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
TrendsJul 31, 2026
These Pieces of the Week Are Sweet Edina Kiss’ “Popsicle” pendant and Karina Choudhrie’s “Ice Cream” charm satisfy that summer craving for a sweet piece of jewelry.
MajorsJul 31, 2026
Macy’s Iconic Red Shopping Bag Sign Torn DownThe massive billboard has been in the same spot on the department store’s Herald Square flagship store for decades.
SourcingJul 31, 2026
Gemfields’ H1 Revenue Jumps 72%The miner’s ruby and emerald auctions brought in a combined $102.9 million.
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.
SourcingJul 30, 2026
De Beers Sale in ‘Final, Most Challenging’ Phase, Anglo CEO SaysThe goal is for the De Beers sale to be finished by the second half of 2026, with the subsequent approvals process expected to take a year.
Weekly QuizJul 30, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Policies & IssuesJul 30, 2026
JA Heads Back to Washington as New Wave of Tariffs Takes Effect David Bonaparte, along with Tim Haake and Ronnie VanderLinden, continue to lobby for tariff exemptions for diamonds, gemstones, and pearls.
SurveysJul 30, 2026
Consumer Confidence Slips in JulySurvey respondents were concerned about the rising prices of food and groceries as well as unemployment.
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 30, 2026
Vicenzaoro Releases 2026 Education LineupThe trade show, slated for Sept. 4-8 in Vicenza, Italy, will feature sessions on trends, AI, gemology, and manufacturing.
Events & AwardsJul 30, 2026
Hillsborough Show Moves to New Location for 2026The public shopping event featuring art, jewelry, watches, and rare collectibles, will take place in Santa Clara, California, this fall.
EditorsJul 29, 2026
Q&A: The Past and Future of Angola’s Diamond Industry Endiama Commercial Director Elton Escrivão knows people have a lot of misperceptions about Angola. He wants to change that.
MajorsJul 29, 2026
Kevin Reilly Retires After 39 Years in the Jewelry Industry Reilly has been with PGI USA for the last 20 years, leading partnership development and professional education.
FinancialsJul 29, 2026
Kering’s H1 Jewelry Sales Up 14%Boucheron reached record sales while Pomellato found success in its signature collections.
Events & AwardsJul 29, 2026
Lauren Harwell Godfrey Designs a Flag for ArkansasShe was one of more than 120 American designers who created flags for the “United Flags of Fashion” project led by CFDA and Vogue.
ColumnistsJul 28, 2026
Peter Smith: Why Your Job Postings May Be Working Against You Smith reveals the method The Retail Smiths use to help retailers and vendors write better job postings.
FinancialsJul 28, 2026
Tiffany & Co., Bulgari Lead the Way for LVMH in H1LVMH’s jewelry and watch brands outperformed the company’s other divisions in an environment the company described as “disrupted.”
CollectionsJul 28, 2026
Lionheart’s New Collection Unites Spiritual Iconography“Sacred Heart” features symbols like crosses, angel wings, the Star of David, and the evil eye as a representation of coexistence.
Events & AwardsJul 28, 2026
The Edge Funding 2 Scholarships Via 24 Karat Club SEUS The scholarships will go to early-career professionals looking to study gemology, bench work and jewelry design, or store operations.
SurveysJul 27, 2026
Jewelry Leads Luxury Market Amid Stabilization, Bain SaysBain & Company delved into the trends shaping the luxury market, the impact of AI, and more in its recent study.
SourcingJul 27, 2026
‘Rubies’ Goes on Display at Harvard MuseumThe exhibition reveals the gemology, geology, and cultural history of the iconic red gemstone.
Policies & IssuesJul 24, 2026
New Trump Tariffs: What They Mean for Jewelry The new sweeping slate of tariffs impacts 60 countries, including India, China, Thailand, Hong Kong, and the United Arab Emirates.
TrendsJul 24, 2026
Amanda’s Style File: Ode to ‘The Odyssey’From coin pendants to diamond shields, these old world-inspired jewels are the perfect accessory for an epic journey.
TrendsJul 24, 2026
Courtney Leidy’s Silk Cord Pendants Center Unexpected Pairings Our Piece of the Week pairs a checkerboard-cut amethyst with an ivy green silk cord.
PodcastsJul 23, 2026
Episode 7: Reinhold Jewelers on the Power of RelationshipsMildred Marcano Abrams and Yael Reinhold join the podcast to talk community connections, holiday plans, and preserving Reinhold’s legacy.
SourcingJul 23, 2026
De Beers’ Production Jumps 88 Percent in Q2 Production also was up in the first half of 2026 but is expected to “substantially” decrease in H2 as two key mines undergo maintenance.
CollectionsJul 23, 2026
Silvia Furmanovich’s New Collection Travels Back to the 1920s“Art Deco” fuses ancestral techniques, rare materials, and modern perspectives as a tribute to the optimism and curiosity of the movement.
IndependentsJul 23, 2026
Sissy's Log Cabin Opens Casino StoreThe jeweler’s newest store is inside Arkansas’ Saracen Casino Resort.
