How Buying a Rolex Can Be a Better Investment Than Stocks

When it comes to building wealth, most people think of stocks, real estate, or even crypto. But what if one of the smartest investments out there is something you can wear every day? According to recent sales data, pre-owned Rolex watches have outperformed many traditional investments and are gaining attention for more than just their iconic design.

A $2,000 Rolex in 2010? Now Worth Over $12,000

If you had purchased a Rolex Submariner or GMT-Master II on the secondary market for around $2,000 back in 2010, that same watch today could be worth more than $12,000. That’s a gain of over 550 percent, outperforming the S&P 500, real estate, and other conventional investment vehicles.

“It’s pretty much a validation of all the talk that’s been circulating around the industry in the last two to five years,” says a spokesperson from Happy Jewelers, a trusted name in the luxury watch world. “Rolex beat real estate, beat the stock market, beat it all.”

Rolex Watch Appreciation by the Numbers

To celebrate their 15th anniversary, Happy Jewelers analyzed thousands of real Rolex sales over the past 15 years. The results are impressive.

Rolex GMT-Master II appreciated 506 percent, led by demand for popular models like the “Pepsi” and “Batman”
Rolex Daytona rose 358 percent, with some models reaching prices over $53,000
Rolex Datejust appreciated 639 percent and became the most frequently traded model
Submariner 116610 rose 329 percent
GMT-Master II 16710 gained 302 percent
Datejust 16013 increased 205 percent

Interestingly, it was the classic Datejust that saw the highest total appreciation, showing that timeless designs can deliver serious returns.

The Four Phases of the Rolex Resale Boom

The luxury watch market has gone through four clear phases over the past 15 years.

From 2010 to 2015, prices rose 250 percent and laid the foundation for today’s booming resale market
From 2015 to 2020, growth slowed but remained positive with a 24 percent gain
Between 2020 and 2022, the market surged again during the pandemic, increasing 93 percent
From 2022 to 2025, prices corrected by 31 percent and have since stabilized

The Submariner proved to be the most resilient model, dipping only 8 percent from its 2022 peak value of nearly $19,000.

Why Rolex Watches Are Outperforming the Stock Market

Rolex watches have become more than luxury items. They’re tangible assets with real, measurable performance. Several factors contribute to this.

Rolex strictly controls production, which increases scarcity and demand
The brand is globally recognized, maintaining long-term desirability
Unlike stocks, a Rolex is a physical item you can wear while it gains value
Models like the Datejust have shown consistent performance with lower volatility than stocks

A Legacy of Value

Fifteen years ago, Happy Jewelers set out to bring transparency and trust to the pre-owned watch industry. At the time, secondhand Rolex watches typically sold for about 30 percent less than new ones. Today, the reverse is often true. Some pre-owned models now sell for more than the retail price.

“There’s always been talk about watches being good investments,” says the team at Happy Jewelers. “But now we’ve got the numbers to prove it. A Rolex isn’t just a watch. It’s an asset you get to enjoy every day.”

Why Happy Jewelers Is the Best Place to Buy a Pre-Owned Rolex

If you're thinking about adding a Rolex to your collection or investment portfolio, Happy Jewelers is the place to go. Here's why.

Unbeatable pricing that offers more value than traditional retail
Every watch is authenticated and inspected by trained experts
Honest, transparent pricing with no hidden fees or gimmicks
A massive inventory including Submariners, Daytonas, Datejusts, and more

Whether you're looking to diversify your investments or celebrate a milestone, a Rolex from Happy Jewelers is a smart choice you can wear with pride.

Ready to make a smart investment?
Visit HappyJewelers.com to browse our full collection of pre-owned Rolex watches at prices you won’t find anywhere else.