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
AuctionsJun 18, 2026
Paraíba Tourmalines Sell for $3.4M at Sotheby'sThe recent high jewelry auction, which also featured the sale of a 10-carat blue diamond, was “a celebration of color.”
CollectionsJun 18, 2026
Michelle Obama Wears Almasika Earrings Symbolizing Feminine PowerShe wore the “Le Cauri Endiamanté” earrings, our Piece of the Week, in the Obamas’ first dual portrait for the Obama Presidential Center.
PodcastsJun 17, 2026
Episode 6: Las Vegas 2026-Trends, Traffic, Broken BathroomsCouture’s Michelle Orman joins Amanda Gizzi and Michelle Graff for this special post-Market Week episode of My Next Question.
Brought to you by
Wedding Band Trends 2026: Personalization Takes Center StageColored gemstones, artisan finishes, mixed metals, and meaningful details are shaping demand in bridal jewelry.
GradingJun 17, 2026
SSEF Issues Warning on Refilled EmeraldsThe lab is seeing emeralds with filler added post-testing enter the market, accompanied by reports that indicate little to no treatment.
Weekly QuizJun 17, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
MajorsJun 17, 2026
James Avery to Revamp In-Store Retail ExperienceThe Texas-based jeweler is gradually rolling out a new experience-forward layout in its stores.
MajorsJun 17, 2026
Seahawks’ Super Bowl Ring Blends Meaningful Design, Technical CraftsmanshipThe Super Bowl LX champions were honored with diamond and blue sapphire rings by Jason of Beverly Hills.
Brought to you by
Building the Future of Jewelry Retail: DCA Expands Education, Leadership Development, and Workforce SolutionsDCA is preparing the next generation of professionals by supporting workforce development, leadership growth, and career advancement.
Policies & IssuesJun 17, 2026
Community for Ethical Jewelry Names New Executive DirectorMarianna Smirnova previously spent a decade working with the Responsible Minerals Initiative, in addition to other relevant roles.
MajorsJun 16, 2026
5 Things to Know About the 2026 NBA Championship TrophyThe New York Knicks took home the Larry O'Brien Trophy crafted by Tiffany & Co.
TrendsJun 16, 2026
Post-Vegas Jewelry Trend Report: Big Beads, Western Flair, White MetalsAssociate Editor Natalie Francisco lists the trends she spotted during Jewelry Market Week that will dominate the second half of 2026.
SourcingJun 16, 2026
GemGuide Updates Ruby PricesIts app now reflects increased prices for Mozambique ruby, as well as changes to its Burma ruby charts.
MajorsJun 16, 2026
Sasha Primak Hires New Design DirectorThe manufacturer has tapped Alicia Arnold, the former director of custom design at Tiny Jewel Box.
IndependentsJun 15, 2026
DeBoulle Diamond & Jewelry to Renovate Dallas FlagshipThe revamped, elevated space will feature a two-story Patek Philippe atelier and a rooftop patio for parties.
TrendsJun 15, 2026
Amanda’s Style File: Tiny Charms Are TrendingHere are 13 small charms to inspire your layered looks this summer.
AuctionsJun 12, 2026
16th-Century ‘Hogback’ Diamond Ring Going Up for Auction in LondonFound by a metal detectorist, the ring likely belonged to a wealthy, possibly royal, owner, said Noonans.
CollectionsJun 12, 2026
Chouette Designs To Launch Collection Celebrating All Types of LoveOur Pride Month Piece of the Week, the “Margaux” ring, is part of the wife-and-wife team’s new “Lovestoned” collection.
Events & AwardsJun 12, 2026
CBG Announces Plans for Phoenix ShowThe group has named the keynote speaker and announced a new pavilion for its next event, which is slated for September.
EditorsJun 11, 2026
This Was the Best Animal Jewelry in Las Vegas From lions and hippos to snails and fish, Senior Editor Lenore Fedow wrangles her picks for cutest jewelry critters in Las Vegas.
SourcingJun 11, 2026
Grandview Klein, London Jewelers Partner To Cut 63-Carat RoughThe big stone will be fashioned into a 20.26-carat diamond in celebration of the retailer’s 100th anniversary this year.
MajorsJun 11, 2026
Former Cartier Creative Director To Head Chanel’s Jewelry Creation StudioMarie-Laure Cérède will join Chanel as the new director of its jewelry creation studio, starting in October.
Lab-GrownJun 11, 2026
Smiling Rocks’ ‘Wish Jar’ Generates 100+ Wishes in Las Vegas At the JCK show, the lab-grown diamond brand teamed up with Jewelers for Children to support Make-A-Wish India.
SourcingJun 11, 2026
Signet Jewelers Exec Joins Diamonds Do Good BoardIlana McCabe is Signet’s vice president of public relations and brand communications.
AuctionsJun 10, 2026
31.62-Carat ‘Azure Blue’ Diamond Sells For $8M+ at Christie’sIt was a banner day for blue gemstones, with another blue diamond topping $8 million and a 41-carat sapphire going for $2.3 million.
MajorsJun 10, 2026
Saks Global Receives Bankruptcy Court Approval for ReorganizationThe approval means the retailer is on track to exit bankruptcy proceedings this summer.
CrimeJun 10, 2026
2 Suspects Arrested in Texas Jewelry Store RobberyThe men are believed to be part of the group of several masked suspects that robbed Marc Robinson Jewelers in April.
CollectionsJun 10, 2026
Sylvie Debuts ‘Elevated’ Bridal Collection Inspired By Designer’s RingThe bridal-focused brand is also launching its Custom Atelier this summer, a digital custom design tool for its authorized retailers.
