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
EditorsJul 16, 2026
Q&A: Guzema’s Co-Owners On Its US Expansion, 10-Year AnniversaryValeriya Guzema and Mariana Lenha look back on the last decade and discuss the Ukrainian brand’s first U.S. store.
SourcingJul 16, 2026
Ekati to Close, Leaving Canada With One Diamond Mine The diamond mine, which opened nearly 30 years ago in Canada’s Northwest Territories, is expected to shut down by mid-August.
FinancialsJul 16, 2026
Richemont’s Jewelry Sales Soar for the Seventh Quarter in a RowJewelry sales for the company, which owns Cartier, Van Cleef & Arpels, Vhernier, and Buccellati, rose 21 percent in the first quarter.
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.
Events & AwardsJul 16, 2026
MJSA Mentor & Apprenticeship Program Certifies First Advanced Apprentice GraduateThe graduate, Grace Barden, credited the program with helping her secure a job as a bench jeweler.
Weekly QuizJul 16, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Events & AwardsJul 16, 2026
Jewelers of Louisiana to Host 80th ConventionThe event, scheduled for next month in New Orleans, will include dinner, a custom jewelry design contest, and education sessions.
SourcingJul 15, 2026
1,305-Carat Diamond Recovered from Mine in BotswanaThe yet-to-be named stone is the 10th diamond weighing more than 1,000 carats to come out of Lucara’s Karowe mine.
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.
IndependentsJul 15, 2026
New Jersey Jeweler Barry Berman Dies at 81The founder of Fords Jewelers, Berman is remembered for his love of connecting with his community.
FinancialsJul 15, 2026
Watches of Switzerland’s US Sales Jump 18%, Declines to Comment on Sale Report The watch and jewelry retailer had a strong fiscal year despite what its CEO described as a “complex operating backdrop.”
Events & AwardsJul 15, 2026
Hamptons Jewelry Show to Return in JulyThe open-to-the-public luxury jewelry and timepiece show, in its second year, is slated for July 23-26.
CollectionsJul 15, 2026
Pomellato’s New High Jewelry Is LiberatingBold color, expressive gem-setting, and sculptural form define the three chapters that make up “Stile Libero.”
IndependentsJul 14, 2026
Foundrae Opens First Standalone Store Outside USThe New York-based jewelry brand has expanded overseas, opening a store in London’s Mayfair district.
ColumnistsJul 14, 2026
Sherry Smith: What Today’s Jewelry Consumer Is Telling Us Rising revenue does not automatically mean a healthy business, particularly in the current economic landscape, Smith writes.
TrendsJul 14, 2026
Amanda’s Style File: Shoulder Dusters These long, fluid drop earrings are sure to catch the eye.
CrimeJul 14, 2026
Man Charged in $1M Jewelry Store Heist Lands on FBI Most Wanted ListAlberto Perez-Elias is one of four men charged with robbing a Cape Coral, Florida, jewelry store and is the only one still at large.
Events & AwardsJul 14, 2026
Conference on Mining, Sustainability Kicks Off in NYCInitiatives in Art and Culture is hosting its 16th annual Gold and Diamond Conference, with the theme of “Resilience.”
Lab-GrownJul 13, 2026
Stephanie Gottlieb Changes Her Mind on Lab-Grown DiamondsThe designer, who once said she’d never sell lab-grown diamonds, debuted two capsule collections designed to be fun and easy to wear.
SourcingJul 13, 2026
De Beers Announces Potential Layoffs, 2-Year Production Pause at VenetiaThe diamond miner and marketer is undergoing another round of cost-cutting measures ahead of its sale by Anglo American.
Events & AwardsJul 13, 2026
Registration Opens for JIS Fall 2026 ShowThe annual trade-only buying event is slated for Oct. 16-19 in Miami Beach, Florida.
Events & AwardsJul 13, 2026
AGTA Accepting Entries for Spectrum 2026AGTA also has announced the lineup of judges for the colored gemstone cutting and jewelry design contest’s various categories.
TechnologyJul 10, 2026
There’s a New Blind Box for Luxury Watches Collectibles platform Arena Club’s new Time Boxes could contain a Rolex or Patek Philippe watch.
TrendsJul 10, 2026
Jade Trau Creates a Constellation of DiamondsThe “Constellation Plié” collar, our Piece of the Week, features diamonds arranged in a constellation of shining stars.
SourcingJul 10, 2026
CFO of De Beers’ Consumer-Facing Division Leaves Company Shaun Wills joined the company in 2024 and was chief financial officer of the De Beers Brands and Consumer Markets division.
CollectionsJul 09, 2026
Boucheron’s New High Jewelry Collection Is an Ode to the Human Touch“Human Being” highlights the similarities and differences between us through five sets of jewelry that celebrate fine craftsmanship.
AuctionsJul 09, 2026
Pharrell Williams’ Joopiter Hires Former Bonhams Exec to Head New Watch DivisionNate Borgelt will lead the digital auction house and content platform’s new division as head of watches.
Events & AwardsJul 09, 2026
Halstead Names 2026 Grant WinnerEnoch Platero, founder and designer behind Enoch Michael, is the first Native American jeweler to win the award.
