We Asked 200 People to Rate Every Rolex—Here’s What Surprised Us

We asked 200 people to rate every modern Rolex collection on a scale from 1 to 10. Most were watch enthusiasts—readers of this blog, followers of our Instagram. But about 10% were casuals, non-enthusiasts, or self-described "not sure yet" types. The idea was simple: see how Rolex’s designs hold up across different types of people.

The numbers show a clear split between what resonates with seasoned enthusiasts and what appeals to a broader, more casual audience. While the icons hold their ground with informed enthusiasts, self-identified non-enthusiasts seem to appreciate the catalog’s quieter, simpler designs. One recent Rolex release seems to be a sleeper hit. Another is the most rejected model of the year.

This report is based on a survey of 179 self-described enthusiasts and 21 non-enthusiasts, who rated each modern Rolex model from 1 to 10. The analysis that follows is built on their data and their direct, unfiltered feedback.

Sub, GMT, & Daytona

Rolex’s professional models, particularly those hardest to buy at retail, lead the pack in our survey. The top three rated watches were exactly what you'd expect.

— Submariner: 8.90 overall average

— GMT-Master II: 8.69 overall average

— Daytona: 8.49 overall average

For enthusiasts, these numbers were even higher. But the overall average hides a massive gap. The GMT-Master II, which enthusiasts scored at 8.98, received just a 5.71 from non-enthusiasts—the single biggest divide in the survey. This could simply boil down to context. An enthusiast sees the blueprint for a dual-timezone watch; a casual observer sees an extra hand, a busy bezel, and competing colors. As one respondent put it, “Did not like the one with blue and red.”

This split is sharpest with age. Among respondents 51 and older, the Sub, GMT, and Daytona all scored above a 9.0. For the 18-25 cohort, none of them broke 7.0. For a growing segment of the market, these watches aren't foundational—they're familiar.

Still, for many, the classics held strong appeal. “My personal favorites are the Daytona, Submariner, and GMT,” one respondent said. “They are at home at the beach or in the office.”

The Land-Dweller: Rolex’s Most Divisive Watch in 2025

No model sparked a stronger negative reaction than the Land-Dweller. It earned the lowest score of any watch—an average rating of 5.97—and was mentioned by name in negative feedback more than any other model in the catalog.

In a notable inversion, non-enthusiasts actually rated it higher (6.45) than enthusiasts did (5.84). The feedback highlights a few reasons why. The name was a common target (“Land-Dweller name is lame and so is the watch”). But the more substantial critique was a perceived lack of Rolex identity. One comment captured the sentiment perfectly: “It seems unusual for Rolex to chase other brands’ style. This design looks similar to the Royal Oak or the Nautilus.”

The rejection was not uniform across the board; it was heavily skewed by age. The model was most harshly judged by the youngest respondents and viewed more forgivingly—though still poorly—by the oldest.

The 1908: Quietly Winning Over New Fans

While the Land-Dweller was rejected for its perceived derivativeness, the Perpetual 1908 emerged as an unlikely winner by being precisely the opposite. The dress watch earned the highest score among non-enthusiasts (Non-enthusiast rating: 8.14) and created the largest "reverse gap" in the survey, with casuals rating it significantly higher than enthusiasts did (7.44).

The qualitative feedback helps explain why. One respondent put it simply: “The 1908 is simple and beautiful. I love the band and the delicate look of the numbers and pointers. Truly a timeless design.”

Others praised its restraint—“The Rolex 1908, I love the simplicity of it”—and its ability to stand apart from the other models: “The 1908 one is the only Rolex I’ve ever seen that’s made me think it is a cool brand.”

While many didn’t mention the 1908 at all, those who did generally saw it as a clean, elegant option that finally makes sense in the space where the Cellini never quite landed. Traditional "dress watches" are hardly what Rolex is known for these days, but the 1908 might be shifting that perception among less traditional buyers. 

Mass Appeal: Datejust and Day-Date Still Resonate

The Datejust and Day-Date performed well across both groups, with 8.26 and 8.33 averages, respectively. Consistent with other mid-century Rolex icons, both scored lower amongst non-enthusiasts. Still, both models stayed safely above average in every demographic and age group.

Their appeal seems disconnected from function or history. Instead, they are understood as pure luxury objects. Words like “timeless” and “classic” dominated the feedback. While the Day-Date was not the highest-rated model among non-enthusiasts (that honor went to the 1908), its strong performance underlines a simple truth: some Rolex models work because their identity is completely unambiguous.

Understated Favorites: Explorer and Oyster Perpetual

The Explorer (7.54 overall) and OP (7.42 overall) didn’t lead the survey, but they scored consistently well across every group. The Explorer earned particular praise from enthusiasts for its clean proportions and tool-watch DNA. The OP did better with non-enthusiasts, thanks in part to its simple design and accessible vibe.

“I like the simplicity of the Air-King and Explorer and Oyster Perpetual,” one person wrote. “Not a fan of the fish eye date.” Another said, “The Explorer and the Air-King are beautiful and understated. The 1908 might be my favorite but doesn't look like a Rolex to me.”

Neither watch is flashy, and neither tries to be. That seems to be the point. For many respondents, especially those who didn’t mention specific models, these two were quietly near the top of their lists. 

Where the Ratings Dipped: Sky-Dweller, Air-King, Deepsea

At the bottom of the survey, alongside the Land-Dweller, were the Air-King (6.54 overall) and the Sky-Dweller (7.03 overall). The Deepsea (7.17 overall) landed just under average and saw negative comments mostly about bulk and wearability.

The Air-King (6.54 overall) was frequently described as “cluttered” and “awkward.” The Deepsea was criticized for its sheer bulk and lack of everyday wearability. Even the technically impressive Sky-Dweller was seen by many as over-engineered to the point of compromising its core function of telling time clearly.

The Deepsea was criticized for comfort and size—it was one of the few models where thickness came up unprompted. This insight illustrates an important consideration for our analysis: only a watch enthusiast would know about the Deepsea's wearability. For each of these models, enthusiasts will unconsciously factor in things like popularity, mechanical prowess, resale value, wearability, etc. 

Enthusiasm, Familiarity, and Age

We asked people how familiar they were with Rolex before the survey. Those who were already familiar gave consistently higher scores across the board. The GMT-Master II was the most extreme example:

— Familiar group: 8.86 average

— Unfamiliar group: 3.67 average

It’s not just enthusiasm—it’s context. Familiar respondents understood why something like the GMT-Master II is the way it is. Unfamiliar ones saw it as “overdesigned” or “too complicated.”

Age also played a role. Older respondents (ages 36–50 and 51+) rated nearly every model higher than the youngest group (18–25), especially Rolex’s mid-century icons like the Submariner, GMT-Master, and Daytona. Among the 51+ group, those three all averaged above 9.0. Among 18–25 year-olds, none cracked 7.0.

The Land-Dweller and Air-King took especially hard hits from the youngest age bracket—raising questions about how Rolex’s more polarizing modern designs are landing with the next generation.

Final Thoughts

Rolex’s long-standing icons—Submariner, GMT-Master, Daytona—are still the gold standard among enthusiasts. But if this survey tells us anything, it’s that casuals are looking at the brand through a different lens. Watches like the 1908, Day-Date, and Datejust seem to resonate more with that audience, thanks to their elegance and simplicity.

Curved-End Rubber Strap For Rolex Daytona

The Land-Dweller’s split reception tells us a few things: heritage isn’t everything, and the most niche-friendly release can still fall flat with the core audience it’s aimed at. Meanwhile, newer or dressier designs—when done right—can break through.

Taste is personal. But when nearly 200 people weigh in, you start to see patterns that even a Rolex can’t ignore.