The 5 Biggest Watch Stories of 2025

Looking back at 2025, the overarching theme for the watch world was a return to some semblance of normalcy. The frenetic energy that defined the early 2020s finally started to level out, giving way to a market that felt a bit more grounded and predictable. For the Everest Journal, that meant moving away from just tracking price spikes and toward a deeper look at how brands are evolving their retail strategies, their production technology, and their relationship with collectors. As we settle into January 2026, I wanted to pull together the five articles that saw the most traction over the last year, alongside a few personal favorites that I think defined the year for me.

Market Corrections and the End of the Waitlist

The biggest story of the year was the measurable shift in Rolex availability. For a long time, the idea of walking into an authorized dealer and seeing a professional model was treated like a myth. By mid-2025, the data we pulled from market trackers and community reports showed that wait times for core models like the Explorer and the Submariner were dropping significantly. This was not just a localized trend, but a broader cooling of demand that brought many stainless steel pieces back within reach for someone without a massive purchase history. We broke down the specific numbers for various references and looked at why the middle of the catalog suddenly felt attainable again after years of being effectively off-limits. Read: Rolex Waitlists Are Finally Shrinking in 2025

Closely tied to that shift was our deep dive into which Rolex models actually held their value and which ones did not. 2025 was a reality check for the "watches as an investment" crowd. While the heavy hitters like the steel Daytona and the GMT-Master II stayed strong, we saw a noticeable dip in the secondary market for precious metal pieces and even some surprisingly capable sport watches like the 43mm Sea-Dweller. Understanding these delta points between retail and market price became essential for anyone looking to buy or sell this year, and that article remains one of our most referenced guides for navigating the current landscape. Read: Rolex Models That Hold Value (And Those That Surprisingly Don’t)

The Evolution of the Rolex Ownership Experience

Rolex is a brand that rarely changes things just for the sake of change, so when the box and paperwork get a redesign, it is worth paying attention to. Late in the year, we saw the introduction of the new green outer sleeve and an updated interior structure that signaled a shift in how the brand presents its product. We put together a guide on exactly what a complete set looks like now, including how to verify the NFC-enabled warranty cards that are becoming standard across the lineup. This is more than just trivia for collectors, as having the correct "box and papers" is a massive factor in the long-term value and authenticity of a watch, especially as these new designs start to circulate more widely. Read: What Does a Complete Rolex Box and Papers Look Like?

The retail experience itself also got some rare clarity during a candid panel with the Rolex CEO late in the year. He touched on several topics that are usually kept under wraps, including the brand's acquisition of Bucherer and how they are using AI on the production floor to ensure quality. It was a fascinating look at the balance between maintaining human watchmaking traditions and using high-tech tooling to keep up with global demand. I found his comments on the Certified Pre-Owned program particularly interesting, as it explains how Rolex plans to maintain its standards even after a watch leaves the showroom for the first time. Read: Rolex CEO Speaks On Retail, AI, and CPO

A New Strategy for New Releases

The way Rolex launches watches is changing, and 2025 made that very clear. We spent a lot of time discussing the "stealth" rollout of the lavender and candy pink Oyster Perpetual 41 dials. These were not unveiled with a press release or a massive trade show reveal, but instead appeared in boutique windows and internal dealer systems first. This move toward mid-year, off-schedule updates is a smart way for the brand to keep the momentum going year-round, and it completely changed how we have to track new releases. Read: Did Rolex Just Reveal an Unreleased Watch?

This digital-first approach was even more apparent during the Land-Dweller launch in Geneva. Rolex broke its long-standing tradition of secrecy by giving select creators early access to the watch, ensuring that high-quality hands-on coverage was available the second the embargo lifted. It was a polarizing move for those of us used to the suspense of the booth window reveals, but it was arguably the right one for a brand looking to connect with a younger audience. I wrote about why this shift in the "Rolex Playbook" was probably inevitable and how it actually benefits the average collector who is not physically at the show. Read: How Rolex Flipped Watches & Wonders Upside Down in 2025

Community Events and the Best Alternatives

Beyond the world of the Crown, the community felt more vibrant than ever in 2025. My trip to Windup Chicago was a personal highlight, especially seeing the fair grow into a more significant event with the inclusion of major Swiss brands alongside the independent makers we love. It was a great weekend for seeing tool watches in the metal and catching up with collectors in a setting that feels a lot more approachable than a typical luxury boutique. Read: Windup Chicago 2025 Recap: A Growing Fair and a Few Firsts

We also tackled the question of what to buy if a Submariner just is not in the cards or if you simply want something different. We looked at dive watch alternatives across every budget, from the $300 Scurfa Diver One to the high-end finishing of the Glashütte Original SeaQ. Including everything from the METAS-certified Black Bays to the updated Oris Diver’s Date, this guide was intended to show that the dive watch category is incredibly healthy and diverse right now. There is a lot to be excited about as we head into 2026. Read: The Best Rolex Submariner Alternatives at Every Price Point