In 2025, more investors are looking beyond stocks and real estate and turning their attention to something that combines craftsmanship, heritage, and value retention: luxury watches. And when it comes to watches that actually hold their value—or even go up over time—Rolex is almost always at the top of the list.

What makes Rolex so unique in the world of investing? It’s a blend of brand prestige, limited production, mechanical precision, and timeless design. Certain models consistently hold or even increase in value over time, often outperforming traditional assets during economic fluctuations.

But which Rolex offers the best ROI?

This blog post breaks down six Rolex models that have a strong track record of performance in the resale market and are well-positioned for continued value in 2025 and beyond.

1. Rolex Daytona

Rolex Daytona

Rolex Daytona turned into a best-selling investment watch when Paul Newman’s Daytona shattered records when it was sold at auction for $17.8 million in 2017. With the racing heritage, the classic chronograph watch has a limited supply and pretty much always holds above its sticker price on the secondhand market.

In addition to its historical value, the Rolex Daytona has attracted collectors’ attention due to its technical features, such as a precise chronograph and high-quality materials. Moreover, this watch has high liquidity in the market.

Daytona Models to Invest In:

  • Rolex Daytona 126500: The stainless steel watch is the iconic model. It has a beautiful ceramic tachymeter bezel with complex chronograph functionalities. 
  • Rolex Daytona 126518LN-0010: The premium watch has an 18K Yellow gold case and a golden dial complemented by the black ceramic bezel.

2. Rolex Submariner

Rolex Submariner

Rolex Submariner is widely regarded as one of the most iconic watches in the world. It has maintained its status as a top-performing investment piece for decades. The classic design, precise engineering, constant market demand, and limited production have made the Rolex Submariner a valuable asset and collector’s item with high growth potential.

In the collector’s market, the Submariner is recognized as a safe asset in an investment portfolio due to its high resistance and for maintaining its inherent value.

Submariner Models to Invest In:

  • Rolex Submariner No Date 124060: No-date Submariner, prized for its clean, minimalist, and classic look. The 41mm watch has a Swiss movement under an Oystersteel case.
  • Rolex Submariner Date 116610LV-0002: Perhaps one of the most famous variations of Rolex Submariner, the Hulk. This has a green bezel and dial and a 3135-caliber movement for precise timekeeping.

3. Rolex GMT Master II

Rolex GMT Master II

Rolex GMT-Master II is among the best Rolex investment watches. This luxury traveler and pilot watch, constructed under Rolex and Pan Am Airlines’ collaboration, has performed in all conditions, ranging from 100m sea depths to thousands of feet above ground. Being capable of tracking multiple time zones, this watch is a hit among businessmen and travelers.

A standout aspect of this watch is the dual-tone bezel. It has earned this watch interesting nicknames, which also have a significant impact on the demand and value retention.

GMT Master II Models to Invest In:

4. Rolex Datejust

Rolex Datejust

The Rolex Datejust, in all its variations, continues to be a reliable choice for the Crown and a smart investment for collectors looking to preserve their watch’s value. This model has kept its popularity since its introduction in 1945.

These watches are so robustly constructed that they will typically last more than a decade without any major repairs. Longevity and value retention are two key features of this type of watch, which is why they remain in high demand and prices continue to increase.

Rolex Datejust Model to Invest In:

  • Rolex Datejust 36 126234: The new version released in 2022 has a stunning mint green dial. Its stainless-steel case and 18K white gold fluted bezel stunningly bear the 80-year heritage.

5. Rolex Sea-Dweller

Rolex Sea-Dweller

This rugged dive watch is relatively undervalued due to the massive demand for the Submariner, but it offers superior performance and resistance. It was the model that helped Rolex pioneer the helium escape valve. Sea-Dweller is a more capable tool watch, yet it remains in the shadow of its famous sibling. However, still holds incredible investment potential

Rolex Sea-Dweller Model to Invest In:

  • Rolex Sea-Dweller 126600: This 50th anniversary model, featuring red writing, is a notable watch. It has performed well and has appreciated due to its rarity and demand. For serious enthusiasts, this watch is capable and boasts strong long-term value.

6. Rolex Oyster Perpetual

Rolex Oyster Perpetual

The Oyster Perpetual is often considered an entry-level watch, but it surprised everyone in 2020 with the release of colorful dials and several dial sizes. Coral Red, Tiffany Blue, and Bright Green were the notable and high-value colors. The modern take on Rolex’s classic watch left many stunned and significantly contributed to the investment potential of this watch.

Its simple, beautiful, and attractive design never goes out of fashion, but its value increases over time. Moreover, the limited production also contributes to the increasing value of this watch.

Rolex Oyster Perpetual to Invest In:

  • Rolex Oyster Perpetual 124300: The 41mm watch comes with a silver dial, sunray finish, and an Oystersteel case with maximum corrosion, bumps, and falls resistance.
  • Rolex Oyster Perpetual 126000: 36mm turquoise blue Oyster Perpetual made headlines when it was launched in 2020.

Want more recommendations based on look and lifestyle? Check this handpicked list of Rolex watches for men.

Why Rolex Remains a Top Watch Investment in 2025

It’s no secret that Rolex holds a unique position in the luxury market. Unlike many luxury goods that depreciate the moment we step out of the door, certain Rolex watches consistently defy the norm, But Why? What makes them that good?

Brand Recognition & Global Demand

Let’s be honest, everybody from London to Alaska knows that Crown is synonymous with success, prestige, and quality. The unparalleled global demand creates a hungry market, ensuring there’s always a buyer for the Rolex. Rolex lovers are even ready to pay a premium. The universal demand and desirability form a strong foundation of Rolex’s resale value.

Consistent Quality and Durability

Rolex is built to last a lifetime, sometimes even passed down through generations. Every component is crafted in-house, tested to extreme standards, and built with the best materials and scratch-resistant sapphire. The consistent quality means a well-maintained Rolex watch can remain fully functional for decades. This durability turns into long-term value.

Limited Production & Scarcity

This is one of the biggest factors that make it a good investment. Rolex does not flood the market, especially for the most sought-after models. They maintain a strict production schedule, resulting in a lengthy waiting list.

The controlled scarcity fuels the secondary markets, leading to value appreciation. This is why models like the stainless-steel Daytona or the Hulk Submariner can fetch two to three times their retail price on the resale market.

Strong Secondary Market

Due to scarcity, Rolex has one of the most substantial and liquid secondary markets in luxury goods. According to Chrono24’s research, Rolex makes up 34.2% of global transaction volume in the secondary luxury watch market. For perspective, Omega, Patek Philippe, Breitling, and IWC combined only make up 32.6%, which is still below Rolex.

Heritage & Storytelling

Another great thing about Rolex watches is that they are emotion-driven. Every watch has a unique story that fascinates different types of consumers. From racing heritage to Daytona, to the first deep dive watch, Submariner, and the GMT Master, the renowned pilot watch.

When it comes to investment, emotional connection often drives price, and Rolex has mastered the blend.

Smart Investment Tips for Rolex Lovers

So, you have identified the best Rolex for investment. Now, how are you going to acquire it at the best price, smartly?

Do Your Homework

Research is crucial. Study specific reference numbers, understand market prices, common variations, and be aware of any potential pitfalls.

We recommend joining reputable watch forums, reading market reports, and educating yourself thoroughly before making any decisions. YouTube reviews are also goldmines.

Source Matters

Where you buy your Roles is just as important as what you buy. There are several platforms to buy a Rolex.

  1. Authorized Dealers: Best for new watches. They have authentic watches with a warranty, but they often involve long waiting lists for popular models.
  2. Grey Market Dealers: Trustworthy dealers specialize in pre-owned and new, unworn watches. You can find a good watch here, but make sure they offer a guarantee of authenticity.
  3. Auction Houses: This is the go-to place for rare and vintage pieces. The watches are expertly authenticated and come with their historical origins.
  4. Private Sellers: These are risky guys. Therefore, you must be extremely knowledgeable to verify authenticity yourself or consult a trusted expert.

Understand the Market and Be Patient

Like any investment, the luxury watch market has its ebbs and flows.

Don’t rush to place an order; if you can wait until a price dip or the right piece becomes available, you may save yourself some money. Therefore, always have a longer time frame mindset during your luxury Rolex shopping.

Factor in Ownership Cost

Remember, an investment watch isn’t just the purchase price. You’ll need to factor in the:

  • Insurance
  • Servicing
  • Secure Storage

Don’t Fall into the Trap!

  • Overpaying for Hype: Don’t get swept up in temporary market bubbles. Specific models command a premium, so ensure you’re paying a fair price based on long-term trends.
  • Neglecting Maintenance: Negligence devalues the watch. Skipping services, exposing it to extreme conditions without proper care, or storing it improperly will significantly impact its condition and, thus, its resale value.
  • Buying Without the Papers: It’s possible to buy a genuine Rolex without its original box and papers; its resale value will be significantly impacted, often by 10-20% or more. The “full set” provides undeniable provenance and authenticity.
  • Short-term expectations: Rolex watches are generally excellent for long-term value retention and appreciation, but they are not a get-rich-quick scheme. Think of them as a long-term asset, much like real estate or fine art.

Final Thoughts: Should You Invest in Rolex in 2025?

Absolutely – If you are strategic. Rolex is one of the most stable and rewarding luxury assets in the world.

Models such as the Daytona, Submariner, and GMT-Master II shine when it comes to appreciation, while the Datejust and Oyster Perpetual are known for their dependable value retention and steady appreciation.

Remember, the ultimate joy of owning a Rolex is in wearing the masterpiece; the investment potential is a brilliant bonus. So, do your research, buy from reputable sources, and avoid common pitfalls to find the asset that will serve you well for years.

But if you only want to enjoy the style, prestige, and presence of a Rolex, you don’t need to spend tens of thousands. At Luxury Clone Watch, we offer super clone Rolex watches that are the same as the original in every detail, from weight and finishing to movement and function.