Rolex in 2024

According to calculations by Morgan Stanley and Watch Charts, Rolex watches are still sold more expensive than retail prices. In fact, the calculated value retention metric is an estimate of the retention price of a watch after its first purchase. It allows you to evaluate which models are most in demand and prices for collectors, as well as what risks are associated with investing in certain Watch models.

Rolex showed a retail margin of + 20.3%, making it one of the top three brands that retain its value the most, along with Patek Philippe and Audemars Piguet.

GMT-Master is in the highest demand with a retail margin of + 48.2%, followed by Daytona and Sky-Dweller with +40.8%. Other models, such as the Oyster Perpetual (+32%) and Submariner (+24.2%), also retain their value well.

However, the Yacht-Master and Sea-Dweller models are sold below the retail price. In general, Rolex watches are usually valued by collectors, which makes them a valuable investment.