Watch collectors and side hustlers alike are buying up Rolex watches and reselling for huge profits. And the trend isn’t losing any steam as far as we can tell.

Who would have thought that investing in Rolex watches provides one of the largest ROIs in market history?

Today we’re talking about:

investing in Rolex

Investing in Rolex Watches is a Smart Idea

Rolex watches have appreciated in value faster than the Dow, gold, and even real estate, according to new data reported by Business Insider.

Their research shows the average Rolex watch appreciating over 200% in value since 2011. That’s in line with what we’re seeing here at Jonathan’s as well.

Owner Keifer Nuncio shares his thoughts:

In todays watch market, literally any men’s Rolex sport’s model–Submariner, GMT, Yachtmaster, etc.– whether it be in stainless steel, steel and gold or full gold, is all a wise investment.

That’s mainly due to:

  1. There is more than double the amount of interested parties going for these watches. Absolutely flooding every single “AD” (Authorized Dealer) of Rolex to get their hands on these watches.
  2. Due to the increase in demand, the premium prices above retail have sky rocketed. Which has grabbed the interest of not only watch enthusiasts, but anybody interested in making a quick buck!

You can buy a Submariner, if you’re lucky enough, at the retail price of $10,100 and immediately sell it for a 5k+ profit to us at Jonathan’s Watch Buyer.

For the first 6 months everyone called this a bubble. Now 2.5 years later, it is clear to me we are beyond a bubble and waist deep in a hyper inflated market with no signs of anything coming down soon.

I don’t personally believe this is due to a production issue with Rolex, but instead this is a result of the new trendiest “side hustle.”

Best Rolex Investment Pieces (Our Top 3 Picks)

Thinking of investing in Rolex yourself? You really can’t go wrong with any model. But here are a few models that have proven time and again to increase in value.

1. Rolex Daytona

investing in rolex daytona

Traditionally, the Daytona was produced for the race car industry.

Rolex Daytonas have become some of the most highly valued and collectable watches in timekeeping history. A Paul Newman Daytona shattered records when it was auctioned back in 2017. 

2. Rolex Submariner

The first Submariner models were originally designed for scuba diving with a high resistance to water.

They’re often considered an entry level Rolex with it’s more affordable retail price. Pre-owned values have skyrocketed over the last decade.

3. Rolex GMT-Master


The GMT-Master is another highly sought after Rolex model. Originally the model was designed for pilots to track numerous time zones at once.

Famous GMT-Master models include the Rolex “Rootbeer”, the Rolex “Fat Lady”, and the Rolex “Batman.”

Tips for Buying and Reselling a Rolex Watch

Follow our tips for the highest return on your Rolex watch investment!

  • First, buy from a reputable dealer, like us! Rolex counterfeit watches are super common, so make sure you know the source. How long have they been in business? Do they deal in luxury watches? Will they be around to help service your watch?
  • Always keep the original box and papers. Your watch is worth more to a buyer with the original box and paperwork that it came with. 
  • Store your watch properly to minimize damage. Any ding, scratch, or nick lowers watch value. In addition, a Rolex watch with original parts and complications is worth significantly more than a watch with replacement parts.
  • Finally, get an appraisal! An appraisal will list every detail about the watch (serial number, manufacture number, etc), including the retail replacement value.

Final Thoughts

Investing in Rolex watches is a smart choice, whether you’re a horology nerd or are looking for a lucrative side hustle.

Even in the face of market uncertainty, Rolex watches continue to be a financially sound option!

If you are interested in purchasing your own pre-owned Rolex watch or selling your watch, give us a call or fill out our contact form. Similarly, check out our Facebook page for box openings and watch reviews by our in-house watch expert Sergio Nuncio! Keep us in mind for all of your holiday gifting needs.

Sergio Nuncio

Jay Freedman

Keifer Nuncio

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