Revealed in this deep-dive: Rex 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.
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.
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:
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.
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.
Peak Datejust pricing reached $9,926 in March 2022, representing a staggering 396% 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 320% appreciation over the full 15-year period.
Key Insights:
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 |
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.
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:
“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.”
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 |
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.
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:
“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.”
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 |
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.
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:
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 |
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.
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:
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 |
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.
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:
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 |
Our data for the Rolex Yacht-Master shows unique positioning between sports and luxury segments with corresponding pricing patterns over the past 15 years.
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:
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 |
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.
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:
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 |
Several additional Rolex collections contributed to our decade-long sales database, each showing unique market characteristics and pricing evolution.
The Rolex Air-King experienced perhaps the most dramatic transformation of any Rolex collection during our data period.
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 | 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 |
The Rolex Milgauss maintained steady pricing through most of the early period, with the antimagnetic specialist finding its collector niche during the surge years.
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 |
The Rolex Sea-Dweller models showed strong performance throughout the decade, benefiting from both tool watch appreciation and steel sports model demand.
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 | 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 |
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.
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 |
Bob’s Watches’ internal data reveals additional insights beyond simple pricing trends, including velocity metrics and inventory patterns that provide deeper market understanding.
Ten specific references demonstrated the highest appreciation performance based on our 15-year Bob’s Watches database:
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.
Our decade-long sales data reveals several key timing insights for serious collectors and buyers:
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.
Three critical insights emerge from our 15-year Rolex sales analysis:
With over two decades of experience in the luxury watch industry, the Bob’s Watches Editorial Team stands at the forefront of watch expertise and insight. Our team, composed of seasoned watch enthusiasts, skilled horologists, and knowledgeable industry insiders, is dedicated to bringing you the latest and most accurate information in the world of luxury timepieces. We pride ourselves on our meticulous attention to detail and our unwavering commitment to authenticity. Our editorial content is a reflection of our passion for luxury watches and our dedication to providing our readers with comprehensive, unbiased, and up-to-date information. Our expertise spans a wide range of topics, including in-depth reviews of the latest models, historical retrospectives of iconic timepieces, and insightful analyses of market trends. We are also renowned for our detailed guides on watch maintenance and investment advice, making us a trusted resource for both seasoned collectors and new enthusiasts alike. As thought leaders in the watch industry, we understand the importance of staying ahead of the curve. That’s why we continually update our knowledge and skills, ensuring that our readers receive the most current and relevant information. Whether you’re seeking advice on your next luxury watch purchase or looking to deepen your understanding of watch craftsmanship, the Bob’s Watches Editorial Team is here to guide you.
Disclaimer: The information presented in this article is based solely on internal transaction data from Bob’s Watches and reflects our own historical sales activity over the past 15 years. It is not intended to represent or imply broader market trends or pricing across the entire watch industry. While we strive for accuracy in our reporting, all data is provided “as is” and may be subject to revision. This study is for informational purposes only and does not constitute investment advice, valuation guidance, or a guarantee of future watch values.
