Three Smart Rolex Buys for the 2025 Holiday Season

Maybe you’re shopping for yourself, maybe you’re hunting for a gift, or maybe you’re deciding how to spend a Christmas bonus. If Rolex (or Tudor) is on your mind, there are a few references that make a lot of sense right now. I chose the following three watches based on value, wearability, and overall design; there are plenty more out there, which I encourage you to go find.

Rolex Day-Date 36 (ref. 18238)

Rolex Day-Date 18238 with Silver Dial. Image Source: Lunar Oyster

The Day-Date remains Rolex’s most prestigious model, and the classic 36 mm ref. 18238 is the picture many people have in their heads when they think “gold Rolex.” Prices have softened meaningfully in recent months, and it shows on listings: finding solid examples under $20,000 is no longer unusual, with many hovering around $17,000–$18,500 depending on dial type, overall condition, bracelet stretch, etc. For a full-gold Rolex on a President bracelet with a sapphire crystal and the practical double-quickset movement, that’s extraordinary value.

Rolex Day-Date 18238 with Black Dial. Image Source: Watch Chest

When you’re evaluating an 18238, focus on what you’ll actually live with: honest case lines, a bracelet that isn’t overly stretched, and a dial that suits your taste and the watch’s period. For a 1990s Rolex, box and papers are “nice,” not essential. The 36 mm case wears smaller than modern tastes might suggest, but the density and visual presence of gold keep it from feeling dainty. If you’ve always wanted to own and wear a gold Rolex, this price point for a full-gold Day-Date is hard to ignore.

Tudor Submariner “Snowflake” (ref. 7021/0, blue dial)

Image Source: Menta Watches

The Tudor Submariner 7021/0 doesn’t say Rolex on the dial, but it comes from a time when Tudor and Rolex shared far more than a parent company. The case, crown, and bracelet were Rolex-made, and the movement inside was a workhorse ETA. The blue-dial “Snowflake” version became one of the most distinctive dive watches of the 1970s, with square markers, bold hands, and a tone of blue that ages beautifully over time.

Prices today range widely—from the high-$8,000s for honest examples with some service parts to the mid-teens for cleaner, more original sets. Over the past three years, average prices have dipped around 20 percent, according to ChronoPulse, but that adjustment reflects normalization, not decline. Like most vintage watches, condition drives everything.

Tudor Submariner 7021/0 with faded "ghost bezel." Image Source: The Watch Club

If you’re shopping for a Snowflake, think about overall presentation rather than chasing paperwork or perfection. Matching hand and dial lume, crisp case edges, and minimal moisture damage are the priorities. For a watch that’s over fifty years old, box and papers should be nearly irrelevant compared to honest condition. The 7021/0 is a snapshot of history, connecting directly to Tudor’s modern identity; the snowflake hand and blue dial seen across today’s lineup trace back to this reference. A well-chosen 7021/0 remains one of the most satisfying ways to own a vintage diver with Rolex DNA.

Rolex Explorer II (ref. 226570)

Image Source: Monochrome Watches

If you’re after a modern Rolex that’s attainable, the Explorer II is still one of the best options in the current lineup. At about $10,050 retail in the U.S., it’s one of the few professional models you can reasonably buy without waiting years or paying a heavy premium. On the secondary market, most examples sit just above retail, usually between $10,500 and $11,000, which keeps the downside minimal.

Rolex Explorer II on Everest Rubber Deployant Strap

It’s also a better daily watch than specs might suggest. The 42 mm case is slim and evenly balanced, with brushed finishing and a fixed steel bezel. Of course, we think it looks great on a rubber strap (pictured above), but the tapered Oyster bracelet the Explorer II comes on is hard to beat. The legibility is excellent, and the independently adjustable hour hand makes it a genuinely useful travel companion. Inside is Rolex’s calibre 3285 with a 70-hour power reserve and the brand’s latest shock and magnetic resistance.

If you prefer to go through an authorized dealer, registering interest is still worthwhile. Explorer IIs often arrive faster than the more hyped models, especially if you’re flexible on dial color. And if retail doesn’t pan out, the pre-owned route is straightforward—you’re rarely paying more than a small premium, and clean examples with warranty still circulate regularly. For anyone who wants a current-generation Rolex that can be worn hard and often, the 226570 is a smart and realistic buy.

Buying Smart This Season

Rolex Explorer II 16570 'Polar' Dial. Image Source: Fratello Watches

The best way to buy a watch—especially around the holidays—is to buy what you actually want to wear. Whether it’s for you or someone else, start with the design, size, and story that feel right. If you’re gifting, talk to that person about what they like. Shopping for a watch together can be part of the fun, and it’s often how you land on something they’ll genuinely wear instead of just admire.

From there, it’s about trust. Buy the seller before you buy the watch. Work with sources who specialize in Rolex and Tudor, who provide clear photos and service information, and who stand behind what they sell. A great deal doesn’t mean much if the watch isn’t authentic or has hidden issues.

Image Source: WatchPro

Condition and originality still matter—especially for older references—but perfection shouldn’t come at the cost of enjoyment. For a 1970s Tudor or 1990s Rolex, box and papers are secondary to mechanical health and honest presentation. For modern pieces, prioritize warranty and traceable ownership. And no matter the era, leave room in your budget for service; it’s part of the long-term cost of keeping a watch you love running well.

Final Thoughts

Rolex Day-Date 18238 with Champagne Dial. Image Source: The Watch Club

These three watches aren’t the only smart buys in the Rolex world—but they’re a useful snapshot of where value stands heading into the holidays. According to ChronoPulse data, the gold Rolex Day-Date 18238 has eased to around $17,000–$18,500, down from the mid-$20,000s not long ago. The Tudor Submariner 7021/0 has softened about 20 percent over the past three years, with well-kept examples still under $10,000. And the Rolex Explorer II 226570 continues to hover near its $10,050 retail price, one of the few modern professional models trading close to parity.

Those figures show a market that’s more balanced than it’s been in years—but the right Rolex for you might not be any of these. Use them as a starting point. Do the research, handle a few examples, and see what feels right. Whether that’s gold, steel, vintage, or modern, the smartest buy is the one you’ll actually wear. As long as you trust the seller, know what you’re getting, and love what’s on your wrist, you’re already ahead.