Are All Rolexes Equal?

Referred to as ‘The Crown’, the Rolex is synonymous with timeless design and impeccable watch craftsmanship. It is no wonder that the sought-after brand has garnered a global cult fan following. Rolex boasts a strong foothold in the market unlike any other watchmaker. While these watches serve as a beautiful wrist accessory, they have, over the years, also proven to be a great investment choice. 

What makes Rolex watches so coveted? 

The Rolex is best known for its iconic design language. This includes especially the instantly-recognisable crown motif on the watch’s bracelet and crown, and the patented Cyclops lens on the date window. The unique look apart, the Rolex has managed to garner huge cultural clout among watch lovers, making the brand evergreen and always-relevant. In the age of trends and micro-trends-a-minute, a Rolex watch, like a timeless beacon, maintains a hold over seasoned watch collectors and novices alike. 

Are all Rolexes Equal? 

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The short answer is no. But a Rolex is a Rolex, you say? Allow us to explain. While every timepiece of this brand is impeccably made, there are certain models that hold more value than others. Think of each piece as a work of art whose value depends on many factors. For a Rolex, the value of each timepiece would depend on its production runs, and its popularity among collectors, mainly. Limited editions and rare vintage models are also highly sought after as these are no longer in production. 

What makes Rolex the best investment watch? 

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There are many factors that contribute to Rolex’s popularity as an investment piece. Firstly, Rolex watches are produced in limited numbers, making the supply lower than the demand, resulting in long waiting periods, eventually driving up its prices in the secondary market. 

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Secondly, its discontinued models stay in demand, setting new records in auctions, creating higher demand for rare, vintage Rolex models. The brightly coloured Stella dials in the Oyster Perpetual Day Date range is an example. 

Over the years, specific Rolex models have shown notable resilience to economic downturns and fluctuations in consumer demand. These include the Submariner, Daytona, and the GMT-Master II. 

Best Rolex Models to Invest in

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Rolex Submariner 

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The Rolex Submariner has been one of the most legendary dive watches, gaining enduring popularity amongst watch enthusiasts. The seamless blend of functionality with aesthetics makes the watch a must-have classic and a strong investment piece. A January-2024 Morgan Stanley report analysed the ‘Value Retention’ of specific Rolex models, especially the secondhand selling prices of these watches. The study investigated the value of eight pieces of the Rolex Submariner and found that the model offers a 24.2% return on investment. Its average price at the end of 2023 was $23,038 or about Rs 19.3 lakh. 

Rolex GMT Master II

The dual time zone functionality paired with a distinctive look, the GMT Master II is a cult favourite amongst Rolex enthusiasts. Models like the GMT Master II ‘Pepsi’ and GMT Master II ‘Batman’ are coveted collectibles. In the same Morgan Stanley report, the analysts took the average secondary market price of nine GMT Master watches, and found it to be the ‘best-performing’ collection among all Rolexes. This model held the most value, priced at 48.2% over its recommended retail price.

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Rolex Daytona 

The Daytona has been synonymous with motor racing, another top choice amongst watch collectors and traders alike. There has been a surge in its popularity since 2017 when Paul Newman’s Daytona sold for a world record price of $17.8 million. Currently, it trades at a 40.8% premium over the retail price today.

Celebrity Endorsements

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In 2019, American musician John Mayer hyped up his gold Rolex Daytona with a green dial. Its value in the secondary market rose to $50,000 almost a year after it had sold for approximately $36,650 (much below its retail price). John Mayer’s popularity as a tastemaker – with his keen ability to influence cultural and aesthetic sensibilities of his fan-followers and watch collectors – has often resulted in many watches that he endorses turning into fan favourites. 

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Closer home, Bollywood star-celebrities also influence collectors and drive up the demand for certain watches. Actors Shah Rukh Khan and Salman Khan, and cricketer Virat Kohli have been spotted, over the years, wearing several Rolex models. This exposure, too, has made the brand a sought-after luxury product amongst aspirants. Celeb endorsements often also introduce the Rolex to wider, status-seeking audiences, which helps maintain the brand’s cultural relevance.