Luxury watches have long been seen as status symbols — but in recent years, they’ve evolved into serious alternative assets. Among them, Rolex stands out not just for prestige, but for resilience in value. So, are Rolex watches still a good investment in 2025?
Why Rolex Holds Its Value
Unlike most consumer goods, Rolex watches tend to appreciate over time. Here’s why:
- Brand Power: Rolex remains one of the most recognised luxury brands in the world.
- Limited Supply: Production is carefully controlled, especially for stainless steel models.
- Market Demand: Demand far exceeds supply — waitlists are long, and resale values are high.
- Craftsmanship: These timepieces are built to last generations, maintaining desirability.
According to Chrono24 and WatchCharts, the average resale value of Rolex watches has remained consistently strong, even during economic downturns.
Best Rolex Models to Invest in for 2025
Some Rolex models are stronger investment pieces than others. In 2025, keep your eye on:
- Submariner Date – Especially discontinued “Hulk” or “Kermit” references
- Daytona (Steel) – Often commands 2×+ retail on the secondary market
- GMT-Master II “Pepsi” – Rare, colourful, and a collector’s dream
- Explorer II – Understated and often under-valued
- Milgauss – Discontinued in 2023, increasing rarity
Investment vs. Enjoyment
While price appreciation is a benefit, Rolex watches are also meant to be worn. They offer:
- Durability for daily use
- Global recognition — great for business or travel
- Insurance-backed resale value
Many buyers wear their watches for years, then resell at a profit or pass them on as heirlooms.
What to Look for When Investing
- Box & Papers – Retains more value
- Condition – Avoid over-polished or modified cases
- Service History – Proper maintenance matters
- Model Rarity – Limited editions or discontinued pieces perform best
💡 Tip: Want expert help sourcing Rolex investment watches in Spain or the Balearics? Contact us at Balearic Watches.
Final Verdict: Are Rolex Watches Still a Good Investment?
Yes — more than ever. Rolex continues to outperform many traditional investments, especially in the premium segment. Whether you’re diversifying a portfolio or looking for a wearable asset, investing in Rolex in 2025 makes sense — when done with the right guidance.