Rolex Models That Hold Value (And Those That Surprisingly Don’t)

Rolex watches retain their value exceptionally well compared to other luxury watch brands. Modern versions of the brand's iconic steel sport models—many with roots tracing back to the 1950s and ’60s—often sell far above retail, even in pre-owned condition. Demand simply outweighs supply. On the other hand, select references can lose value surprisingly quickly once they hit the secondary market. It should come as no surprise that these references are also easier to buy at retail. Here’s a look at some key examples on both sides, supported by recent market data.

Five Current Rolex Models That Hold Their Value Well

“Holding value” in the Rolex universe often means something different than it does with other luxury watch brands. Many Rolex models not only maintain their retail value, but significantly exceed it on the secondary market due to strong demand and limited supply. For most brands, retaining value might mean reselling near retail; for Rolex, it usually means considerable appreciation. Here are five key examples:

Submariner Date (Ref. 126610LN)

Image Source: Wristcheck

Retail: $10,650

Market: ~$12,000–$15,000+

There’s no bigger icon than the steel Submariner, and today’s market proves it. Even though Rolex has increased supply slightly in recent years, demand for the Sub remains consistently high, especially for the current generation with its updated case proportions and Caliber 3235 movement. Expect to pay at least 20–40% above retail if you’re looking to skip the waitlist.

Daytona (Ref. 126500LN)

Image Source: The Watch Club

Retail: $16,000

Market: ~$24,000–$30,000+

The Rolex Daytona—the Crown’s chronograph born in the early ‘60s—is a bonafide icon. In steel, it's Rolex’s most in-demand model, commanding huge premiums on the secondary market. If you can snag one at retail, congrats.

GMT-Master II (Refs. 126710BLRO/BLNR)

Image Source: Reddit u/wearetheleaders

Retail: $11,100

Market: Pepsi ~$20,000+, Batman ~$15,000+

Rolex’s many steel GMTs continue to thrive in today's market, even following astronomical price peaks in 2021. The history behind this model, the beloved colorways, and immediately recognizable design drives values well above retail. Two versions of note—the “Pepsi” and the “Batman”—both command prices above retail, but their 20-30% price delta shows the potential impact a simple color change can make.

Sky-Dweller White Rolesor (Ref. 336934)

Image Source: G&G Timepieces

Retail: $16,800

Market: ~$20,000–$30,000

The Sky-Dweller is a Rolex sleeper hit. As one of Rolex’s most complicated watches (annual calendar + GMT), the Sky-Dweller initially saw lukewarm reception. But appreciation has grown steadily, particularly for desirable dial colors. Prices now reliably surpass retail on the White Rolesor (steel with a white gold bezel) models.

Datejust 41 Stainless Steel (Ref. 126334)

Image Source: K2 Luxury Watches

Retail: $11,100

Market: ~$12,000–$16,000

You might think Datejusts are plentiful enough to trade close to retail, but certain stainless-steel configurations—particularly the Datejust 41 with fluted bezel and desirable dial combinations—can consistently achieve premiums. This "first modern Rolex" will never go out of style.

Five Rolex Models That (Surprisingly) Don’t Hold Their Value

Conversely, some Rolex references don’t hold their value to the same extraordinary standard as their steel sport-model counterparts. In fact, these watches typically behave more like conventional luxury watches: they trade below their original retail price once they hit the secondary market. While these models still retain relatively strong resale value compared to other luxury brands, they’re generally easier to purchase at retail and depreciate noticeably after initial sale. Here are five notable examples:

Two-Tone Datejust 41 (Ref. 126333)

Image Source: Second Movement

Retail: $16,100

Market: ~$12,000–$13,000

While stainless steel Datejusts frequently trade above retail, two-tone Datejusts tend to see weaker secondary-market interest. If you prefer two-tone’s distinctive look, you’ll save significantly by buying pre-owned.

Full Gold Submariner (Ref. 126619LB)

Image Source: Hodinkee

Retail: $48,000

Market: Low-to-mid $30,000s

Precious metal Subs, despite their strong aesthetic appeal (and surprisingly strong utilitarian appeal) suffer steep depreciation due to high retail pricing. Enthusiasts seeking gold watches can find relative bargains, at least compared to steel sports Rolex models.

Yellow Gold Day-Date (Ref. 228348RBR) Gem Set, Champagne Dial

Image Source: @detroitwatchbuyers on IG

Retail: $68,650

Market: Low-to-mid $50,000s

Factory gem-set Rolexes have a dedicated but smaller market. The narrower appeal and higher price tags mean you can typically buy these references below retail—a rarity in the Rolex world, and potentially a good entry point for collectors of luxury pieces. However, even within this specific reference (228348RBR), dial color makes a huge difference. The market price listed is for the Champagne dial, while the black-dial version trades much closer to retail.

Precious Metal Yacht-Master (Ref. 226658)

Image Source: Monochrome Watches

Retail: $33,500

Market: Under $30,000

The precious metal Yacht-Masters often get overshadowed by their steel or titanium siblings. As a result, gold versions depreciate faster, particularly those on Oysterflex bracelets. The upside? You can own Rolex’s most luxurious tool watch (in its most luxurious metal) for noticeably less than retail.

Sea-Dweller 43mm (Ref. 126600)

Image Source: Hodinkee

Retail: $13,750

Market: Approximately $11,000

This one caught me by surprise. The Sea-Dweller 43mm is incredibly capable, well-sized, and modern, yet it consistently trades below retail. It might not have Submariner-level appeal, but it’s arguably one of the best value propositions in modern Rolex sports watches right now. I wrote a whole article on why I love this watch if you're interested. 

Final Thoughts

Most Rolex models retain value better than almost anything else on the market—but that doesn’t mean they’re all equal on the secondary market. Iconic steel sports models like the Submariner and Daytona often trade well above retail, while precious metal references, gem-set dials, and some larger or more niche watches can dip significantly below MSRP. None of this means those models aren’t worth owning—just that it’s smart to know where each one stands before you buy. If long-term value matters to you, pay attention not just to the crown on the dial, but to the specific reference, materials, and market behavior behind it.