The 10 Top Selling Rolex Models That Hold Their Value

The 10 Top Selling Rolex Models That Make Good Investments

If you’re considering purchasing a Rolex watch, knowing the most popular Rolex watches can tell you a few things, like whether or not your new accessory will actually stand out in a sea of other timepieces, and how well your model may hold its value and demand in the years ahead.

Thanks to a report from Bob’s Watches, we know that some of the top selling Rolex models include the luxury brand’s Datejust watches, the Rolex Submariner, and the Rolex GMT Master II.

 We dive into the details of these most popular Rolex models and their in-demand designs as well as examine how their prices have fluctuated over the years.

The Best Selling Rolex Watches

Other watches that you may be familiar with but did not make the top 10 include the Rolex Air King, Rolex Cellini, Rolex Milgauss, and Rolex Sky Dweller.

To compile its report, Bob’s Watches looked at sales data between 2010 and 2025 to determine which famous Rolex watches have sold the best and how their values have changed over that time period. Here’s a closer look at each of the top 10 models.

1. The Rolex Datejust

The Rolex Datejust has been a favorite since the brand introduced it to the world in 1945. This Rolex top selling model made history as the very first self-winding waterproof chronometer wristwatch to include a date display window. Over the years, it’s evolved and special commemorative designs have also been released, including a 40^th anniversary version featuring a Jubilee bracelet. That feature now appears on various other Datejust models.

The Rolex Datejust remains a top seller thanks in part to its relatively affordable starting price (you can find one for around $5,000). According to the Bob’s Watches data, the Datejust sells nearly twice as much as the next-most popular model, the Submariner.

2. The Rolex Submariner

The Submariner is more expensive than the Rolex Datejust with a starting price tag of around $15,000–$20,000 — still, it’s much less than other certain models that Rolex makes.

Rolex has designed various types of professional watches intended for specific professions, such as diving, driving, and aviation, and the Rolex Submariner collection is one of the company’s prized examples. According to the brand, when the Submariner was introduced in 1953, it was the first divers wristwatch to be waterproof to a depth of 100 meters, or 330 feet.

The Submariner sells almost twice as much as the third-most popular Rolex model, the GMT Master II.

3. The Rolex GMT Master II

Watch collectors who happened to purchase a GMT Master II before 2010 made an exceptional investment. Since that point, the watch has risen in value by more than 500%. The GMT Master II features a rotatable bezel and the ability to display two time zones.

4. The Rolex Day Date

When we get to the Rolex Day Date and the other watches that follow it in popularity on the list, the differences aren’t as stark as those with the Datejust versus the Submariner versus the GMT Master II. Still, Bob’s Watches reports that the Day Date has experienced a 167% appreciation in value since 2010.

5. The Rolex Explorer

The Rolex Explorer is another option in the Rolex catalog that offers a relatively accessible entry-level price point, with many models available under $10,000. The Rolex Explorer was originally introduced in 1953 and features a Chromalight display and an exceptionally legible dial, designed to be functional in whatever environments the wearer is in.

6. The Rolex Oyster Perpetual

The Rolex Oyster Perpetual has appreciated nearly 500% since 2010, according to the report, but you can still purchase this classic watch and add to your collection for under $10,000. Rolex began selling this watch in 1931, marketed as the brand’s first self-winding waterproof chronometer wrist watch.

7. The Rolex Daytona

The Rolex Daytona is a true collector’s watch and one of the more expensive options among the most popular bestsellers the brand offers. Over the last 15 years, the watch saw its peak price in March 2022, when it rose to more than $50,000. Today, you’ll be able to find it for less than $40,000, though rarer versions like the Le Mans Daytona will go for significantly more, up to $350,000 in some cases.

Originally designed as a racing watch, as the name suggests, the Rolex Daytona can credit some of its popularity to one of its most famous wearers: actor Paul Newman.

8. The Rolex Yacht Master

The Rolex Yacht Master can be found for around $15,000. A relatively new model among Rolex’s offerings (first introduced in 1992), it features a waterproof Oyster case and bidirectional bezel and is available in three diameters and three varieties of gold: yellow, white, or Everose. In 2015, Rolex also began making the watch with an Oysterflex bracelet.

9. The Rolex Sea Dweller

The current Rolex Sea Dweller is waterproof up to 4,000 feet. It features a patented helium escape valve, a black Cerachrom ceramic bezel, and a Triplock winding crown. It’s designed to be exceptionally suited for underwater work at extreme depths and over long periods of time. As such, it’s not a necessity for most wearers — but that hasn’t stopped this design from cracking into the top 10 most popular Rolex models.

10. The Rolex Date

Lastly, the 10^th most popular model is the Rolex Date, not to be confused with the Rolex Datejust. The two are pretty similar, but the Date watch is smaller and comes in fewer options, in terms of the various materials used in its manufacture. For example, the Datejust can come with an Oyster bracelet or a precious metal President bracelet. The Rolex Date is no longer actively produced, making it even more coveted.

Why the Top Selling Rolex Models Should Matter to You

Reviewing data around the top selling Rolex models can inform collectors of a few things that may influence an upcoming purchase, namely:

• The more popular a Rolex model is, often the greater the demand there is on the secondary market. This means the watch will more likely hold its value and you’ll be able to sell it more easily if you ever decide to do so.

• The more popular a Rolex model is, the less likely you’re getting something truly unique in the This matters if you want a watch that feels particularly exclusive.

However, the popularity of a Rolex model doesn’t necessarily coincide with Rolex prices, and the most popular watches from the brand aren’t necessarily the cheapest or most expensive. Rather, you can find popular Rolex watches at a range of price points.

Most Popular Rolex Models FAQs

Why Do People Like Rolex Watches?

The Rolex company has seen much success from the beginning of its timeline for a few reasons. Primary among them are the brand’s high quality, innovation, and overall prestige. When you wear a Rolex, not only do you enjoy a high level of functionality due to features like superior water resistance, but you also can enjoy the prestige that naturally comes from the brand.

What Makes a Rolex Stand Out?

There are various features that make a Rolex stand out from other watch designs, such as the company’s signature fluted bezel, Oyster case, and Rolesor two-tone design that combines gold with stainless steel.

What Mistake Should You Avoid When Shopping for a Rolex?

Don’t buy a Rolex based on the appearance alone. While you might like a certain dial color, or the use of Roman numerals versus Arabic, or you know you want a stainless steel case, set all of that aside for a moment and consider what functionality you need in a watch. It’s best to purchase one that will fit your lifestyle and day-to-day needs.

What Is the Most Expensive Watch in the World?

One of the most expensive watches in the world is the Graff Diamonds Hallucination, which is valued at more than $50 million.

Are Rolex Watches a Good Investment?

It depends on the exact model you purchase, but typically Rolex watches are good investments and they tend to appreciate in value over the years.

Whatever Rolex Model You Prefer, Protect It with Watch Insurance

Whether you’ve been collecting Rolexes for years or you’re gearing up to purchase your very first model, you’ll want to protect your timepiece with specialized luxury watch insurance.

BriteCo’s comprehensive watch coverage protects the full value of your Rolex in the event that it’s stolen, broken, or lost, so you can replace or repair it at no additional cost to you.

Learn more and get a watch insurance quote from BriteCo today.

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