Which Rolex Should You Buy as an Investment? Models and Tips

The Submariner, the GMT-Master II, and the Daytona are among the first collections to consider when looking to buy a Rolex with resale value in mind. However, no model guarantees a return on investment: the exact model, the watch’s condition, and—above all—its purchase price determine whether the purchase is a sound investment.

A highly sought-after Rolex can be a poor purchase if it’s overpriced. Conversely, a less-hyped model that’s well-preserved and purchased at a reasonable price may be worth more consideration.

Before searching for the best Rolex as an investment, it’s important to distinguish between three objectives: wearing a beautiful watch, preserving some of its value, and hoping for potential appreciation. These objectives can overlap, but they are never equivalent.

To compare available models, explore our selection of pre-owned Rolex watches.

The value of a watch is based on the interest other buyers place in it. A Rolex generates no income while you own it, and its resale price can go up or down.

It’s also important to distinguish between the list price, the price a seller asks for, and the amount a professional or private buyer will actually agree to pay.

Some Rolex watches trade above their official price on the secondary market, while others sell at a discount. The brand alone is therefore not enough to predict how a specific model will perform. Market data from WatchCharts illustrates this diversity among models.

Buying above the list price does not mean buying a watch that will continue to appreciate in value. Some of the collectors’ interest may already be factored into the price paid.

1 Rolex Submariner: A First Collection to Compare

For someone who wants to wear their watch while keeping its value in mind, we’d start the comparison with a black Submariner.

Two model numbers narrow down the choice: the 124060 without a date and the 126610LN with a date. Both feature a 41-mm steel case and a black ceramic bezel. The presence of the date window and the Cyclops lens are key differences in their appearance.

The choice must then be made between specific watches. A complete bracelet, a well-preserved case, a documented history, and a reasonable price may carry more weight than a theoretical preference for a particular model.

It’s also helpful to compare different generations. The Submariner market includes both older and newer models at different price points: a shared name does not imply identical value.

2. Rolex GMT-Master II: Examine the Exact Configuration

The GMT-Master II may appeal to a buyer looking for a sporty Rolex with a second time zone function.

The model 126710BLNR, recognizable by its blue and black bezel, serves as a point of comparison. However, the nickname used in a listing isn’t enough: you must verify the model number, the bracelet, the year, and the items included with the watch.

Before selecting a GMT-Master II as an investment, ask yourself two questions: what portion of the price reflects the watch itself, and what portion reflects the demand for its specific configuration?

To explore the differences in usage and style in greater depth, see our comparison between the Rolex Submariner and the GMT-Master II.

3 Rolex Daytona: An Icon That Demands Price Discipline

The Daytona deserves to be examined from a collector’s perspective. The 126500LN model is a 40-mm stainless steel chronograph, featuring a ceramic bezel and the Rolex Caliber 4131.

The previous generation, notably the 116500LN, allows for a broader comparison on the secondary market. WatchCharts tracks its market value, which differs from its former list price. This discrepancy serves as a reminder that a secondhand buyer does not necessarily benefit from the same entry point as a buyer who purchased the watch at the official price.

Our approach, therefore, would be to compare several examples of the same reference before making a decision. A Daytona considered desirable does not automatically become a good investment at any price.

4 Rolex Submariner Hulk 116610LV: A Collectible Worth Evaluating

The Submariner 116610LV, nicknamed the “Hulk,” is a discontinued reference tracked as such by WatchCharts. It features a green dial and bezel that give it a distinctive identity.

For the buyer, the challenge lies in assessing how much of the price is already driven by this uniqueness. A discontinued model can attract collectors without its price rising continuously.

Authenticity, the consistency of the components, and the condition of the watch must be carefully examined. A price difference between two “Hulk” models may reflect actual differences between the individual pieces.

5 Rolex Datejust: Choose a Specific Watch Rather Than a Promise

The Datejust may be suitable for a buyer whose priority is to wear a Rolex while staying within their initial budget.

However, one should avoid treating the entire collection as a single market. Diameter, generation, dial, bezel, bracelet, and materials result in very different configurations.

We would therefore approach the Datejust by asking a specific question: Is this watch accurately described, in good condition, and offered at a price that holds up when compared to similar watches?

To determine your budget before selecting a model, check out our guide: Which pre-owned Rolex to buy based on your budget?.

Looking for a “Rolex that appreciates in value” can lead you to focus on trendy models. A more reliable approach is to examine the terms of purchase.

Compare watches that are truly comparable

A useful comparison involves the same model number, a comparable configuration, and a similar condition. The presence of accessories, previous repairs, and the terms of sale should also be taken into account.

A cheaper listing isn’t necessarily a better deal if it requires major servicing or if its description leaves questions unanswered.

Verify authenticity and components

The box and paperwork provide useful information, but they are no substitute for examining the watch itself.

Ask for a clear description of any replaced parts, repairs, and the condition of the case. For an antique watch, you should also determine whether the components are consistent with its era.

Document the watch while you own it

Keep the purchase receipt, the documents provided with the watch, any extra links, and service invoices.

If service is planned, ask what it entails before authorizing it. The goal is to maintain a clear service history that you can share with a future buyer.

To understand the factors considered during an appraisal, consult our guide on the value of a Rolex watch.

A higher resale price does not necessarily mean a profit.

Let’s consider a hypothetical example: a watch purchased for 12,000 CHF is resold for 13,000 CHF. If maintenance, insurance, shipping, and sales fees total 1,200 CHF, the result is a loss of 200 CHF, before any applicable taxes.

The key calculation is therefore:

Net profit = amount actually received upon resale − purchase price − holding costs − selling expenses.

Before making a purchase, also consider how you might resell the watch. A professional buyback, a consignment sale, and a private sale each involve different timeframes, constraints, and net proceeds.

● Buying a watch solely because it’s billed as “the next big thing that’s going to take the market by storm.”

● Confusing the price listed in an ad with the actual transaction price.

● Spending your entire budget on the watch without accounting for additional costs.

● Assuming that the end of production guarantees a price increase.

● Neglecting the watch’s condition in order to get a lower price.

● Expecting a quick resale as a necessary condition for the purchase to be successful.

A good test is to ask yourself: Would I still be happy owning this watch if its value dropped and I had to keep it for several years?

There is no single “best” Rolex for investing.

To balance enjoyment on the wrist with resale potential, we’d start by comparing black Submariners and GMT-Master IIs. For a more collector-oriented approach, the Daytona or a Hulk 116610LV could be included in the selection—provided you understand their price and specific characteristics.

The final decision must be based on a specific watch. A well-known model, purchased at an inflated price or in a condition that isn’t sufficiently documented, may be less suitable than a watch chosen with greater care.

Discover the Rolex watches available at The Swiss Collector to compare the references, configurations, and features of each watch.

Do all Rolex watches appreciate in value?

No. The value varies depending on the model, configuration, and era. A Rolex can also lose value, especially if it was purchased at a significant premium.

Should you buy a new or pre-owned Rolex as an investment?

You need to compare the actual price available in each case. The list price is only a relevant starting point if the watch can actually be purchased at that price. In the pre-owned market, the analysis must focus on the specific watch and its total price.

Is a Rolex with its box and papers necessarily authentic?

No. Accessories and documents do not replace an authentication of the watch and its components.

How long do you need to hold onto a Rolex to realize a profit?

There is no set timeframe that guarantees a profit. Holding onto a watch for several years allows you to enjoy using it, but it does not eliminate the risk of depreciation or the associated costs.

Can you wear a Rolex purchased as an investment?

Yes, provided you accept that wearing it may affect its condition and resale value. The pleasure of wearing it should therefore be part of the initial decision.