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Is Now The Time To Make An Investment In Rolex Watches?

Updated on November 23, 2010

If You Believe...

I never needed an article written by some reporter in London to tell me to invest in a Rolex watch. I always knew that these classic timepieces were something to cherish and pass down to your children because their value would continue to creep up as time (no pun intended) passed.

However, on January 24, 2009 in the London Times, an article titled, "With shares sinking, now could be the moment to invest in a timeless Rolex," my beliefs have been validated.

The reporter quotes Matt Bowling, sales director at, as saying that Rolex is the watch to buy if you want a good investment. The best Rolex watches to invest in are the larger, sportier watches such as the Submariner Date, the Sea Dweller or GMT-Master.

These three watches are the highest in demand and hold their value the best. I guess that's good news for me (read my hub titled, "My Rolex Submariner Purchase Experience"). However, what's the better market to invest in: The new watch market or the used watch market?

New Or Pre-Owned Rolex Watches: What's The Better Investment?

Matt Bowling again says that purchasing a pre-owned Rolex, especially one of the models listed above, is probably the better way to go. Good deals can be found if you look in the right places such as at auctions, or on eBay and Craigslist, or in your newspaper classified ads. Since retailers keep raising the price of new Rolex watches, you'll see a better return on your money for a pre-owned Rolex watch in the long run.

In fact, some self-proclaimed Rolex watch experts, make good money buying and selling them as a hobby. Take the story of Joel Reid, a security consultant and Rolex buying and selling hobbyist. He was lucky enouth to make a £1,500 profit from selling a Rolex Daytona, then buying it back, and selling it again!

The Best Rolex Years: What Were They?

Paul Maudsley, director of watches at Bonhams, the auction house, says Rolex watches from the 1960's such as the Submariner, GMT-Master and chronographs, are the more popular models that hold their value--at least with men that fancy cars and watches. Watches from this era (especially the ones mentioned above) are definitely a good investment. Maudsley noted that 18 months ago, a Rolex GMT-Master from 1960 would have cost £4,000. This past December, they had one sell for £9,500!

The Bottom Line

In my opinion, you should buy and keep the Rolex watch that you fall in love with. If that happens to be a Submariner, a GMT-Master, a Sea Dweller, or any other popular Rolex model that rises in value, then great. If not--so what.

Unless your Rolex purchase is strictly a business transaction because you're in the luxury watch game to buy low and sell high, then the only thing that should matter to you is that you love your Rolex--whatever model you choose; not whether or not it's popular, or that it will rise in value over time.

Love your Rolex, and it will love you back! Now how's that for sickly sweet and slightly disturbing!

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Do You Plan On Investing In A Rolex Watch In The Next Six Months?

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    • profile image

      WIS 7 years ago

      I'm lucky enough to own two, a Sea-Dweller and a white face Explorer II. I'm not sure if they are a good investment but I love them to bits. :)

    • profile image

      Ganesh 7 years ago

      Hi Melissa,

      Thank you for your reply. You are right, one must buy for one's pleasure and not merely investment.

      I love the 1920's and 1930's watches though. They look great. But for now, I am cracking my head between my final choices, The Blue Submariner with ceramic (two tome yellow gold) or the Daytona Chrono (two tone gold too). I know the one that is high in demand is the Stainless Steele but for Indian skin such as mine, two tone with gold really looks good.

    • profile image

      Melissa 7 years ago

      Hi Ganesh,

      Thank you for your comment!

      With regards to the Submariner Date, the Sea Dweller and GMT-Master being good investments...I was speaking of the new ones. However, I also believe that you should invest in what you like. If you like a 1960 Rolex model, then by all means, consider the purchase.

      Sorry for not mentioning the Daytona. It too can be a good investment, but as I said above, buy what you love and are going to enjoy wearing. I personally wouldn't buy a Rolex just for an investment; I would buy one because of the quality and look of it.

    • profile image

      Ganesh 7 years ago

      Hi there Ms Miller. Excellent article, so inspiring. I am a bit confused. You say the good Rolex investments are Submariner Date, the Sea Dweller or GMT-Master, the confusing part is this, the brand new ones or the 1960 ones?

      Also, is the new Daytona also a good investment? Why is it not mentioned?

      Thanks a lot. Thank you also for your ebay trusted sellers list

    • profile image

      AA 7 years ago

      Is the yatchmaster 2 a good investment?

    • Neil Ashworth profile image

      George Poe 7 years ago from United Kingdom

      Excellent !!! Love it..

    • mmiller profile image

      mmiller 8 years ago


      Thanks for the comment!  Check out my article, " to learn how to spot a fake Rolex.

    • SusanWesty profile image

      SusanWesty 8 years ago from Australia

      Amazing, that's one thing I never would have thought of investing in. You know, in Thailand they have fake Rolex watches for sale by the thousands. Is there an easy way of telling what's fake and what's real? I know with some other jewelry there's often a little brand or mark on the actual piece. I wouldn't want to buy one and then find out it wasn't 'real'

    • mmiller profile image

      mmiller 8 years ago


      I stopped in J.E.Caldwell yesterday and asked the sales person how Rolex watch sales have been over the past year during this economic downturn. She said, "Great!" People who have money still want to buy a Rolex. In fact, retail prices for Rolex are still going up so investing in a new or pre-owned Rolex is still a good investment. You can read my hub titled, "Is Now The Time To Invest In A Rolex Watch?" for more information on investing in a Rolex watch.

    • mmiller profile image

      mmiller 8 years ago

      Good question, Art. I'll see what I can find!

    • profile image

      Art 8 years ago

      I wonder how Rolex sales compare this year vs last year given the tough economy and all the jobs lost on Wall Street. My guess is that they are off by 20 to 30%. See if you can find out.