Aug 5, 2025
The Short Answer: Yes—But Only If You Know What to Look For
If you've been asking yourself, "Are Rolex watches a good investment?", you're not alone. Whether you're eyeing your first Rolex, considering selling one, or want to use it for a short-term equity loan, it’s smart to understand how—and when—Rolex watches build or retain value.
At Xammany Luxury, we evaluate Rolex watches daily for resale and loan purposes. Some pieces appreciate 2–3x over retail. Others flatline or lose value due to oversupply, condition, or customizations.
Let’s break it all down with facts, prices, and real-world examples.
Why Rolex Watches Are Seen as Investment-Grade Luxury
Rolex has achieved something rare in luxury: global brand recognition and reliable resale value. Here’s why the brand is often treated like a financial asset:
Demand exceeds supply for popular models
Waitlists at authorized dealers drive secondary market prices up
Strong resale infrastructure (Rolex-certified pre-owned program, auctions, collectors)
Watches often last decades, making them long-term stores of value
Unlike many luxury goods, a well-kept Rolex can be sold or loaned for fast cash without losing ownership—making it an ideal tool for entrepreneurs, collectors, and high-net-worth individuals needing short-term liquidity.
Price Comparison: What Rolexes Cost vs. What They’re Worth Today
Rolex Submariner No-Date (Ref. 124060)
Retail Price (2024): $9,100
Resale Market (2025): $11,000–$13,000
Why: Classic design, limited availability, consistent demand
Rolex Daytona Steel Ceramic Bezel (Ref. 116500LN)
Retail Price: $15,100
Resale Market: $26,000–$32,000+
Why: Chronograph heritage, discontinued variant, global demand
Rolex GMT-Master II “Pepsi” (Ref. 126710BLRO)
Retail Price: $10,700
Resale Market: $17,000–$21,000
Why: Two-tone bezel, iconic aviation watch, extremely limited dealer availability
Rolex Oyster Perpetual (Turquoise “Tiffany” Dial)
Retail Price: ~$6,400
Resale Market: $18,000–$25,000
Why: Discontinued dial color, social media virality, collector frenzy
While many models perform well, not every Rolex gains value.
Two-Tone or Precious Metal Models
Yellow gold or two-tone Datejusts may lose 10–25% of value due to lower demand
Example: Rolex Datejust 41 in Yellow Rolesor retails for ~$15,000, resells at $10,000–$11,000 in used markets
Aftermarket Customization
Aftermarket diamond bezels or dials can slash value
A customized Submariner might sell for half of its OEM counterpart
Watches in Poor Condition
Scratches, over-polishing, and missing papers reduce market appeal
Without original box/papers, some models lose 15–20% value
Are Rolex Watches Good for Equity Loans? Absolutely. Here’s Why:
At Xammany Luxury, Rolex watches are among the most frequently used items for collateral-based loans. Here's how it works:
You bring in your Rolex for a confidential evaluation
We assess its model, condition, resale demand, and documentation
You receive an immediate loan offer (often 50–70% of resale value)
The watch is stored securely in our insured vault
Once the loan is repaid, your Rolex is returned to you in its original condition
Example: A Rolex Submariner Hulk (Ref. 116610LV) can command a loan value of $13,000–$15,000, depending on market trends.
How to Maximize the Investment Value of Your Rolex
Buy the Right Model
Stick with steel sports models: Submariner, GMT-Master II, Daytona
Limited editions or discontinued references appreciate fastest
Keep All Accessories
Box, warranty card, and original receipt increase resale value by 10–30%
Avoid Aftermarket Mods
Keep your Rolex factory-original—even if that means resisting extra diamonds
Service Wisely
Use Rolex-authorized service centers only
Keep records of maintenance or part replacements
Monitor the Market
Prices shift based on model availability, celebrity influence, and production cuts
Platforms like Chrono24, WatchCharts, and auction houses can offer insight
Final Verdict: Are Rolex Watches a Good Investment in 2025?
Yes—if you’re strategic.
The right Rolex model, kept in great condition, with all original packaging and no modifications, can outperform many other luxury items in terms of long-term value and short-term liquidity.
Whether you're buying one to celebrate success, using one to access capital, or inheriting a classic piece—your Rolex is more than a watch.
It’s an asset.
Want to Know What Your Rolex Is Worth Right Now?
Book a confidential valuation or equity loan consultation with Xammany Luxury today. No pressure—just clarity.
