable symbols of success and taste worldwide.

As one industry journalist recently wrote in WatchTime, “The Submariner is more than a design — it’s a global language of achievement.”

This universal prestige is precisely why the Submariner maintains such strong liquidity. Whether you’re selling in Tokyo, Geneva, Dubai, or New York, buyers instantly know what it represents. That kind of recognition is rare in luxury assets, and it’s a major reason the Submariner continues to deliver such reliable long-term value.

Different Models of Rolex Submariner

The Rolex Submariner lineup consists of several distinct models, each tailored to different preferences and investment strategies. While all Submariner models share the core design elements that define the collection—superior water resistance, a unidirectional rotating bezel, and highly legible luminescent markers—certain variations stand out due to historical significance, material choices, and production rarity.

Over the years, Rolex has produced three main categories of Submariners: No-Date Submariners, Submariner Date models, and discontinued collectible references. Each has demonstrated strong market demand, with some becoming highly sought-after investment pieces.

1. Rolex Submariner No-Date: The No-Date Submariner stays closest to the original 1953 concept, with its beautifully clean dial and perfect symmetry — a purist’s favorite. Collectors appreciate its understated look, which places total focus on the time without the Cyclops date magnifier.

• 124060 (2020–Present): Features a 41mm case, Caliber 3230 movement, a 70-hour power reserve, and Rolex’s latest Chronergy escapement. It’s an ideal modern entry point that combines technical upgrades with timeless design.
  
  
• 14060M (1999–2012): Last of the pre-Cerachrom No-Dates, powered by the durable Caliber 3130. These watches still carry aluminum bezels, offering a vintage charm and steadily rising prices.
  
  
• 5513 (1962–1989): One of the longest-running Submariner references ever, lacking chronometer certification but prized for its classic aesthetic and tool-watch purity.

From an investment angle, vintage No-Dates like the 5513 continue to climb, often crossing into six-figure territory for well-preserved examples. Meanwhile, the 124060 holds value impressively on the grey market, often trading at 20–30% above retail due to global demand.

2. Rolex Submariner Date: The Submariner Date models introduced the Cyclops lens over the date window, making them some of the most recognizable luxury watches worldwide. These are among the most actively traded Rolex models, making them an ideal investment choice for liquidity and long-term appreciation.

• Rolex Submariner 126610LN (2020-Present): The latest Submariner Date in 41mm, featuring the Cerachrom bezel, Caliber 3235 movement, and 70-hour power reserve.
  
  
• Rolex Submariner 116610LN (2010–2020): One of the most traded Rolex models, known for its ceramic bezel, improved case proportions, and blue Chromalight lume.
  
  
• Rolex Submariner 1680 (1967–1979): The first Submariner with a date function, featuring vintage plexiglass crystal and early examples with “Red Sub” dials, which command high prices.
  
  
• Rolex Submariner 16610 (1989–2010): The final Submariner with an aluminum bezel insert, now appreciating significantly due to its pre-ceramic appeal.

The Submariner Date models have historically shown higher appreciation rates than No-Date references. The 116610LN and 16610 are among the best-performing Rolex investments, with values increasing significantly in the secondary market. Older references like the 1680 “Red Sub” are considered rare collectibles, fetching premium auction prices.

3. Special & Discontinued Rolex Submariners: Certain Submariner models, particularly those with limited production, unique dial colors, or discontinued designs, have become highly sought after by collectors and investors.

• Rolex Submariner 116610LV “Hulk” (2010–2020): Featuring a green Cerachrom bezel and dial, this model skyrocketed in value after discontinuation, with prices nearly doubling in the secondary market.
  
  
• Rolex Submariner 16610LV “Kermit” (2003–2010): Released for the 50th anniversary of the Submariner, it introduced the first green bezel, making it a collector’s favorite.
  
  
• Rolex Submariner 16800 (1979–1989): A transitional model that introduced sapphire crystal and improved water resistance, bridging the gap between vintage and modern references.
  
  
• Rolex Submariner 6204 & 6205 (1953–1955): The earliest Submariner references, now commanding six-figure sums at auctions due to historical significance.

The discontinued and special-edition Submariners often experience the fastest appreciation, especially when Rolex unexpectedly halts production. The Hulk (116610LV) and Kermit (16610LV) have demonstrated incredible price surges, making them some of the best-performing modern Rolex investments.

Features of Rolex Submariner

What truly sets the Rolex Submariner apart isn’t just its timeless looks — it’s how Rolex engineers every detail for durability, precision, and enduring value.

At its core lies the famous Oyster case, milled from 904L Oystersteel, an exceptionally robust alloy also used in aerospace and high-tech chemical industries. Unlike typical stainless steel, Oystersteel is incredibly resistant to corrosion and can maintain its polish for decades, even with daily wear or regular exposure to seawater.

This rugged case is paired with Rolex’s Triplock screw-down crown, a triple-sealed mechanism that helps guarantee water resistance up to 300 meters (1,000 feet). Unlike many professional dive watches that rely on additional escape valves, the Submariner achieves this depth purely through meticulous case construction.

It’s one reason collectors have so much confidence in these watches as long-term assets: the engineering stands the test of time.

Equally impressive is the unidirectional rotating bezel. Crafted from Cerachrom, Rolex’s proprietary ceramic, it’s virtually immune to scratches and doesn’t fade under intense sunlight. The numerals and graduations are carefully filled with either platinum or gold using a sophisticated PVD process, giving them a crisp shine that doesn’t dull over the years.

This level of material integrity is critical in luxury watches because the better a piece maintains its pristine look, the higher it tends to command on the resale market.

Inside the Submariner beats one of Rolex’s latest generation movements. The modern references, like the 124060 and 126610LN, are powered by calibers equipped with Rolex’s Chronergy escapement, boosting energy efficiency and providing superior resistance to magnetic fields.

These movements are COSC-certified chronometers, which means they maintain an average daily deviation of just -4/+6 seconds — a precision standard that not only satisfies technical purists but also underpins the watch’s investment credibility.

Visibility is another area where the Submariner excels. Its Chromalight luminescence glows a distinctive blue, shining longer in the dark than older lume technologies, while the Maxi Dial’s oversized markers and wider hands dramatically improve readability. This subtle evolution of design has become a magnet for modern buyers who prioritize legibility along with heritage.

And finally, every new Submariner is backed by a five-year international Rolex warranty, and benefits from one of the most respected global service networks in luxury watchmaking.

As many auction specialists note, a well-documented service history from Rolex can add 10–20% to a watch’s market value, because it offers future buyers complete confidence in authenticity and condition.

Taken together, these features — from the virtually indestructible Cerachrom bezel to the precise COSC-certified movement and globally recognized aftercare — do more than make the Submariner a technical marvel.

They turn it into an asset designed to hold and grow value across decades, solidifying its role as both a luxury statement and a serious investment piece.

Rolex Submariner Key Features at a Glance

Rolex Submariner Pricing

The Rolex Submariner has maintained its status as one of the most sought-after luxury watches, commanding strong retail and secondary market prices. Its value continues to appreciate due to Rolex’s controlled supply, timeless design, and strong collector demand.

While retail prices have steadily increased due to Rolex’s annual adjustments, secondary market prices for specific references, especially discontinued and rare models, often exceed their original retail value.

The pricing of the Rolex Submariner varies based on model, materials, and production year.

Current & Recent Production Models

Discontinued & Collectible Rolex Submariner Models

Market Trends & Global Resale Market Insights

The Rolex Submariner remains one of the most liquid and highly traded watches in the secondary market. While retail prices continue to rise due to Rolex’s pricing strategy, the pre-owned market sees significant premiums for highly sought-after references.

In the United States, the Submariner consistently sells 20-50% above retail on the secondary market. Rolex’s Certified Pre-Owned (CPO) program, launched in 2022, has further boosted market confidence, as authenticated pre-owned pieces command higher prices than gray market alternatives.

In Europe, resale values remain high, although higher VAT rates in regions like the UK and Germany impact overall costs. Vintage Submariner models, particularly aluminum bezel references like the 16610 and 14060, are in high demand among European collectors.

In Asia, the Submariner is a dominant force in luxury watch collecting. Hong Kong, being a major hub for high-end timepieces, reflects global price trends closely, while Japan is known for maintaining excellent-condition pre-owned models, attracting international buyers. China’s luxury market continues to grow, fueling strong demand for solid gold and two-tone Submariner references.

In the Middle East, Rolex remains a symbol of status and wealth, making the Submariner highly desirable. While Day-Date and gold Submariners see stronger demand, the classic stainless steel models remain a popular investment piece among collectors in Dubai, Qatar, and Saudi Arabia.

Key Factors Driving Rolex Submariner Pricing

The value appreciation of the Rolex Submariner is influenced by several key factors:

• Rolex’s Controlled Supply: Rolex limits production, ensuring ongoing scarcity and high demand.
  
  
• Iconic Status: As one of the most famous dive watches ever made, its timeless design ensures enduring desirability.
  
  
• Collector Demand: Certain models, such as the Hulk (Ref. 116610LV) and Kermit (Ref. 16610LV), have become collector favorites, pushing their values significantly higher.
  
  
• Annual Rolex Price Adjustments: Rolex typically raises retail prices by 5-7% per year, contributing to consistent value appreciation.
  
  
• Discontinued Models: When Rolex discontinues a Submariner reference, secondary market prices for that model often skyrocket within months due to increased demand.

Overall, the Rolex Submariner remains one of the safest and most lucrative watch investments, offering strong appreciation potential and a highly liquid secondary market.

Rolex Submariner Historical ROI & Performance

The Rolex Submariner has established itself as one of the most stable and high-performing investments in the luxury watch market. Its consistent appreciation over the decades has made it a go-to choice for investors seeking long-term value retention and strong liquidity. Historical price trends, auction results, and market data confirm that the Submariner remains a top-tier asset, especially for rare and discontinued references.

Auction Statistics and Market Trends

Over the past two decades, Rolex Submariner models have demonstrated remarkable price appreciation. Vintage and discontinued models have significantly outperformed their original retail prices, with rare references fetching record-breaking figures at auctions.

In a 2024 Phillips auction, a Rolex Submariner “Hulk” (Ref. 116610LV), which retailed for approximately $9,000 upon release, sold for $25,000, reflecting a 178% price increase over four years since its discontinuation in 2020. Similarly, a Rolex Submariner 16610LV “Kermit” (50th Anniversary Model) fetched $30,000 at Sotheby’s, nearly six times its original retail price of $5,000.

Market data from early 2025 indicates that the Rolex Submariner lineup has appreciated at an average annual rate of 7-15%, depending on the model and rarity.

Historical ROI for Key Rolex Submariner Models

Current Market Prices and Future Growth

Modern Rolex Submariner models continue to maintain high resale values, while discontinued references have shown exponential appreciation over time.

• Entry-Level Models (124060, 126610LN) – Prices range from $11,000 to $17,000, with an annual appreciation of 5-10%, making them ideal for first-time Rolex investors.
  
  
• Mid-Tier Models (116610LV “Hulk”, 16610LV “Kermit”) – These references have consistently appreciated at 7-15% per year, offering a strong balance between collectibility and liquidity.
  
  
• Vintage & Discontinued Models (16610, 14060) – Aluminum bezel references from the 1980s and 1990s have significantly outperformed traditional investments, with annual ROIs exceeding 10%, depending on condition and provenance.
  
  

Future Projections for 2025 and Beyond

Market analysts project that discontinued and vintage Rolex Submariner models will continue to appreciate at a rate of 8-15% annually, with the most sought-after references achieving even higher returns. Models like the Rolex Submariner “Hulk” (Ref. 116610LV) and the 50th Anniversary “Kermit” (Ref. 16610LV) are expected to see continued price growth due to their cult status and rarity.

The demand for neo-vintage models, particularly pre-ceramic Submariners (Ref. 14060 & 16610), is on the rise, as collectors seek classic Rolex dive watches with historical significance. Meanwhile, current production models, including the Submariner No-Date (124060) and Submariner Date (126610LV), are projected to appreciate at a steady 5-10% annually, offering reliable long-term investment potential.

As one of our senior analysts summed it up recently, “The Submariner isn’t just recession-resistant — it’s often the first watch investors reach for when diversifying out of equities. Its liquidity is almost unparalleled in luxury goods.”

With a proven track record of value appreciation, high liquidity, and an ever-growing collector base, the Rolex Submariner remains one of the safest and most profitable luxury watch investments available today.

Who Should Invest in a Rolex Submariner in 2025?

The Rolex Submariner is a timeless icon in the world of luxury watches, offering strong appreciation potential, historical significance, and market liquidity. Its enduring demand makes it an ideal asset for a wide range of investors, from first-time buyers to seasoned collectors.

1. First-Time Rolex Investors: For newcomers entering the luxury watch investment space, the Rolex Submariner presents a low-risk, high-reward opportunity. Models like the Submariner No-Date (Ref. 124060) and Submariner Date (Ref. 126610LN) provide a solid entry point, maintaining steady resale value while being widely available. Their high demand ensures strong liquidity in the secondary market, making them easy to sell if needed.
   
   
2. Long-Term Investors Seeking Appreciation: Those looking for stable, long-term growth will find that discontinued and vintage Rolex Submariners provide some of the strongest annual returns in the watch investment market. References like the Submariner 116610LV “Hulk” (2010-2020) and the 50th Anniversary “Kermit” (Ref. 16610LV, 2003-2010) have consistently outperformed traditional investment assets, with some models doubling in value over a decade.
   
   
3. Vintage Watch Collectors: For serious collectors, pre-ceramic Submariners, such as the Submariner 16610 (1988-2010) and Submariner 14060 (1989-2012), offer historical significance, classic aesthetics, and strong appreciation potential. These models, featuring aluminum bezels and drilled lugs, are becoming increasingly scarce, leading to rising demand and higher valuations.
   
   
4. Investors Targeting Discontinued Rolex Models: Discontinued Rolex models typically experience sharp price increases, driven by finite supply and rising collector demand. The Rolex Submariner “Hulk” (116610LV) was discontinued in 2020 and has since seen its market value skyrocket from $9,000 retail to over $25,000 in the secondary market. Similarly, the 16610LV “Kermit” has more than tripled in value since its production ended in 2010. These models are ideal for those seeking high returns over a medium-to-long-term investment horizon.
   
   
5. Rolex Enthusiasts & Diversifying Collectors: The Rolex Submariner is not just an investment asset—it is a highly wearable timepiece that seamlessly blends luxury with durability. Whether purchased for personal enjoyment or as part of a diversified watch collection, the Submariner is a watch that maintains its prestige and desirability across generations.

With high market liquidity, consistent appreciation, and strong collector interest, the Rolex Submariner remains one of the safest and most profitable investments in the luxury watch space.

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