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If you had bought a pre-owned Rolex Submariner or GMT-Master II in 2010 for around $2,000, today it would be worth approximately $12,000. This is one of the key findings from an analytical report by online dealer Bob’s Watches, released to mark the company’s 15th anniversary.

According to Bob’s Watches, the average price of used Rolex watches has skyrocketed from $2,000 in 2010 to $13,426 in 2025 — a growth of over 550%. Founder Paul Altieri commented, “This confirms all the industry talk over the past years. Rolex has outperformed both real estate and the stock market.”

Top-performing models by price growth include:

• GMT-Master II: +506%, driven by demand for vintage “Pepsi” and modern “Batman” models.

• Daytona: +358%, peaking at $53,911.

• Datejust: the most traded model, +639% growth with the least volatility.

The report identifies four distinct market phases since 2010:

1. 2010–2015: Rapid 250% price increase.

2. 2015–2020: Moderate growth of +24%.

3. 2020–2022: Pandemic-fueled surge of +93%, with average prices reaching $17,206.

4. 2022–2025: Market correction and stabilization, a 31% drop.

The Submariner proved the most resilient model, declining only 8% from its 2022 peak price of $18,889. Other notable growth leaders include:

• Submariner Ref. 116610: +329%

• GMT-Master II Ref. 16710: +302%

• Datejust Ref. 16013: +205%

• Submariner Ref. 16613: +203%

• Submariner Ref. 16610: +201%

Altieri recalls the market as a “wild frontier” back in 2010: “There was no transparency or trust. We had to build everything from scratch.” Today, he notes, used Rolex watches often sell for more than new ones — if you can find them.

“Many say Rolex is a good investment, but now we have the data. I think a lot of people will realize: ‘These watches have beaten the stock market, and you can wear and enjoy them too,’” Altieri added.

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