WatchesApr 08, 2025
Here Are the New Rolex Watches for 2025WatchesJul 16, 2025
The Top-Selling Rolex Models of the Last 15 Years, According to Bob’s Watches
The reseller’s market trends report, based on its sales data, also shows exactly how much Rolex prices have jumped since 2010.
In honor of its 15th anniversary, Bob’s Watches has released 15 years of preowned Rolex sales data. Pictured is a Rolex Datejust, a dress watch the brand introduced in the mid-1940s. (Photo courtesy of Bob’s Watches)
Naples, Fla.—Earlier this month, Bob’s Watches released a detailed, data-based report confirming what everyone knows to be true—the price of Rolex watches has skyrocketed over the last 15 years.
Based on the luxury watch reseller’s sales data from 2010—the year it launched—to 2025, the report outlines the top-selling Rolex models and tracks the increase in sale prices for the brand.
It takes into account both average order value and transaction volumes across Rolex’s various collections.
According to the report, the average resale price of a Rolex watch sold by Bob’s Watches has increased more than five-fold between 2010 and 2025, jumping from an average of $2,050 in 2010 to $13,426 this year.
The average order value for Rolexes sold by Bob’s Watches more than quadrupled between July 2010 ($2,050) and the end of 2015 ($7,185) and increased 24 percent from then until June 2020, reaching $8,897.
What Bob’s Watches described as Rolex “mania” took hold in summer 2020—the beginning of a lucrative couple of years for the entire fine jewelry and watch industry—with average order value for Rolex watches surging between 2020 and early 2022 to peak at $17,206.
Since then, the market for all secondhand luxury watches has undergone a price correction.
For Bob’s Watches, the report shows that after peaking in March 2022, the average order value for a preowned Rolex watch began dropping, hitting a low of $11,785 in December 2022 before beginning to stabilize this year.
As of June 2025, the average order value for a Rolex watch was $13,426.
Related stories will be right here …
Based on the luxury watch reseller’s sales data from 2010—the year it launched—to 2025, the report outlines the top-selling Rolex models and tracks the increase in sale prices for the brand.
It takes into account both average order value and transaction volumes across Rolex’s various collections.
According to the report, the average resale price of a Rolex watch sold by Bob’s Watches has increased more than five-fold between 2010 and 2025, jumping from an average of $2,050 in 2010 to $13,426 this year.
The average order value for Rolexes sold by Bob’s Watches more than quadrupled between July 2010 ($2,050) and the end of 2015 ($7,185) and increased 24 percent from then until June 2020, reaching $8,897.
What Bob’s Watches described as Rolex “mania” took hold in summer 2020—the beginning of a lucrative couple of years for the entire fine jewelry and watch industry—with average order value for Rolex watches surging between 2020 and early 2022 to peak at $17,206.
Since then, the market for all secondhand luxury watches has undergone a price correction.
For Bob’s Watches, the report shows that after peaking in March 2022, the average order value for a preowned Rolex watch began dropping, hitting a low of $11,785 in December 2022 before beginning to stabilize this year.
As of June 2025, the average order value for a Rolex watch was $13,426.
The report also breaks down the top-selling Rolex collections on Bob’s Watches over the last 15 years.
No. 1 is the Rolex Datejust, a dress watch Rolex first introduced in 1945, making it one of the brand’s oldest collections.
According to the report, the most popular Datejust model is the ref. 16233, a 36 mm two-tone watch with a fluted bezel, Jubilee bracelet and caliber 3135 movement.
Rolex produced the Datejust ref. 16233 from the late ‘80s through the 2000s.
Prices for Datejust watches sold by Bob’s Watches have jumped more than 600 percent over the last 15 years, increasing from $1,150 to $8,641.
The average sale price of a Rolex Submariner has more than tripled for Bob’s Watches over the last 15 years, the company’s sales data shows. (Photo courtesy of Bob’s Watches)
The second most popular collection is the Rolex Submariner, a dive watch introduced in 1953.
The bestselling Submariner is the ref. 16610, a 40 mm watch with an aluminum bezel insert and caliber 3135 movement. The model was produced between 1998 and 2010.
Prices for Rolex Submariners have risen from $4,700 to $17,295 over the last 15 years, a 268 percent increase.
The GMT-Master II sits at No. 3, led by the ref. 116710, a 40 mm stainless steel watch with a black and blue (“Batman) or black (“LN”) Cerachrom ceramic bezel and maxi case.
For Bob’s Watches, the most popular GMT-Master II model is the ref. 116710 with either the “Batman” (black and blue) or all black Cerachrom ceramic bezel and maxi case.
Produced from 2007 to 2019, the model is powered by the caliber 3186 movement.
Over the last 15 years, prices for Rolex GMT-Master II watches have increased more than 500 percent, from $3,400 in 2010 to $20,595 today, the report shows.
The three Rolex collections that are the least traded on Bob’s Watches are the Milgauss, the Sky-Dweller, and the Cellini.
Editors' Picks
Sponsored by
Bob’s Watches is based in Newport Beach, California.
The company has stores in Newport Beach and Naples, Florida, as well as by-appointment-only locations in New York City and Miami.
Bob Thompson started Bob’s Watches as a local business in the mid-‘90s. He sold the company to current owner and CEO Paul Altieri in 2010, who relaunched it as a website focused on Rolex resales.
The company released the Rolex sales report to mark its 15th anniversary.
The full report can be viewed on BobWatches.com.
The company has stores in Newport Beach and Naples, Florida, as well as by-appointment-only locations in New York City and Miami.
Bob Thompson started Bob’s Watches as a local business in the mid-‘90s. He sold the company to current owner and CEO Paul Altieri in 2010, who relaunched it as a website focused on Rolex resales.
The company released the Rolex sales report to mark its 15th anniversary.
The full report can be viewed on BobWatches.com.
More on Watches
The Latest
SurveysAug 21, 2026
These Are 2026’s Hottest Retailers, Says NRFThe retailers at the top of the list offer affordable products and fun, discovery-fueled experiences.
CollectionsAug 21, 2026
Bijules, Kamyen Serve Up ‘Topspin’ Tennis Bracelet Ahead of US OpenIn our Piece of the Week, the designers reimagine the tennis bracelet with green enamel wrapped around a strand of “Desert Diamonds.”
PodcastsAug 20, 2026
Episode 8: Diamond Industry Update With David Bonaparte & Ronnie VanderLindenThe industry veterans join the podcast to discuss diamond marketing, the FTC Jewelry Guides, and lobbying for lower tariffs.
Brought to you by
Your Piece Could Be the One Editors Talk AboutSubmit your pieces for a chance to win in this year's competition.
TechnologyAug 20, 2026
A New AI-Powered Gemstone Identification App Is HereFounder Vik Westermann said the app is a “starting point” to inspire people to work with appraisers and gem labs, not replace them.
Weekly QuizAug 20, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
AuctionsAug 20, 2026
Storied Unicorn Brooch Up for Auction Gallops to New Home The Verdura brooch, which belonged to the late Virginia Fortune Ryan Ogilvy, was sold to a private collector in Asia.
Events & AwardsAug 20, 2026
MJSA Education Foundation Names 5 Scholarship WinnersThe five students were awarded a total of $10,000 through the nonprofit’s 2026 “Future of Jewelry Making” scholarship.
Brought to you by
Why More Jewelry Retailers Are Hosting Turnkey Estate Buying EventsRetailers are seeking new ways to attract customers, increase traffic, and create revenue – Estate buying events are a popular solution.
MajorsAug 20, 2026
Plumb Club Elects 2026-2027 BoardSteven Lerche is now beginning his term as the youngest member to become president of The Plumb Club’s elected executive committee.
MajorsAug 19, 2026
Mike Alexander To Succeed Scott Murphy as Jewelers Mutual CEO Murphy will retire at the end of the year and Alexander, currently the company’s president, will take over at the start of 2027.
Policies & IssuesAug 19, 2026
Spinelli Kilcollin Embraces Dupes With Trade-In ProgramThe jeweler is encouraging customers who own lookalike rings to come into the store and trade them for credit towards an authentic piece.
MajorsAug 19, 2026
Zales Wants You to Wear Fine Jewelry Every DayThe new campaign, “You Are The Occasion,” discourages shoppers from saving their fine jewelry for special occasions only.
SourcingAug 19, 2026
Vasant Mehta, a Dedicated Diamond Industry Leader, Dies at 81Mehta led India’s GJEPC through the 2008 financial crisis and was respected worldwide for his wisdom, integrity, and knowledge.
CrimeAug 18, 2026
2 California Men Arrested in Fatal Vehicle Smash RobberyOne is the driver who allegedly crashed a car into a Sacramento jewelry store in April, striking a 71-year-old employee who later died.
ColumnistsAug 18, 2026
Peter Smith: The IKEA Effect and Bridal Branding In a new column, Peter Smith posits that people actually enjoy putting together IKEA furniture, and the same is true for engagement rings.
CrimeAug 18, 2026
Thieves Snatch $1M in Jewelry From New Jersey Jeweler9lakha Jewelers in Iselin, New Jersey, was the target of a smash-and-grab robbery on Aug. 8.
Lab-GrownAug 18, 2026
Ring Concierge, Kendall Jenner’s Tequila Brand Collab on GiveawayThe jeweler has partnered with 818 Tequila to gift lab-grown diamond studs to a bride-to-be and their bridal party.
Events & AwardsAug 17, 2026
Exhibition on Louis Comfort Tiffany’s Studios to Open at The MetThe exhibition will feature more than 100 drawings of stained-glass lampshades, windows, and more, many created by women and émigrés.
CollectionsAug 17, 2026
Marquise Diamonds Dance in Spinelli Kilcollin’s ‘Wren’ CollectionMarquise-cut diamonds in drop charms are the center of the new collection, reflecting the movement of a dancer in modular styles.
Events & AwardsAug 17, 2026
There’s a New Jewelry Show Coming to FloridaThe inaugural Fort Lauderdale Jewelry, Antique, & Object Show will be held from Jan. 28 through Feb. 1, 2027.
IndependentsAug 14, 2026
Smyth Jewelers to Open Fourth LocationThe family-owned jeweler will open a new showroom in Bel Air, Maryland, this fall.
CrimeAug 14, 2026
Wife of Man Convicted in Jeweler’s Murder Sentenced for Conspiracy Amanda Ileana Hernandez is married to Carlos Hernandez, one of two men in prison for the 2024 murder of Michigan jeweler Hussein Murray.
TrendsAug 14, 2026
Paul Morelli’s Latest ‘Wavey Vine’ Earrings Embrace ColorThe reimagined jewel, our Piece of the Week, trades the diamonds in the original 1998 design for blue, pink, yellow, and green sapphires.
Supplier BulletinAug 13, 2026
Your Piece Could Be the One Editors Talk AboutSponsored by American Gem Trade Association
FinancialsAug 13, 2026
Pandora’s ‘Talisman’ Collection Shines, Lab-Grown Diamond Sales FallIn the United States, second-quarter sales were flat amid soft consumer sentiment and lower in-store traffic.
AuctionsAug 13, 2026
This Gold Cadbury ‘Conundrum’ Egg Set a World Auction RecordThe 22-karat gold egg, sold at Batemans Auctioneers in the U.K., was part of a 1980s treasure hunt ad campaign for Cadbury Creme Eggs.
SourcingAug 13, 2026
2,488-Carat Diamond, Largest Found in Botswana, Has a New Owner Lucara Diamond Corp., which recovered the “Motswedi” diamond from the Karowe mine, sold the stone for an undisclosed amount.
