The 2 Rolex Watches That Appreciate In Value The Most

Two modern Rolex watches hold their value especially well; the stainless-steel Submariner Date "Hulk" and the GMT-Master II "Pepsi." The Submariner "Hulk" originally sold for $9,050 in September 2021, but as of August 2025, WatchCharts lists its market price at $17,715, a 94% increase in four years. Bob's Watches says the GMT-Master II "Pepsi" retails for $10,700 and usually sells pre-owned for around $15,295, which is a 43% bump. On the other hand, the white-gold Day-Date 36, priced at $46,550 new, via Rolex, drops to about $21,495 when resold. That's a 41% loss.

Scarcity explains the gap. Rolex has a limited number of authorized dealers worldwide. Each store gets only a few stainless-steel sports models each month, which leads to constant shortages. Besides, stainless steel is much cheaper than gold, so Rolex keeps prices under $12,000 for its main sports watches. That brings in more buyers and makes waitlists longer. Gold watches usually start above $30,000, which limits demand and pushes many people to choose stainless steel or two-tone models that mix gold and steel, or Rolex watch alternatives that look alike without the luxury price tag. Steel also holds up better in daily use because it resists scratches that would damage softer gold.

Rolex released the Submariner Date "Hulk" (ref. 116610LV) in 2010 at Baselworld. It was the first Submariner to feature both a green ceramic bezel and a matching sunburst dial. The watch launched in the U.S. for $8,950 and had a final retail price of $9,050 before Rolex stopped making it in 2020. As of August 6, 2025, WatchCharts shows its typical resale value at $17,715.

The Hulk's high resale value comes from how rare it is and how fast it sells. WatchCharts data shows 2,277 Submariner "Hulk" sales worldwide in the past year, as of the time of this writing in August 2025, with most watches selling in just 20 days. That shows how quickly buyers scoop up the limited number that show up on the resale market. Rolex stopped making the Hulk and replaced it with the black-dial "Starbucks" version, which means no more new stock is coming in. Now dealers pay about 1.96 times the original price to get one.

Cultural buzz helps keep the Hulk in demand. Masters champion Scottie Scheffler wore one to match his green jacket in April 2024, and Will Ferrell showed his at the Santa Barbara International Film Festival seven months later. They join a list of well-known Submariner owners that goes back to Roger Federer, which is also an indication of the caliber of people who own a Rolex watch. Every time the watch shows up in public, it draws more attention and raises interest among fans who see the bright-green Submariner as both a reliable tool and a collector's item.

Rolex brought back the stainless-steel "Pepsi" GMT-Master II at Baselworld 2018 with reference 126710BLRO. It returned to the catalog at $9,250 and now lists for $11,300 in 2025 after a few price increases. On the resale market, it sells for $19,500, which is about 75% higher than the store price. WatchCharts reports 3,103 sales of the Rolex GMT-Master II "Pepsi" in 2024, with most selling in 18.3 days.

The "Pepsi" name goes back to 1955, when Pan Am asked Rolex to build a watch that showed two time zones. Rolex made reference 6542 with a red-and-blue bezel so pilots could track Greenwich Mean Time easily, and that color scheme still marks the GMT-Master II today. Later steel models like the 1675 used aluminum instead of Bakelite, but the 2018 release of the 126710BLRO brought back the look with a ceramic bezel and Jubilee bracelet.

Inside the Pepsi GMT-Master II is Caliber 3285, a movement that Rolex says holds 10 patents, runs for 70 hours, and uses the high-efficiency Chronergy escapement. It's tested by COSC and passes Rolex's own stricter standard of ±2 seconds per day. The GMT-Master II is both popular, easy to sell, and celebrities are one of the reasons it has kept its spotlight. Tom Selleck wore a vintage Pepsi in Magnum P.I., Daniel Craig wore one off-screen, and Roger Federer often shows his at major events, like while shooting a commercial with Elmo, as seen in a post via Instagram.