Rolex Price Trend: 2024 Market Update & Year in Review

Written By: Bob's Watches Reviewed By: Paul Altieri

As 2024 draws to a close, Bob’s Watches reflects on an extraordinary year in the pre-owned Rolex market. Leveraging proprietary data from 2020 to 2024, we’ve analyzed the trends shaping consumer preferences, pricing, and demand in this thriving sector. Whether you’re a luxury watch enthusiast, collector, or journalist covering the market, here are the key insights from our comprehensive report.

Model Popularity Trends

This year, consumer interest in certain Rolex models reached new heights, highlighting shifting preferences. The Rolex Root Beer model experienced an astonishing 433% surge in demand, cementing its status as a rising favorite. Similarly, Rolex Pepsi watches witnessed a dramatic comeback, with a 134.8% increase in popularity. The Polar model followed closely with an impressive 157% growth, proving its broadening appeal. Meanwhile, the Batman model showed steady growth, increasing by 10% year-over-year. However, the Hulk remained stable, with flat demand after years of moderate growth.

Year-Over-Year Growth in Popular Rolex Models

The luxury watch market has seen remarkable shifts in valuation and demand over the past twelve months, with Rolex models experiencing particularly notable fluctuations. Secondary market data reveals fascinating trends across popular Rolex references, demonstrating how different models have performed in terms of both price appreciation and collector interest.

Rolex Batman: Steady growth with a 10% increase in 2024.
Rolex Root Beer: Massive growth of 433% in 2024, indicating a rising trend for this iconic model.
Pepsi: Significant resurgence with a 134.8% increase in 2024.
Hulk: Flat growth in 2024 after moderate increases in previous years.
Polar: Demand increased by 157% in 2024, showcasing its rising appeal

Rolex Price Trends

Rolex pricing trends continue to capture the attention of both collectors and investors. The Rolex Daytona demonstrated consistent value appreciation, with prices climbing an average of 12% annually. Rarely nicknamed models also saw impressive gains, as the Kermit rose by 15% and the Rolex Sprite achieved a 20% price increase in 2024 alone. These trends underscore the growing demand for exclusive and collectible timepieces that retain their value over time.

Average Price Growth by Model (2020–2024)

An examination of transaction records reveals how specific references have maintained their upward trajectory, especially those with distinctive characteristics and collector appeal. Let’s take a look at what some of the data shows for the last four years.

Models like the Rolex Daytona showed consistent price appreciation year-over-year, with prices increasing by an average of 12% annually.
Rare models with nicknames, such as “Kermit” and “Sprite,” saw sharp price increases of 15% and 20%, respectively, in 2024.

Dial Color Trends

Dial color played a critical role in shaping consumer preferences this year. Dominant choices like black and blue accounted for 35% and 28% of sales, respectively, solidifying their popularity. Notably, green dials experienced a 42% increase in demand, making them one of the standout trends of 2024. Unique and rare dials, such as meteorite designs, also saw a 25% uptick in sales, reflecting a growing interest in unconventional and distinctive aesthetics.

Bracelet Type Trends

Bracelet types also demonstrated evolving consumer tastes in 2024. Jubilee bracelets, known for their timeless appeal, grew by 18%, driven by demand for models like the Datejust. Oyster bracelets maintained their dominance, accounting for 40% of overall bracelet sales. Vintage-inspired designs featuring leather straps saw a 10% increase in demand, reflecting a niche but steady appreciation for classic aesthetics in modern collections.

Bracelet Type Trends Key Findings

Market research focused on bracelet preferences has revealed distinct patterns in both consumer behavior and secondary market valuations across Rolex’s diverse bracelet offerings. A comprehensive analysis of sales data and collector preferences demonstrates clear trends in how different bracelet types influence both initial purchase decisions and long-term value retention.

Jubilee Bracelets: Notable growth of 18% in 2024, becoming a preferred choice for iconic models like the Datejust.
Oyster Bracelets: Maintained steady popularity, contributing to 40% of bracelet sales in 2024.
Leather Straps: Fluctuated in demand but showed a 10% increase in 2024 for vintage styles.

Metal Type Trends

Preferences for specific metal types highlighted broader consumer trends in luxury watches. Two-tone watches experienced a 22% increase in sales, as buyers gravitated toward their vintage-inspired charm. White gold, often associated with high-end models, rose by 15%, appealing to those seeking understated luxury. Meanwhile, rose gold maintained its popularity, with a 12% increase in sales, driven by its modern elegance and versatility.

Shifts in Consumer Preferences

Two-Tone Models: Consistent growth, with sales increasing by 22% in 2024 compared to 2023, reflecting a resurgence in vintage-inspired designs.
White Gold: Sales rose by 15% in 2024, particularly for high-end models.
Rose Gold: Continued to attract attention, showing a 12% increase in 2024.

Dial Size Trends

Consumer preferences around dial sizes saw notable changes over the past year. The classic 36mm size remained a popular choice, accounting for 30% of sales in 2024, though slightly down from 33% in 2020. The 40mm size dominated the market, growing to represent 45% of total sales, an increase from 40% in 2020. Larger dial sizes, including 41mm and above, experienced significant growth, with a 25% year-over-year increase, reflecting a broader trend toward bold and modern timepieces.

Trends in Dial Sizes (2020–2024):

36mm: Consistently popular, accounting for 30% of sales in 2024, down slightly from 33% in 2020.
40mm: Dominant size, representing 45% of sales in 2024, up from 40% in 2020.
41mm+: Significant growth, with sales increasing by 25% year-over-year in 2024, now contributing to 20% of total sales.

Box and Papers Trends

Authenticity and completeness have become increasingly important to collectors, as reflected in the growing demand for watches sold with box and papers. Watches accompanied by these elements were 15% more likely to sell in 2024 compared to 2020. This trend highlights the heightened consumer focus on verifying provenance and maximizing the value of their investments.

Completeness Impact

Watches sold with the original box and papers saw increasing demand, with a 15% higher likelihood of purchase in 2024 compared to 2020. This reflects growing consumer emphasis on authenticity and completeness.

Nickname Trends

Rolex models with nicknames continued to dominate attention among collectors and enthusiasts. The Root Beer led the way with an extraordinary 433% growth in demand, followed by the Sprite, which saw a remarkable 200% surge. The Rolex Pepsi maintained its upward trajectory, experiencing a 134.8% increase, while the Polar captured the spotlight with a 157% boost in popularity. These distinctive models have become must-haves for those seeking unique timepieces with a story.

Rising Stars

“Root Beer”: 433% growth in 2024.
“Pepsi”: 134.8% increase in 2024.
“Polar”: 157% growth in 2024.
“Sprite”: Emerged as a collector’s favorite with a 200% increase in 2024.

Additional Insights

Vintage Appeal

Interest in vintage Rolex models from the 1980s and earlier grew significantly in 2024, with demand increasing by 20%. Iconic lines such as the Rolex Oyster Perpetual and GMT-Master proved especially popular among collectors, reflecting a deep appreciation for heritage and timeless design.

Seasonality

The holiday season continues to be a pivotal period for Rolex sales, particularly in November and December. Models with rare dial colors and unique nicknames consistently outperform during this time, underscoring their desirability as special gifts and collector items.

Closing Thoughts

The pre-owned Rolex market in 2024 might be defined by surging demand for iconic models, evolving consumer preferences, and a strong emphasis on authenticity. At Bob’s Watches, we remain committed to offering unparalleled insights and a curated selection of luxury timepieces to meet the needs of collectors and enthusiasts alike. Here’s to another year of excellence and growth in 2025!

Are you curious to see how these metrics stack up to previous years? Be sure to read our Year in Review 2023 and our Year in Review 2022 data.