Is Buying a Rolex a Good Investment in 2025?

Let’s talk Rolex. Not just as a status symbol or that shiny flex on your wrist, but as a legit investment. When it comes to luxury timepieces, Rolex is more than just a name, it’s a legacy. For decades, Rolex watches have symbolized prestige, craftsmanship, and enduring value. If you’ve been lurking on watch forums or scrolling through finance TikTok, you already know that the luxury watch market is not just about looking good. It’s about putting your money where the dial is.

The real question we’re tackling today is: Are Rolex watches a good investment in 2025? Do they go up in value? And which Rolex models are totally worth dropping that bag on?

Let’s explore how Rolex watches perform in terms of value, which models make strong investment choices, and why adding a Rolex to your portfolio might be a smart move in 2025.

Short answer? Yes, many do. And we’re not just talking marginal appreciation. We’re talking skyrocketing, limited-edition, "sold out at every boutique" kind of glow-up.

In the last decade, Rolex has outperformed some traditional investments like gold and real estate in terms of value retention and appreciation, especially if you’ve got your hands on grails like the Rolex Daytona, Submariner, or the elusive Pepsi GMT-Master II . The scarcity game is real, and Rolex knows how to keep us wanting more by limiting production and rarely deviating from their iconic design language.

Due to Rolex’s carefully controlled production, timeless designs, and high demand across the globe, select models have shown impressive growth on the secondary market. For instance, the Rolex Daytona and Submariner have seen value increases of up to 80–100% over the last decade.

This consistent appreciation is not just hype. It’s backed by data, collector behaviour, and market dynamics. With proper care and timely resale, certain Rolex models can yield returns that rival more traditional investment vehicles.

If you’re considering entering the world of Rolex with an eye on investment, here are a few standout models that combine collectibility with strong financial performance. These watches are also available at  JD Watches , your trusted source for authentic, investment-worthy timepieces.

The Submariner is arguably the most iconic rolex ever made. With its timeless design and versatile style, it’s a consistent favorite among both first-time buyers and seasoned collectors. Stainless steel models, especially those with black or green bezels (like the “Hulk”), are particularly valuable.

Check out our collection of submariners here : Rolex Submariner

Originally created for pilots, the GMT-Master II has become a favorite in the luxury sports watch category. Models with two-tone bezels, such as the " Pepsi " (red/blue) or " Batman " (black/blue), are known for their rarity and high resale value.

Check out our collection here : Rolex GMT Master II

The Daytona is synonymous with exclusivity. With strong demand and limited availability, it remains one of the most profitable Rolex watches on the market today.

Check out our collection here : Rolex Daytona

Classic, elegant, and surprisingly resilient in terms of value, the Datejust continues to be a solid investment piece. While not as aggressive in appreciation as sports models, its versatility and brand cachet keep it in high demand.

Check out our collection here : Rolex datejust

As an entry-level Rolex, the Oyster Perpetual delivers minimalist design and strong performance. The recent surge in interest, especially around colorful dial variants, has made it one of the most talked-about Rolex watches in recent years.

Check out our collection here : Rolex Oyster Perpetual

While stocks, bonds, and real estate remain cornerstone investments, luxury watches, particularly rolex, offer an attractive alternative for diversifying wealth. Here's a basic comparison:

Note: Performance varies by model, condition, and market timing.