In Western society, luxury goods are no longer just symbols of status—they're increasingly being seen as alternative assets. As global economic cycles fluctuate and traditional markets remain unpredictable, a growing number of high-net-worth individuals and savvy consumers are turning their attention to assets that offer durability and visibility of value—namely, high-end timepieces.
Among these, Rolex has emerged as a standout performer in this investment trend. Over the past 15 years, Rolex watches have delivered exceptional performance in the pre-owned market. According to a recent report by U.S.-based watch trading platform Bob's Watches, some of the brand’s most iconic models have seen their resale value skyrocket—one model has appreciated by over 600%. The report is based on over 50,000 real transactions between 2009 and 2024, painting a clear picture of Rolex’s steady rise in secondary market value.
Luxury goods are transforming into a new kind of asset class—this is a topic increasingly discussed among economists and investors. Especially now, with the stock market highly volatile and real estate becoming increasingly inaccessible, physical assets with brand equity are gaining favor among global investors. High-end watches, in particular, have become a preferred choice thanks to their scarcity, inheritability, wearability, and liquidity.
Rolex is the quintessential example of this shift. Not only does the brand enjoy unmatched prestige among consumers, but it also holds a sacred place within the collector community. Popular models such as the red-and-blue "Pepsi" GMT-Master II have been in strong demand since 2010. This model has consistently seen high resale prices due to its unique design and limited availability, with global demand often far outpacing supply.
James Hellman, a financial analyst from London, shared his personal experience. He purchased a Rolex Submariner in 2012 for $6,500. Today, the same watch is worth nearly $25,000 on the pre-owned market. “Originally, it was just a reward for myself,” he said. “I never expected it to become the most stable asset in my investment portfolio.”
Stories like this are common across Western markets. Paul Altieri, the founder of Bob's Watches in California, is not just a collector but also a pioneer in Rolex market analysis. In an interview with Business Insider, he noted that Rolex is one of the few tangible assets “you can wear, insure for a fraction of its value, and pass down—it doesn’t disappear when the market closes like stocks do.”
The pandemic years from 2020 to 2022 saw an explosion in luxury spending in the West. With travel and other discretionary spending limited, wealthy households redirected funds toward durable, value-retaining goods such as luxury watches, designer handbags, and collectible art. This period marked a peak in Rolex prices on the secondary market.
Although the luxury goods market has cooled somewhat since 2023, Rolex prices have proven resilient. In fact, some models continue to climb. As of early 2025, the Daytona, Submariner, and GMT-Master II Pepsi are among the top performers in terms of value appreciation. One particular Daytona model, originally priced around $10,000, is now selling for over $70,000.
So why does Rolex continue to appreciate in value? A key reason lies in the brand's strategy. Rolex is one of the very few high-end watchmakers still independently owned (alongside Patek Philippe and Audemars Piguet), giving it tight control over production, distribution, and branding. Annual output is limited, model updates are slow and deliberate, and authorized sales channels are highly restricted—all of which keeps market demand consistently strong.
Moreover, Rolex’s product lines are incredibly consistent. Iconic models undergo minimal changes over decades, preserving their historical continuity and collectability. Unlike brands that frequently reinvent designs, Rolex’s focus on timelessness makes its watches even more attractive as long-term investments.
Another significant advantage is the low market volatility associated with watches. A 2024 study published on the Social Science Research Network revealed that luxury watches have the lowest volatility of all asset classes and show minimal correlation with stock market movements. This makes them ideal for investors looking to hedge against financial uncertainty. As a result, more hedge funds, family offices, and even retirement portfolios are starting to allocate capital to luxury goods.
Beyond investment, Rolex watches fulfill a deeper psychological need for identity and storytelling among Western consumers. On social media platforms like Instagram and TikTok, celebrities, influencers, and entrepreneurs alike showcase their Rolexes as symbols of achievement. From Elon Musk to Conor McGregor, David Beckham to Beyoncé, countless public figures have been seen wearing the brand, turning Rolex into a cultural marker of modern success.
However, not all Rolex models offer the same investment potential. Limited editions, discontinued models, and watches linked to celebrity endorsements tend to perform better. For example, Paul Newman’s personal Daytona once sold at auction for a staggering $17.75 million, setting a world record. In contrast, more commonly available models with high production volumes tend to appreciate more slowly and steadily.
For average consumers hoping to make a smart investment, the key lies in choosing the right models—classic designs with lower production, good condition, and complete documentation (including box and papers) will command higher resale values in the future.
Looking ahead, luxury asset investing is likely to become more mainstream in Western markets. As financial products grow more complex and markets more volatile, a watch you can physically wear may offer a kind of tangible security that digital assets or traditional equities can’t match. And perhaps that’s the true essence of luxury investing: not just owning something rare and beautiful, but holding something that endures.