How Much is a Rolex? New, Used & How to Buy or Sell For the Best Price

The value of a Rolex watch, like a car, can vary greatly. Popular or historically significant models often sell for far more than their original price, while others may be worth less. If you’re considering investing in a Rolex, we’ll guide you through the factors that determine its valuation.

What Affects the Value of a Rolex?

Rolex watches, renowned for their luxury, vary in value based on several key factors:

• Materials: Watches made from yellow gold, white gold, platinum, or other precious metals are more valuable than those in stainless steel. Metal in bracelets also adds significant worth.
• Gemstones: Diamond-encrusted designs or models featuring other gemstones can greatly increase a watch’s value, depending on the clarity and grade of the stones.
• Model: Iconic models like the Cosmograph Daytona, Datejust, and GMT Master hold high value, while rare or vintage models, such as the Milgauss, are sought after by collectors.
• Movement: The calibre (internal mechanism) affects value based on its scarcity, accuracy, or unique features – even defective movements can hold value.
• Performance: Exceptional functionality, such as the Submariner’s 300-metre water resistance, can significantly impact worth.
• Condition: A watch’s overall condition is a crucial factor in determining its value.

The value of a Rolex combines these elements, making it a complex equation of materials, craftsmanship, and functionality.

How Much is an Entry-Level Rolex?

If you are curious about what the cheapest Rolex available might be, then the Rolex Oyster Perpetual is the model to look at. Either used or new, it is considered an entry-level watch, if there were really such a thing with a Rolex, and there are a few other ‘basic’ models too.

Examples of entry-level Rolex models, retailing at around £5,000, include:

• Rolex Air-King: A stainless steel model originally made for pilots in the post-World War II era.
• Rolex Explorer & Rolex Explorer II: Mountaineering and navigation watches made famous by Everest-conquerors Tenzing Norgay and Edmund Hillary.
• Rolex Datejust: Which has always been a very popular model but has some references that use stainless steel and are therefore a little bit cheaper than others.

If you are thinking about buying your first Rolex watch, to wear daily or as an investment, you might consider an entry-level model. However, some vintage Rolex watches are still extremely costly. As a result, an entry-level model is not necessarily the best indicator of price alone.

How Much is a Rolex Worth New?

Rolex watches bought at the retail price are always more expensive than secondhand models. You might expect this to be the case, as most things cost more when they are new, but there are some very good reasons for the extra costs. But new is always better if you can afford it.

A new Rolex will cost more than a used one because of:

• Limited supply: It is difficult to buy a new Rolex in a shop on the highstreet – most models are made in limited numbers so retailers can charge a premium
• Provenance: There are a lot of fake Rolex watches, with some being extremely difficult to spot, but new watches from an Official Rolex® Retailer are guaranteed to be real
• Documentation and Boxes: All new Rolex watches come with various papers and a box that will make it more valuable if you sell
• Support and Servicing: Rolex watches are designed to be a lifelong companion for your wrist, so when you buy new you get official servicing free of charge

If you are lucky enough to be able to buy a new Rolex (and waiting lists get very long indeed), you may get a better value when you sell it on. However, this is only true in certain market conditions. Overall, buying a new watch and owning it for years can prove to be a valuable investment.

How Much is a Rolex Worth Used?

Even if you never have worn the watch, the price you can command on the secondhand market prices will drop. Much like a car, the value of a Rolex watch will go down as soon as you leave the shop. Still, that means if you want to buy a secondhand Rolex, you might get a lot more for your money.

A used Rolex will generally cost less than a new one because of:

• Condition: Old watches are much more likely to have scratches, scuffs, or issues with the mechanism, so vintage watches can often be bought for quite cheap prices.
• Lack of Provenance: Although it is possible to check if a watch is genuine without documentation there may be little to no paper trail or record on very old watches.
• Replacement Parts: Even if a Rolex is genuine it may have had a generic replacement part put in at some point – there can be hundreds of different parts in a watch design.
• Lack of Servicing Guarantees: You might not get the benefit of an official Rolex servicing with a used watch, so you could end up paying a lot for even minor fixes.

There are exceptions, of course. Classic models such as the Milgauss and Cosmograph Daytona have secondhand market values many times their original retail value. Lots of Rolex models that were considered undesirable at the time are now considered collector’s items, too.

What Are the Most Expensive Rolex Models?

By far the most expensive Rolex that has ever been sold is the Paul Newman Rolex Daytona Cosmograph, which sold for $17.8 million at auction. It was worn, with plenty of scratches, and featured a cream white dial and black dials for the Daytona’s lap time functions.

The Daytona is a good example of a watch that was not considered desirable at the time, but after Newman popularised it during his stint as a racing driver it became one of the most sought-after models, as it remains to this day. The one that was sold at auction did not even come with a bracelet!

These watches, if you can even find one for sale, are among the most expensive Rolex models in terms of what you could buy from new:

• Rolex Cellini, the only dress watch made by Rolex
• Rolex GMT Master II
• Rolex Yacht-Master and Rolex Yacht-Master II
• Rolex Cosmograph Daytona
• Rolex Day Date

There is no ‘cheap’ Rolex, but you might be able to get a good deal if you can find any of the above on the secondhand market or (with some luck) get a new one with desirable features, such as diamond settings or distinctive bracelets. All Rolex watches are pricey, and cheap ones are probably fake.

What Rolex Models Make the Best Investments?

Like every type of investment, there is no way of knowing beforehand whether you will make a loss. That being said, the best investment for a watch is the one that you feel comfortable paying for and the one that you can sit on for the longest possible time.

Nothing makes a watch appreciate like time, especially when it features precious metals, and the value of watches ebb and flow with trends. At some point, almost any Rolex you could buy will become desirable to dealers or collectors.

Notable models that are currently very popular, and have the price tag to match, include:

• Rolex GMT Master II, in blue and black – nicknamed ‘the Batman’
• Rolex GMT Master II, blue and red – nicknamed ‘the Pepsi’
• Rolex Cosmograph Daytona, with white dials and black sub-dials – nicknamed ‘the Panda’
• Rolex Submariner, with green bezel and dial – nicknamed ‘Hulk’
• Rolex Ladies Datejust, along with other ladies Rolexes, as they are comparatively rarer and the female watch luxury watch market is rapidly gaining a big market share

You can expect many additions to this list depending on the current state of the market. However, you should remember that the right watch to the right person will be worth a fair amount – all genuine Rolex watches will hold some of their value, too.

How Do You Buy a Rolex Watch?

To buy a new Rolex, visit the nearest Official Rolex® Retailer via their website. However, availability can be limited, and you may face long waits or need to compromise on your choice.

Avoid major wealth centres like Monaco, Paris, or London, where prices are often inflated. In Japan, Tokyo retailers may offer better prices.

For secondhand Rolex watches, browse our frequently updated stock, including other luxury timepieces. If buying internationally, ensure your dealer is as reputable as we are.

How Do You Sell a Rolex Watch?

If you have an unwanted Rolex, our private buying service ensures the highest price by bypassing auction fees. Book your free valuation today.

For maximum value, follow these tips:

• Keep the Box and Papers: Collectors value original packaging and documentation, so retain everything, even seemingly minor items.
• Service Regularly: Service your Rolex every 10 years or when issues arise, such as performance dips or water damage.
• Protect the Watch: Avoid excessive wear and damage; minor scratches are normal but avoid risky activities to maintain condition.
• Care at Home: Use a microfibre cloth for cleaning and remove the watch when sleeping or showering. If rinsing, ensure the crown is tightly sealed.

If you own a rare or iconic Rolex, such as one tied to a celebrity or crafted in solid gold, auctions may yield strong results. Alternatively, many dealers buy used Rolexes, so explore options for resale.