The 5 Best Rolex Watches To Invest In

You like the look of a Rolex, but are you choosing one purely based on aesthetics and general functions, or are you considering how it will perform as a long-term investment? That's right; savvy investors know that well-diversified portfolios aren't limited to stocks and real estate. Certain high-end goods — such as luxury watches — can make for good assets, but only if you're evaluating them for long-term demand. Rolex is one of the few watch brands that carry a certain level of investment value, but not all models are created equal.

According to the 2025 Rolex Watch Market Report from online dealer Bob's Watches, the average Rolex price grew by an astonishing 550% over 15 years between 2010 and 2025. There's been some volatility, of course, as prices spiked in early 2022 before falling sharply to more sustainable levels. More recent increases could be at least partly attributed to rising gold prices, so with both of those projected to continue rising throughout 2026, now could be an opportune time to make a purchase. 

There's no foolproof way to determine exactly which Rolex models will pay off as investments, but paying attention to pricing patterns and shifting consumer interests helps narrow down the list. The GMT-Master II, the Submariner, the Cosmograph Daytona, the Oyster Perpetual Celebration Dial, and the Datejust are five Rolex models you should be considering in 2026 if you're looking at one as as a potential investment.

First made in 1954 for PanAm pilots, the Rolex GMT-Master II quickly earned a solid reputation among aircrews and frequent international travelers who needed an easy way to keep track of more than one time zone at the same time. The original two-toned red and blue "Pepsi" version remains the classic collector's choice, with the white gold model retailing for $53,000 as of February 2025 (if that's giving you heart palpitations, the Oystersteel model sells for a much cooler $12,000). 

The overall market value for the GMT-Master II nevertheless depends largely on the decade in which it was produced. According to data from Jonathan's Fine Jewelers, an original 1950s model initially retailed for around $240 but goes for $120,000 or more today. The point is, if you get one now, be prepared to maintain it carefully for decades while watching its value increase exponentially.

Rolex's Submariner timepieces have long been among the brand's most sustainable investment watches, with the Submariner Date Hulk model in particular appreciating considerably since Rolex ceased its production in 2020. It was actually one of the two Rolexes that appreciated in value the most between 2020 and 2025 (the other being the GMT-Master II "Pepsi" version). Nevertheless, the Submariner has been one of the brand's sturdiest investments since it was first introduced in 1953. According to Diamond Source NYC, average prices for the watch reached $4,000 by 2000 and doubled to $8,000 in 2020. By 2025, the average price of a Submariner timepiece had reached $17,295.

Well-maintained vintage Submariner watches are particularly valuable, however, with the Rolex Submariner 6538 selling for $50,000 or even more. Is a new Submariner you purchase these days likely to reach that level of growth in your lifetime? Not likely. Nevertheless, it remains a solid choice for anyone looking for a Rolex that can be reliably expected to continue appreciating in value through the decades to come.

With its three evenly spaced subdials, tachymetric scale bezel, and frequent appearances on the wrists of racing drivers, the Oyster Perpetual Cosmograph Daytona is a recognizable classic that remains highly popular today. It was originally introduced in 1963, but its origins date back to the 1930s. This was when race car driver Sir Malcolm Campbell wrote a letter to Rolex after multiple victories driving at Daytona Beach, telling the company how much he appreciated and admired his Rolex's performance during the competition.

Google Trends data shows that the Rolex Daytona is one of the top-searched Rolex models for the past five years (2021 to 2026), becoming the top-searched model on several occasions. Even more importantly, interest in the Daytona has climbed steadily upward, which is always a good sign for those holding the watch as an investment. Of course, the real proof is in the appreciation of value. In 2024, Chrono 24 named the Daytona as the Rolex with the greatest appreciation, rising 88% since 2019. Bob's Watches data likewise shows the Daytona as having risen in value overall since 2011 and recovering impressively after crashing from unusually high prices in 2022. In 2025, it remained the brand's priciest model in regular production, which means you're in for quite the initial cost (prepare to spend between $16,900 and $37,995 if buying new today), but you're likely choosing a very stable investment watch.

Objectively, the Oyster Perpetual watch with a Celebration Motif Dial might just be the most unique-looking Rolex ever produced — and the most controversial. The brightly colored, bubbly-looking dial was only made for a short period of time, debuting in 2023 before being discontinued in 2025. Watch Collecting Lifestyle said it wasn't for anyone who truly appreciates Rolex. Meanwhile, Daily Watch said the watch challenged prejudices and declared that the colorful bubbles evoked "want one" vibes. Redditors meanwhile argued whether Rolex's Celebration Dial looked ugly and cheap or cheerful and unique.

All of this, of course, is exactly why this watch is an excellent investment. With its rarity only likely to increase in the future as a highly sought-after collectible, the Celebration Dial makes for a valuable purchase if you can get your hands on one now. Initial retail prices started at around $6,000, but now, after its discontinuation, they are over three times higher.

The Rolex Datejust has been considered one of the best Rolex investments since its introduction in 1945, staying consistently in demand thanks to its fine craftsmanship combined with a timeless and versatile design. It also didn't hurt that this was the world's first self-winding watch with a chronometer and a date display, so it continues to be revered as a groundbreaking timepiece in the industry. Nowadays, all Datejust models are considered smart investment purchases as long as they are maintained properly over time, but versions with diamonds or discontinued models are likely to command more over time (of course, they will also cost more upfront).

Bob's Watches data meanwhile shows that the Datejust outperforms all other Rolexes as the most traded over the past decade, which is both a pro and a con for potential investment collectors. The pro is that there's always high demand, so you're likely to have an easier time selling this watch compared to other Rolex models. The Datejust's value has also increased pretty consistently over the years, rising from $2,000 in 2010 to over $8,000 in 2025. It's still one of the most affordable Rolexes you can buy, but this also means it's not one of the rarer models that's going to bring in, say, 10 times its initial price point within your lifetime. Still, if you're looking for what is perhaps the most reliable Rolex investments, this is it.