Revealed in this deep-dive: Bob's Watches' average Rolex prices increased by over 550%, rising from approximately $2,000 in 2010 to $13,426 in 2025. We analyzed every transaction for Rolex watches over the last decade and a half to expose price swings and market shifts you won't find anywhere else.

This is not a theoretical price guide but the only 15-year record of actual internal sales data from serious collectors and buyers. Think of it as hard evidence to complement our "How much is a Rolex" guide and give you the definitive edge when timing your next purchase.

Rolex Market Trends Over the Last 15 Years

Over the past decade and a half, the Rolex market has experienced significant shifts in pricing and sales volume. By looking at average order values alongside transaction volumes across collections, we can better understand how different models have performed and what trends have shaped the luxury watch market.

Rolex Average Price Trends

Our overall Rolex sales data reveals 15 years of remarkable price evolution, marked by three distinct phases that fundamentally reshaped the luxury watch market.

Starting at $2,050 in July 2010, prices rose steadily to $7,185 by the end of 2015, representing a solid 250% foundation gain over five years. Growth then moderated through 2020, reaching $8,897 by June before the market transformed entirely.

The surge that followed was unprecedented. From late 2020 through March 2022, prices exploded to an extraordinary peak of $17,206, nearly doubling in less than two years. The correction was equally dramatic, plunging to $11,785 by December 2022, before settling at current levels around $13,426 by June 2025.

Key Inflection Points:

• 2010-2015 foundation building: Steady 250% appreciation, establishing market fundamentals
• 2015-2020 maturation: Moderate 24% growth as the market consolidated gains
• 2020-2022 mania: Explosive 93% surge creating unsustainable peak pricing
• 2022-2025 reality check: Sharp 31% correction followed by stabilization

Top-Selling Rolex Collections

The chart below shows the sales volume by collection over the past decade. The Datejust leads clearly as the most traded Rolex collection, followed by the Submariner and GMT-Master II. This distribution reflects a mix of broad accessibility and collector demand across different styles and price points.

With this overview in mind, let's start by diving deeper into the Datejust's performance, the collection with the highest transaction volume.

Rolex Datejust

The Datejust stands out as the most traded Rolex collection, appealing to a wide audience due to its classic design and relatively accessible price range. Its steady price appreciation and lower volatility compared to sports models make it a favorite among both new buyers and conservative collectors.

Datejust Average Price Curve

The Datejust's journey from $1,150 in July 2010 demonstrates how even conservative dress watches experienced a dramatic transformation. By December 2015, the collection had reached $5,399, representing nearly a fivefold appreciation and signaling the end of the truly affordable Rolex era.

Peak Datejust pricing reached $9,926 in March 2022, representing a staggering 763% increase from its 2010 starting point. The correction was substantial, with current pricing at around $8,500 by May 2025 representing a 14% decline from peak while still maintaining 639% appreciation over the full 15-year period.

Key Insights:

• Foundation building: Steady appreciation through 2019 established the collection's investment credibility
• Surge participation: Nearly $10,000 peak pricing eliminated accessibility for entry-level buyers
• Modest correction: 14% decline shows relative stability compared to other collections, maintaining strong value retention

Datejust Top References

Reference 16233 dominates our sales data as the clear volume leader, with 69173, 16013, 126334, and 116233 following in descending order of transaction frequency.

Reference Highlights:

Reference	Highlighted Insights
16233	Iconic 36mm two-tone model with fluted bezel and Jubilee bracelet, Caliber 3135, produced from late 1980s through 2000s
69173	Ladies’ 26mm two-tone Datejust, fluted bezel, Caliber 2135, a classic women’s model from the same era
16013	Early two-tone 36mm with plexiglass crystal, pie-pan dial, and Caliber 3035, produced late 1970s–1980s
126334	41mm stainless steel with white gold fluted bezel, modern Caliber 3235, introduced in 2017
116233	36mm two-tone with solid end links, updated case/lugs, and Caliber 3135, bridging vintage and modern Datejust features

Rolex Submariner

The Submariner remains one of the most popular and influential Rolex collections. It shows exceptional price growth and strong collector demand, demonstrating remarkable performance over the last 15 years.

Submariner Average Price Curve

The Rolex Submariner demonstrated steady appreciation through 2020 before exemplifying the steel sports watch mania that defined the surge era. The collection's trajectory through these years became the benchmark for luxury sports watch performance.

Peaking at $18,889 in May 2022, the Submariner briefly touched heights that seemed impossible just years earlier. What's remarkable is the collection's resilience: after a brief dip to $13,602 in early 2023, it has recovered to $17,295 today, just 8% below its all-time high.

Key Insights:

• Peak performance leadership: $18,889 high-water mark established the ceiling for steel sports models
• Remarkable resilience: Current pricing maintains 92% of peak value, showing sustained collector conviction
• Blue-chip behavior: Quick recovery from correction demonstrates the model's fundamental strength

"We've never seen steel sports models run hotter than during 2020–22," notes Paul Altieri, CEO of Bob's Watches. "The Submariner data shows this wasn't just hype; real buyers paid these prices."

Submariner Best-Selling References

The chart shows reference 16610 as the clear volume leader, followed by 116610, 16613, 116613, and 114060. This ranking reflects actual sales completed through Bob's Watches rather than market speculation.

Reference Highlights:

Reference	Highlighted Insights
16610	Last generation of pre-ceramic 40mm Submariner Date, aluminum bezel insert, Caliber 3135, produced 1988–2010
116610	First ceramic bezel (“Cerachrom”) Submariner Date, Maxi dial, Caliber 3135, produced 2010–2020
16613	40mm two-tone (“Rolesor”) Submariner Date, aluminum bezel, blue or black dial options, Caliber 3135, produced 1988–2009
116613	Two-tone 40mm Submariner Date, introduced Cerachrom bezel and Maxi case to the Rolesor line, Caliber 3135, produced 2009–2020
114060	40mm “No-Date” Submariner, ceramic bezel, Maxi dial, symmetrical case, Caliber 3130, produced 2012–2020

Rolex Daytona

The Rolex Daytona has seen one of the most remarkable price journeys in our data, driven by passionate collector demand and significant appreciation that cements its status as a coveted trophy watch.

Daytona Price Trend

The Daytona's price trajectory tells a story of dramatic late-stage acceleration. Starting from $8,300 in October 2010, the collection showed more modest appreciation than other sports models, especially through 2017, building slowly as Rolex's premium chronograph. The real fireworks came during the surge years when collector mania transformed it into the market's ultimate trophy.

The March 2022 peak of $53,911 represents the single highest price point in our entire database, a figure that seems almost fictional in retrospect. The subsequent volatility has been equally extreme, crashing to $27,642 by January 2023 before recovering to today's $37,995.

Key Insights:

• Speculative extreme: $53,911 peak pricing reached pure trophy asset territory, divorced from traditional watch valuations.
• Volatility champion: 51% crash followed by 43% recovery demonstrates the collection's speculative nature.
• Trophy status maintained: Even after dramatic correction, current $37,995 pricing preserves the Daytona's position as Rolex's most expensive regular production model.

"The Daytona market defied all logic during 2020-22," explains Paul Altieri, CEO. "Our data shows buyers were willing to pay any price for ceramic bezel stainless steel models."

Daytona Top Reference

Reference 116500 clearly dominates our Daytona sales volume, followed by 116520, 116523, 116503, and 16523 based on actual transaction frequency.

Reference Highlights:

Reference	Highlighted Insights
116500	Current stainless steel Daytona with black Cerachrom ceramic bezel, 40mm, Caliber 4130, launched 2016—highly coveted “Panda” and black dial variants
116520	First self-winding stainless steel Daytona with in-house Caliber 4130, 40mm, steel bezel, produced 2000–2016
116523	Two-tone “Rolesor” Daytona, 40mm, steel and yellow gold, steel bezel, Caliber 4130, produced 2000–2016
116503	Modern two-tone Daytona, 40mm, Cerachrom bezel in yellow gold, latest-generation Caliber 4130, introduced in 2016
16523	Early self-winding two-tone Daytona, 40mm, Zenith-based Caliber 4030, steel bezel, produced late 1980s–2000

Rolex Oyster Perpetual

Once seen as the entry-level Rolex, the Oyster Perpetual has evolved dramatically, with its pricing reflecting a surprising shift into collectible territory over the past 15 years.

Oyster Perpetual Average Price Curve

The Oyster Perpetual's transformation from entry-level timepiece to speculative asset exemplifies how the surge years disrupted traditional Rolex hierarchies. Starting from just $1,600 in July 2010, the collection had appreciated to $3,825 by 2015, maintaining its accessibility through 2019.

The surge changed everything. Prices rocketed to $12,031 by March 2022, effectively eliminating the collection's entry-level appeal. The correction to $6,358 in late 2022 provided temporary relief, but recovery to current $9,145 levels shows the fundamental repricing has stuck.

Key Insights:

• Entry-level extinction: Peak $12,031 pricing eliminated affordability for new collectors.
• Extraordinary appreciation: 472% gain from 2010 baseline shows complete market transformation.
• New normal established: Current pricing represents a permanent shift away from traditional entry-level positioning.

Oyster Perpetual Top Reference

Reference 114300 leads our sales volume data, followed by 124300, 116000, 67193, and 76193 in descending order of transaction frequency.

Reference Highlights:

Reference	Highlighted Insights
114300	39mm Oyster Perpetual, introduced in 2015 and discontinued in 2020, largest OP case size to date, Caliber 3132
124300	41mm Oyster Perpetual, launched 2020, famous for vibrant “Stella-inspired” dial colors and upgraded Caliber 3230
116000	Modern 36mm OP, known for a variety of dial options including classic white, with Caliber 3130, produced 2008–2020
67193	Ladies’ 25mm two-tone Oyster Perpetual, fluted bezel, automatic Caliber 2135, popular in 1990s–2000s
76193	Ladies' 24mm steel and yellow gold, smooth bezel, Caliber 2235, a more contemporary two-tone option

Rolex Day-Date

Pricing trends for the Rolex Day-Date reflect the collection's luxury status, shaped by precious metal values and steady collector demand over the last 15 years.

Day-Date Price Trend

The Day-Date's precious metal construction positioned it at $9,245 in October 2010, maintaining steady appreciation through 2020. Interestingly, the collection peaked early in the surge cycle, reaching $33,118 by October 2021.

Unlike steel sports models that maintained elevated pricing, the Day-Date has undergone sustained correction. Current pricing of $24,718 represents a 25% decline from peak, while still maintaining 167% appreciation from its 2010 baseline of $9,245.

Key Insights:

• Early peak timing: October 2021 high preceded steel sports peaks, suggesting luxury goods led the initial surge
• Moderate correction: 25% decline shows precious metal collections maintained value better than expected
• Strong long-term appreciation: 167% gain from 2010 baseline demonstrates excellent luxury asset performance

Day-Date Top References

Reference 18038 dominates our Day-Date sales data, with 18238, 118238, 1803, and 228238 following in transaction volume frequency.

Reference Highlights:

Reference	Highlighted Insights
18038	Classic 36mm yellow gold “President,” single quickset, sapphire crystal, Caliber 3055, produced late 1970s–1980s
18238	36mm yellow gold, double quickset Day-Date, sapphire crystal, Caliber 3155, produced late 1980s–2000s
118238	36mm yellow gold, updated case and bracelet with solid end links, double quickset, Caliber 3155, produced 2000s–2019
1803	Vintage 36mm yellow gold, plexiglass crystal, pie-pan dial, non-quickset, Caliber 1556/1557, produced 1960s–late 1970s
228238	Current 40mm yellow gold “President,” introduced 2015, latest-generation Caliber 3255, bold new proportions and improved movement

Rolex GMT-Master II

Balancing practical functionality with collector appeal, the GMT-Master II has steadily increased in value, maintaining strong demand across multiple bezel styles over the past 15 years.

GMT-Master II Price Evolution

Few collections demonstrate long-term value creation like the GMT-Master II. From $3,400 in July 2010, the collection showed steady growth until mid-2017, when the appreciation curve began to steepen significantly. This acceleration intensified after mid-2020, positioning the GMT-Master II ahead of the broader market surge.

The surge years brought the collection to $23,992 in November 2021, but the GMT-Master II's strength lies in its recovery. After correcting to $16,495 in late 2022, it has rebounded to $20,595, within 14% of its peak, demonstrating exceptional resilience.

Key Insights:

• Long-term champion: 506% appreciation from 2010 baseline leads all collections with starting data
• Sustained appeal: Just 14% below peak pricing shows continued collector conviction
• Functional premium: Travel watch functionality supports pricing throughout market cycles

GMT Master II Top References

Reference 116710 leads our GMT-Master II sales volume, followed by 16710, 126710, 116713, and 126711 based on transaction frequency.

Reference Highlights:

Reference	Highlighted Insights
116710	Stainless steel 40mm “Batman” (black/blue) or “LN” (black) bezel, first to feature Cerachrom ceramic bezel and maxi case, Caliber 3186, produced 2007–2019
16710	Classic 40mm “Pepsi” (red/blue), “Coke” (red/black), or all-black aluminum bezel, last generation with independent hour hand and Caliber 3185/3186, produced 1989–2007
126710	Modern 40mm “Pepsi” (red/blue), “Batman” (black/blue) or "Bruce Wayne" (gray/black) on Jubilee or Oyster bracelet, latest-generation Caliber 3285, introduced 2018
116713	Two-tone steel and yellow gold, 40mm, black Cerachrom bezel, maxi case, Caliber 3186, produced 2006–2018
126711	“Root Beer” two-tone Everose gold and steel, 40mm, brown/black Cerachrom bezel, latest Caliber 3285, introduced 2018

Rolex Yacht-Master

Our data for the Rolex Yacht-Master shows unique positioning between sports and luxury segments with corresponding pricing patterns over the past 15 years.

Yacht-Master Average Price Curve

Starting from $4,995 in September 2010, the Yacht-Master demonstrated steady appreciation through 2020 before participating in the luxury sports surge. The collection peaked at $21,900 during April 2022, representing substantial appreciation from its baseline.

Following a 29% correction from peak, the collection has stabilized at $15,613, demonstrating better value retention than many expected. This represents 212% appreciation from the 2010 baseline, showing solid long-term performance.

ey Insights:

• Strong surge performance: 338% peak appreciation from 2010 baseline demonstrated luxury sports appeal
• Moderate correction: 29% decline from peak shows better value retention than expected
• Solid long-term performance: 212% appreciation from 2010 with sustained elevation above pre-surge levels

Yacht-Master Top References

Reference 16622 leads our Yacht-Master transaction volume, followed by 116622, 16623, 116680, and 126622 in sales frequency.

Reference Highlights:

Reference	Highlighted Insights
16622	First 40mm Yacht-Master in stainless steel with platinum bezel (“Rolesium”), sandblasted platinum dial, Caliber 3135, launched 1999
116622	Updated 40mm “Rolesium” Yacht-Master, introduced blue sunburst and dark rhodium dials, first with Oysterflex bracelet option, Caliber 3135, produced 2012–2019
16623	40mm two-tone steel and yellow gold, solid gold bezel, champagne or white dial, Caliber 3135, produced late 1990s–2000s
116680	Yacht-Master II regatta chronograph, 44mm stainless steel, programmable countdown timer, blue Cerachrom bezel, Caliber 4161, introduced 2013
126622	Current 40mm “Rolesium” Yacht-Master, latest-generation Caliber 3235, refined case/lugs, available with blue or rhodium dial, introduced 2019

Rolex Explorer

True to its tool watch heritage, the Rolex Explorer has experienced steady appreciation, driven by renewed interest in its classic design and sizing over the past 15 years.

Explorer Price Trend

The Explorer's journey from $2,700 in October 2010 reflects steady appreciation without extreme volatility. The collection maintained consistent growth through 2020 before participating in the broader market surge, reaching $13,146 in May 2022.

Following correction to $9,207 in September 2024, current pricing has stabilized at around $9,600, representing moderate volatility compared to other sports models while delivering solid long-term returns.

Key Insights:

• Steady long-term appreciation: 256% gain from 2010 demonstrates consistent value building over 15 years
• Moderate volatility: 27% correction from peak shows tool watch stability
• Tool watch appeal: Sustained pricing confirms continued appreciation for functional, understated design

Explorer Top References

Reference 16570 leads our Explorer transaction volume, followed by 216570, 214270, 226570, and 114270 based on sales frequency.

Reference Highlights:

Reference	Highlighted Insights
16570	Classic 40mm Explorer II, available with white “Polar” or black dial, red GMT hand, Caliber 3185/3186, produced 1989–2011
216570	First 42mm Explorer II, orange 24-hour hand, updated Caliber 3187, introduced for the 40th anniversary in 2011, produced until 2021
214270	39mm Explorer I, larger modern update of the classic field watch, Caliber 3132, produced 2010–2021
226570	Current 42mm Explorer II, slimmer lugs, updated dial, latest-generation Caliber 3285, introduced 2021
114270	36mm Explorer I, last of the classic proportions, solid end links, Caliber 3130, produced 2001–2010

Other Collections

Several additional Rolex collections contributed to our decade-long sales database, each showing unique market characteristics and pricing evolution.

Air-King Average Price Curve & Top References

The Rolex Air-King experienced perhaps the most dramatic transformation of any Rolex collection during our data period.

Starting as an entry-level Rolex option around $4,000 in 2015, the collection's 2016 redesign created significant market disruption. Post-redesign models showed substantial appreciation, reaching peak values around $8,500 before stabilizing around $6,500-7,000 currently.

Starting from $1,695 in November 2010, the collection showed consistent growth through the early-to-mid 2010s before the controversial 2016 redesign created significant market volatility and collector debate.

Post-redesign models showed substantial appreciation during the surge years, with peak values reaching $8,571 in February 2022 before correcting to current levels around $7,635 by May 2025, representing 351% appreciation from the 2010 baseline.

Reference Highlights:

Reference	Highlighted Insights
5500	Iconic 34mm vintage Air-King, minimalist dial, non-chronometer Caliber 1520/1530, produced 1957–1989—one of the longest-running references
14000	34mm Air-King, introduced sapphire crystal and Caliber 3000, produced 1989–2000, known for versatile dial options
116900	40mm Air-King, bold dial with aviation-inspired numerals and yellow/green accents, anti-magnetic Caliber 3131, launched 2016
14010	34mm Air-King, features an engine-turned bezel, sapphire crystal, Caliber 3000, produced alongside 14000
114200	Modern 34mm Air-King, updated case, chronometer-certified Caliber 3130, introduced 2007, available with colored Arabic numerals

Milgauss Average Price Curve & Top References

The Rolex Milgauss maintained steady pricing through most of the early period, with the antimagnetic specialist finding its collector niche during the surge years.

Starting around $6,000 in April 2011 and reaching peaks near $21,863 during October 2022, the collection's unique antimagnetic properties attracted specific collector segments.

Current pricing averages $10,531, with the green crystal variant commanding consistent premiums throughout market cycles. The collection's 76% appreciation from its 2011 baseline demonstrates solid performance despite its specialized appeal.

Reference Highlights:

Reference	Highlighted Insights
116400GV	40mm Milgauss with signature green-tinted sapphire “Glace Verte” crystal, lightning-bolt seconds hand, Caliber 3131, introduced 2007—first Rolex with colored crystal
116400	40mm Milgauss, clear sapphire crystal, orange lightning seconds hand, Caliber 3131, modern anti-magnetic innovation, produced 2007–2016
1019	38mm vintage Milgauss, matte or rare honeycomb dial, straight seconds hand, Caliber 1580, produced 1960–1988, a true cult classic
6541	38mm early Milgauss, rotating bezel, honeycomb dial, Caliber 1080, produced late 1950s, one of the most sought-after antimagnetic Rolex models

Sea-Dweller Average Price Curve & Top References

The Rolex Sea-Dweller models showed strong performance throughout the decade, benefiting from both tool watch appreciation and steel sports model demand.

Beginning around $6,595 in 2010 and reaching peaks near $18,827 in April 2022, the collection maintained its position as a serious diving instrument.

Current pricing remains elevated at around $13,145, reflecting 99% appreciation from the 2010 baseline. The collection's professional diving capabilities and steel construction supported sustained collector appreciation throughout market cycles.

Reference Highlights:

Reference	Highlighted Insights
116600	40mm Sea-Dweller with ceramic bezel, “single red” text, no Cyclops, Caliber 3135, produced 2014–2017—short production run, high collector demand
126600	43mm Sea-Dweller, first with Cyclops lens, “single red” dial text, updated Caliber 3235, introduced 2017—marks the shift to a larger case
126660	Deepsea Sea-Dweller, 44mm case, Ring Lock System, Helium Escape Valve, Caliber 3235, produced 2018–present—designed for extreme depths
16600	Classic 40mm Sea-Dweller, aluminum bezel, no Cyclops, Caliber 3135, produced 1989–2009—a staple among traditional dive watch collectors
126603	Two-tone “Rolesor” Sea-Dweller, 43mm, yellow gold and steel, ceramic bezel, Caliber 3235, introduced 2019—first-ever two-tone in the Sea-Dweller line

Date Average Price Curve & Top References

The Rolex Date collection demonstrated steady appreciation throughout our database period, reflecting strong demand for this classic time-and-date model. Starting at $1,600 in July 2010, the collection showed gradual appreciation through the mid-2010s, reaching approximately $4,482 five years later.

The collection experienced significant growth during the surge period, with peak pricing reaching approximately $7,421 in August 2024. Current pricing has stabilized at around $4,795, representing a substan tial 200% appreciation over the 15-year baseline, while maintaining more accessible entry points than sports models.

Reference 1500 leads our Date sales volume, followed by 15200, 15210, 15053, and 15223 based on transaction frequency.

Reference Highlights:

Reference	Highlighted Insights
1500	Vintage 34mm Date, plexiglass crystal, Caliber 1570, produced late 1960s–late 1970s, a long-running entry-level classic
15200	Modern 34mm Date, sapphire crystal, Caliber 3135, quickset date, produced 1988–2006—favored for everyday wear
15210	34mm Date, stainless steel with engine-turned bezel, sapphire crystal, Caliber 3135, produced 1988–2006—distinctive textured bezel
15053	Two-tone 34mm Date, steel case with yellow gold fluted bezel and crown, Caliber 3035, produced late 1970s–1980s
15223	Gold and steel 34mm Date, sapphire crystal, quickset date, Caliber 3135, produced 1988–2006—updated two-tone design with modern features

Proprietary Performance Metrics

Bob's Watches' internal data reveals additional insights beyond simple pricing trends, including velocity metrics and inventory patterns that provide deeper market understanding.

• Speed to Sale: Sports models consistently sold fastest, averaging 15-30 days on market, while dress watches required 45-90 days. Daytona models showed the quickest turnover during peak demand periods.
• Inventory Turnover: Quarterly sales data shows distinct seasonal patterns, with Q4 consistently generating the highest volume across all collections, while Q2 showed the strongest price appreciation trends.
• Margin Trends: Average gross margins compressed during peak demand periods as market pricing accelerated faster than acquisition costs, then expanded during market corrections.

Model Spotlights

Five specific references demonstrated the highest appreciation performance in our 15-year Bob's Watches database:

• Submariner 116610: 329% total appreciation from 2011 to 2025, representing the strongest performing reference in our entire database. Starting at $3,583 in 2011 and reaching $15,376 by 2025, this ceramic bezel model exemplified modern Submariner desirability.
• GMT-Master II 16710: 302% total appreciation from 2010 to 2025, reflecting vintage Pepsi bezel appeal and collector interest in discontinued references. The journey from $3,165 in 2010 to $12,728 in 2025 demonstrates exceptional vintage performance.
• Datejust 16013: 205% total appreciation from 2011 to 2025, proving that even conservative dress watches delivered substantial returns. Growing from $2,129 in 2011 to $6,499 in 2025, this steel and gold combination showed consistent collector appeal.
• Submariner 16613: 203% total appreciation from 2010 to 2025, with two-tone luxury sports positioning driving long-term value. The appreciation from $4,544 in 2010 to $13,755 in 2025 reflects sustained demand for precious metal sports models.
• Submariner 16610: 201% total appreciation from 2010 to 2025, demonstrating strong performance for the pre-ceramic Submariner reference. Rising from $3,828 in 2010 to $11,538 in 2025, this model proved vintage Submariner appeal remains strong.

Collection Performance Rankings

Our comprehensive analysis reveals the top-performing Rolex collections by total appreciation from 2010 to 2025:

Collection	2010 AOV	2025 AOV	% Change
GMT-Master II	$3,400	$20,595	505.74%
Daytona	$8,300	$37,995	357.77%
Explorer	$2,100	$9,600	357.14%
Air-King	$1,695	$7,635	350.44%
Datejust	$2,000	$8,404	320.20%
GMT-Master	$3,395	$12,807	277.23%
Submariner	$4,700	$17,295	267.98%
Yacht-Master	$4,995	$15,613	212.57%
Cellini	$2,495	$7,245	190.38%
Day-Date	$9,245	$24,718	167.37%
Oyster Perpetual	$3,495	$9,145	161.66%
Sea-Dweller	$6,595	$13,145	99.32%
Milgauss	$5,895	$10,530	78.63%

Table shows average order values based on actual Bob's Watches transaction data

The GMT-Master II's exceptional 506% appreciation leads all collections, driven by strong demand for both vintage Pepsi bezels and modern Batman configurations. The Daytona follows with 358% appreciation, while the Explorer's remarkable 357% gain demonstrates exceptional tool watch performance. Surprisingly, the Air-King achieved 350% appreciation, transforming from an entry-level option to a legitimate collector piece with substantial value creation.

What This Means for Collectors & Buyers

Our decade-long sales data reveals several key timing insights for serious collectors and buyers:

• Market Timing: The 2020-2021 surge created both opportunities and risks, with buyers who purchased before 2020 seeing substantial gains, while those buying at peak pricing faced subsequent corrections.
• Emerging Trends: Colorful dial variants across multiple collections showed surprising strength, suggesting collector preferences shifting toward more expressive designs. Additionally, 36mm sizing gained renewed appreciation, particularly in Datejust and Explorer models.

Methodology & Data Sources

This analysis encompasses all Rolex transactions completed through Bob's Watches from July 2010 through June 2025. Our data pipeline captures transaction prices, reference numbers, condition grades, and timing for every sale, creating the most comprehensive resale database in the industry.

Chart visualizations utilize monthly average pricing to smooth short-term volatility while preserving major trend identification. All data represents actual completed transactions rather than asking prices or theoretical valuations.

Updates to this analysis occur quarterly, incorporating new sales data and market developments as they emerge.

Key Takeaways From 15 Years of Rolex Sales

Three critical insights emerge from our 15-year Rolex sales analysis:

1. The surge era fundamentally reset market expectations, with collections like Datejust experiencing 763% peak appreciation, creating new pricing foundations that persist despite significant corrections.
2. Recovery patterns reveal collection hierarchies, with blue-chip sports models like Submariner maintaining near-peak pricing while luxury segments and entry-level collections have corrected more substantially.
3. Long-term appreciation remains extraordinary across all segments, with 15-year returns ranging from 200% to over 500%, confirming Rolex's evolution from luxury timepiece manufacturer to alternative asset class.

Frequently Asked Questions

Rolex average prices started at $2,050 in July 2010, then surged to peak at $17,206 in March 2022 before stabilizing at $13,426 by June 2025. This represents a remarkable 555% increase over the 15-year period. GMT-Master II leads with exceptional 506% appreciation from its 2010 baseline, followed by Datejust at 639% and Daytona at 358%. The Daytona reached the highest absolute peak at $53,911 in March 2022. Our data reflects completed transactions where real money changed hands, spanning 2010-2025 with precise timing of market peaks and corrections. Public guides show asking prices or estimates and cannot capture the actual behavior patterns we document, like the exact March 2022 peak at $17,206. Submariner 116610 leads with 329% appreciation from 2011-2025, followed by GMT-Master II 16710 at 302%. These models dominated both transaction volume and value appreciation, proving blue-chip status in the luxury watch market. Our data reveals precise market inflection points like the March 2022 peak ($17,206) and December 2022 correction low ($11,785) that enable optimal timing. Understanding these specific patterns based on actual transactions provides a significant advantage over speculation or theoretical valuations.