Rolex

Timeless Designs With Investment Potential

Many consider Rolex to be the epitome of luxury watches. Rolex’s models are iconic in the watch industry, often serving as the blueprint for entire watch categories. Take for example the Rolex Submariner; although it was by no means the first of its kind, this model is deemed the quintessential diving watch. The GMT-Master was just as influential, radicalizing GMT watches with its two-tone 24-hour bezel.

However, it is not only the excellent workmanship and stable value that have earned the Geneva-based manufacturer a world-class reputation. Rolex’s good name is bolstered by the fact that it has remained independent and attaches great importance to crafting its watches almost entirely in-house. After all, many other well-known watch manufacturers now belong to large corporations; for example, Omega is part of the Swatch Group. Another secret to Rolex’s success is their company policy of discretion: tours of their workshops are rare, the CEO seldom gives interviews, and even their annual profits are kept private.

The Five-Point Crown – The History of Rolex

The story of Rolex begins in 1905, when German entrepreneur Hans Wilsdorf, together with Alfred Davis, founded the watch wholesaler Wilsdorf & Davis in London. Davis oversaw the production of the cases, while Wilsdorf sourced the necessary movements from the Swiss company Aegler. In 1908, they trademarked the name “Rolex.” The catchy name most likely comes from “rolling export,” but there is no solid proof of the origin.

The five-point crown became a symbol of the brand in 1925. The story behind the development of the logo remains a closely-guarded secret. Experts suspect that the five-pointed crown stands for the five fingers of a watchmaker or the letters in “Rolex.” The crown logo and the name “Rolex” have appeared on every dial, crown, and clasp since 1939.

From the very beginning, Wilsdorf attached great importance to precision. As early as 1910, he had his timepieces tested. To this day, every Rolex is certified as a “Superlative Chronometer” and deviates from the standard time by a maximum of -2/+2 seconds per day.

Shortly after his wife’s death, he left all of his Rolex shares to the Hans Wilsdorf Foundation. The Foundation is owned by Rolex and receives a large portion of its annual profits. This money is used to support social initiatives, environmental programs, and scientific, artistic, and cultural projects.

How much does a Rolex cost?

As of spring 2025, official list prices for current Rolex watches range from 6,500 to 167,000 USD. Most of the Geneva-based manufacturer’s watches are difficult to obtain from authorized dealers, and waiting times can be considerable. If you don’t want to end up on a long waiting list, the only option is the secondary market. However, given limited supply and high demand, you should expect significant price premiums.

This is reflected in the price of the stainless steel Submariner Date ref. 126610LN, which costs 24,336.71 AUD on Chrono24 – that’s several thousand over asking. You’ll have to dig even deeper into your pockets if you want to own a Daytona ref. 126500LN with a white dial or the stainless steel GMT-Master II ref. 126710BLRO. At 56,470.42 AUD or 37,445.47 AUD, these models are double the MSRP.

Things aren’t always that pricey: Vintage models from the 1930s and 40s can be found on Chrono24 from around 1,000 USD.

Are Rolex watches a good investment?

Rolex watches are so much more than a statement of power, prestige, and luxury – most also make great investments. The Geneva-based manufacturer’s timepieces are almost always traded well above the list price on the secondary market. Prices on the secondary market have cooled noticeably since the peak of the watch hype in 2022. However, they are still well above pre-COVID levels.

Models that are no longer part of the current product catalog have the best chance of increasing in value. Rare vintage items, which are highly prized by collectors, also have good potential for appreciation.

Price Overview: Rolex Watches

Rolex Submariner: A Pioneer Among Diving Watches

The Submariner is undoubtedly one of the classics in the Rolex lineup and hailed as the archetypal modern diver.

The current versions of the Submariner are water-resistant to 300 m (984 ft, 30 bar) and are available in stainless steel, white gold, yellow gold, or two-tone gold and steel. You can also choose between a Submariner without a date display and the Submariner Date.

The collection offers a wide range of model variants. These include the ”Hulk,””Kermit,” and “Submariner COMEX.”

Features of the Current Rolex Submariner

• 41 mm in diameter
• Available in stainless steel, gold, and two-tone versions
• Models with or without a date
• Water-resistant to 300 m (30 bar, 984 ft)

Rolex Daytona: An Icon Among Chronographs

The Cosmograph Daytona is one of Rolex’s most popular watches. First introduced in 1963, the chronograph is named after the legendary Daytona Beach racetrack in Florida. As is typical of Rolex, the design of the watch has remained more or less unchanged to this day. Characteristic features include the tachymeter bezel, tricompax dial layout, and screw-down push-pieces.

Vintage versions from the 1960s and 70s are coveted by collectors. Particularly well-preserved “Paul Newman” models with a so-called “exotic dial” garner top prices at auction.

Features of the Rolex Daytona

• Tricompax dial layout
• Fixed bezel with a tachymeter scale
• Screw-down crown and push-pieces
• Water-resistant to 100 m (10 bar, 328 ft)
• Available in stainless steel, gold, platinum, or two-tone variants

Datejust: The Classic Dress Watch

The Datejust has been a cornerstone of Rolex’s catalog since 1945. Since the release of the 40th anniversary edition, this timepiece has come to define what it means to be a sporty dress watch. Its simple design, with a narrow bezel, slender baton hands, and a Cyclops lens date display at 3 o’clock, has remained virtually untouched since the very first model, the ref. 4467. The Jubilee bracelet, which debuted alongside the Datejust, also remains in the Rolex catalog to this day.

The original version of the Rolex Datejust has a diameter of 36 mm. Rolex has since expanded the range to include other sizes. You can find variants on Chrono24 measuring 26, 28, 31, 34, 36, and 41 mm across. As for materials, you have the choice between stainless steel, white gold, yellow gold, rose gold, and two-tone combinations of gold and stainless steel. There are also a wide range of dial designs to choose from.

Features of the Rolex Datejust

• Sporty dress watch with cult status
• Date display with Cyclops lens
• Men’s and women’s models
• Large selection of dial designs
• Available in stainless steel, gold, and two-tone versions
• Jubilee bracelet

Rolex GMT-Master and GMT-Master II

Rolex originally developed the GMT-Master for Pan Am pilots. The GMT-Master and its subsequent model, the Rolex GMT-Master II, more or less set the standard for watches with a second time zone.

At first glance, the GMT-Master strongly resembles the Submariner. However, if you take a closer look, you’ll see several differentiating factors. The most obvious difference is the 24-hour bezel. On most models, this bezel is usually divided into two colors to distinguish between day and night. The most popular color combinations are red and blue (Rolex Pepsi), black and red (Rolex Coke), blue and black (Rolex Batman), brown and black (Rolex Root Beer), green and black (Rolex Sprite), and black and gray.

Another difference is the additional central GMT hand, which, together with the bezel, indicates the time in a second time zone. This makes the GMT-Master an ideal travel watch for keeping track of both local and home times.

Features of the Rolex GMT-Master

• GMT watch (second time zone)
• Colorful 24-hour bezels
• Water-resistant to 100 m (10 bar, 328 ft)
• Available in stainless steel, gold, or two-tone editions

Day-Date: The Presidential Watch

In 1956, Rolex made history once again with the release of the Oyster Perpetual Day-Date, a.k.a. the Rolex “President.” It was the first wristwatch capable of displaying both the date and day of the week written out in full. Like the Datejust, its date display is located under a Cyclops lens at 3 o’clock, while its additional day window arcs over the famous Rolex crown at 12 o’clock. Rolex also created a unique bracelet for the Day-Date: the President Bracelet.

The watch is exclusively available in gold or platinum. It is available in sizes of 36 and 40 mm. Similar to the Datejust, Rolex also offers the Day-Date with countless dial variants. Overall, however, the Day-Date has a more dignified appearance, which makes it ideal for formal occasions.

Features of the Rolex Day-Date

• Date display and day of the week written out in full
• Cyclops lens
• Available in 36 or 40 mm
• Gold or platinum case
• President bracelet

Rolex Oyster Perpetual: The Entry-Level Model

The Rolex Oyster Perpetual is currently the most affordable way to get your hands on a new Rolex watch. The design closely resembles the Rolex Datejust. The Oyster case, dial design, and hands are almost identical. Unlike the Datejust, however, the Oyster Perpetual does not have a date display. Rolex has also been manufacturing these watches exclusively from stainless steel for some time.

The Oyster Perpetual is available in multiple unisex sizes. You also have the choice between countless dial variants, some of which are available in vibrant colors.

New Rolex Releases From Watches and Wonders 2025

Rolex presented a number of new items at Watches and Wonders 2025. Here is a brief overview.

Other New Rolexes in 2025

Rolex presented a few more innovations at Watches and Wonders 2025, but these were primarily cosmetic in nature. For example, the Rolex 1908 in yellow gold is available for the first time on a link bracelet. The Settimo band was specially developed for the watch and is particularly comfortable to wear thanks to its seven-row construction.

The GMT-Master II, Daytona, Sky-Dweller, Datejust 31, and Oyster Perpetual, on the other hand, are all available with new dial variants. While the Oyster Perpetual impresses with fresh pastel shades, the Datejust 31 in rose gold is now also available with a rich red ombré dial. The rose gold Daytona, on the other hand, is now available with a turquoise dial. The GMT-Master II is now also available with a green ceramic dial and in a version with a dial made of the mineral tiger iron.

Overview of 2025 Rolex Releases

• Rolex Land-Dweller – brand new model with integrated bracelet and new caliber
• Rolex Daytona – yellow gold model with a turquoise dial and Oysterflex bracelet
• Rolex GMT-Master II – green ceramic or tiger iron dial
• Rolex 1908 – yellow gold model with seven-row Settimo bracelet
• Rolex Sky-Dweller – green sunburst dial
• Rolex Datejust 31 – red ombré dial
• Rolex Oyster Perpetual – pastel dials

Why buy a Rolex on Chrono24?

• Chrono24 is the global marketplace for luxury watches
• More than 99,000 Rolex watches available
• Certified Seal: Authenticity certified by watchmakers
• Current models, vintage watches – unworn or pre-owned
• Watches in all price ranges
• Secure purchases through escrow service and promise of authenticity
• Insured international shipping
• Quality and security team provides support in the event of issues

FAQs

Who wears a Rolex?

The list of Rolex wearers is endless and includes top politicians, industrial magnates, athletes, and stars from film, music, and television. Famous examples include Dwight D. Eisenhower, Che Guevara, Barack Obama, Robert Downey Jr., Roger Federer, Michael Jordan, Rihanna, Miley Cyrus, and Ellen DeGeneres.

Why is Rolex so expensive?

Rolex watches are highly coveted. They are characterized by exquisite quality, high precision, innovative technology, and unique designs. As status symbols with a high level of prestige, they also offer excellent potential for value appreciation, which further increases their appeal.

How can I check the authenticity of a Rolex?

To check the authenticity of a Rolex, you should always consult an expert. Chrono24 offers you a professional authenticity check with the Certified service, for example.