Is a Rolex watch a good investment? | Chrono Hunter

Is a Rolex watch a good investment? | Chrono Hunter

Author: Chrono Hunter
Last Updated: 28 Apr, 2021

So, you’re thinking of investing in a Rolex watch?

Well here’s some advice; not all of them are going to a good investment but that doesn’t mean some of them won’t be.

Whilst there are success stories of people holding onto a rare Submariner or Daytona they snapped up for buttons way back when – up until recent years they were the exception, not the rule.


What’s Driving The Price Of Rolex Watches?

During the boom of the last few years, we’ve all seen increasing numbers of tech titans, rock stars and influencers piling in, with prices for sought-after Rolex classics shooting up.

Few other brands have caught this wave like Rolex. This new breed of collectors, fans and flash boys sees watches (and Rolex in particular) not just as accessories but as a hot, new, and investable asset in their own right. As well they might. Rare and hard-to-find models have posted inflation busting returns for years now, and you can make a strong case for saying that this is set to continue.

Rolex is undoubtedly the world’s most famous luxury watch brand. From seasoned watch enthusiasts to complete newbies, the Rolex name is recognised across the globe for quality, luxury, style, and success. With a storied history that stretches back to 1905, Rolex (aka ‘The Crown’) has produced innovative and solidly reliable watches for decision makers, scientists, drivers and explorers.

But in a market where stocks, bonds and real estate seem at a wobbly peak, does buying a Rolex still offer an attractive alternative to your ISA? Or are they in a bubble? Is buying a Rolex a good investment?


Are you a watch collector or a watch investor?

Let’s get one thing clear here first. To some watch collectors, the very idea of ‘investing in a Rolex is controversial. Rolex watches are meant to be enjoyed, they argue. And if you’re focussing on the financial factor you’re always looking to buy watches that will make a good investment. So you’re missing out on a large part of the fun of watch collecting. You might even end up not buying the watches that you truly want, or like, simply because you don’t see them as the best ‘investments’.

The fact is Rolex rarely drops in value. If you keep it regularly serviced and avoid getting your wrist arm run over by a bus, it should be fine.

But in general, over time, the right Rolex watches can increase in demand (and value) for different reasons. Rolex regularly increases its retail prices, and it’s in discontinued models, or ones produced in limited volumes, often because of a limited production time, that the value tends to increase the most. This is something you should take into account when looking for Rolex watches to buy for investment purposes.

You might also think that a brand new Rolex is a better investment than a used one. Yet, a new watch can lose value the moment you leave the boutique – rather like when you buy a new car. Therefore, your initial Rolex investment might depreciate in valueless if you buy a pre-owned or vintage model. A pre-owned Rolex has already done its depreciating prior to you buying it. For this reason, buying a pre-owned steel sports Rolex, for example, can actually be one of the safer investments.

The problem is that watches, unlike most other investments, follow trends. They’re high-value mechanical wonders, but when you boil it all down they’re simply an accessory. And while trends are cyclical, no one really wants to have to wait 20 years for their Rolex to come back into style.

So if you’re certain that you want to invest in a new Rolex watch and want to avoid the waiting lists or for the right lot to pop up, then we’d suggest going for one that you genuinely wouldn’t mind being stuck with.

It’s not going to depreciate much more on your wrist than in a box - unless you damage it - so if you’re waiting for it to go up in value you may as well enjoy it in the meantime, right? The only downside is that if it does become a collector’s item, you might not be able to let go.


Which Are The Best Rolex Watches To Invest In?

As a general rule then, Rolex sports watches in steel reliably hold or appreciate in value. The most popular models include: 


Rolex GMT-Master II


Best Place To Buy A Luxury Watch

Best Place To Sell A Luxury Watch


Rolex Daytona


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Best Place To Sell A Luxury Watch


Rolex Submariner


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Whilst all Rolex sports watches are extremely popular, the ones that are most likely to increase in value are those that are no longer in current production. However, it’s worth remembering that over time trends can change, although it is pretty unlikely that Rolex sports watches will go out of style any time soon.

No trustworthy person can make a 100% reliable prediction about which Rolex will, or won’t, go up in value. Anyone who guarantees you that is worth giving a wide berth. Rolex is one of those very select brands you can always rely on to be reassuringly sought-after, but do your homework first.

The best part about buying a Rolex is not that it’s guaranteed to make you money. No, the best part is that Rolex makes watches you’ll want to wear whilst you’re waiting for your investment to go up in value. And when you’re ready, Chrono Hunter is the best place to start the search for your perfect watch.

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