Why Rolex Watches Are One of the Smartest Investments You Can Wear

If you’ve been saving up for a luxury watch, it might be time to stop seeing it as just a stylish accessory and start viewing it as a long-term investment.

A recent report from Happy Jewelers analyzed over 50,000 Rolex transactions spanning 15 years, from 2010 to 2025. The data reveals how certain Rolex models have appreciated in value on the pre-owned market and why collectors and investors are increasingly adding these iconic watches to their portfolios.

Luxury watches like Rolex have quietly outperformed expectations, showing some of the lowest volatility among asset classes. A 2024 study published on the Social Science Research Network found that watches have low correlation with the stock market and often increase in value over time, depending on the model.

Some Rolex models have seen their value rise over 600 percent in the past decade and a half, with current resale values climbing past $20,000. While trends and demand influence which models hold their value best, Rolex continues to show resilience, even as the luxury market shifts post-pandemic.

Happy Jewelers Owner Danny Arik explains, “Rolexes are tangible assets you can wear, insure for a fraction of their value, and pass down. Unlike stocks, they don’t disappear when the market closes.”

Here are three Rolex models that have shown the strongest investment performance over the years, according to Happy Jewelers' extensive sales data.

Rolex Datejust

The Rolex Datejust is one of the most traded models from 2010 to 2025. In 2010, the average resale value of a Datejust was just $1,150. By May 2025, that number had jumped to $8,500, representing an impressive 639 percent increase.

Though it's down slightly from its peak value of $9,926 in March 2022, the Datejust remains a solid investment. Happy Jewelers reports that top-performing references include the 16013, 16233, and 69173.

Altieri notes that the Datejust's growth might surprise buyers who typically go for sport models, but the watch’s timeless appeal and versatility make it a popular choice for all kinds of collectors.

Rolex Submariner

The Rolex Submariner has long been a favorite among watch enthusiasts. According to Happy Jewelers, the Submariner reached a peak resale value of $18,889 in May 2022. Although prices dipped slightly in 2023, they’ve rebounded, and the average resale price in 2025 sits at $17,295.

Arik says, “We’ve never seen steel sports models run hotter than during the 2020 to 2022 period. The Submariner data proves this wasn’t just hype.”

Popular references include the 16610, 116610, and 16613, all known for their durability and classic design.

Rolex GMT-Master II

The GMT-Master II has also performed well on the pre-owned market, particularly the sought-after Pepsi and Batman models. Since 2010, resale values have increased by 506 percent. The model peaked in November 2021 with a resale value of $23,992 and currently holds strong at $20,595 in 2025.

Top-performing references include the 116710 (Batman) and 16710 (Pepsi or Coke editions), which collectors love for their colorful bezels and unique backstories.

“It’s not just the 24-hour bezel,” Arik says. “It’s the stories behind every red-and-blue Pepsi or black-and-blue Batman model that keep their value climbing.”

Why Buying from Happy Jewelers Makes Your Investment Even Smarter

If you're thinking about adding a Rolex to your collection, there’s never been a better time. And when it comes to getting the best deal on a Rolex, both new or pre-owned, Happy Jewelers is the trusted name you can count on.

As a family-owned business with a reputation for honesty, quality, and wholesale pricing, Happy Jewelers gives you access to authentic Rolex watches at a fraction of retail prices.

They offer:

• Competitive wholesale pricing

• Fully authenticated new and pre-owned Rolex watches

• A wide selection of popular and rare models

• Expert guidance from passionate watch professionals

When you buy from Happy Jewelers, you're not just purchasing a luxury watch, you're making a smart, long-term investment in a valuable asset.

Visit Happy Jewelers today and find the Rolex that fits your style and builds your future.